Tuesday, August 25, 2015
Sunday, August 23, 2015
Brand Comparison: Chanel vs Maybelline
What colours, typefaces, graphics does the company use on the packaging? What does this say about the value of the product?
Maybelline
Maybelline is a budget makeup brand. Their packaging usually includes bright colours and big fonts or graphics on the products. They will use different fonts for their products, often including display fonts rather then conventional fonts. Their mascaras are known for their bright coloured packaging. This all shows the buyer that the brand is not too expensive and is aimed at teenagers and younger women. Compared to high end products, maybelline products look more 'fun' but also slightly 'tacky'. This is all to aim at the correct market.
Chanel
Chanel makeup is a very expensive high end makeup brand. Their packaging follows a very clear and strict guideline. It is very simple and always black with nothing but the Chanel logo on it. All products come in the same Chanel box which is black with a gold bar on the bottom of the product. There are never any graphics used on the products and never anything other then the word "CHANEL" written on them. This is because the main selling point of Chanel products is the fact that it is such a highly regarded and expensive brand.
Maybelline
Maybelline is a budget makeup brand. Their packaging usually includes bright colours and big fonts or graphics on the products. They will use different fonts for their products, often including display fonts rather then conventional fonts. Their mascaras are known for their bright coloured packaging. This all shows the buyer that the brand is not too expensive and is aimed at teenagers and younger women. Compared to high end products, maybelline products look more 'fun' but also slightly 'tacky'. This is all to aim at the correct market.
Chanel makeup is a very expensive high end makeup brand. Their packaging follows a very clear and strict guideline. It is very simple and always black with nothing but the Chanel logo on it. All products come in the same Chanel box which is black with a gold bar on the bottom of the product. There are never any graphics used on the products and never anything other then the word "CHANEL" written on them. This is because the main selling point of Chanel products is the fact that it is such a highly regarded and expensive brand.
What materials are used in the packaging (ie. card stock, foils, specialty papers, print treatments)? What do the materials tell you about the product value?
Maybelline products will often be sold just as the product is but wrapped in clear plastic. Sometimes the products are on a cardboard backing with big graphics on it to show the product. Chanel products are always sold in good quality cardboard boxes with the same black and gold packaging. Chanel's packaging shows that it is a high quality product whereas the Maybelline packaging shows that it is a cheaper product.
Maybelline products will often be sold just as the product is but wrapped in clear plastic. Sometimes the products are on a cardboard backing with big graphics on it to show the product. Chanel products are always sold in good quality cardboard boxes with the same black and gold packaging. Chanel's packaging shows that it is a high quality product whereas the Maybelline packaging shows that it is a cheaper product.
Friday, August 21, 2015
Retail Brand Research: Typo
What is the company's "brand story" and how is this communicated in the design of the products and packaging?Typo is operated by the Cotton On company. Cotton On is a clothing store aimed towards teenagers and in 2007 they extended their market out and made Typo. Typo sells stationery, gifts, crafts, decor and homeware. Like Cotton On, Typo's target market is aimed towards teenagers and young adults. Cotton On describes Typo as "The rowdy cousin, the black sheep, quirky, vintage, irreverent and unexpected". This is shown through the design of their products which often has vintage style and uses materials such as cardboard and leather. The Typo stores themselves use an industrial style a lot and look unfinished and unpolished. This all adds to the quirky rowdy cousin feel that the store is trying to give. The products sometimes use graphics that are relevant to pop culture or have jokes and humorous quotes on them to make the store relate to this brand story.
Who is the target market of the company? How do you think they address this target market (ie. use of colour, graphics, type of products)
Typo's target market is teenagers and young adults. They target this audience through the items that they sell, eg. school supplies, phone cases, room decor, gifts for teenagers etc. A lot of these items will have funny quotes on them or something relating to pop culture at the moment as this will relate to the target audience. A lot of the graphics in the store have a hand written font which makes it have a younger more laid back feel rather then a corporate professional feel. Around the store that I went into there were banners from the roof with funny dares printed on them, this also makes the store seem funnier and more likeable.
Typo's target market is teenagers and young adults. They target this audience through the items that they sell, eg. school supplies, phone cases, room decor, gifts for teenagers etc. A lot of these items will have funny quotes on them or something relating to pop culture at the moment as this will relate to the target audience. A lot of the graphics in the store have a hand written font which makes it have a younger more laid back feel rather then a corporate professional feel. Around the store that I went into there were banners from the roof with funny dares printed on them, this also makes the store seem funnier and more likeable.
What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? What does the packaging say/make you feel about the brand?
Typo's packaging is very industrial themed. Everything in the store is placed on unpolished wooden shelving or on wooden stands. When I bought something it came in a brown paper envelope tied up with string. This adds to the 'vintage' style that the store has. The shopping baskets at the front of the store were covered in a tote bag material rather then just left as a basket. All of these subtle changes to the store help show the brand story and give the customer the Typo experience and will help customers chose Typo over their competitors.
Reference
http://www.cottonongroup.com.au/our_brands/our-brands#typo
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