Visual Analysis of Apple

A Visual Analysis of Apple®Presented by Adrian Erlenbach, Kaylee Hyman, Jami Baker and Erin Hughes

Wednesday, May 9, 2012

About Apple®• Established in 1976 by Steve Jobs at the beginning of the

“personal computer revolution.”

• Goal was to create an “inexpensive and simple to use computer.”

• The company’s iconic logo, an apple with a bite taken out of it, is now one of the world’s most recognizable corporate symbols.

(Source: www.apple-history.com)


Apple’s Mission“Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”(Source: Apple.com)


Why an Apple?• While Apple has never officially commented on the

inspiration for its logo, the public has many theories:• Steve Job used to work on an Apple Farm.• Apples are Steve Jobs’ favorite fruit. • Named after Beatles Album titled Apple.• Biblical symbolism: Adam and Eve, creationism,etc.

• They just couldn’t think of anything better.

• According to the original designer, the “bite” in Apple’s logo simply was added to make it look more an Apple. Also a play on words (bite/byte... get it?).

(Source: www.apple-history.com)

•


30 years of Apples

“The Newton Crest”: Apple’s original logo, Designed by graphic designer Ronald Wayne.

1976


30 years of Apples

“The Rainbow”: The #rst actual ‘apple’. Created by designer Rob Janoff.

1976-1998


30 years of Apples

“The Monochrome Logo”: Symbolized a corporate identity overhaul for Apple. Has been modi#ed slightly over the years.

1998-present


Brand Recognition

The Apple logo is now one of the most recognizable corporate brands on the planet.


Brand Recognition



Brand Recognition



Brand Recognition



Visual Cues

Example 1: Apple Commercials.


http://www.youtube.com/watch?v=Qemsm-m5kcQ

http://www.youtube.com/watch?v=Qemsm-m5kcQ

Visual CuesExample 1: Apple Commercials.

• White Space-Plain white background adds simplicity.• Balance-The men are the same height, and PC always

stands on the left, Mac on right. • Contrast-Mac is young, laid-back, and casually dressed. PC

is older, usually dressed up, and always socially awkward. • Repetition and Consistency-”I’m a Mac, I’m a PC” always

the opening line. Music is always the same. Ads always end with a picture of an Apple computer.

• Apple runs versions of this commercial all over the world. (Japan).


http://www.youtube.com/watch?v=l-3MtYn9W5w

http://www.youtube.com/watch?v=l-3MtYn9W5w

Visual CuesExample 2: Apple Print Ad

Source: www.macdailynews.comWednesday, May 9, 2012

http://www.macdailynews.com

http://www.macdailynews.com

Visual CuesExample 2: Apple Print Ad

• White Space-Plain white background adds simplicity.• Balance-2-page magazine ad, with one computer on each

page, adding symmetry, #tting for “power couple” slogan. • Contrast-Side-by-side black and white MacBooks add stark

but attractive contrast. • Proximity & Alignment-Attractive photos dominate the

ad, with very little left-aligned text spanning both pages.• Typeface-Adobe Myriad, Apple’s standard sans-serif font

adds to ad’s simple, modern look


Visual CuesExample 2: Apple Product Packaging


Visual CuesExample 2: Apple Product Packaging

• “A packaging experience.”• White (and Black) Space-Nothing on outside of box other

than product name and photo. Very limited text in instruction materials.

• Organization and proximity-Three-step “quick-start” instructions are easy to follow and add to the user-friendly appeal

• Harmony-Sleek, minimalist packaging adds to the user“experience”


Visual CritiquePositive Impressions

• Modern, simplistic visual identity re$ects organization’s mission to create well-designed products that are easy to use.

• Powerful, consistent design strategy creates a clear brand personality.

• Memorable messages and repetition creates brand recognition and resonance.

• One of the most successful, innovative corporate identities in the world.


Visual CritiqueNegative

Impressions

Extreme level repetition & consistency makes it hard for Apple to tailor message to diverse publics. For example:

• Young and trendy feeling of the brand makes it less appealing to more-serious business users.

• Sleek, modern ads make Apple products seem expensive, alienating lower-income publics

• Microsoft Ad: “I’m not cool enough to be a Mac person”

• As a result of Apple’s “high and mighty” approach to communication, Mac users can be perceived as stuck-up, cultish, etc.


http://www.youtube.com/watch?v=EIS6G-HvnkU&eurl=http%253A%252F%252Fapcmag.com%252Fim-not-cool-enough-to-be-a-mac-person.htm&feature=player_embedded




Visual Critique

“Mac-People” vs. “PC-People”


Our Proposal:Since Apple’s mission is to serve all types of publics (college students, designers, office workers, gamers, etc.), Apple should take steps to differentiate its design approach with respect to some of its products and features, to seem more approachable to the publics it has alienated in the past.

Basically, for some of its products and publics, Apple should to try to look and seem a little less “Apple.”


Idea #1Apple could:Design more down-to-earth ads to promote its most affordable products (iPod Shuffle, refurbished products, etc.) to lower-income publics like college students, or other individuals from less-privileged backgrounds.

• Target these groups through less-expensive seeming ads (College newspapers vs. GQ Magazine; Spanish-language radio stations vs. the Superbowl)

• Ads can still maintain many the minimalist design approach, just without seeming so “stuck-up.”


Idea #2Apple could also:Design more informational, in-depth ads to address the concerns of “gamer” types.

• Apple’s compatibility problems have been #xed for years, but some high-tech publics still consider Apple products to be less powerful than PC and overrated.

• Apple could address such concerns with more print-heavy, technically oriented ads that tackle speci#c misconceptions in “nerdier” language

• Make visual elements less “artsy” in appearance • Run ads in specialized high-tech channels like gaming magazines, or adapt

message to an exhibit at a gaming convention.


InspirationImage of “Diversity”Symbolizes that anyone can be a a “Mac-Person,” whether they are rich, poor, cool, nerdy, artsy, serious, etc.


InspirationThe classic white t-shirtSimple, elegant, comfortable and approachable.


InspirationKey Public Relevant:Ramen Noodles

The symbol of low-income survival


InspirationTechnical ManualNo-frills, information-based design.


Any Questions?


Business

Visual Analysis of Apple