Apple Visual Analysis (Presentation for PR Visual Communcations,_University of Florida, Spring 2009)

8/3/2019 Apple Visual Analysis (Presentation for PR Visual Communcations,_University of Florida, Spring 2009)

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A Visual Analysis of ApplePresented by Adrian Erlenbach, Kaylee Hyman, Jami Baker and Erin Hughes


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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 usecomputer.

The companys iconic logo, an apple with a bite taken out

of it, is now one of the worlds most recognizable corporatesymbols.

(Source: www.apple-history.com)


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Apples MissionApple 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

oerings.

(Source: Apple.com)


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Why an Apple? While Apple has never ocially 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 titledApple.

Biblical symbolism: Adam and Eve, creationism,etc.

They just couldnt think of anything better.

According to the original designer, the bite in Apples 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)


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30 years of Apples

The Newton Crest:

Apples original logo,

Designed by graphic

designer RonaldWayne.

1976


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30 years of Apples

The Rainbow: The

rst actual apple.

Created by designer

Rob Jano.

1976-1998


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30 years of Apples

The Monochrome

Logo: Symbolized a

corporate identity

overhaul for Apple.Has been modied

slightly over the years.

1998-present


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Brand Recognition

The Apple logo is now one of the most

recognizable corporate brands on the planet.


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Brand Recognition




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Brand Recognition




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Brand Recognition




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Visual Cues

Example 1:Apple Commercials.
http://www.youtube.com/watch?v=Qemsm-m5kcQhttp://www.youtube.com/watch?v=Qemsm-m5kcQ


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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-Im a Mac, Im 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-3MtYn9W5whttp://www.youtube.com/watch?v=l-3MtYn9W5whttp://www.youtube.com/watch?v=l-3MtYn9W5whttp://www.youtube.com/watch?v=l-3MtYn9W5w


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Visual CuesExample 2: Apple Print Ad

Source: www.macdailynews.com
http://www.macdailynews.com/http://www.macdailynews.com/http://www.macdailynews.com/http://www.macdailynews.com/


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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 thead, with very little left-aligned text spanning both pages.

Typeface-Adobe Myriad,Apples standard sans-serif font

adds to ads simple, modern look


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Visual CuesExample 2: Apple Product Packaging


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Visual CuesExample 2: Apple Product Packaging

A packaging experience.

White (and Black) Space-Nothing on outside of box otherthan product name and photo. Verylimited text in

instruction materials.

Organization and proximity-Three-step quick-start

instructions are easy to follow and add to the user-friendlyappeal

Harmony-Sleek, minimalist packaging adds to the

userexperience


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Visual CritiquePositive

Impressions

Modern, simplistic visual identityreects organizations mission to

create well-designed products that are

easy to use.Powerful, consistent design strategycreates a clear brand personality.

Memorable messages and repetitioncreates brand recognition and

resonance.

One of the most successful, innovative

corporate identities in the world.


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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 itless appealing to more-serious business users.

Sleek, modern ads make Apple products seemexpensive, alienating lower-income publics

Microsoft Ad: Im not cool enough to be a Macperson

As a result of Apples high and mightyapproach 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_embeddedhttp://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_embeddedhttp://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_embeddedhttp://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_embeddedhttp://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


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Visual Critique

Mac-People

vs. PC-People


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Our Proposal:

Since Apples mission is to serve all

types of publics (college students,

designers, oce workers, gamers,

etc.), Apple should take steps todierentiate its design approach

with respect to some of its

products and features, to seem

more approachable to the publicsit 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.


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Idea #1Apple could:

Design more down-to-earth ads to promote its most

aordable products (iPod Shue, refurbished products,

etc.) to lower-income publics like college students, orother individuals from less-privileged backgrounds.

Target these groups through less-expensive seeming ads (Collegenewspapers vs. GQ Magazine; Spanish-language radio stations vs. the

Superbowl)Ads can still maintain many the minimalist design approach, just withoutseeming so stuck-up.


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Idea #2Apple could also:

Design more informational, in-depth ads to address the

concerns of gamer types.

Apples 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 specic misconceptions in nerdier language

Make visual elements less artsy in appearanceRun ads in specialized high-tech channels like gaming magazines, or adaptmessage to an exhibit at a gaming convention.


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InspirationImage of

DiversitySymbolizes that anyone

can be a a Mac-Person,

whether they are rich,

poor, cool, nerdy, artsy,serious, etc.

(Source: www.istockphoto.com)


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InspirationThe classic

whitet-shirt

Simple, elegant,

comfortable and

approachable.


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Inspiration

Key Public

Relevant:Ramen Noodles

The symbol of low-

income survival


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Inspiration

Technical

Manual

No-frills, information-

based design.


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Any Questions?

Documents

Apple Visual Analysis (Presentation for PR Visual Communcations,_University of Florida, Spring 2009)