Graphics 2

1. Graphics 2 Marketing and Typefaces

2. Introduction Marketing communication The logo and 'visual equity' 'Image, Message and Voice' Shapes, pictograms and text Reading and cognitive processing Typeface preferences .

3. Ability, Opportunity and Motivation when marketing a product, these three aspects are fundamental to persuading people to buy: Ability - do consumers have the necessary resources? financial constraints lack of knowledge inability to understand and process available information Opportunity lack of time distractions from other sources difficulties with information may thwart opportunity even if the customer is able to buy, eg mistrust of the product results in the customer not taking the opportunity to process the information even though they are able to...

4. Ability, Opportunity and Motivation Motivation is where marketing communication can have a significant effect... ...ie given that the consumer has the ability and opportunity to purchase, how do you motivate them to actually do so? TV ads radio ads show-rooms direct marketing billboards magazine ads overall brand awareness should enhance and facilitate the efforts of marketing communication...

5. The Logo + Visual Equity the role of graphics in industry and commerce is vast (company literature, packaging, instruction manuals, website, advertising, etc)... ...and the logo is just one part of the jigsaw; lots of areas to consider - marketing is just one lots of areas of marketing - branding is just one lots of areas to branding - the logo is just one however the logo appears on pretty much everything - absolutely fundamental to an organisation's communication efforts vital that it enhances those efforts; produces motivation, doesn�t jeopardise opportunity with confusing information

6. Visual Equity Value derived from the �look and feel� of the brand and the rest of the organisation's visual material brand image and brand awareness contribute to sales therefore clearly of value, hence the term �equity� logo itself is obviously fundamental to the brand - accounts for most of the visual equity other elements of the brand contribute to visual equity colour schemes such as Coca Cola red, Easyjet's orange and white novel words and phrases 'wheatabix', 'does exactly what it says on the tin' legislation relating to trademarks can be used to protect the 'look and feel' of a brand, ie not just the logo itself .

7. Image, Message and Voice most marketing communication can be broken down to these three components image - eg photograph in magazine ad message - the conscious and unconscious information that is imparted voice - eg Churchill dog, Iams cat obviously different marketing mediums emphasise different components of the message voice important for radio and personal contact - image more difficult - shop windows, showrooms, mental images invoked as part of the message... TV ad - all three are important - visual image film or animation, message usually spoken and voice fundamental to the ad; actors with distinctive voices paid vast sums, eg David Jason on M&S ads graphic ads and the brand in general obviously rely on images and printed text - but can an advert in a magazine, for example, have a voice? .

8. Shapes, Pictograms and Text logo is usually shapes accompanied by some text - variations (eg photograph) very rare; logos are designed to be instantly recognisable - shapes are well suited to this must be recognised as a logo and not something else � expectations of customers text that has been made into a logo is known as a logotype may simply be letters of the alphabet, eg B&Q may be very stylised, in which case it may become too much like a logo and needs text adding back in!