Overall, it was an enjoyable time writing these chosen topics for the blogs. These blogs are related to the material culture studies and the issues related to the wider world we live in.
From doing these blogs, it helped me learn many aspects that were related to product design such as different subcultures, sustainability, ethics, the different brands and the market. It has help me gained knowledge of different problems that can be solved my using semiotics to interpret the meaning of the product.
Design is global as we see design every day, whether it is on TV or in shopping centres. Products are commercialised in a way to gain the viewers’ attention to buy the product. By caring for the environment, management of waste and making the products more sustainable. It influences people’s decisions on how sustainable the product is and the environment impact.
Global marketing can affect the masculinity and femininity of the audiences. Design and marketing have impacted on different target audiences because of how the cars are advertised. Perception plays a vital role on the target audience which influences on buying cars that fits the user needs.
Brands play a key role in advertising. It communicates to audience to buy their products globally. Brands are easily recognisable in products. By creating visuals, it helps to communicate the company’s concept to the audience by advertising the products global. Brands are easily recognisable in products. Brands influences people to make choices. Visual and mechanical elements such as form, aesthetics and function tells us more about the product.
Niche marketing is when company’s or businesses target a specific part of the market. They are only focusing on a minority as they are not globalising their products which may not suit the rest of the market. Niche marketing can provide certain exclusivity to certain target market as the products can be sold as a high price.
These blogs helped to make the style of writing professional as many viewers would be seeing these blogs. By writing blogs, it helps to state the issues and possible solutions. From writing blogs, it helped with analysing what is out there and critical thinking. It helped to make me a better thinker and a better writer by presenting work to the world that everyone can see online. If I carried on writing blogs, it will be topics and issues related to design. Overall, this has been a good experience as it has widen my thoughts about design.
Niche marketing is when company’s or businesses target a specific part of the market. They are only focusing on a minority as they are not globalising their products which may not suit the rest of the market. This suggests that primary research is needed so that that it fits what the clients want in a product.
Niche marketing can provide certain exclusivity to certain target market as the products can be s0ld as a high price. A quote from THE DESIGN TRUST, [”Instead of the risk of spreading yourself too thin, and say that ‘everybody’ is your potential client niche marketing will help you to focus on a specific group of people, and what their specific needs and wants are”], THE DESIGN TRUST(2014). This makes the company’s or businesses gain a lot of profit as there is a limited amount of stock to sell.
The Niche market can provide high price points of products which can be sold to major companies such as Asda or Tesco or online retailers as there may be a gap in the market. This provides business and innovate ideas that could turn pennies into pound in no time flat; if aimed at the right target market.
However, it might be argued that aiming at a certain target market may be risky as they may not accept your product concept. This implies that they won’t buy or invest in your product. Also, by not branding your product to the world, people won’t recognise your company. It won’t bring you lots of sales or profit as major companies do.
There are different examples of Niche marketing such as consultants which they specialise in providing advice in a specific area. Websites that sell certain goods that can only be bought online. Retailers who supply certain products that is hard to find. This implies that Niche market can provide exclusivity, add value to the business, sell products at a high price with few discounts and search for opportunities as there are gaps in the market, the company can go into.
Niche marketing can also lead to brand extensions. A quote from TUTOR2U, [”Brand extension refers to the use of a successful brand name to launch a new or modified product in a same broad market. The Lucozade brand has undergone a very successful brand extension from children’s health drink to an energy drink and sports drink”] (Fig 1), TUTOR2U (2012). This suggests that when entering to a new market, profits can be made as the product is innovative and unique.
Figure 1: Lucozade brand extension
By splitting traditional markets into segments and devising separate marketing strategies for each niche, [”you will be selling products and services that more closely meet customer needs”], LINNEMAN.R.E. And STANTON.J.JL. (1991)
AUTHORSTREAM (2014) Lucozade brand extension. [Online Image] Available from: http://www.authorstream.com/Presentation/aSGuest58899-460493-lucozade-brand-extension/ [Accessed 09/12/14]
LINNEMAN.R.E. and STANTON.J.JL. (1991) Making Niche Marketing Work: HOW TO GROW BIGGER BY ACTING SMALLER. United States of America: McGraw-Hill, Inc.
THE DESIGN TRUST (2014) What is niche marketing? And 8 good reasons why you should bother and not worry about losing out. [Online Article] Available from: http://www.thedesigntrust.co.uk/what-is-niche-marketing/ [Accessed 09/12/14]
TUTOR2U (2012) Brand extension & brand stretching. [Online] Available from: http://www.tutor2u.net/business/marketing/brands_extension_stretching.asp [Accessed 09/12/14]
Brands play a key role in advertising. It communicates to audience to buy their products globally. Brands are easily recognisable in products. You don’t need to know who made the product! Brands influences people to make choices. Visual and mechanical elements such as form, aesthetics and function tells us more about the product.
Advertising and marketing products can improve the company’s image; [”We are all bombarded by brands that demand our consideration on a daily basis. The subtle and not-so subtle tactics of persuasion employed in advertising and marketing inundate our space, forcing us to make choices based on our lifestyles “], DANKER, S.H (2014). This suggests that logos have a deeper meaning to the brand as there are different interpretations. Advertising can boost sales by promoting their concept to the wider audience.
A quote from Marketing Minds defines [”A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles that together, form a perceived image for a business or product”], MARKETING MINDS (2014) (fig 1).
Figure 1: Brand, Identity and Logo Definitions
Apple is a major brand and global company. It has a distinctive logo that can be recognised without knowing what the product is for. Marketing Minds quotes that, [”Apple has a branding strategy that focuses on the emotions. The Apple brand personality is also about simplicity and the removal of complexity from people’s lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers”], MARKETING MINDS (2014). This suggests that Apple’s products are to focus on innovative designs with a good user interface that can be branded to fit the people’s personality and individuality.
Figure 2: Apple’s IPhone 6, IMORE (2014)
The colours of the Apple products are usually space grey, white, silver and gold. The colours signifies individuality and originality. The colour white signifies purity and innocence. The colour gold signifies luxury and expensive. Apple products are normally symmetrical. This signified that all products from Apple are the same (fig 2).
From these points, we can conclude that design is global. By creating visuals, it helps to communicate the company’s concept to the audience by advertising the products global.
JUST CREATIVE (2010) Branding, Identity & Logo Design Explained. [Online Image] Available from: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/ [Accessed 01/12/14]
IMORE (2014) IPhone 6 in pictures. [Online Image] Available from: http://www.imore.com/iphone-6-pictures [Accessed 01/12/14]
DANKER, S.H (2014) Art Education. BRAND: Identity, Image, and Relationships. [Online journal] (67, 1), pp. 41-51. Available from: http://search.proquest.com/artshumanities/docview/1554577028/2B9B2CA0A1914FB8PQ/1?accountid=10472 [Accessed 01/12/14]
MARKETING MINDS (2014) Apple’s Branding Strategy. [Online Case study] Available from: http://www.marketingminds.com.au/apple_branding_strategy.html [Accessed 01/12/14]
Design and marketing have impacted on different target audiences because of how the cars are advertised. Perception plays a vital role on the target audience which influences on buying cars that fits the user needs. There are features such as aesthetics, function and social. Most car advertising is aimed at a certain target audience to make them buy their brand.
Cars are viewed as more masculine because of their muscular design and performance. Cars in today’s society are built for speed, performance and durability because of the wide range of modern technology available. By using modern technology, designers can design cars to appeal to the user. Most modern cars such as the La Ferrari (Fig 1), Lamborghini and Ford Mustang appeal to a masculine audience because they are classed as a super car; assuming everyone wants to own one. Aesthetics, branding and performance has a vital role to modern cars because of their slim design to show the market that their car is lightweight, fast and functional. This shows cars are viewed as more masculine then feminine.
Figure 1: La Ferrari 2014
From a journal article quotes, [“When people see a car with the Ferrari symbol on it, for example, they may think immediately of the prestigious status that they would gain by owning and driving such an expensive car. This evokes a kind of reaction that involves a yearning to be socially affiliated with the product, and a desire to select the product because of its social status rather than its form or function”], XUE, L. and YEN, C.C. (2007).
However, some cars such as the Honda Fit she’s (Fig 2) and Dodge LaFemme are branded to a niche market to get more customers buying their cars. For example the [“Honda Fit She’s the world’s only car aimed exclusively at women”], YAHOO (2012) . This was to change the perception of viewing cars that were masculine so that it attracts the feminine audience. Designing the car more ergonomic, it makes the user feel more comfortable using the product. By advertising and marketing to a wider audience. It makes the company gain more profit and make more sales. This also makes the viewers want to buy their product as it is suitable for their lifestyle.
Figure 2: Honda Fit She’s, the world’s only car aimed exclusively at women.
From these aspects we can conclude that there are different designs and marketing aiming at both masculine and feminine audience. Super cars, aesthetics and performance are mostly aimed at masculine audiences while comfort, ergonomics and safety attracts the feminine audiences.
YAHOO (2012) Honda Fit She’s, the world’s only car aimed exclusively at women. [Online Image] Motoramic. Available from: http://news.yahoo.com/blogs/motoramic/honda-fit-she-world-only-car-aimed-exclusively-205422886.html [Accessed 25/11/14]
CAR AND DRIVER.COM (May 2013) 2014 Ferrari LaFerrari: All Hail the Successor to the 288 GTO, F40, F50, and Enzo. [Online Image] Available from: http://www.caranddriver.com/features/2014-ferrari-laferrari-25-cars-worth-waiting-for-20142017-future-cars
XUE, L. and YEN, C.C. (2007) International Journal of Design. Towards Female Preferences in Design – A Pilot Study, Vol 1. No 3. [Online] Available from: http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/71/76 [Accessed 25/11/14]
YAHOO (2012) Honda Fit She’s, the world’s only car aimed exclusively at women. [Online] Motoramic. Available from: http://news.yahoo.com/blogs/motoramic/honda-fit-she-world-only-car-aimed-exclusively-205422886.html [Accessed 25/11/14]