Great post. Target is a great example of a brand that has successfully "taught" a higher form of visual language to a value-based customer. In fact, Target and brands like it have been so successful at this that their customers have come to expect (read: demand) it. The result has been felt all the way from point-of-sale graphics to product design. But Target and others like it can afford to make that kind of investment. The local tire shop doesn't feel the same way.
yason
· 3 years ago
Excellent topic of discussion, Martini.
The snippet from LogoOrange makes a lot of sense, but like you I dont fully agree with their reasons. Working class consumers have come to expect what is directed towards them. This poses an interesting "which came first" question : Are marketers defining the class by how they choose to represent them in advertising, or have marketers found that there is only one way to speak to the working class because that is the only way they respond?
In my opinion, education is the key for operation White Wash. It is nice to see in places like Target (and even Walmart now a days) how the awareness of design is surfacing. Because of this we are seeing the blending of people who represent clutter and white space. Apple has done an amazing job with revolutionizing marketing, while teaching the higher form of visual language with the fewest words. Everyone (regardless of their income bracket) wants an ipod and can find them at both stores named above.
So, it will be interesting to see how design evolves in the future. Thanks for reading the ramblings.
I think it's an oversimplification. If you look at an Armani shop, you'll see just a shirt displayed behind a 5 sqm window. If you look at a discount retail shop, you'll see dozens of shirts behind 4 sqm. It's all about positioning, target market and right message. You just do not choose either "white space" style or "clutter design", but you position your business in a certain niche and create its business image accordingly.
All Comments
Target is a great example of a brand that has successfully "taught" a higher form of visual language to a value-based customer. In fact, Target and brands like it have been so successful at this that their customers have come to expect (read: demand) it. The result has been felt all the way from point-of-sale graphics to product design. But Target and others like it can afford to make that kind of investment. The local tire shop doesn't feel the same way.
The snippet from LogoOrange makes a lot of sense, but like you I dont fully agree with their reasons. Working class consumers have come to expect what is directed towards them. This poses an interesting "which came first" question : Are marketers defining the class by how they choose to represent them in advertising, or have marketers found that there is only one way to speak to the working class because that is the only way they respond?
In my opinion, education is the key for operation White Wash. It is nice to see in places like Target (and even Walmart now a days) how the awareness of design is surfacing. Because of this we are seeing the blending of people who represent clutter and white space. Apple has done an amazing job with revolutionizing marketing, while teaching the higher form of visual language with the fewest words. Everyone (regardless of their income bracket) wants an ipod and can find them at both stores named above.
So, it will be interesting to see how design evolves in the future.
Thanks for reading the ramblings.
Thank you,
http://www.walidov.com