Research of logo designs
Initial logo designs- mock ups
Logo strategies
- Colours to be approrpiate for the location/setting and convey credibility.
eg. saturated colours to convey positivity and optimism.
- Simple, understandable logo not to be too complex.
- Original, not to be outdated.
- Make the colours of the logo stand out in order to make the logo more recognisable.
- Focus the logo on the target market.
- Use a different, not simple and unique caption, not using simply sans serif.
- Make the art work simple.
- Make it relevant.
- Memorable.
- Use sharp colours to stand out.
- Represent the Essex culture through them
- Relate and represent the target market of 16-25 year olds.
- humour appeal
- youth appeal
- endorsement appeal
- popularity appeal
- social appeal
- intertextual links to include
What are advertising appeals and why are they used?
In advertising there are a wide variety of ways to catch the attention of your audience. An example is the advertising appeals which are simply communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act. These appeals can be broken down intro emotional and rational approaches. The most common appeals used in adverts are
- Humour appeal- businesses have to be careful when using humour appeal as what`s said as `humour appeal` can be mistaken by the audience as something offensive rather than humorous/funny as intended at first.
- Endorsement appeal- Celebrities, athletes and big-name influencers are quite often used in order to endorse products in order to stir popularity, despite having nothing.
- Sexual appeal- people use sexual appeal by showing sexy models and `sexy` products shots that will make the viewer emotionally excited. Good examples which clearly represent and use sexual appeal are Victoria Secret and Calvin Klein which both focus more grounded sexiness to show the value of their products.
- Youth appeal- Youth appeals show how people don`t want to age and certainly don`t want to feel old. A common advertising appeal for older adult audiences is to photograph and highlight models who are younger than the target audience by several years for example. This appeal can be seen in the `Snickers` advert with the old women and young football players.
- Statistic appeal- Adverts which use statistic appeal have their message rooted in the statistics that highlight what the adverts is showing and advertising, by emphasising on it by having used statistics in order to make the audience more conscious about that thing. For example, if the advert is highlighting types of inequalities by using statistics this will emphasise the problem more therefore making the people feel more conscious resulting them in being more likely to actually take an action and make something about this.
- Beauty appeal- For example the catalog from West Elm features beauty shots of every item- perfectly staged, lit and accessorized with things such as lipstick & make-up on the models which will help and make the advert more likely to appeal to men.
Advertising strategies
- celebrity endorsement
- saturated/bright colours
- font big and bold
- promotions/ student discounts
- eye catching, memorable headline
- alliterations
- double ontondra
- incentives
- intertextual links
- use appeals eg. humour appeal
- images/illustrations
- hashtags/trends on social media
- exaggerate stereotypes
- slang
- vernacular
- 'init,you know what i mean, peng'
- make the strapline, headline original, not out-dated eg. by using serif which makes the typefaces more attractive and interesting as it is a more modern font rather than using the typical and simple sans serif.
My chosen logo
Analysis of final logo
Secondly, the main reason for me to choose the red colour for the lipstick and the lips is that it mainly symbolises a warning or a danger approaching, which therefore focuses the attention of the audience onto the logo and therefore on the potential advert. Also, the people who desire this colour are aggressive or energetic therefore this this makes a link to the Essex culture of the males as they are stereotyped as being aggressive and rude into violence. However, the colour moreover represents the strive for success which is a perfect match and combination for the logo of the advert as it's ruling and crucial purpose is to be successful so a higher number of people can order from ''Your Food''. It represents the determination and action being taken in order to become affluent.
On the other hand, the main colour of the logo which is the red, is contrasted with the black colour which is used in the name of the food service- ''Your Food''. As red is a powerful colour it is combined with the black in order for it to stand out in this visual environment. The combination of the 2 colours is very effective as they both support each other as a result of their similar connotations, both emphasising importance and sophistication.
However, they are also two very contrasting colour as the red is a fully saturated and bright colour whereas the black is a very dark, dull and unsaturated colour, which therefore increases the interest of the audience because of the used combination. As well as, the warm colour red transmits a cheerful, positive and optimistic tone towards the people looking at the advert. And in addition to this, the black colour used in the text writing depicts the formality, seriousness and therefore represents the advert as very original, demonstrating the fact that the advert is not outdated, but modern which will make it appeal more to the audience, especially because the audience target market is 16-25 year olds and people in this age group will favour the new style-modern logos which are representative for the society we live in today rather than the outdated & old logos.
In order for the logo to represent the regional identity which is the Essex region and Essex culture/youth culture, i have used the lipstick below the lips as it clearly shows the stereotype of Essex girls lacking intelligence therefore relying on their outside appearance and being sexually explicit which can be identified through the use of the red colour which once again symbolises these girls being provocative.
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