Brands and design

Furthermore, it is the easiest color for the eyes to process. Yellow is associated with sunshine and optimism, promoting the product in a warm and positive manner.
Color does more than establish brand recognition. It also conveys traits about a company and reflects a company’s personality, or, brand image. In this sense, color serves as a subliminal language. A study in the African Journal of Business Management reveals how consumers perceive the colors used by companies like Coca-Cola: “Participants considered the red of Coca-Cola conveys stimulus, vividness, youth, happiness and energy. Participants regarded Hermes as courage, ego, uniqueness, differentiation, youth and in vogue… [they] considered that the green of Starbucks conveys quiet, leisure, youth, staidness and comfort. Participants perceive IBM as reliable, staid, professional, cool, novel, and trustworthy” (Chang, Lun, and Lin 2010).
Conclusion


Therefore, the research on the given issue allows to come to the followings points. Using special advertising strategies, every company follows its own unique strategy plans. However, as it was mentioned by scholars of Branding and Marketing, nearly all forms of advertising strategy follow a few basic principles. A number of broad criteria are useful for choosing and designing brand elements to build brand equity: memorability; meaningfulness; aesthetic appeal; transferability (both within and across product categories and across geographical and cultural boundaries and market segments); adaptability and flexibility over time; and legal and competitive protectability and defensibility.
A company should pay attention to the state of the market in which its product or services are going to be sold. A company is also interested in knowing how often their customers watch certain television shows or read certain magazines or newspapers. Advertising goals mean the knowledge of the possible market and conditions for selling. Methodology is significant for advertising approaches and is understand as the methods by which the advertising will be implemented. This includes many points, for example, the overall tone of the advertising, the particular qualities emphasized, the specifics medium, the geographic location. Additionally, the company must draw up a budget covering the resources they are prepared to spend on the advertising strategy and the specific ways in which those resources will be used. Logically, it all results in branding opportunities as well as design properties of a product.
Design, being a part of branding, is understood as the totality of features that affect how a product looks, feels, and functions to a consumer. Design offers functional and aesthetic benefits and appeals to both our rational and emotional sides. In other words, design represents aesthetic appeal and helps to sell a product.
Various techniques are used to achieve better sell, for instance, symbolic needs are defined as desires for products that fulfill internally generated needs for self-enhancement, role position, group membership, or ego identification. As it has been stated above, Coca Cola is one of the most flourishing implementer of various aspects of design, for instance, color implication. It has been also proved that major companies of various fields (groceries, cleaning goods, media) follow the same basic roles expressed in branding due to design features.
Bibliography


Chang, Wei-Lun, Hsieh-Liang Lin. (2010). The impact of color traits on corporate branding. Afr. J. Bus. Manage 4.15.
Hall D., Stamp J. (2004). Meaningful Marketing. Oxford: Oxford Press.
Henderson P. W., Cote J. A.. (1998). Guidelines for selecting or modifying logos. J. Marketing, 62(2).
Keller K. L., Lehmann D. R.(2003). The brand value chain: Optimizing strategic and financial brand performance. Marketing Management (May/June).
Keller K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2d ed. Prentice Hall, Upper Saddle River, NJ.
Kohli C.,. LaBahn D. W. (1997). Creating effective brand names: A study of the naming process. J. Advertising Res. (January/February).
Kotler P., Keller K. L. (2006). Marketing Management. 12th ed. Prentice-Hall, Upper Saddle River, NJ.
Schmitt B. H., Simonson A. (1997). Marketing Aesthetics: The Strategic Management of Brands, Identity and Image. Free Press, New York.
Swann Sc. (2012). Interdisciplinary Approaches to Product Design, Innovation, and Branding. International Marketing: Creative Research on Branding.
Trout J. (2001). Big Brands, Big Trouble. Oxford: Oxford Press.
Wansink B., K. van Ittersum. (2003). Bottoms up! Peripheral cues and consumption volume. J. Consumer Res. 30.











8