Blog 4.

“ quote #14, 'On Clients & Products ”

1. Advertisement

2. Packaging

3. Logotype

4. Sign system

5. Website

When explaining the concepts of product marketing

(advertising, packaging, logotypes, sign systems and

websites) to a customer with little/no experience in that

particular area, the expert must keep in mind to be

simplistic at all times. The main goal of the "selling"

side is to reach their customer on a psychological level

and carry the main marketing idea across; the main aim of

the "buying" side is to benefit from successful and

efficient dispersion of their product, while at the same

time profiting fiscally. This consensus must be for both

sides financially and virtuously bounding. There is much

psychology involved in the art of marketing merchandise.

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1. Advertisement

I don't believe graphic designers or any kind designers

are only artists. We just serve to this commercial cycle,

we're part of it so our first  job is to promote and by

this way provide better sales. Some slogan-like solutions

would be appropriate if you want it to spread to crowds.

Clear-cut, definite, sharp answers are much successful

than unclear, ambigious, late-comprehended ones.

The firm needs to gain the observers attention. This could

be instant; like on panels near the traffic lights, short

and brief. Or they can give a short intoduction for more

asert/stable places like on newspapers or info-stands on

a location.

Advertisement is important because when you have a product

to sell you have to reach people. But also it depends on

your aims. If the product have mass of people you should

know which way you have to use but in generally you have

to use posters television and radio. It is important to

reach people to inform product.

This is one of the most important things for selling the

products. Most of the people attracted by advertisements

on TV or billboards. Also the kids are the most important

fact to selling products because kids always attracted by

advertisements and always make their parents to buy the

new product such as toys, foods, and everything that come

to our mind.

For creatıng an advertisement I would firstly try to

understand the meanıng, usage of the product. If there is

one, I would want a model of that product. While trying to

understand the meaning of the product, I would ask many

questions like Is ıt a familiar product or not? What is

the level of the consumer? Or to whom I will make this

advertisement? And also I would ask what the clients

expectation is. These questions are for creating the most

suitable advertisement. For example, if it is a

non-familiar product, the advertisement have to be very

attractive for taking the attention of the consumers for

a newly done product.

What is the product that will be promoted and who need

this product in real is very important knowledge to be

succesfull; so a previous research is required always.

Then the desire of the producer about selling the product

to particular target client group should be learned. In

other words to whom do they want to sell the product

additionally must be understanded. Afterwards research

about target consumer people?s life style, habbits and

cultural familiarity shall be done. Finally the

advertisement must be created according to target

potential consumers? desires and dreams, while not

ignoring the expectations of people who really need that

product. As a result product can be sold  as many people

as possible and that means the advertisement is succesful.

By the way i agree that familiarity of people?s to the

concept of the ad. is more important then the design

knowledge that it contains.

First, a graphic designer should understand what is the

product for and which consumer type does it belong to. In

order to be understandable a designer should explain

himself at the level of the client also of the consumer.

Designer should be very well aware of the tendencies of

the client in order to make both sides happy. In such

cases it does not matter how much designer knows, it

matters how much your client or consumer gets.

Advertisement is pretty important to reach up to the

audience,your target. People have to know and have to have

a place in their minds to buy your products. "Why do

theyhave to buy your product instead of the other ones?"

has to be answrerd in their advertisement of the product.

First of all, I should make a research about your product.

I should learn its advantages and disadvantages because i

will try to find, why that product should be bought by

customers and emphasize its best ways. Also I should learn

what is your target, which people do you aim to reach to

lower middle or upper mass. So I can design you a good

advertisement and your product can reach the aims.

First I make reseach about the product. I examine the

minuses and pluses completely. Because I don't want to

mislead the customers when I presenting humans.

Advertesing is the most important point I think.

The advertisement has to be clear to all social classes of

the people, whom it is addressing. Example – a customer

interested in trading off candles, will have an

exclusively limited pool of competition, making an

allowance for the fact that candles are not the most

sought-after product on the market. Essentially, candles

are a merchandise of need, yet not extreme necessity;

hence, the advertising company will not have much rivalry

to deal with. These candles can therefore be advertised

according to the client's needs, bearing in mind the

detail of funding – the customer is the one with the

money, so the customer technically gets to decide in the

end. The data for the advertising should be gathered

accordingly, allowing for creativity and appropriate eye

catching techniques. Depending on the product, the

advertisement would be placed on billboards in magazines

and aired on the television suitably for the masses that

it is targeted at to see.

First, we have to know what the product is. What is it

physically (as an object), and what are the clients ideas

about it? We also have to understand the product's target,

but our first priority should be pleasing the client (to

maintain client fidelity) rather than the target. We

should clearly understand what the client wants to tell

to the target about the product.

Finally we should know the format of the advertisement;

Is it going to be on printed material or on TV or internet?

What will be it's size or duration.

2. Packaging

A package of a product is its outershell. It is what gives

the first impression about the product. Customers make

their decision on buying a brand new product mostly

depending on its package. It is the thing that make a

product sell to a great extend. That is why packaging

designing is crucial for the outcome of product's selling

rate. You have to be able to analyze the qualities of the

product from all aspects very well in order design its

package. The package, its coverage must be functional as

well besides being visually powerful. If it is not, than

it can not comply with its purpose and simply don't work.

We need to know the ingredients of the package (the

content). Techinal details are much important in

packaging. What will be the size of the package? Is it

going to be a transparent package, or just a normal

package with a window on it to show the inside? What will

be it's position in the stores?

We also need to ask the client's budget on this packaging

project; because the cost of this package could be higher

if we want to create a package that could be re-used after

the product inside it is consumed.

Secondly the packaging is the most important part of

selling a product, because of the first impression is

important if you have hopeless product when you do a good

or attractive package it obviously be sell.

Like in any kind of design, designer should know the usage

of the product. Then the colors and design should be

considered also psychologically. Morevover concept of the

product and the packaging should be also related. Also

packaging can differ in size, usage... etc in order to

product type.

The package which the product is stationed in should look

attractive to the consumer and also vey easy to use. For

example; the "Toblerone" chocolate box is a ultimate

object of uniqueness. It has an attractive construction

including the logo and colours. The package should also be

very usefull for the consumer. For instance; the photo roll

box can be used to inform the duration which the photo must

be developed in.

Packaging depends on the kind of the product and it has

to have a certain shape and then it has to be designed

afterwards.

Again the usage, understandibility of the product is very

important because package is one of the most important

part of a product. First I would like to know the size,

shape, color of the product and I would like to see a

model. The package and the product  is like a mother and

her child. Like mothers protecting their children package

have to protect its product. Like mothers and their

children look similar package and product should also look

similar in the sense of effectiveness.

Pack of the product needs to grab the attention of  both

who watched or saw the advertisement of the product and

who does not; and it needs to force them to buy it.

However it doesn't need to contain the elements of the

advertisement but it needs to be relative to the products

that it contains, and also it needs to touch to the common

sense. The ad. needs to contain lots of culturel objects or

situations, but if you put all or even some of them to the

pack it can damage the attractiveness of the product, in

market. In market people want to taste the product first

with their eyes, so the pack need to fit to their taste,

but the ad. is for more long termed solution so it

contains lots of pyscological details which a pack doesn't

need. Also the pack needs to totally protect the product,

that it contains. At the same time it needs to be cheap,

in order to make the final price of the product lover.

Designer of the package should know the technological

requirement  to make the pack to able to make it

protective and cheap.

He also needs to be aware of practicle  usage of the

product and design that accordingly, to make the product

more useful for consumers. Forexample once i bought  honey

in side a flexible tube which has a small opening and find

it very useful, because unlike the others in big glass

jars you can put honey from this one any where you want

easly. However honey in jars always honey drops somewhere

else and make there sticky. In my opinion that useful pack

is also promoting the product. It doesn't force you to buy

but after first try it makes you addicted.

This is also one of the most important factors for selling

a product. The product has to refer to the eye of the

client such as the color, shape, surface of the product, etc.

Packaging is very important because when you put your

product on the shelves of a supermarket, yours should be

the most attention grabbing and attractive one.ıt should

overlap, your competitors product by it's packaging. Also

you shold know the product types and design different

coloured packages for each types.may be you should put

little booklets on the packages to inform customers.

Packaging is another important point. The shape, the

quality and the colors give us trust. If we are marketing

a chocolate for kids and if we are using black colors I think

that it's not a good opinion. Because red, yellow, white are

more attractive and naive colors than black or brown.

Returning to the candle example – there appears to be a

variety of possibilities for the candle packaging –

directly correlated to the actual candle type. Come

Christmas, all the packages would be red/white/green, come

February 14 th – red with gold. As mentioned previously,

psychology plays a vast role in the choice of packaging,

and the customers that the produce is aimed at shapes the

way the packaging would be done. Another matter to take

into account when packaging is dealt with is the financial

side of the matter. The simpler the package, the more

packages could be made and the client would fiscally win

in this situation. Another minute detail – size and

placement of the package in the store. The client must be

prepared to initially lose out during production, only to

gain from profitable sales (if the packaging is naturally

done wisely).

3. Logotype

A sucessful logotype makes you remind of the brand,

wherever you see it. It must be connotative of the brand.

An easily-readible logotype is always more comprehendable

in your mind.

In order to make sense a logo should represent the product

(or client) and its aim very well If we are going to use

Typography, typeface and style is alo important by the

means of relationship among logo and the product. For

instance, you shouldn't use serious and sharp typography

for children's stuff. This way ou cannot take the

attention of your target and your logo would fail.

Thirdly, logotype is less important in 3 of these when you

did packaging totally attractive its the easiest part to

fine logotype. For example, if you have fish stone you can

do the logotype release with the stone or fish for ex: FICH.

The logo as previously state should be attractive with

colours and should be able to display its self catchy. It

should be recognizable with ease. For example; "Whiskas"

has a paw behind the small characters in bold format. so

once observed, the viewer can title it a Cat Production

line. It can also be stated that if the logo is to

beveled, it can gain more attention due to the Three

Dimensional state which seems more attractive with the

shadows.

The logo is part of all advertisements, web sites,

packages et cetera and it is also seperately like a short

advertisement.Accordingly the designer of the logo needs

to have great knowledge and understanding about both the

producer and the consumer.He needs to comunicate with both

sides and like a good advertiser he needs to be a

matchmaker between them. In addition to all the logo needs

to be very simple and attractive image. It needs to be so

because no one is in desire of evaluate especially your

logo in their busy lives, but if its simple and attractive

they can easly recognise it and hardly forget it. Also

designer can put his invisible foot print on the work with

his style, to make a self-promotion.I think that is also

very important, but the priorty needs to be the succes of

the work; because in my opinion succes of the work will

promote the designer better than his personal style.

Your logo should be readable and understandable at first

glance also your logo should be big enough on your

package. It can consist the whole naive of the product

name or only initials of the product name.

Logotype has to refer to the company or the product. The

logotype should tell the person that this company sells

this kind of product or this company has a relationship

with food or something else. Also the typography of the

logo is important, it should refer to the company and it

has to be readable and understandable.

The concept of the logotype has to reflect the products or

companies concept totally. For example, if its a dog foods

company the logo should give the feeling that its about

dogs. Using only letters or letters with some shapes,

images is related with the name and the products of the

company. Also a simple logo is better than a complex logo.

There are many points to be considered when designing a

logo but a good work can be done by considering this

points by the simplest way.

If you are using the right font and type and if it is matching

with your company I think it works.

The logotype must directly reflect the client's

product/company. If the customer is not primarily aware of

what it is that they are dealing with, the product would

not be directly effective. Hence, the logotype is required

to be astutely dealt with by the advertising agency. The

complexity of the images and typography on it should be

obvious enough for a regular customer to decipher, yet it

could not be uninspiring and simple. Once again, the

placement of the logotype, its form, color ad other

elements should all work together for a lucrative outcome.

It is an essential goal of the agency to make the logotype

not only legible but also memorable and efficacious.

Logotype is again important on the type pf the product and

the materials. Changes depending on the company type and

the product type. The shapes of the typefaceswhether they

are sharp or curved lines or if it is ahistorical company

or product types with serif letters.

We should find a solution, that involves both the name and

the content of the product, so the logotype alone would

tell the message. Maybe transforming one of the

letterforms in the name into an object would be suitable.

As for the technical part, I should know the size of the

logotype, and how many colors would it contain.

4. Sign system

Sign systems are important in organising our daily life.

For example traffic signs are crucial for putting the

traffic in order. Simplified signs like pictograms are

easy to comprehend very clear solutions.

They can be both explanatory and informative. Also they

maybe a type of communication. Moreover they are universal.

Because of growingh cultures countries and peoples also

its complex day by dayand in addition to this we have to

inform much than we have done in the past. We have to give

people much information on to couply with this age.

I totally agree with that sign systems are designed

tocreate an internationally common languege and some

really reached their targets. I think they are created by

designers who wants to do not waste time on ordinary 

works or the people who do not want to be dependent on

designers any more. Because a succesful work of a graphic

designer should easly give its massage to the people all

around the word so unique and advanced designs can also

give the message. However that would be expensive to  buy

a unique piece of comunication art for just give the

message of where is the toilet. Accordingly to make things

easier many serious companies mostly prefers sign systems

to solve  their comunication problem. At past mostly the

international companies were using them because an

internationally common languege is a must for them, but

locals were prefering written languege. However today both

international or local companies uses signs in public

places because people's perception of a sign is more

easier than written languge.   

The purpose of the sign systems are to give information

in a short-cut. It is the short version of the information.

Also can be given the name "Semiotics". Also can be viewed

at an italian site http://www.sign-system.net/.

The sign system is to notify the viewer about what is

related with. For instance; If a market is giving a

discount toll, then they hang a " % " sign on the front

window. This percentage sign states that there is a xx %

amount of discount on the items inside the shop. Of the

Flammable sign on a Tanker... state that it would not be

smart to smoke near the tanker itself :) So basicially,

a message which is given using symbols and images.

Like logotype, sign system has to refer to the product,

company, etc. The color of the sign is very important.

Sign system is everywhere. We use them in daily life; for

example, in a shopping mall we look and also use the signs

for find the toilet also the stairs, elevator, etc.

I think sign system is a complex system which include

logos, pictograms. etc. It is a system for communicating

in a short way. For example traffic signs are same

everywhere. A foreign people can understand the signs

in a foreign country.

A sign-system is meant  for giving brief information about

product for example on a perfume package "flammable" sign

should be put or on a toy package +3 sign should be put.

The purpose of the sign-system is to remind us what is it

symbolizing. For example in the street when we see train

on panel we clearly understand that there is train station

around us.

If I am re-designing an existing sign, what would the

client needs changed? If the sign are for a particular

company, they should go along with the corporate identity.

If the sign is for a new product or object, we should learn

this objects use and specifications, so we could design

according to that information.

5. Website

First for the domain name, you need to choose a simple,

easily-comprehendible one. Websites are part of this

promotion, advertisement process, an extension of your

promotion of a product, of your company, or if you are

a famous person, then yours.

Today many people spends most of their times in web so

proper web site design which is fiting the concept of the

product or company is really a must.The content of the

site needs to be very well organised to prevent people’s

lost in site and it again needs to be simple and

effective. Beeing simple here has an additional importance

except it strongness in expression because  the more simple

you design the site, people may  open it faster and  is

really important today, because time is the most precious

thing that we have and people become angry and pesimistic

when they spend that unnecessarly. If it needs to have

more complex functions like forums, online shops or

advenced messaging systems, it needs to have strong and

optimised basements made by programmers. In that case

visual design of a graphich designer and sicientific

design of a programer is required and needs to be combined

well. IT masters can also make visual design and also the

opposite is possible, but the most succesful results can

be obtained with their cooperation.   

Web design is more interactive than paper based design. So

it should be relevant to the concept. You may support your

design with some flash animations because on the web

people like to watch continues images, not to stare at

them for minutes.

In web the most important part is what is link going to be

like" it sould be related with produyct when you sell it

should be short easy understandable can recognized easily.

It must be easily reached people who visit the website,

should be able to easily find what they need.

Having an official website for a product is extremely

important in our century customers should be able to reach

your compant anytime to get information or tell their

complainments. Your web address should be almost same with

your company or product name so your customers can reach

you easily without searching.may be having online

apployers to deal with the customers on the internet can

be effective.

The website should be found easily. In this era internet

is the most usedmedia and it is important. There has to be

the full information of the company or the product. The

address of the sitehas to be the one which is the firstly

thought by people.

Websites have to be also simple, because they are for

finding some informations in a short way. They genrally

include many informations so the similar things should be

categorised and at the entrance page there should be only

main links about the website. The entrance pages

effectiveness is very important like its simplicity in

order to be an understandable website.

Nowadays, the importance of wesite is increasing. Because

the technique is getting popular and popular. So if you

get a good website (good techniques, Flash, Dreamweaver,

Adobe) you take more portion from the bazaar.

The website should attract people with their design,

typeface, information about product, etc. It has to

include the information about the designer of the product

too. The background of the website should refers to the

company and their product.

The website is a very vital form of informing the consumer

about the product sold. Nowadays the consumer can gain

information with just a couple of clicks. The website

should be easy to handle with various pages including; The

products itself, related material, links to sub-partners,

address, telephone, history, images, and should accomodate

with the surfers' internet speed. The firm should be

carefull not to ' bore ' the surfer and the site outline

should be astonishing to affect the viewers in a Positive

way... so that they carry on mind blasting infront of the

monitor.

The Website for the product's commercialization is ought

to, as well as the formerly mentioned elements of advertising

and marketing, strive for simplicity in concert with rationale.

If the website does not immediately acknowledge the product,

with related material such as colors, possibly music, and direct

correlation with the authentic concept of the advertising and

marketing, then the site is ineffective. A truly proficiently done 

Website would not only focus only on the product, but would be

done in all aspects of a 'Website' - no pop-up commercials, rapid

loading and further attributes of high-quality promotion.

Technical details are more important in this subject.

We should know the size of the information that will be displayed

on the website, the number of pages and loading time required, etc.

§

Finally, all of the above cannot work separately,

consequently if a client is interested in productively

presenting their product, the agency must consider all

of the above, and integrate the concepts and their

effectiveness resourcefully.

Characters : 25290

Authors :

Aslı Deniz Mete

Atahan Atalay

Burcu Baykan

Fuat Emre Bakır

Irem Hatipoglu

Levent Ince

Maria Goncharova

Meriç Köstem

Neslihan Tepehan

Onur Karakurt

Özlem Incik

Rüyam Yazar

Simge Yüceel

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