Sensory Design: Annual Report Cover

What a lovely example of using the sense of touch to deepen the experience of this report annual report. The cover and inner pages react to the warmth from your hands. A sensitive design made more interesting and memorable using the metaphors and sensory design. This report has also been created in an iPad app, which has the same reaction to touch.

Created for Adris by Bruketa&Žinic OM.

Branded Holiday Cards

2012 is upon us and before you throw away all those holiday cards, take a minute to learn what to do and not to do for next season. The cards that made a more memorable impression were the ones that showed more of the business’ personality, rather than the generic ones, right? The holiday season is a perfect time to send out well-wishes and thank yous, but there is no need to shy away from branded materials when sending out cards. Below,we showcase great examples of digital and printed holiday cards that we created for the 2011 season.
This year’s Arizona Technology Council holiday card featured design elements based on their new logo. The “nodes” in the logo transform into festive ornaments and announce the celebration of the 10 years the Technology Council has existed. The email blast replicates the printed piece in design, but is formatted to be digitally appealing.
This holiday card’s purpose was two-fold. The printed piece was created specifically for Miss Details Design’s clients to announce the two businesses (Miss Details Design and Tempo Creative) coming together in 2012. The front is an ornament composed of winter celebratory words, branded with Miss Details Design colors. The card opens to reveal the Time’s Square ball filled with New Year’s themed words and phrases branded with the colors of Tempo Creative. This piece not only brings warm greetings, it also helps introduce the new direction for 2012. The email blast focuses less on the merger of two companies, but contains similar visual elements to the printed card. Since the companies will be working under the newly re-banded Tempo Creative name, there was no need to confuse current Tempo relationships with the Miss Details brand message.
Carat Smart’s tagline, “Simply Brilliant,” is truly brought to life through their 2011 holiday card. The simple, yet majestic look of Carat Smart’s brand was incorporated into the holiday cards with bokeh photography and sparkling diamonds.
Eagle Luxury Properties builds exquisite homes and then provides concierge services for property owners. One of the many services they provide is holiday decorating, and is featured in their holiday email blast.

Resource gregharding.co.uk

Top 11 blog posts from 2011

5 social media guidelines for restaurants

 

Getting a bigger slice of the feedback pie [INFOGRAPHIC]

 

3 tips to establish a brand voice

 

Why Digital Marketing and Branding Go Hand-in-Hand

 

Sensory Branding Video


Table tent uses


In honor of National Beer Drinking Day…


Establish consistency with a brand handbook


Going green? Font matters


Wine Tasting- A sensory experience


Creative QR codes

3 tips to establish a brand voice

What is brand voice? It is the unique language, tone, and word choice a brand uses. Establishing a clear brand voice is more important than ever, thanks to the constant social media conversation between customers and companies.

But brand voice isn’t just heard through social media. A brand also needs to establish a clear, consistent voice through many channels including blog posts, newsletters, advertisements, in-store communication, internal memos and communication, promotional materials, direct mail pieces, sales pitches, and networking introductions. A brand without a defined voice can be viewed as schizophrenic across communication channels, leading consumers to view the brand as less trustworthy, inferior to competitors, and less memorable.

  • When defining a brand voice, take an in-depth look at the way business is done. How are employees expected to communicate with consumers? Even routine tasks, such as responding to emails can translate into how quickly businesses should respond to consumers. Take one minute to respond to a Tweet, but one day to respond to an email, and the brand voice becomes schizophrenic.
  • Shape your brand voice to talk with consumers, not at them. Don’t alienate with confusing buzzwords or acronyms. Discover what else your target market is interested in, and use the knowledge to your advantage. Businesses selling luxury travel may find their consumers are also interested in fine wine and food, so they should incorporate these topics into conversation.
  • Word choice is also an important element of a brand voice. If sales people offer short and to the point answers to questions, but blog posts use confusing technical terminology, the voice is schizophrenic. Be sure to speak the consumer’s language. At a restaurant, if a hostess is very formal and dress code is enforced, but a server speaks very casually to guests, there may be a disconnect between the brand voice that needs to be addressed.

Do you have questions about establishing a brand voice? Contact us!

Sensory Branding Video

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Sensory Brand: The W Hotel

The W Hotel uses purple as a design element as a subtle gesture that adds to the guest experience. In a previous post, we mentioned that purple symbolizes a lifestyle of luxury, royalty, and class – all of which perfectly align with the W Hotel brand. When a guest stays at a W Hotel, they are treated like royalty – the staff anticipates guests’ needs, requests, and strives to achieve perfect guest satisfaction. The W uses purple and other exotic colors to ensure that design elements within every hotel communicate the service guests should expect when staying at the W.

The W prides itself on being an innovative, contemporary, design-led lifestyle brand. The hotels are “a world of sensory experiences,” and the W uses these experiences to create loyal guests and a recognized and established upscale brand. In addition to consistent color schemes, the W Hotel has created a brand language, and offers guests a guide to the terms it uses to describe seemingly ordinary things, like the pool (Wet), restrooms (WC), and elevator (lift). This use of insider language gives people the feeling that they are a   part of the exclusive club of W Hotel guests. Just by taking part in separating ordinary things from the general vocabulary of people, the W lets guests in, and forms a community.

Purple drinks

It’s difficult to create a purple drink that has that “fresh, just squeezed” appeal because purple does not occur naturally.  Similar to how a painter mixes paints, purple can be made using the colors blue and red in drinks. You can easily create this color by mixing any red colored drink (fruit punch) with any blue colored drink (Blue Curacao) and then water it down with soda water to meet your shade preference. But beware, customers want fresh natural ingredients over purple food coloring any day! Purple is a difficult color to create in drinks, so we suggest saving the recipes for special occasions and promotions.

Are you ready to add new drinks to your menu? Contact us, we’d love to work with you!

Seasonal Branding for the first day of fall

Today is the first day of fall, and we are noticing seasonal changes in brands. Starbucks launched a campaign to offer their Pumpkin Spice Latte to one city before all others. In addition to special product offerings, Starbucks changes the cups they use on November 1st. Starbucks also creates a buzz around their seasonal changes, and encourages consumers to be excited about product offerings. The ad campaign,  and excitement that Starbucks generates in the fall creates brand momentum and leads to higher sales in the fall and winter months.

Launching a seasonal campaign can add value by giving a brand a fresh look and feel, while expanding a brand’s personality. For example, our Miss Details Design mark is dressed in different outfits according to seasons. A seasonal campaign can also increase sales in slower months, as Kleenex did with their fruit-shaped boxes for summer shown here.

But, if a company takes seasonal branding too far it can harm the brand. Changing too much, too quickly can confuse the consumer and dilute brand image. When a brand adds seasonal elements to its website, it may be frustrating to the consumer by making the site more difficult to navigate or understand. Brands should avoid effects like a downpour of snow that covers the site’s content, altering a logo so that it is completely unrecognizable for seasonal purposes. It is important to remember that people want change, but not too much at one time.

Please, let us know if you need seasonal marketing material for your brand!

Restaurants and Orange

We started this week with an overview of orange color psychology. Today, we want to dive in to how orange can be used in restaurants.

The menu

Orange is a common color for seasonal fruits and vegetables, and signals to  the consumer that the food is fresh. Many orange foods are in season in the summer or fall, especially through the holiday season. The brighter the orange, the more likely the food is in season in summer – like oranges. Around Halloween, pumpkins and sweet potatoes become more popular.

The Design

In restaurants, orange stimulates appetites and encourages sales. Orange is less harsh than red but has many of the same characteristics, so orange is very popular in restaurants looking to create a cheerful, social, energizing space.

Olive and Ivy, a Fox Restaurant Concepts restaurant located in Scottsdale, Arizona, features an orange theme. The restaurant is beautiful, and the rich orange theme mirrors the menu of Mediterranean cuisine mixed with California chic to create a crave-able experience.

Orange may also be used as a prominent color in the menu design, like this fine dining menu from Josephine’s Other restaurants that use orange in their menu design include Hooters and Dave and Busters.

Would you like to incorporate orange into your new menus, brand, or promotional materials? Please, contact us!

Orange Color Psychology

The color orange is warm, inviting, and stimulates two-way conversations because it is both physically and mentally energizing. Orange also inspires motivation and positive outlook in life. Many sports teams use the color orange in their uniforms and mascots, including the San Francisco Giants and Cincinnati Bengals, as orange has been shown to stimulate physical activity, competition, and confidence

Incorporating orange into designs targets a younger audience who are more accepting of the color. Some people see orange as a “cheap” color, so caution must be used when incorporating it into designs.

Orange around the world:

  • Native Americans associate orange with kinship
  • In Japan and China, orange symbolizes happiness and love
  • Christianity associates orange with gluttony
  • Favorite color of the Netherlands, where the country’s monarchy is called the “House of Orange”

Do you have more questions regarding orange and design? Contact us, we’d be happy to answer them!