Question

Topic: Branding

Brand Identity Theory

Posted by Anonymous on 6/1/2011 at 9:16 AM ET 25 Points
Hi, I was wondering if you can help me, I have many theories about marketing and I wanted to test one out on you:

When designing the graphics/brand identity for a website which is targeted at the following groups, I have the following in mind, please would you comment on whether you agree or not with the following when targeting:

- youth (between ages 16 - 21) use very dynamic/urban/graffiti style graphics with lots of bold colour. e.g. mp3.com (probably not the best example)

- Adults (low income) use big bold colours, Sans-Serif. e.g. poundstretcher.co.uk

- Adults (medium income/a product which targets mixed incomes) use Sans-Serif, use a neutral look (not too out there and not too expensive/sophisticated looking) e.g. tesco.com

- Adults (high Income) use serif font very sophisticated and expensive look. e.g. farrow-ball.com

Obviously I’m generalising quite a lot.

Cheers

Mike
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by mvaede on 6/2/2011 at 12:53 AM Accepted
    Stereotyping helps you get the message across, but not to your target.

    So I agree with your stereotyped targets, yet telling you that you will most likely not get your message across to your stereotyped targets, just because of that.

    Be more specific, be personal, make a difference, engage with your customers and prospects alike...

    Typo, fonts, images or demographics are just there for the pleasure of us marketers... not for the consumers.

    Mikael
    B2B Social Media Marketing
  • Posted on 6/2/2011 at 4:37 AM Author
    Thanks for your comments. Sorry I should have mentioned why I’m theorising. I run an online art gallery and have recently done a national sample to attempt to understand potential markets. I’ve realised that men and women between salary bands £20k - £45k will on average spend more on prints than other salary bands. Because this quite a wide range I’m aware that my graphics design shouldn’t make the website look too out there but also shouldn’t look too expensive and sophisticated (as it might put people off exploring the site further as they may assume that the art costs a fortune).

    The problem I have is I want to make it look very eye catching and use cutting edge graphic design as that’s what i’m interested in doing but I think as a whole, my target market won’t respond to it and it might put people off. So my design is quite neutral at the moment and am thinking about keeping it that way. Have a look at my site to see what I mean allbuyart.com

    Do you think my decision is the right approach?

    cheers

    Mike
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)