Face to Face in a Fair Game

Pretty 24 is a new cream on the block. Its advertisement takes a potshot at various narratives associated with fairness advertising in India; however, its communication is silent on the benefits of the product. The angry (or upset) young women vent their ire as they feel betrayed by the hordes of Fairness creams in the market. The advertisement ends with a product shot, claiming it as a cream for every skin tone. The brand targets women between 20 and 35 years of age, as reported in livemint.Pretty good… The fairness cream market in India is fairly mature. From general purpose Fairness creams to Men’s Fairness creams to dark spots reduction fairness creams to winter fairness creams; every conceivable sub-category promise has been exploited to grow the market, which is reportedly around INR 4500 crore, and growing! In such a scenario, category creation by careful segmentation holds the key to success for a new entrant in a crowded shelf as the `Anti’ position puts the new entrant in direct competition vis-à-vis the rest. Also, the ability to leverage existing distribution network adds to the muscle mass so critical for success. On all these counts, Pretty 24 sits pretty.


The dark side… Is Pretty 24 a little late? Is it being built on a carefully chosen plank or hunch? Or, is it a manifestation of confusion at the Marketer’s end? Is it an idea whose time peaked some 10, 15, 20 years ago?In India, the pride factor in one’s `own’ complexion has already gained ground; especially with girls-next-door winning the titles such as Ms India, Supermodel, etc. And to the buyer of very premium international brands, complexion has never been an issue. Over the years, most of the fairness cream brands have formulations that offer benefits beyond mild-bleaching to include skin moisturization at the very least.For the Fair’y Tales inspired buyers in Tier II and III, semi-urban centres; it is still `Fairness’ all the way to success. So who is the brand Pretty 24 targeting? And what’s the `reason to buy’, it is offering to the consumers (unless subsequent campaign reveals it).The leader in the `Fairness’ category i.e. Fair & Lovely has long gone beyond `Fairness’ to `Confidence’ and `Success’. There is more to the Brand Fair & Lovely as evident in the tales chronicled in the Fair & Lovely Foundation brochure done by this author. The foundation is doing yeoman service to nurture aspiring, young talented women.


It remains to be seen how the new entrant will affect it. Is Pretty 24 an attempt to cut an instant slice of fairness cream market in India? At mere 1% share translates into INR 40-50 crore!In all fairness… Pretty 24 has to its credit of being not just another offering. It takes immense guts to experiment, to be different. The communication and the proposition make one take cognizance of the brand. But will it make a dent? For a brand’s salience eventually is connect with (benefit offered to) the consumers; and not mere attempts at evoking resentment against other brands.

Designing Fast Food Retail Interiors

There was a time when fast food was all about being fast and cheap. It was a new enough concept and so convenient. So convenient in fact that fast food retailers built their entire outlet, buying experience, service levels and food standards to satisfy the ‘fast’ and ‘cheap’ needs of customers. And it worked! Fast forward a few years and improved education about nutrition, the need to eat healthy meals and also the vast amount of competition in the market has meant that fast food chains have to completely change their approach to adapt to the new needs of the 21st century consumer.

The focus is now on delivering a stronger brand to reach a broader base of customers that they want to linger around and make the outlet part of their weekly or daily routine. So, what does the new brand focus require? Well it needs to demonstrate freshness, good quality ingredients, an improved buying experience, a nicer seating ambience, better comfort, more visibility of food preparation areas and improved conveniences.

While the ingredients and the quality of food are obviously a key and vital component of the brand, this article focuses on the architectural and interior design of the outlet and how the various elements of the interior design impact the brand and therefore elevate the customer experience for modern fast food chains.

Before we consider the design of fast food chains, it is worth looking at how luxury goods retailers and vehicle showrooms have approached outlet or store design to deliver their brand. Luxury brands for example have always designed stores to captivate distinct segments of the market, yet maintained a sense of delivering individuality. Luxury stores almost distinctly appear to be lacking in the amount of merchandise that is displayed and in some cases maintain plain colours and simple soft furnishings to make customers feel at ease. Vehicle showrooms are an established example for retailing as they have mastered the buying and ongoing servicing needs of customers in a single outlet. The way that showrooms are designed, allows vehicle manufacturers to provide an environment which allows them to manage the flow or ‘journey’ from buying a new car, arranging finance, servicing and shopping for parts, while having pleasant and well stocked waiting areas. Both are examples of building outlets that manage distinct needs, encourage loyalty and provide a smooth journey from the initial desire to purchase to sealing the deal.

For architects and interior retail designers, fast food retail design poses a number of challenges that need to be addressed in order to reinforce the new brand challenges that retailers are faced with.

The following provides a summary of some of those challenges:

Food Preparation – Providing more visibility of food preparation areas, including open plan kitchen areas. This requires a practical but also visibly more pleasant food area which is well lit, well organised and efficient. Specialist kitchen design that takes into account the food cooking and preparation process is called for, requiring designers and architects to work closely with a retailer to create kitchen layout plans that allow the food preparation process to remain efficient while remaining visibly pleasing and pleasant for customer to see.

The Eating in Experience – The need to provide an efficient seating arrangement, with comfortable seats, while also paying close attention to retail lighting plans and retail flooring plans is so important as it allows customers to feel that they can stay for while, this is in sharp contrast to early fast food restaurants where seating was designed to become uncomfortable after fifteen minutes, encouraging people to leave the outlet.

Fixture and Fitting Selection – Interior retail designers also need to focus on other consumer needs such as power points, interactive devices for children and adding artwork that reinforces the message about the ‘fresh food element’ – all important elements that the brand is trying to deliver.

Interactive Ordering Solutions – Retailers are also incorporating electronic ordering stations into their layouts to allow customers to select and pay for their order without speaking to a member of staff. This requires less staff of course but it also calls for the need to design a retail layout that allows for interactive kiosks that are strategically located within the design of the outlet.

Improved Washroom Facilities – Retail designs and architects have to design washroom facilities that meet brand expectations. The facilities that they specify have to reinforce the brand while maintaining a high degree of cleanliness or even ‘self-cleaning’ facilities. The retail design drawings that they create for plumbing and waste have to take into account today’s environmentally.

Back of House and Waste – Customers are not happy enough with the experience that they can see and feel, they also want to know how fast food chains are managing their staff facilities, their food storage and their waste, including the customer’s own packaging waste. A store design is not complete without attention to how these aspects are added to the design of the outlet and how they are managed efficiently and fairly and therefore they are also an important part of the design team’s responsibilities.

The designers challenge is therefore vast and rather than allowing for the production of the design using traditional 2D plans and elevations. The only way to manage and communicate the design process as well as manage changes requested by stakeholders throughout the process, is to use modern design tools such as Revit Architecture to create retail BIM models so that they can create a design that is easily changeable and manageable. Retail BIM modelling also allows for the use and re-usability of Revit families and models that can be used for subsequent stores and therefore ensure some brand consistency as well as design efficiency. Once created, these retail BIM models will also allow the creation of 3d retail images and 3d rendered perspective for retail interiors as well as retail exteriors. These are an important and effective way of communicating the store or outlet design during the various design stages that a designer is responsible for.

Whilst the challenge for fast food retail is to provide food quicker and cheaper than other options, there is good reason to elevate the importance of the store design and how that will affect and ultimately promote the overall brand experience for fast food retail now and well into the future. Managing that design process and the multitude of design inputs is a collaborative and involved process and is one that is served by a designer that is prepared to use CAD and BIM technology as the backbone for delivering a design solution that is easy to create, manage, share and communicate.

 

The Ultimate eCommerce Web Designers Trick

Either you’ll be able to go with freelance web designers or can hire total service web designers to get your internet presence, also called website. The very first reason to have your website is your engagement with the internet. There are lots of web designers out there. So when you’re looking to locate a fantastic web designer, the very first thing you’ve got to check is designing services that are quality oriented. Most reputable web designers know not to pick an internet host simply because they’re definitely the most popular or since they supply the cheapest web hosting.

The site designer may get the job done freely or even as a member of a company which is particularly into designing proficient stores. For instance, if you want non-profit website then non-profit website designers are the ideal choice for you. Moreover, flash designs might also be incorporated within the site to make it even more alluring to the clients. Designing an eCommerce website is an extremely professional undertaking. In case the website design of your site cannot pull and convert visitors, then it means your site needs improvement.

Being an owner of a company, you should select an eCommerce web designer that could comprehend the tasks of designing an eCommerce shop. A great designer is going to know that design and SEO go hand-in-hand. They are being snatched by agencies and large projects. They are creative people that need to think out of the box. A superb web designer ought to be in a position to comprehend the emerging trends in the market, the expected changes in web design, current and future trends as well as the most recent web development tools.

Your website design provider should use the ability of Social Media Marketing. Any expert web design company would help the consumers in many respects. An excellent web design company will have great search engine optimisation skills to publicize your website. It’s always preferable to opt for a great web design company that comprises of dedicated and seasoned employees.

So as to create a web site or an internet presence, one wants to employ a website design company. Also, make certain that the website design company ought to have a group of experienced web designers, developers, programmers and testers etc so that you are able to secure all kinds of services under one roof. A seasoned web design company is going to have a good portfolio of internet sites that they’ve created for different customers. New web design businesses are springing up all of the moment, but don’t be tricked by shiny sites loudly proclaiming their amazing services.

The Advantages of eCommerce Web Designers

The Web lets us market our services and products any place in the Earth, but to be able to actually earn a sale, we have to set a relationship that generates a sufficient amount of trust, confidence, loyalty and passion. Environmentally-friendly web hosting is getting more and more popular for business web sites appearing to implement an eco-policy. To rival a number of the biggest bands on the planet, websites have allowed bands the capacity to grow massive online fan bases through pay per view. The site ought to be downloaded as fast as possible. For example, the site of a company making and selling luxury goods needs to seem luxurious also.

If all the sites look alike there’s hardly any chance of the visitor remembering a specific website. Your website ought to have the ideal architecture with easy navigational keys. To acquire the excellent traffic at the site, it is necessary to create the website attractive. First and foremost you must seek out the video sites that will supply you the resources to make your own video. It is due to the fact that the site has to be unique. An eCommerce website is as fantastic as a digital store. eCommerce websites are designed in order to do the business needs.

A specialist site designer if technically sound enough may give a wholly different get until the site. A web site is your internet address which aids you reach customers in every corner of earth, no matter which corner you’re sitting in. In different cases you may employ your website for a lead generation tool where you don’t conduct financial transactions online. Yeah it’s true, your website is online but still you want to give a fantastic customer service online. There are several kinds of websites like eCommerce sites, social media sites, template-based sites, CSS websites and several more.

The Basics of eCommerce Web Designers

Our site brings you different types of explanatory videos to select from. Therefore, in case it’s not possible for the website to be made fully compatible with all browsers due to coding limitations, then the developer needs to understand the numerous types and versions of internet browsers employed by the majority of the website visitors. Creating your web site may be a tricky practice. Building an internet site is a very technical procedure, while designing an internet site is a very creative procedure. The internet site and social networking pages should complement one-another.

 

5 Trends to Get Killer Logo Design in 2018

In this increasingly noisy world, where every day a new brand or product launches every second of a day, what would it take to make people remember you as a business or as a brand? A stunning, creative and memorable logo design with impeccable marketing tactics. Logo Designs is all known for such hefty job when it comes to do it all. Therefore, keeping your branding strong, modern and based over latest trends will not only give your business a competitive edge but will also perform exceptionally to attract more customers to your door and help them to recognize you with to experience similar ambiance.

Keeping your logo design contemporary helps businesses in many ways. It projects impressions that help people to identify you as a well-run and relatable brand and not like the dated trademark that does not communicate effectively. To draw attention to brands, business or even towards an advertisement, graphics, creativity, skills and all above concepts together creates a buzz and help your business to achieve goals of marketing and branding. However, when it comes to opting for professional logo Design Company, customers usually forget about the trends and demanding pattern in the design market.

Remember, a quality logo design is not always about a high-quality graphics or hues. A creative concept for the logo is barely born easily, so the cost you pay to professionals is not only about acquiring a symbol that is unique or different than the previous ones. It should comprise all the element, however, opt for companies that offer affordable packages and provide optimal quality services to design a perfect logo that defines your company, utterly.

Therefore, this article is here to educate both designers and customers to stay updated with trends that are going to sneak peek throughout 2018.

Creative Typography
In design, concepts either can make your first impression amazing or just the opposite of it. Therefore, creative typography allows today’s ventures to begin with something that has never done or seen before. In typographic logos, a designers’ skill matters most, however, giving the soul to design is all that one must strive for. In typography, regardless of which mood you choose to play with, either serious or silly, it is one of the top adaptive styles drive to create engaging visuals to get attention. A quick example would FedEx without which we cannot complete the list of our examples. Mailchimp, Cutting Room, and NME logos are considered to speak how these giants indeed choose typographic logos to define their business identity.

Apart from all the benefits that come along with this popular medium for logo designing, creative typography gives large room to play around with concept to provide a personality to the logo. It helps designers to speak-up their creative minds and builds a unique logo that is futuristic and versatile. If you believe in artistic values, then considering typography for your business to get it done in with the latest design.

Colorful & Vivid Logos
Grabbing most attention with monotone can be difficult unless a brand is not proceeding with resilient marketing strategy namely Dior and, Nike. However, recent logo design news we received regarding Apple Inc. logo speak about how soon we are going to multi-color logos in this year. Moreover, many popular platforms such as Instagram and YouTube shifted to new designing while sticking to the same frame of work with color, i.e., using vivid and vibrant hues. These examples lead us to comprehend the scope of bright and colorful logo design in the upcoming trends in logo designs.

Geometric Shapes
Typography is not the only characteristic of logo design getting popularization simplification these days. The definite shapes used in logos have recently seen with an increased focus on minimal geometry shapes, or geometry fashioned with a less-is-more approach. When you look at some of the gains of this style like versatile branding, you obtain visibility and modern concepts and ideas-it certainly clarifies that we should be expecting more in 2018.

Metaphoric Logo Concepts
Metaphors amaze minds instantly; with the design, it turns the concept into more creative characters. However, since it has been in trends for last few year, we know metaphors are probably not something new to logo designs. Subsequently, these metaphors are now expected to illustrate greater depth with impactful creativity in designs. These extremely out-of-the-box concepts have leverage metaphoric logo trends back in 2018 to amuse minds with curiosity, thoughtful ideas and unique perspective of design for any name it is expected to mold.

Subtle Animations
Years back when animated came into being; its adaptability amused people. However, back in time lack of animation logo display centers companies preferred to scale with static ones. In this era, from Facebook to website, it is easier, more attention-grabbing and animated-friendly space we have to display some of the creative concepts. Thus, keeping subtle animation to logo design seems to amuse and inspire if the concepts and design collaborate with subtle animate bring more significant meaning to logo design.