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There are businesses of every kind, that means there are audiences of every kind as well. How does a business market to their particular audience? How do they project their image in such a way that it will make their audience say "that's perfect"? Believe it or not, design is the bridge between the phycology of your audience's desires and your business brand.
There are businesses of every kind, that means there are audiences of every kind as well. How does a business market to their particular audience? How do they project their image in such a way that it will make their audience say "that's perfect"? Believe it or not, design is the bridge between the phycology of your audience's desires and your business brand.
Design, in its essence, is the interpretation of an intention. Leonardo Da Vinci painted the Mona Lisa as an artist, but he crafted plans for his inventions as a designer. Design is specific instructions laid out in such a way that the audience will organically choose the best option.
Design, in its essence, is the interpretation of an intention. Leonardo Da Vinci painted the Mona Lisa as an artist, but he crafted plans for his inventions as a designer. Design is specific instructions laid out in such a way that the audience will organically choose the best option.
This is where we come to the concept of shapes. Shapes, believe it or not, heavily contribute to phycological aspects of design. Shapes, just like colors, create in us feelings based on the context and use of the shape.
This is where we come to the concept of shapes. Shapes, believe it or not, heavily contribute to phycological aspects of design. Shapes, just like colors, create in us feelings based on the context and use of the shape.
Round Shapes
Round Shapes
When your audience is geared toward children and families, round elements are heavily used in this audience type. Round elements can range from icons you use on advertising, characters on displays, to even typography styles. Children, and especially their parents, will more likely choose a non-threatening option over a different option that, although isn't threatening, still doesn't market to a younger, childlike audience.
When your audience is geared toward children and families, round elements are heavily used in this audience type. Round elements can range from icons you use on advertising, characters on displays, to even typography styles. Children, and especially their parents, will more likely choose a non-threatening option over a different option that, although isn't threatening, still doesn't market to a younger, childlike audience.
Elements of branding and design with a rounded look will create a feeling of a bubbly comfort in the customer's subconscious. For example, Toys R Us has a logo that is playful and kind; this attracts their target audience: Children and Families. In short, if your target audience for your business is parents of young children, you would use round concepts in your branding and marketing campaigns.
Elements of branding and design with a rounded look will create a feeling of a bubbly comfort in the customer's subconscious. For example, Toys R Us has a logo that is playful and kind; this attracts their target audience: Children and Families. In short, if your target audience for your business is parents of young children, you would use round concepts in your branding and marketing campaigns.
Toys R Us gives off a rounded, playful feeling
Sharper Shapes
Sharper Shapes
Sharper shapes such as triangles, give off a more intense feeling of action. Unlike rounded designs, shapes with sharper edges call for intensity. As you can see in the branding identity of Doritos, the design intrigues your subconscious to taste the intense flavor in every bite.
Sharper shapes such as triangles, give off a more intense feeling of action. Unlike rounded designs, shapes with sharper edges call for intensity. As you can see in the branding identity of Doritos, the design intrigues your subconscious to taste the intense flavor in every bite.
This phycological effect is done simply through the shapes and colors of their product design. Doritos uses a triangular logo with bright, intense colors as a motivation for you to use their products at certain events. Notice, whenever someone buys this product, most likely they are bringing the product to a party, a movie night, or even game nights. All of these events have to do with the fun, intense, bold concepts of the design on the Doritos package. Maybe it's an intense football game, a competitive game night, or a scary movie, all of these things were considered when this brand identity was designed.
This phycological effect is done simply through the shapes and colors of their product design. Doritos uses a triangular logo with bright, intense colors as a motivation for you to use their products at certain events. Notice, whenever someone buys this product, most likely they are bringing the product to a party, a movie night, or even game nights. All of these events have to do with the fun, intense, bold concepts of the design on the Doritos package. Maybe it's an intense football game, a competitive game night, or a scary movie, all of these things were considered when this brand identity was designed.
Take for another example: Monster Energy Drinks. Almost every racing event is sponsored by Monster or a business of the like. Monster uses their logo and brand identity strategy to market to an audience whos entire career and hobby base is fueled on intensity and action.
Take for another example: Monster Energy Drinks. Almost every racing event is sponsored by Monster or a business of the like. Monster uses their logo and brand identity strategy to market to an audience whos entire career and hobby base is fueled on intensity and action.
Here, you do not see anything that is bubbly or that is directed to families; mainly because this is not their target audience. Here you see sharp edges and distorted text with a grungy backdrop. The shape demands feelings of action and the color scheme demands the feeling of energy and power.
Here, you do not see anything that is bubbly or that is directed to families; mainly because this is not their target audience. Here you see sharp edges and distorted text with a grungy backdrop. The shape demands feelings of action and the color scheme demands the feeling of energy and power.
In Conclusion
In Conclusion
Take careful consideration for how you approach your target audience. Here are a few steps to consider when deciding on how you will market to your target audience:
Take careful consideration for how you approach your target audience. Here are a few steps to consider when deciding on how you will market to your target audience:
Who is your target audience?
What problems are you helping them solve?
What is your intended message to them other than "Buy my product"?
What are the targeted feelings, actions, sports, events, etc. that you intend to create from your marketing and product?
Let us know what you think!
Let us know what you think!
Contact us to learn more about how we can assist your business in creating the perfect brand for your target audience! Connect with us on contact page or link up with us on Facebook, Instagram, or LinkedIn.
Contact us to learn more about how we can assist your business in creating the perfect brand for your target audience! Connect with us on contact page or link up with us on Facebook, Instagram, or LinkedIn.
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