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.

 

What Is UX Design?

User Experience is a conglomeration of tasks focused on optimization of a product for effective and enjoyable use. User Experience Design is the process of development and improvement of quality interaction between a user and all facets of a company.U ser Experience Design is responsible for being hands-on with the process of research, testing, development, content, and prototyping to test for quality results. User Experience Design is, in theory, a non-digital (cognitive science) practice but used and defined predominantly by digital industries.

Introduction to UX Planning
The easiest way to approach the planning phase for UX projects is to determine the approach you think ought to be taken for a project, then examine the constraints and amend the approach based on these constraints. This should enable you to determine budgets and timescales if they weren’t given to you by your potential client beforehand. UX projects that are well planned are easier to execute and offer a higher chance of succeeding than those that are managed on an ad-hoc basis For designers working in the ever-changing field of user experience, it’s always important to consider the fundamental principles of design. At many levels, the nature of the work that we do constantly shifts and evolves-whether we’re designing for new technologies or different contexts, ranging from apps for personal use to cross-channel experiences. When we’re called upon to solve design problems that we haven’t solved before, design principles provide a sound basis for devising innovative solutions. All of these trends have required us to look at design afresh and come up with new interaction models, design patterns, and standards-many of which are still evolving.

Visual design trends shift as well-sometimes for the better; sometimes not. For example, in the recent past, we saw the prevalent use of small, light-gray fonts that were both too small and too low contrast for good readability-for almost anybody, not just those with serious visual deficits. Now we’re seeing bigger fonts-solving that readability problem. UX Design Principles course provides foundational level skills for those interested or working in user experience design. The workshop covers aspects of designing for web, apps, and mobile. This UX workshop is suitable for designers, business analysts, product managers, and developers. No UX or design previous experience is required. It serves as the foundation for the UX Classes as well as the UX Certificate program at American Graphics Institute.

What is UI Design?
User Interface Design is its complement, the look and feel, the presentation and interactivity of a product. But like UX, it is easily and often confused by the industries that employ UI Designers. User interface design (UID) or user interface engineering is the design of websites, computers, appliances, machines, mobile communication devices, and software applications with the focus on the user’s experience and interaction. UI Design is closer to what we refer to as graphic design, though the responsibilities are somewhat more complex. Human-Computer Interaction (HCI) integrates concepts and methods from computer science, design, and psychology to build interfaces that are accessible, easy to use, and efficient. There are three factors that should be considered for the design of a successful user interface; development factors, visibility factors and acceptance factors. Development factors help by improving visual communication. These include: platform constraints, toolkits and component libraries, support for rapid prototyping, and customizability. Visibility factors take into account human factors and express a strong visual identity. These include human abilities, product identity, clear conceptual model, and multiple representations. Included as acceptance factors are an installed base, corporate politics, international markets, and documentation and training. There are three fundamental principles involved in the use of the visible language.

Do’s and Don’ts of UI and UX Design
User experience online is very similar to the user experience you get when going to a grocery store. You want a pleasant time without any hassle. You want to be able to navigate the store quickly, get what you need right away, head to the checkout line without a wait, and get back home. You don’t want to deal with a slow cashier, items not where they should be or out of stock, hostile employees, or a crammed parking lot. You simply want what you came for (groceries) and be on your way. Stores understand this and have spent a considerable amount of time and money to help you navigate the store easier, make sure items you want are in stock, and to provide fast and friendly checkout lines. It may seem a bit corny to think of UX design in terms of going to your local grocery store, but the experiences are similar. Our customers are visitors to the sites we create, and the groceries are the content in which they came to the site for. For those of us who go to the store, it’s easy for us to pinpoint things that irritate us or think should be improved. However, when it comes to our own designs and user interfaces and the creation of them, we may not be able to point out these irritants ahead of time before users do. We can fix this by taking a step back and look for these weak points in our design, so that we don’t cause them unnecessary frustration and keep them on our site so they can get to the content they were looking for. To help us designers step back and look at our designs and user interfaces from the eyes of the visitor, let’s run through some do’s and don’ts to look out for so we can help them get exactly what they came for without irritation or a bad UX.

1. DO: Provide a similar experience regardless of the device Visitors are coming to your site using many different types of devices. They can visit your site on their desktop or laptop, tablet, phone, music player, game console, or even their watches. A big part of user experience design is ensuring that no matter how the visitor sees your site, they are getting the same experience they would if they were to visit from another device. This means that if a visitor is seeing your site on their phone, they should still be able to find everything they need without trouble just like they would if they were viewing your site on their desktop at home. A seamless experience across all of your devices helps keep your users on your site regardless of the device they are using.

2. DO: Provide instantly recognizable and easy-to-use navigation The key to providing a pleasant user experience for users is to understand that they are in search of content. They want information that you are providing on your site. The way they get there is by using your site’s navigation to quickly get to the content they are looking for. Provide a user-friendly navigation system that is easy to recognize and easy to use. Design your navigation in a way that gets visitors where they want to go with the least amount of clicks as possible while still being easy to scan and locate where they need to go.

3. DON’T: Letting the design of the site hinder the site’s readability The design of a site or user interface should never interfere with the user’s ability to consume the content on the screen. This includes having busy backgrounds behind content or poor color schemes that hinder the site’s readability. Busy backgrounds cause a distraction and take attention away from the content, even more so if the busy background is directly underneath the content. In addition, be careful not to use color schemes that decrease the contrast of the typography on the screen (i.e. light gray type of a white background). Focus on the typography of your site to ensure issues such as line length, line height, kerning, and font choice doesn’t pose issues for readability.

4. DON’T: Hindering a visitor’s ability to scan the screen As I mentioned above, users and visitors alike often scan the screen quickly before settling in to read any one particular thing with focus. Users often scan for visual cues such as headings, pictures, buttons, and blocks to know where they should focus their attention. If you start removing these items, it makes it hard for users to scan your content to find what they are looking for. Using appropriate headings that are easily seen, pictures to illustrate points, buttons for navigation, and blocks of content that are unique or important help users scan the screen to find what they need.