Many companies are competing with others in the same industries; thus, they always try to look for their own strategies to make unique character. Special branding strategy is very important to catch out a customer’s eye. In that, colour branding can be a solution for them. I have interested in that and want to be a specialist of colour branding. Especially, I have a strong interest of store display or window display for attracting the customer using colour strategies. It can give some image of a company to a customer by impressing the speciality. Visual merchandising is a kind of branding strategy as well as marketing strategies. Sen S., Block LG., and Chandran S. explored (2002) how the store and product category information communicated by a store’s windows are related to customer’s shopping decisions. Consumer can use window displays to obtain a variety of specific information regarding the retailer. Atmospherics stimuli enhance the degree of consumer participation in a store, leading to favourable purchasing behaviours (Law, D et al, 2012). Thus, when customer observes the window display, it connected directly to the information about the store; finally the store entry decision is decided.
In the process of this business project, I can learn various strategies for branding and marketing including display design. In this essay, I will discuss what I learned related to colour branding strategies. There are 4 categories about what I learned in this lecture, branding, storytelling, marketing and visual merchandising strategy. For each area, I will describe some theories and practices in my experience.
About our business
Our product is a nail pen, Enamel London. It has remover and essential oil to keep our nail healthy and moisturised. It is very handy and easy to use; thus, we can bring the nail pen in our pouch all the time. We started to develop our product from last September and have been in our journey for producing the real item of business.
Our group are three, Taru, Irene and me. Although we have some difficulties in our journey, we made successful outcome in the end.
What I learned, Firstly Branding.
Because I want to be a specialist for colour branding and marketing, I try to focus on that area through the whole journey in this business project. To have a clear view and opinion, I searched some books on that. One of the books is written by Schmitt B. and Simonson A. in 1997, Marketing Aesthetics. The said that the vitality of aesthetics in customers’ lives provides opportunities for organizations to appeal to customers through a variety of sensory experiences and thereby benefit both the customers and the organizations through customer satisfaction and loyalty. The word, Marketing aesthetics is related to the colour branding strategies. It is like a marketing of sensory experiences in brand output that contributes for making the identity and image. In this experience, I want to emphasize the effect of colour. First of all, I and Irene try to decide the proper colour for our brand. Because we want to make a chic and simple image, we considered black and white concept first. In colour theory, black means authoritative and powerful because black can evoke strong emotions. It is a classic colour for clothing, possibly because it makes the wearer appear thinner and more sophisticated (visual.ly, 2012). When it uses with white, it has contrast effect and highlights simple and refined feeling. In addition, our product is for women from 25-35; thus it is necessary to highlight feminine and pretty identity. Therefore, we decided to use baby pink and cherry pink colour as a sub-one. Because softer pink is associated with romance and the blush of a woman’s cheeks, it is really helpful for attracting many women.
1 Branding Outcomes
Using these colours, we designed our product, package and display. In other words, we choose the package with black lid and white bottle. Also, we made our simple logo using black and white to highlight our main concept, feminine and chic. When people buy our product, they encounter with a package first. Therefore, we should stress our concept on the box package. I make a paper box to contain a product and the colours are baby pink, black and white. In the package, I want to highlight a simple and chic image more; thus, I do not use a vivid colour but mild and monotone colours. On the box, there is only our logo not using any other explanation. It is helpful to illustrate chic feeling and polished first impression of our product. I designed two kinds of package, for an each piece (remover / oil) and for two set product (remover and oil).
2 Package Design
Recently, it is essential for all companies to make people get moved by exposing on their marketing strategy. Telling the stories about the product or brand is more important to make customer experience emotionally. There are many successful examples of storytelling; thus, many companies try to be close with customers by gaining the sympathy with them.
Brown T. insists (2009) we rely on stories to put our ideas into context and give them meaning. In addition, storytelling plays an important role in the intrinsically human-centred approach to problem solving. Sometimes storytelling itself can be a final product. I really agree with this opinion because I think communication and sharing is a keyword for latest business condition.
In our business, telling the story is also important for informing our product to customer. Therefore, we suggest a story focusing on handiness and convenience. First of all, our personas are two girls. First woman is 27 years old. She is a professional fashion model so, she has many audition and fashion shows. She wants to keep her nails groomed very fancy so bring our product all the time to keep them great. Second woman is a professional officer, 31 years old. She has many meetings in a day and has to meet many official parties. She wants to show herself perfectly anywhere, anytime. Thus, she uses our product to keep her nails healthy and pretty. These two girls’ common point is, they are busy. Our nail pen is small and easy to grip; thus, women can bring it all the time in her pouch. We want to emphasize handiness and convenience for all customers, not using a bottled remover and cotton.
To communicate with our customer well, we made our advertisement using the stories. Our group member, Irene made an idea for this advertisement. There is a twin who enjoys grooming their nail. First, they stayed in their room but they realized they are late for the appointment. They have to be rush; however, discover their nail un-groomed. They decide to go out first; thus, bring a bottled remover and cotton for one girl, our product for other. When they arrive in the bust stop, they start to groom their nails in the waiting time. The person who use our product finish grooming very handy and easy; however, another girl who bring many things cannot help moving fast when the bus come. In comparing the two girls, we want to highlight strong point of our product. By sharing the story and gaining sympathy with customer, we can create another benefit for marketing and branding.
3 Synopsis for our advertisement
How to do “Marketing”
From this class, Designing a business, I can learn many lessons on how to do “marketing”. We got twice lectures about that and it is really helpful for understanding the marketing theoretically. I learned that developing an individual marketing strategy is more important in this fast changing market. The reason that the relationship is crucial is that individuals in contemporary society are complicated more and more. In other words, a person in recent society is a materialistic individual who constructs him/herself through his/her consumption. Additionally, they try to look for strong emotions in their consumption all the time. It can be their life styles or their characterized patterns of buying. Second important stage is Customer segments. It is for deciding the most important customer for proper marketing and branding strategies. After marketers choose their target, they should analyze on their customers’ emotional, physical and cognitive needs.
Like this, the influence of customer is essential for all the stages for developing the product and services more and more. From a lecture by Dr. Catherine Morel, we can think about the importance of customer again. In the post modern marketing, the word, tribes, has used very often. The lecturer let us know about,
‘In post-modern marketing, the consumer is not just a passive target for image marketing but an active link in the continual production of meanings. He calls for an experience-based marketing that emphasizes interactivity, connectivity and creativity’. (Cova, 1996)
Therefore, the tribe is more characterized customer for contemporary market and they want to create and share strong emotional link in the process of consuming. All producers including us, try to create and keep in-depth approaches on the tribes. In our journey, we also try to define our own tribe and analyze them. Our main tribe is a women from 25-35, who is fashionable, professional and enjoys many eco-friendly products. Defining a tribe bring some new potential into their own products or services.
Creative Opportunity, Visual Merchadising.
I always think that colour is a key element for marketing and branding strategy. The writer of a book that I mentioned before, Marketing Aesthetics, said (1997) companies can make colour the major focus of their identity by utilizing a single distinctive colour or a colour palette as part of their visual identity. In their product, logo and display design, the power of colour exists. From the article of Fast Company, the implications of colour’s effect on people’s emotions are far reaching, and understanding your customers’ connections to certain colours could increase the effectiveness of the company’s branding methods. Therefore, I will suggest some colour strategy for our product and brand; thus, we prepare many colour concepts for our brand. Among the concepts, display design work was quite interesting. I developed the idea for visual merchandising of our product for twice trade fair. According to a post from MACE blog (http://macekingston.wordpress.com), I suggest creating a setting, not just putting a table with product on it.
In the trade fair, we prepared a display design using feminine concept. First of all, for our main tribe, we use some colours – hot pink, baby pink, black and white – to emphasize feminine and chic style. These vivid colours are helpful to catch customer’s attention as well as explain our concept. Also, we use flower shaped decoration to arrange our products. It makes our atmosphere more beautiful and decorative. Our display design also have story, a medicine. Because the product uses a mustard oil which has some medicinal function, we try to symbolise this function in our display concept. Therefore, we made a medicine box and the name of medicine is Enamel London. On the box, there is a caution and usage for the medicine, “Take daily, anytime you want”. It can be a tip for our customer when they use a product. In the tablet hole, there is a product. When a people see our display design, they think that it is a kind of medicine. However, inside, there is a cosmetic product. It is helpful to make some impression using reversal meaning. Also, it emphasizes that you can bring Enamel London all the time like a tablet box because it is small, handy and convenient to use. To highlight the meaning, we use a phrase, “It is time to take medicine, Enamel London”. Many customers look at the phrase very interestingly and ask many questions to us.
To sum up, I tried to develop some abilities by considering 4 fields, branding, storytelling, marketing and visual merchandising. I have thought that colour strategy is really important to make an identity for the brand and company. In our business, colour strategy is an essential step for developing the work. We tried to keep the Marketing Aesthetics for all the process. Using a design method for marketing and branding provides opportunities for organizations to appeal to customers; therefore, it is necessary to let customer have a visual experience.
Brown, T. (2009). Change by design, New York : Harper Business
Cova, B. (1996). The postmodern explained to managers: implications for marketing. Business Horizons, 39(6), 15-23.
Law, D., Wong, C., & Yip, J. (2012). How does visual merchandising affect consumer affective response?: An intimate apparel experience. European Journal of Marketing, 46(1/2), 112-133.
Schmitt, B., & Simonson, A. (1997). Marketing aesthetics: The strategic management of brands, identity, and image. New York: Free Press.
Sen,S., Block,L. G., & Chandran, S. (2002). Window displays and consumer shopping decisions. Journal of Retailing and Consumer services, 9(5), 277-290.
Presentation file by Catherine Morel “Marketing Session” (11th October 2013)
Advertisement, Enamel London
Available at : https://www.youtube.com/watch?v=2AQNhOB48pw
Visual.ly , “The psychology of Colour”
Available at : http://visual.ly/the-psychology-of-color