Designing guidelines for product’s self-marketing. Case: creating a graphic print design for Bagnanas bag.
Pilch, Malgorzata (2014)
Pilch, Malgorzata
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405249748
https://urn.fi/URN:NBN:fi:amk-201405249748
Tiivistelmä
Design and marketing are interconnected. The two disciplines at first seem to deal with very different areas of expertise, but are in fact connected in many ways, particularly when looking at a role of design in marketing. The specific focus of the thesis is on visual marketing and graphic design.
A common feature of both marketing and design is communication. The main goal of the two disciplines is to convey the desired message to a specified target group in order to influence its emotions, attitudes, choices and behaviour. Visual communication is a process of thinking, planning and translating ideas into visual messages that are understood by the target audience. In order to communicate a message that is understandable, the same visual language has to be used. Thus, a vast knowledge of cultures, preferences and desires of potential customers is necessary.
The purpose of the theoretical part of this product-oriented thesis was to present the connection between marketing and design, to explain the significance of design in marketing and to present the design and cognitive factors that enhance marketing effectiveness, thus making a product more attractive to consumers.
The ultimate goal of the project was to create a graphic print design for a cotton bag carrying the Bagnanas brand, which is owned by Wanamakers Oy creative agency. In order to create the final product, the latest textile design and consumer trend forecast listings were collected. The existing print models of the brand were analysed in order to ascertain the best-sellers and factors influencing their popularity. The print design was created based on the relevant theoretical knowledge, the steps of the designing process, the combining of trends, the most attractive features of Bagnanas best-sellers and the designer’s own vision.
The final design, in a format allowing its direct application, will be presented to the commissioning party for evaluation and production.
A common feature of both marketing and design is communication. The main goal of the two disciplines is to convey the desired message to a specified target group in order to influence its emotions, attitudes, choices and behaviour. Visual communication is a process of thinking, planning and translating ideas into visual messages that are understood by the target audience. In order to communicate a message that is understandable, the same visual language has to be used. Thus, a vast knowledge of cultures, preferences and desires of potential customers is necessary.
The purpose of the theoretical part of this product-oriented thesis was to present the connection between marketing and design, to explain the significance of design in marketing and to present the design and cognitive factors that enhance marketing effectiveness, thus making a product more attractive to consumers.
The ultimate goal of the project was to create a graphic print design for a cotton bag carrying the Bagnanas brand, which is owned by Wanamakers Oy creative agency. In order to create the final product, the latest textile design and consumer trend forecast listings were collected. The existing print models of the brand were analysed in order to ascertain the best-sellers and factors influencing their popularity. The print design was created based on the relevant theoretical knowledge, the steps of the designing process, the combining of trends, the most attractive features of Bagnanas best-sellers and the designer’s own vision.
The final design, in a format allowing its direct application, will be presented to the commissioning party for evaluation and production.