The brief Headphone Design & Branding project
You will design a new brand of headphones to be launched through high street retailers and online.
You will design several new pairs of headphones (any style or shape)
You will design all related packaging design for the headphones.
You must identify the target demographic through your designs, targeting the following groups -
- 9-14 year olds - these will be mostly bought as upmarket 'stocking filler' presents for an Xmas period launch through trendy high street retailers, so must compete with other 'shiny goods'. Cost around £50
- 14-30 year olds, - this is the main product, aimed at a professionally employed demographic who appreciate design and are image conscious. They will be priced in the £80 to £300 range, depending on model.
This was the brief given to Caseyj and I. My role within this project is to create the advertising for the new headphones.
The main research to be carried out will include finding out more about the demographics and the different types of adverts that are already used.
Plan of action
- Detailed understanding of each demographic
- What adverts exist for headphones
- Differentiate between different brands adverts and what they are advertising about the headphones
- Create a few sample adverts for each demographic
Rebecca - HTML,CSS, Adobe Illustrator, After Effects
The HTML and CSS will become useful for creating the moving adverts and in understanding how to code in HTML5 and CSS3. Being able to use Adobe After Effects will come in useful for creating another moving advert, also to then use a plugin to change the file into code. Illustrator will be useful for mocking up ideas and possibly a bit of Photoshop to be able to edit photos to go into the adverts.
Caseyj - Adobe Illustrator, Photoshop
Adobe Illustrator will be useful for creating basic designs for the headphones and looking at the shapes of the headphones. Then Photoshop will come in useful for being able to create a more finite detailed final design.
In the 21st century , the definition of lifestyle has changed. The whole look has changed a lot. What the lifestyle was about 20 years before has changed a lot when comparing with today's lifestyle. Lifestyle is the way a person or a group lives. It includes patterns of social relations, consumption, entertainment, and dress.
In the modern scenario , we can basically classify the lifestyles of people around us. This may not be a strict and well-defined categories, there may be considerable overlap between many of them and an individual may identify as belonging to, or enjoying the activities associated with, more than one group. In addition, many of these categories themselves contain subclasses and subcultures. These are listed below:
- Income or occupation based lifestyles.
- Consumption-based lifestyles.
- Lifestyles based on social and political issues.
- Military lifestyles.
- Sexual lifestyles.
- Lifestyles based on spiritual or religious preferences.
- Lifestyle classifications used in marketing.
- Musical subculture lifestyles.
- Lifestyles based on recreation
Adverts that are good at showing lifestyle -
- Car comercials
- perfume (abstract)
- Apple, Mac
- John Lewis
The 2016 article on http://www.marketing91.com/advertising-theory/ explains the complexities of advertising and how even big companies can get it wrong.
Advertising has numerous objectives which includes communicating with potential customers as well as persuading them to adopt a particular product or develop a preference towards the product for repeat purchase which ultimately results in brand loyalty. Advertising Theory or theories therefore try to explain how and why advertising is effective in influencing behaviours and accomplishing its objectives.
There are numerous theories on advertising. Most theories of advertising generally propose that the effectiveness of advertising is dependent on the main practices being carried out including more exposure towards the brand or repetitive advertising.
In other words, most theories sugest that if you want a consumer to like a product or a brand continously then simply expost the consumer to a product or brands advertising such that there are certain feelings and expectations attached towards the rand itself. Advertising theories also make use of content specification, Specific message and media characteristics, consumer characteristics, product/service characteristics, and competitive actions.
As it is often said that ‘half of all advertising doesn’t work,’ aiming to understand and apply the many general and specific principles forming advertising theory may potentially do much to increase the likelihood that any particular advertising campaign or advertising strategy will be effective and accomplish its intended objectives. Marketers must therefore seek to understand the factors that influence advertising’s effectiveness and ineffectiveness relative to intended objectives and particular contexts to be able to judiciously apply such knowledge. Even experienced firms can make advertising missteps, such as allowing the firm’s ad agency to create an advertisement that is memorable and consistent with some elements of advertising theory (e.g. persuading with emotion for a low-involvement purchase) but not fully realising until after it has aired that the ad runs counter to other principles associated with advertising theory (e.g. emphasising those emotions that are desired to be positively associated with the brand).
This has helped me understand how there needs to be a relationship between the supplier and consumer, whether it be through lifestyle which I have looked into or emotions which is less relevant to a headphones advert.