Embed Size (px)
DESCRIPTION
Brands reinvent themselves by going through rigorous design and brand exercises involving designers, art directors, marketeers, and consumers themselves.
Citation preview
What aesthetic choices we make when it comes to..
All Stories ‘No Gyan’
Communicating with their customers (probably branding)
Products that they make
companies
P.S. Title may still be misleading
Something are just beautiful …may not be for a good reason
Something are just beautiful …may not be for a good reason
Lets see if we can learn from a story
I am Bill Atkinson!
I am holding theApple mac its first user Interface
Ohh.. BTW I was the lead graphic programmer during early Macintosh development days
I am very happy today because I have cracked a great deal of stuff
I went to Steve…yes Jobs
Hey Steve! You know what? we can now draw shapes on our
screens
Great Bill!!!..
BUT
Is it possible to draw rounded
rectangles
No. I don’t think it is technically possible..
How do we program them.
Why do we need them in the first
place
Rounded Rectangles or Stuff
Is everywhere..
Furniture
Sign posts
Spectacles
Badges
…
..
Bill made a genius…
Rounded rectangles became part all user interface elements that Apple did from there on…
Ohh..Not only interface but
It almost became an unnoticed design theme of Apple’s all products
Not so beautiful but compact
Product packagingDid you notice
that button?
Why Rounded Rectangles Became An Intelligent Choice?
Is it because of Synesthesia? – Syn-es-the-sia
Web DefinitionSynesthesia can be described as a state of mind when you experience an external sense at the same time a parallel internal sense.
For example, some musicians reported seeing a particular color while playing a specific instrumental chord. And some people see a particular texture/color looking at an letter/number.
In a Synesthesia experiment letter ‘A’ is most likely to be associated with color Red
Bouba and Kiki Effect
Wolfgang KohlerAmerican German Psychologist
Proximity
Closure
Similarity
Continuation
Simple task of matching the words with shapes
Across all cultures – results are same…
We internally group sharp and edgy colors, shapes together.
And rounded and muted sounds and colors and shapes together
May Be I Can Use A Bad Example to Explain…
I think that’s why we all like rounded rectangles!
Let’s understand more scientifically
Must Read – Jurg Nanni’s Visual Perception: An Interactive Journey of Discovery through Our Visual System
Human underline
visual system
Perceive any visual
information
Sensory system
There is a visible difference…
Our visual system recognizes the two shapes differently
‘T’ cells used by our sensory system helps us recognize different shapes by recognizing their sharp edges and corners
Because of this nice alignment our visual system has the perception of a unified shape
On the right hand side – these cells align themselves differently and our visual system recognizes them as two shapes
It is possible that..
You may not know…
Our visual perception system can play really tough
6:30 AM
8:00 AM
8:30 AM
9:30 AM
12:30 PM
4:30 PM
7:30
10:30
11:30
How often do we come across brands!!!
Bathroom
Kitchen
Dressing
Office
Lunch
Coffee
Beer Bar
TV Room
Bedroom
Marketers use of complementary brands information
Everybody’s favorite
Slide 21
Basic Questions
What is Brand?Why Brand?
Slide 22
Logo is NOT a BRAND!!!
Your product is NOT a BRAND!!!
Brand is not product!!!
Slide 24
Yes. This is your brand
Emotions, Attachment, Attitude, personality, Status and much….
all are attributed of Harley’s brand
Your brand is made up of every experience (physical, psychological) a prospect has with your business and the perception of promises made by you.Brand Identity: A visual representation of brand. Speaks for you when you are not there…
Brand Image: The perception of your product and services of under your brand by the consumer
The Coke Story
Slide 26
John PembertonPharmacist from AtlantaInventor of Coke’s formula
Spencerian Art (Not really a script and typeface)
Slide 27
Frank RobinsonBookkeeper of John and typography enthusiast because of his profession
Platt Rogers Spencer
Spencerian Script is a script style that flourished in the United States from 1850 to 1925
The Design Challenge – We want a bottle
Can be recognized in dark
Can be identified if found broken
Trendy and Sensual
Slide 28
American trend
Slide 29
Cocoa Pod
Original Sketch Original Proto
Hobble Skirts
"contour bottle"
Slide 30
Coke ‘wave’ is a design is a blend of spencerian curves and bottle contour
Slide 31
Vice-President of Design David Butler
company with more than 350 products now
more than 300 bottling partners
retail partners in more than 200 countries
operating in countless languages and cultures
“Not easy…but you don’t have an option..Your competition will vanish you overnight”
Slide 32
Product Branding
Recyclable aluminum version of its classic "contour" bottle meet the company's sustainability goals
Short for West East 2008, the limited edition WE8 bottle series launched in June and was designed to celebrate and express the global spirit of the Beijing 2008 Olympic Games
Coke Classic
New promises made!!!
Old promises intact
Slide 33
Cross Channel Branding
Branding cannot limit itself to products…I think I said it before
Encouraged recyclingSocial initiativeSubtle or rather no branding because Coke believed “no mileage out of social initiative” and that’s how the communication is designed…
Not only colors, logo and graphics but shape of the Vending ShapeShape of the vending is just similar to that of the Coke’s classic bottle
You can’t get away from the Coke’s curveWebsites, brochures, intranets, extranets, mailers
Let’s understand brand from a holistic approach…
Slide 35
Cross Channel Brand Experience Framework
Value 1
Value 2
Value 3
Value 4
Promise 4
Promise 3
Promise 2
Promise 1
Segment 1
Segment 2
Segment 3
TouchPoint 2
TouchPoint 1
TouchPoint 4
1-800-
TouchPoint 3
Sensation
Feeling
Thinking
Intuition
Your brand
Your customer
Slide 36
Connections…
Sensation
Feeling
Thinking
Intuition
See, Hear, Taste, Touch, Smell
An emotional concept : Birthdays, patriotism, country,
first bike, first girlfriend, first orgasm are all part of it
Straight from brain:Logical, Mathematical, Short Term, Long term
Experts says: It has a major role to play in
connection and decision making but still to be
understood well
Marketers use
these connection
to reach the right
customer,
communicate the
right thing,
create
differentiation,
and reduce noise
Sensory Connections
See
Layout/Information organization
Typefaces
Colors
Distinct packaging
Logos
hearAnnouncer
Music
Mnemonics
touch
smelltaste
Show Trust - Amitabh Bachaan for ICICIShow Dynamism – Dhoni for Reebok
Airtel – “Express yourself” by Rehman
Britannia – “Ting-Ting-Tiding”Pepsi – “Ahaa”
Shape and formPonds cream packaging
TextureCashmere
Wool NaturalKhaki, Jute,
leather
McDonald’s friesHyderabad House Biryani
Sandal – “Santoor”Coffee – “Starbucks”Vicks – “Vicks Smell”
Slide 38
So… what is so difficult in branding????
What does your logo say’s
Slide 39
“E” and “x”. The negative space those 2 letters create, form an arrow pointing to the right side. This signifies forward or moving forward and this is what the company does.
The shape of 3 stripes on the Adidas Logo represents a mountain, pointing out towards the challenges
The logo has an arrow pointing from A to Z. This signifies that they sell everything from A to Z. The arrow also forms a smile.
The simple logo icon contains the letters V and W: “volks” means “people” and “wagon” means “car”.
The BMW medallion represents a propeller of a plane in motion, and the blue represents the sky. This is because BMW has built engines for the German military planes in World War II
The star in three corners represents the Mercedes-Benz dominance on land, sea and air
Communicating the promises
Do it yourself tools
We sell user friendly and safe tools…
United State’s second number car rental company. First is Hertz. They realized is and in 2006 added re-branded by adding “We try harder” – A Promise…
Impact of technology
Slide 41
1903 1912 1927 1957 1976 2003
When streamlining and aero dynamism was introduced to planes and motor-vehicles, it was automatically translated to fridges, furniture, clocks and fans too.
Similarly
Their old logo was changed to this glassy one because of their product.
