According to James Borg in his excellent book, ‘Persuasion: The Art of Influencing People,’ there are 3 ‘FIT’ factors that enable your audience to connect with you and buy from you.
Borg’s 3 ‘FIT’ factors are:
When your brand communicates all three of these factors, your audience is equipped with the social proof, logical features and emotional benefits to buy from you.
Using few words and no audible cues, design is an incredibly powerful way to connect brands with audiences within just a second or two.
Emotionally Connect with your Audience
With the aid of a recent case study for our client, Gardman, let’s explore how design can create the emotional fit and relevance between a brand and its audience.
A bit of background for you first on Gardman, the UK’s leading garden products supplier.
With sales totaling £48 million per year across 4,000 lines, it’s likely you’ll have seen, or even bought, Gardman products if you’ve visited a garden centre.
Gardman has chosen Think Plus Ink to provide it with great creative for years, with our design work on view in more than 1,000 garden centres nationwide.
One of Gardman’s many ranges we produce packaging, literature and point of sale design for, is its Wild Bird Care brand, which was launched in 1997.
Consumers’ Evolving Emotional Needs
A brand review highlighted the need to bring further warmth to the Gardman creative, whilst retaining its core consumer recognition cues.
In creating a brand that connects more emotionally with its audience and still being instantly recognisable, we reviewed and evolved the design in the following 5 ways:
1.Explored different typefaces, setting on a choice that felt contemporary and yet timeless, meaning a design that’s relevant but (won’t date quickly)
2.Revised the colour palettes to relate to the audience’s more contemporary colour choices
3.Introduced ‘tick box’ icons within the packaging flash features to silently reassure customers they were making the best purchase
4.Decreased the depth of the ‘reveal rip’ to create space for the heart-warming ‘Attract More Birds into your Garden’ graphic
5.Created new graphic “call to actions” including a “winning ribbon” to implicitly convey the feel good factor of award winning quotes.
A Little Bird Told Us…
The result of our design review?
With a well-received launch at GLEE this year and a large take-up, we’ve an even happier client.
In fact, Gardman is the only brand to have grown its market share last year (+12%) against an industry standard of -7% (source: GfK Wild Bird Care report March 2017).
Product Sales on your Mind Right Now?
* Not yet dominated your market?
* Or perhaps you’re already the market leader (well done!), but have a nagging thought you’re not yet achieving the lofty sales your product is capable of?
* Or maybe you’re aware a revisit of your product packaging, POS and literature is well overdue?
If any of the above describes you, it’s well worth us having a chat. It’s easy to arrange. Either email email@example.com or call 0116 253 3455 / 07595 893523.