Product Branding

How Visually Appealing Goods Trigger Consumer Interest

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When you are working up presentation ideas for whatever you want to market under the sun, it’s no secret that people have to like the way your images and appearance look. But there is an entire science that lies beneath just the first few thoughts any marketer has about visually appealing goods. Yes, your models and people can be attractive, but what about the WordPress theme, templates, colors, and text? What we have learned from many of our cohorts in media is that it only takes 1/10 of a second for people to form an opinion about your character, and websites are absolutely no different! We predict that that time frame is only going to get tighter, with some publications and bloggers claiming that web designers only have 50ms to make an impression. Even though that’s not a lot of time, there is plenty of positive news, and a lot of it is regarding the solution to appeal to a wide variety of viewers and tactics you can use.

What the most prominent names in the industry have decided is that the first impression depends on a lot of factors, but can be narrowed down just like any other. Key studies in this arena watched eye movement, how long participants took to focus on certain parts of a URL, and the menu, logo, images, and social media icons were the main focus. Many hours of research show that users spend about 6 seconds on a logo before moving on, the most important part, or “header” of a website. The main navigation menu takes a close second, also capturing an average mean time of about 6 seconds by the browser’s eye. The search bar is also a very important component of your website, where users can quickly look for what it is they are on the detective hunt for. When you are dealing with clothing and items in the fashion realm, also realize that first impressions in the web realm are 94% about design. Whether or not the layout is busy, half of all users surveyed say that typography, font sizes, color schemes are the most important things to them.

What most demographics that come out clearly in the wash tell us is that if people instantly like your website, they are willing to compensate for a few hiccups or misgivings down the line. The saying that the “above the fold” area is the most important really rings true, as the first second spent on the website is the most important. Bounce rates and subscription numbers are really the key elements to measure how the website is doing, and making things appealing visually are of utmost importance. Many website owners that we have talked to tell us that blue and green colors in web schemes attract browsers to stay, while other genres like the tones of red and black to convey their idea.

When dealing with a website, visual design and usability are the two most key assets, and it can take a few tweaks to get the idea perfect. In the fashion realm, most frames are best conveyed with the typical image that goes full screen when you hover over it or click on it, and shows you a boutique style image with goods for sale displayed. If the goods you are displaying are visually interesting, your target market will more than hover, they will be engaged and intrigued. The task of taking them happily through the shopping cart process and beyond is imperative, but you can do it with the perfect combination of design and above normal caliber engaging content.

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The Importance of Brand Imagery; Chanel’s Success in Staying in the Subconscious for Much More Than One Instant

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chanel brand image

CHANEL-Coco-brandcampaign-by-Karl-Lagerfeld

In the world we live in with an over abundance of digital marketing, copy cat templates, and quick schemes, it’s easy to forget the definition of image and branding. As dry as it is to rehash, the dictionary definition is “The act of giving a company a particular design or symbol in order to advertise its products or services”. Many successful companies really took off by going to colleges, airports and other travel hubs to hand out freebies. Things like mugs and stress balls were not part of the original branding strategy, but a vital part in spreading the brands image out to people’s bare hands. Another famous quote about a logo that sticks with people and is effective is “It will cost you in money but not in respectability”. There are many businesses like small rental car companies and apartments that’ve chosen to have multiple different logos; a potential mistake.

Another mistake that happens quite frequently in the current climate is making sure that all of the employees are not completely engaged, treated with dignity, and believe in the brand. There are many companies with good branding and image potential but ruin themselves by not giving employees paid vacations, not caring if they have high turnover, and just generally creating a hostile environment. What happens here is the CEO’s and the higher ups are looking for ways to improve the bottom line. But then, through internet resources like Glass Door, they slowly start to turn buyers away through bad reviews on behalf of the inside. Don’t let this happen! Simple things like recognition, casual environment, and not having every other person on the chopping block goes a long, long ways, as do environments where you may pull out the occasional video game or have a Nerf gun war.

Steve Jobs once said, “This is a very noisy world, and we’re not going to get a chance to have people remember much about us.” Elisabeth DeMaso, managing partner of Brenes Co, said about Chanel that “The effect of their Ad placement was immediate with social media buzzing about it on day one.” Most recently, they picked Brad Pitt to be their ambassador on several ads and work to cultivate a younger audience. This was a huge campaign and was prominently featured on the New York Times website. The short is very dramatic and Pitt reveals, “My luck, my fate, my fortune. Wherever I go, there you are; Chanel no. 5… inevitable”. They also used banner ads on Pandora’s IPhone application to steer customers and browsers to their smart phone website. Another move Chanel made was linking viewers to their Youtube page instead of the page where you buy right away; giving them more video content before a straight up purchase pitch.

Ernest Beax was the chemist who conjured up the fragrances for Chanel, and the owner at the time selected the fifth. Part of their branding even way back then was using a simpler, square bottle. At the time, bottles with flowers and much more curves were prevalent; it was a tactic that really worked. In a 2009 poll, Chanel No. 5 was described as “The scent for turning a date into a boyfriend”. Back in 1914, Chanel believed that Women did not want to smell like a bed of roses, and yearned for something different. Other brands that compete with Chanel in the industry have found it impossible to imitate and reproduce. Having Marilyn Monroe’s name tied in to the brand helped amazingly in the 1950’s, in a major interview she claimed it was what she wore to bed.

Ridley Scott, who did the iconic movie “Alien” directed commercials for Chanel in the 1970’s, and they were very surreal and helped the product line is many ways. But towards the end of the 1970’s, the brand really needed a makeover and they became nervous as it was even pulled from drugstores because of being perceived as too mainstream. Currently, about 25 million dollars a year is spent to advertise Chanel No.5, and Nicole Kidman helped immensely in recent years as well as Brad Pitt for movie star enticement. There are many things that Chanel did right; and with a little wisdom, strategy and proper logo design, so can others. There’s a wide world out there ready to pony up for your product!

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