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.

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.

 

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.

 

BIM Process Risks for MEP Design Service and How to Mitigate Them

Global construction practice has seen substantial changes over recent years, with the arrival of BIM being a key factor. Building Information Modelling, known as BIM, is a process that involves the creation of 3D models, which enables designers and engineers to create accurate construction scheduling, estimate costs and adapt intelligently to design changes. Accurate building information models and precise building designs are created from the outset, which benefits all stakeholders in the construction process, particularly MEP (mechanical, electrical and plumbing) designers. MEP (M&E) designers or engineers design MEP services, while MEP contractors are then responsible for spatial coordination, detailed design, fabrication and installation. Though BIM drives an effective process for MEP (M&E) design services, there are some risks involved. We look at how these risks can be mitigated.

Firstly, it is useful to understand exactly what the BIM process contributes to MEP engineering design. A BIM model helps visualise spatial MEP requirements. Detailed views are created for analysis, and any clashes of spatial requirements are identified and can be resolved at an early stage. Designs can be altered to mitigate any clashes, and these changes can be seen in the model.

The progress of the MEP design and coordination workflow process has been supported and driven by technological advancements. BIM technology has played an important role in making this possible, especially the use of 3D models through Autodesk’s BIM 360 tool. BIM 360 is a cloud-based software platform developed primarily for construction, which employs checklists, equipment tracking and the monitoring of tasks to improve quality and on-site safety. Within BIM 360, models can be utilised for 2D construction documentation and the 3D coordination of trades. BIM 360 permits the control of processes by project managers, subcontractors, designers and architects at all design stages. It enables the sharing of vast amounts of information between stakeholders and easy communication.

MEP designers can utilise architectural, structural and trade models to plan in detail from the onset of a project by designing in 3D. In general, the process involves MEP design and installation workflows that will streamline planning, designing, coordination, fabrication, installation and construction of a project. Following architectural design, the MEP design engineer develops building services design elements, such as lighting, cooling, heating, drainage, waste, fire prevention and protection services. In most cases, the design engineer is not involved with the detailed spatial design of building services. Usually, it is the MEP, or trade, contractor who carries out the detailed spatial design and installation. It falls to the MEP contractor to convert the consultant’s design into an installation-ready MEP format and provide MEP shop drawing services. At times, fabricators creating ductwork or pipework elements, electrical ladders or sprinklers in a module also contribute.

The BIM process brings all stakeholders on to the same platform at every design stage.

Therefore, an effective collaboration tool would be required to:

  • Enable access to MEP designers, architects, structural designers, MEP contractors
  • Host various formats for files and documents
  • Ease communication
  • Permit designers and shareholders to work on the same models and share design data

BIM 360 Team with Collaboration for Revit (C4R) offers this. It integrates stakeholders and project information into a single cloud-based platform and improves quality while reducing rework. Checklists can monitor safety on site, equipment can be tracked and asset data can be collated. Any problems can be resolved early in the design process, minimising delay, cost and rework.

BIM Process Risks for MEP

Communication

If architects, modellers and designers do not communicate properly, designs may not be properly integrated and the occurrence of errors in the MEP model will increase.

Building Code Understanding

Client needs and local code requirements are of paramount importance and must be clearly understood. If misunderstandings of building codes and client requirements occur the MEP design will be negatively impacted.

Coordination

Stakeholders must coordinate effectively. Any modification executed by any MEP service should be communicated to all other trades. Failure to do so can create hazards at the project implementation stage.

Cost Estimation

The BIM process can help determine overall costs and take off quantities. MEP resources, labour and prices are considered, but materials availability and costs may vary over the duration of the design and implementation, affecting cost estimation.

Technical Knowhow

Effective BIM usage requires in-depth knowledge of BIM technology and Revit, Navisworks, etc. to develop precise MEP designs. Errors could prove costly.

Incomplete BIM Use

In common practice, BIM is used for a specific MEP objective rather than for each and every part of the design process. These include:

  • Remodelling or renovation
  • Material takeoffs and estimation
  • Design models by contractors
  • Detailed models of MEP components

Unless the BIM scope and output are accurately defined, the intended use of the BIM model may not occur.

BIM Model Not Shared with Construction Team

When 2D documents are printed from the model, some of the 3D data may not be transferred. The construction team may need to design a new 3D model, leading to unexpected changes. Designers may not share models with contractors because they are incomplete or do not tally with the construction documents, creating errors and tensions.

Not Possible to Model Everything

Creating models is time consuming. Many details, such as size, shape, location, quantity, and orientation with detailing, fabrication, assembly and installation information, can be included. It may not be possible to create models for every portion of the design, resulting in an incomplete overall picture.

MEP Design Handoff

Contractors traditionally received 2D line diagrams, schedules and specifications of the design from MEP designers. Currently, an increasing number of MEP design engineers create models, raising confusion about who is responsible for duct placement, equipment placement and coordination responsibility – designers or contractors. Models created by MEP designers may not be spatially accurate enough during the early stages.

However, there are several ways to mitigate these shortfalls, such as:

  • Early BIM Adoption (During Design Stage)

All project stakeholders should be encouraged to use BIM from the design stage, with clear guidelines for its use. If BIM is adopted at a later stage without clear specification of its purpose, the results could be confusion, wastage of time and increasing costs.

  • Defined Roles within the BIM Process

Design and modelling roles must be clearly defined before beginning design. If MEP subcontractors need to provide MEP BIM, with accurate routing, attachment details and equipment connections, they must be clearly informed of this and it should be part of the contractual obligations. They will not be able to rely on MEP consultant models in such a case.

  • Improved Coordination Skills

MEP design in BIM currently utilises improved spatial coordination skills during the design phase. This could be a result of employing more technically qualified professionals for these services, and as a consequence, contractors are presented with more accurate models to work with.

  • Accountability for Coordination

Internal coordination is necessary for a viable BIM model, much like a 2D drawing set used to be. Revisions, modifications and file versions must be coordinated as well. Since 3D models are complex, coordination must be monitored and controlled to prevent expensive and unnecessary rework. Even though files can be hosted in the cloud, it is advisable to maintain backups.

It is a certainty that precise, effective design with fewer errors is possible using BIM but there may be challenges in achieving those designs. Specifying the role of BIM, its usage, the stakeholders involved and the challenges to be expected can help optimise the benefits of using BIM and minimise its risks. The positive impact of building information modelling will be felt for some time. Analysing and mitigating the risks involved in its use can only benefit the industry and its players.