Design Bewertung
Design ist ein sehr subjektiver Bereich. Aber das ist natürlich sowohl seine Schönheit als auch seine Herausforderung. Wenn wir uns ausschließlich auf Ästhetik und Instinkt verlassen, um unsere Designkreation und die Art und Weise, wie wir Design beurteilen, zu leiten, dann können Projekte problematisch werden. Wir laufen Gefahr, mit der Laune unseres Kunden zu kämpfen und ihn nicht zufrieden zu stellen, oder, was noch wichtiger ist, sein Endpublikum und seine Bedürfnisse. Wenn wir die Gründe für das Design und die Rolle, die es spielen soll, sowie die Antwort, die es erreichen soll, erklären können, dann haben wir eine bessere Chance, mehr Arbeit zu schaffen. Dabei sollten wir auch Zeit und Geld sparen.
Design hilft uns, die Welt zu erkunden. Es hilft uns, Entscheidungen zu treffen, von dem, was wir tragen, über das, was wir fahren, bis hin dazu, wie wir gerne bedient werden. Das Design kann verwendet werden, um ein einfaches funktionales Bedürfnis in Bezug auf die Navigation zu erfüllen, bei dem es auf Klarheit und Lesbarkeit setzt. Aber Design kann auch viel emotionaler eingesetzt werden, wenn es sich auf uns selbst und die Dinge bezieht, mit denen wir verbunden sein wollen. Hier wird Design verwendet, um die Definition von uns selbst zu verbessern und wie wir von anderen gesehen werden wollen.
Basierend auf unseren Erfahrungen und der Analyse bewährter Praktiken ist dies unser Bewertungsrahmen für die Art und Weise, wie wir Markendesign betrachten. Auch ist dies eine gute Möglichkeit, das Biefing des Kunden bei Seite zu legen und sich Klarheit über die wichtigsten Faktoren zu verschaffen.
01 Brand Equity
BRAND HERITAGE AND EQUITY HELD IN THE BRANDS EXPRESSION AND CURRENT PERCEPTION BY AUDIENCE
Brands have equity that hold the meaning for audiences. Equity travels with audience and builds up associations. When that equity is taken away, the audience loses some of that very important meaning and also recognition.
As an Example: Tropicana lost 30% of sales over 6 weeks. The brand has never recovered back to original levels. Consumers were annoyed they couldn’t find their favorite breakfast drink and when they did, it had lost the authentic signals and equity the consumers had grown to love.
So, the right equity has to be taken forward and evolved carefully.
01 Brand Equity
BRAND HERITAGE AND EQUITY HELD IN THE BRANDS EXPRESSION AND CURRENT PERCEPTION BY AUDIENCE
Brands have equity that hold the meaning for audiences. Equity travels with audience and builds up associations. When that equity is taken away, the audience loses some of that very important meaning and also recognition.
As an Example: Tropicana lost 30% of sales over 6 weeks. The brand has never recovered back to original levels. Consumers were annoyed they couldn’t find their favorite breakfast drink and when they did, it had lost the authentic signals and equity the consumers had grown to love. Read more
So, the right equity has to be taken forward and evolved carefully.
02 Market Cues
Category cues of brand expression. Market trends in sector and out of sector.
What is the category language? What are the category trends? Is the category moving in a certain way/direction? What are the design cues? (Colour, Image, Form, Type). For example black is the dominant colour in male toiletries. In the financial sector, blue seems to be very important. The key is to be able to fit into the sector so you are not rejected. You have to be “in the game” but not the same. Sometimes we see trends in sectors that are specific to some key elements. Before Apple, most computer manufacturer were word based identities. Trends can also be about shapes. have a look how the form has changed in automotive. We have moved from an angular aproach to softened edges to curves and hard angels combined. Interestingly the nature of a brand’s core symbol or mark can tell stories about the organisation. Spheres suggest global and technology. Organic 3d technical shapes suggest science and innovation. Badges suggest heritage, solidity etc. Also, with the rise of more and more sophisticated technology interfaces and software, the modernity of a brand can be suggested through dimensionalisation and transparency. This has rippled out from the technology and communication sector to many sectors. All this is in our subconscious, stored away. When we see something we are considering, we will use all the information we hold in our heads to make our judgement. Does it look modern/old fashioned etc. So there are lots of interesting ways to look at the category: from understanding trends and movements in other sectors and how that affects the sector we are looking at, to thinking about lifestyles and what audiences are looking for how their desires are changing. All these factors impact upon the way brands change their visual and verbal expression. Recognize market trends like minimalization, brag materialsm, endless eco, gender shift, co-creation, local love, natural, meaning.
03 Audience Insight
AUDIENCE – INSIGHTS, EXPECTATIONS AND NEEDS
Audience needs have moved on. They were looking for convenient food, but it had to be quality, convenient food. Our lifestyle habits have changed.
For example: the Mini target audience was looking for a style statement not a small cheap car! The Intercontinental customer was not interested in the features of the hotel. But they were interested in unlocking the richness and culture of the destination.
Spend some minutes and describe your target audience and bring their attitude to life. What’s their particular style, what are they looking for? To make this simpler we have narrowed this down to tree areas:
- What are the brands they like, what do they have in their world, what would they like to be associated with?
- What are the key things they motivate them, status, success, money, luxury, speed, thrill?
- What is their lifestyle like, fashionable, modern, traditional?
Now try and write down what you think your brand is trying to say to its audience. Remember the definition of a proposition is what is the most inspiring and compelling thing we can convey about our brand to its audience.
Then once you have done that, look through your stimulus material again and see how the brand’s expression is capturing that proposition in its key visual and verbal assets. Is one of the assets playing a more important role? What assets trigger recognition? Is the way the assets are used helping to make the proposition visible etc?
03 Audience Insight
AUDIENCE – INSIGHTS, EXPECTATIONS AND NEEDS
Audience needs have moved on. They were looking for convenient food, but it had to be quality, convenient food. Our lifestyle habits have changed.
For example: the Mini target audience was looking for a style statement not a small cheap car! The Intercontinental customer was not interested in the features of the hotel. But they were interested in unlocking the richness and culture of the destination.
Spend some minutes and describe your target audience and bring their attitude to life. What’s their particular style, what are they looking for? To make this simpler we have narrowed this down to tree areas:
- What are the brands they like, what do they have in their world, what would they like to be associated with?
- What are the key things they motivate them, status, success, money, luxury, speed, thrill?
- What is their lifestyle like, fashionable, modern, traditional?
Now try and write down what you think your brand is trying to say to its audience. Remember the definition of a proposition is what is the most inspiring and compelling thing we can convey about our brand to its audience.
Then once you have done that, look through your stimulus material again and see how the brand’s expression is capturing that proposition in its key visual and verbal assets. Is one of the assets playing a more important role? What assets trigger recognition? Is the way the assets are used helping to make the proposition visible etc?
04 Proposition Translation
VISUAL POSITIONING – RELEVANT AND COMPELLING TO AUDIENCE
Visual positioning – relevant and compelling to audience.
Differentiation – distinguishing against competitors.
How have we captured the proposition? Tone of Voice/Attitude, Key visual elements (Form, Texture, Material, Colour, Sound, Smell, Space etc.)
First positioning: Where are you playing int the market? A premium or value for money position?
Second competitors: What do they own? What do you own? Can you differentiate?
An example from the hotel industry: All competitors presented a cocooned internal view of their world. All hotels in the premium space were concentrating on showing you their world of service. Cocooning you from the outside world!
05 Touchpoint Expression
CONTEXT TOUCHPOINT & JOURNEY
How have we used the key touch points of the brand to capture the idea? Remember: Good brand design is when someone experiences a brand and can explain, un-prompted through feelings and description, what the brand stands for.
05 Touchpoint Expression
CONTEXT TOUCHPOINT & JOURNEY
How have we used the key touch points of the brand to capture the idea? Remember: Good brand design is when someone experiences a brand and can explain, un-prompted through feelings and description, what the brand stands for.