I will be looking into the chocolate industry and some statistics on it, this will be some basic research into looking how popular it is, how much chocolate is made and the growth of the chocolate industry, I have decided too look into this because I am doing a chocolate bar therefore I want to find out a little bit more about the industry and how it works.

Here are some things that I found about the industry – The chocolate and confectionery industry is broken down into three subclasses: cocoa product production, sugar confectionery manufacturing and chewing gum production. Cocoa products include chocolate, cocoa butter, cocoa fat and cocoa oil. The sugar confectionery segment covers the production of caramel, nougat, lozenges, toffee and fondant.

The industry products are – Chocolates and chocolate bars and blocks – Sugar confectionery – Bulk chocolate and food and drink preparations – Filled chocolate – Gum – White chocolate

Manufacture of cocoa, chocolate and sugar confectionery is worth 1.1bn to the UK economy, said the Departure for Environment, Food and Rural Affairs and Department for International Trade. More than £680million of chocolate from the UK was bought by foreign consumers last year and exports have grown from £370million in 2010 84% rise.

A $194.8 billion market worldwide in 2017, the Confectionary Markets market has evolved steadily. It is expected to reach $232 billion by 2024, growing in sugar confectionery and bakers’ confectionery segments as a result of the universal appeal of sweets.

Target Market 

As a new entrant our target market would include working class and students. total population of UK is divided into following age group segments: For our organic chocolate segment, we would target population ranging from year 10 to 44. This would account for almost 48% of the total population of UK , obviously the whole 48% will not be part of our target market as organic chocolate is a niche of conventional chocolate market, our working and student class will be covered in these age group description. So as an estimate organic chocolate demand can be expected from 40% of the 48% target population.

The segment aimed as target segment will be people living in North West of England. This is so as we are initially introducing our product in test market covering NW of England only. Target customers will be in age group of year 10 to approximately 44. Children below 10 are essentially not part of our target segment because it requires awareness to choose healthy food items for which reason children above year 10 are selected. The age limit selected till 44 is for the reason that above this age group most people are suffering from heart and diabetic deceases thus for them at a later stage diet or low sugar items shall be introduced. Target segment will be constituting of students and working class.

 

Reflection

After doing some research into the chocolate industry I have realised that it is a lot popular than I thought especially in the uk which is where I am from and where I will be aiming my product at. I found that the growth of chocolate is rapid and will continue increasing a lot until 2026 this has a good impact on myself as I know that the industry isn’t dying and hat it is really popular and that chocolate is something that everyone therefore it has a positive impact on my brand and I know that people are out there that will be interested in chocolate and want to buy it therefore this is were my advertising will help me reach this mainstream audience and get attention to my company and chocolate. I feel confident now doing a chocolate bar and advertising it because I know there is a mainstream audience out there waiting to see something new and fresh. I looked into the target market of the chocolate industry and what I found was really good, I found that they aim to people ageing from 10-44 years old which is around 48% of the population this means for me that I have a huge audience that I am able to aim at and the specific audience that I have picked fits nicely in-between what large chocolate bar companies aim at, my audience is females ageing from 15-30 years old therefore I now know that age group which I have picked is really good. I also found that the chocolate industry mainly aims at students, this is another positive piece of information for me as I know there is a range of females and boys in school and females are who I am aiming at therefore I know that my chocolate bar will reach them, they are also in my age group who I am aiming at therefore this is another positive for me. Overall, I am glad I did this research into the chocolate industry and its audience because I am now able to apply the information that I have gained to my idea such as my audience.

 

This is the website that I used to help me with thus blog –

UK CHOCOLATE MARKET ANALYSIS MARKETING PLAN MARKETING ESSAY

In-text: (UKEssays.com, 2019)

I have made a mood board of different chocolate bars, fonts and colours –

 

 

 

Reflection

I have chosen these specific things because some have inspired me in my idea, for the colours I have picked these are the specific ones that I am interested in and i think some will be used for my packaging and the name of my product. I picked these colours because they are feminine colours and as I am aiming my product at women I feel these will be some good colours to use, when researching into chocolate bars aimed at women these colours came up too therefore I have picked these to go on my mood board as something that I will potentially use. The chocolate bars that I have on my mood board are what inspired me with there unique design colour and fonts, they also inspired me because you don’t see many chocolate bars aimed at females and some of these do and don’t however most don’t therefore seeing how there isn’t a big market for a chocolate bar that aims at females this has inspired me to do one. The fonts that are on my mood board are the ones that I really like and that I think my audience would like too. I picked these fonts because they are very feminine, they stand out really well although I haven’t picked any particular ones that I want however these are the ones that I have looked at that inspire me the most. This mood board have helped me put my idea together a bit more because I now have an idea of the colour of packaging that I want to do and logo website and poster colours and how I feel the colour scheme should be however I will be asking my audiences opinion on it. I also have more ideas of how I want my chocolate bar too look (Pacaking) such as design and the detail on it. Finally, I now have a better idea of the font I want as it needs to have a feminine feel and look at also have a good impact on the people looking at it. Overall, I am happy I did this mood board because I have more of a perspective of how I want everything to look and hopefully I can accomplish this with the help of my audience and myself.

I will be looking into the importance of colour when advertising, colour is used in nearly every advertisement you see such as commercial, print, social media and more. As colour is such a big part of adverting I feel it would be a good idea to look into it.

Here is some good information that I found –

‘The usage of colour in advertising is often a very important choice, since colour can have a tremendous psychological impact on people. The national origin of potential buyers, for example, can influence their preference for colour. The Chinese tend to like metallic golds and reds. Lifestyle preferences can also influence which colours are favoured. Vivid primary colours, such as red and blue, used along with white stripes are representative of an active lifestyle. Such usage of colour could therefore be used to promote sports clothing or equipment. Below are some of the most popular colours used in advertising, along with some situations when they might be used.’

I also looked into the main colours that are used in advertising –

‘Blue
One of people’s most favourite colour, and is therefore very appealing in many situations. It is appropriate when selling frozen foods, since it creates the impression of ice. It also tends to convey a feeling of honesty and dependability, so it would be a good choice if a brand has a particular need for trust.
Red
The second most preferred colour, after blue. It is the hottest colour available to marketers, often signifying action. This colour can be used to promote soups and meats. Red is also perceived as being very masculine, so it can be used in advertising for products that target men, such as aftershave.
Green
It’s looked upon as a symbol of freshness and health. Consumers are more health conscious than ever these days, so green is suitable for many advertising campaigns. This colour can also be used to promote products or services that are environmentally friendly. Since global warming and other environmental issues are important to many people today, such campaigns often make a great impact.

Beige, yellow, orange, pink, red and similar

Warm bright colours these are active, eye-catching colours with a friendly nature that may induce a sense of courage and energy.
Warm bright colours visually enlarge objects and make them seem closer. Due to their high visibility I advise limiting their use among subdued colours.

Lavender, silver, azure

These add subtlety, full of aesthetics and freshness, accents. Such cold but bright tones enhance a sensation of modernity and professionalism if harmoniously combined with grey. It’s a nice composition for businesses, commerce, and service websites especially with health, cosmetic and medicine products.

Pink
Pink is a versatile colour that can evoke feelings of joy and playfulness while also representing romance and delicacy. It’s a great shout to use pink if your brand personality is tranquil, warm, feminine, fun, youthful, bold or edgy.’

‘If you want to make your audience feel a certain way, the answer may lie in the colours you use in your marketing. Colour has the power to change a mood. For example, if you’re trying to spread awareness for a charity, you can aim to make an emotional connection with your audience by not only using hard-hitting imagery, but by choosing a colour such as black or grey to emphasis a feeling of sadness, heaviness or vulnerability. If you want to advertise a sale or get people into your restaurant, red is the ideal colour to use as it encourages appetite and creates a sense of urgency. Purple is great for promoting the beauty industry or a spa deal as it helps people feel calm and relaxed, putting them in the mood for a luxurious pamper session. Warm colours such as yellow and orange can help make your audience feel optimistic and cheerful, which makes it an ideal choice for advertising a new line of clothing or a Zumba class. Interestingly, colour perception can also vary depending on gender. Studies have shown that women usually prefer softer hues while men opt for bold, bright shades.’

Reflection

After researching into the importance of colour in advertising, I realised that it makes a really big impact on products and the impact it has on the revenue. I found out that using bold colours that stand out such as red is the most used colour in advertising because it immediately attracts the audience as red is usually seen as excitement or danger however in advertising its usually seen as excitement so when and advertisement or product has red on it people tend to get excited for it and engaged more to it. Another thing that inspired me is that when using colours such as pinks,purples, whites and peaches women are more attracted to them and thats why in adverts if somethings being advertised at women they will use these colours to appeal to them more and attract them. For males they tend to use colours such as blues, greens and bold bright shades so by using these colours, colour in advertising is important because it helps appeal to a certain audience or create emotion about something. Another thing that inspired me looking into this is that colour can make you feel emotion and this is something that I want when my product is featured to my audience and my advertising campaigns, I want my audience too feel relaxed and happy when they see my stuff as this will have a good impact on my brand. Overall, I am glad I did research into the importance of colour in advertising because it really does have an impact on who will be attracted to the product and the emotion it gives people and this will have an effect on my idea because I will now consider colouring when creating my advertising campaigns and product so that it appeals to my audience correctly. The colours themes that I like for my planning and production are Pink/White  Pink/Light Blue  Pink/Grey  Purple/Pink these are colours which I have picked now that I feel will represent my audience, my colour scheme blog will be one of the first stages of planning that I do.

 

Here are the websites that I used to help me in this blog –

Understanding The Physiology Behind Colour In Advertising

In-text: (McAllister Marketing, 2019)
Your Bibliography: McAllister Marketing. (2019). Understanding The Physiology Behind Colour In Advertising. [online] Available at: https://mcallistermarketing.com/importance-colour-advertising/ [Accessed 25 Apr. 2019]

 

The Impact of Colour in Advertising, Marketing, and Design – Maistro PLC

In-text: (Maistro, 2019)
Your Bibliography: Maistro. (2019). The Impact of Colour in Advertising, Marketing, and Design – Maistro PLC. [online] Available at: https://www.maistro.com/blogs/impact-colour-advertising-marketing-design/ [Accessed 25 Apr. 2019].

 

Inspired, B. and Marketing, T.
Online Business Card Printing and Flyer Printing
In-text: (Inspired and Marketing, 2019)
Your Bibliography: Inspired, B. and Marketing, T. (2019). Online Business Card Printing and Flyer Printing. [online] instantprint. Available at: https://www.instantprint.co.uk/printspiration/be-inspired/the-importance-of-colour-in-marketing [Accessed 25 Apr. 2019].

I will be looking into existing chocolate bar posters as I will be creating 2 for my final project. I Picked 4 posters to look at as I felt that would be enough to see what designs they use colours and what they include on there posters. These posters are all Cadbury’s which I will look at as they are one of the biggest chocolate bar company’s there are and they advertise a lot therefore these are some posters I feel I would get inspiration from.

This is the first poster that I looked at this uses the typical purple colour background that cadbury uses for nearly all there advertisements this colour is instantly recongnisable when you see it too. We see a product shot of the hot chocolate that they are advertising which is a good technique so that there audience knows what they are looking for in shops and if the product looks good. We also see an image of the hot chocolate in a cup too which is a good way to engage there audience because they will think it looks really good and what to buy it. The text above the cup is written in cream which you would put on your hot chocolate, I really like the idea of them using the cream as its something different and it looks really professionally done. Finally we see some sprinkles of the hot chocolate and marshmallows on the rest of the poster this is a good technique to use the unused space and to make it have more of a hot chocolate feel to it.

Overall, I really like this poster because it has a lot of detail and it looks very professional, I like how they used there product twice in it so there audience knows what it looks like therefore when they browse in shops they can get it. I like the technique of using the purple background as its brand awareness which is something I would like for my company. Another thing I really like about this poster is the font of the writing and that it is done in cream this inspires me to have some detail on my poster that represents my product such as caramel.

 

This is the second poster that I looked at, this poster is more simple however it looks really good. the first thing we notice is a really good product shot of the chocolate bar in the middle with a bite taken out of it, it also shows the audience what is inside of it, as we can see theirs nuts, chocolate and caramel. The image is really clear with lots of detail and is a really good technique because the chocolate bar looks really tasty. Above the product we see the company name Cadbury’s which is another really good technique as they use there name on all there products this is also in white therefore it instantly stands out. Under the large product shot we see another product shot however it is in its packaging this is a good technique because now there audience knows what it loos like therefore when they see it in stores they will purchase it or have a look at it. Finally, we see the background which is also purple this is typically of Cadburys as they use it for all there advertisements this is another technique of brand recognition.

Overall, I really like this chocolate bar poster because it’s simple yet really effective, I’m inspired by the use of two products shots so that the audience is able to see the bar inside and what the packaging looks like on the outside. Another thing about this poster that inspires me is how clear the product shots are as they are very detailed which audiences respect. The final thing that inspires me on this poster is the use of colour being purple as its brand recognition and have there company name on there poster too this is something that I will consider for mine.

 

 

This is another poster that I looked at which is a cadburys Easter advertisement I really like this because of the animated bunny which is something children will like and adults. I also like the technique of having the product floating in the air with the bunny as it engages there audience because you never see a bunny flying in the air with a chocolate bar this also engages the audience too the product too. Another technique I like about this is the typical purple that Cadbury uses on the parachute and the packaging as this is brand recognition. In the bottom right we see the two milk glasses which is one of cadburys logos too this is also brand recognition so instead of using the company name they use this as people will instantly know that it is Cadbury’s.

Overall, I really like this poster as they use a cute animated bunny to advertise Easter which is a really good technique when it comes to season events. I really like the technique Of the floating chocolate bar in the sky because its something different to what people usually see so it engages people more to look at the poster. Another thing that inspires me is having a good product shot that is clear and easy to see/read so that your audience knows exactly what they are looking for. The final inspiration that I got from this poster is the use of logos on the poster as everyone we have seen so far has one therefore I think this would be good to include on mine for brand recognition.

 

 

This is the final chocolate bar poster that I will look at this is another simple one yet effective, the first thing that we see is the large sans serif text at the top of the poster the word pop stands out the most which when you see you have an idea that it is going to be about popcorn, I really like the technique of having bold big lettering at the top of the poster as it instantly engages the audience this inspires me for my own posters. Another thing that we see is a really clear and professional product shot this instantly stands out to the audience it also helps the audience too because if they like the look of the chocolate they will know what it looks like in the stores. Another technique I like which they have used is having the word ‘New’ this is a buzz word and instantly attracts the audience to the product because they want to what the new product is and how it taste. The final technique I like on this poster is that they have used the purple colouring again on the poster which is brand recognition.

Overall, I have gained a lot of inspiration from this poster such as the use of a buzz word to engage the audience more this is something that I will consider using for my poster. Another thing that inspires me is the text above on the poster it stands out instantly and draws in the attention of people looking at the poster the white colour is also clear which also stands out really nice on the purple background. Another thing that I like is there isn’t any unused space and that areas are filled with a nice design which is like and explosion which suggest the pop of the popcorn. Finally, the colour inspires me the purple as its something that cadbury always uses for brand recognition.

 

 

Reflection

After looking into these existing posters I have gained a lot of inspiration for my own designs. There was a lot of techniques used in these posters that make them so great and hopefully I can do something like this for my own. There was 4 main things that really inspired me looking at the posters and the first was the use of the logo or company name being featured on all the posters therefore this is something that I will do for my to increase brand recognition. The next thing that I have taken from these posters is the use of a good product shot in the middle of the page as this is what engages your audience to your product and if you have something good that stands out and is clear it really benefits you and your poster. The next idea that I want to use in my posters is buzz words as I feel the look attractive and excite the audience about the product and this is something I want for mine therefore I feel like I will use a buzz word on one of my posters. The final thing that inspired me is the use of the same colour as we see cadbury uses purple on all of there posters this is something I would like for my own posters and websites this will also help with brand recognition. This research will be applied in my planning as now I understand more about the posters, colours, fonts and images included on there this research will have an impact on my planning and it will be applied in my production. This research has given me a lot of inspiration and understanding of posters and that most of these are very minimal this is also something that I have taken into consideration therefore this will also be applied in my planning.

I will be looking into colour connotations as I feel this will be a big impact on my idea as I will be using colours too appeal to my audience and I will need the correct colours, I believe that colours are one of the main things that attract people as it will stand out to them. Colours mean a lot of things such as temperatures, lighter and darker colours could represent the mood and solid individual colours could represent men or women.  For this research I will be looking into chocolate bars with different colours to explain why they have used it and what it means.

RED

This is the colour of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Red brings text and images to the foreground. Use it as an accent colour to stimulate people to make quick decisions; it is a perfect colour for ‘Buy Now’ or ‘Click Here’ buttons on Internet banners and websites. In advertising, red is often used to evoke erotic feelings (red lips, red nails, red-light districts, ‘Lady in Red’, etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This colour is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.

When we look at this chocolate bar the red packaging represents energy, love and passion, red captures there audience attention because its a solid colour it’s bright and it’s one of the most powerful colour to stand out this also excites the audience. I will consider using red for my packaging as I could have it representing love which will tell my audience that if they buy the chocolate bar they will feel love and happiness when they eat it.

Orange

Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design.

When we look at this chocolate bar the orange packaging represents joy an happiness, this is also an uncommon packaging colour. The orange is also bold and stands out over the white, the orange bubbles we can see in the bar represents the bubbles on the packaging so it means that if you eat it you will feel joy and happiness. I will consider using orange on my packaging because it represents nice things and my chocolate bar will be and feel like that.

Yellow/Gold

Yellow is the colour of sunshine. It’s associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this colour. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colours when placed against black; this combination is often used to issue a warning. In heraldry, yellow indicates honour and loyalty. Later the meaning of yellow was connected with cowardice.

When we look at this chocolate bar the gold/yellow packaging represents expensive, luxurious and high quality. This tells the buyers that it is good quality chocolate and entices people to purchase the chocolate. The red name also represents love and excitement this also attracts the audience. I will consider using gold/yellow for my product packaging because it connotes to my audience that its good quality and high standard.

Green

Green is the colour of nature. It symbolises growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful colour for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a ‘greenhorn’ is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the colour of free passage in road traffic.

When we look at this chocolate bar the green packaging represents wealth as it is connoted to green, the green packaging also represents harmony this tells the audience that it is a good quality product and if you eat it you will feel relaxed. Green also represents mint which also represents the product as its mint aero and the packaging. If i wanted to connote wealth in my chocolate bar I would use green therefore I will consider using green.

Blue

Blue is the colour of the sky and sea. It is often associated with depth and stability. It symbolises trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is a masculine colour; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred colour for corporate America.

When we look at this chocolate bar the blue packaging represents professionalism, trust and reliability. We also see some light blue on this packaging which represents being more creative this connotes to the audience that the bar is different to the typical chocolate bar. I will consider using the colour blue on my packaging to connote trust and creativeness this will make my audience feel comfortable buying my product.

Pink/Purple

Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolises power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic. According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colours. Purple is a very rare colour in nature; some people consider it to be artificial. Light purple is a good choice for a feminine design. You can use bright purple when promoting children’s products.

When we look at the first chocolate bar with pink packaging this represents femininity, trendy and comforting this is a colour that I will be using for my packaging as it represents women and it appeals to an audience ageing from 15-25yrs. The pink also connotes love and passionate which I want to represent on my packaging. This colour is something that I will be using for my packaging as I have done some research into the colour and it is something that I want to use.

When we look at the second chocolate bar with purple packaging this represents luxury, quality and attractive. This is another colour that I will be using for my packaging as its also a feminine colour it also connotes luxury which my chocolate bar will be and my packaging. The colour also connotes uniqueness which my packaging will be as you don’t usually see chocolate bars aimed at females.

Reflection

After doing research into colour connotations on chocolate packaging I now have a better understanding of why certain colours that have been used and why it would be a good idea to feature on my packaging however in this colour connotation blog I have picked pink and purple as these two colours represented my audience the most after doing research about the two colours. After looking into the other connotations about packaging it has now made me understand why they use them and how people look at them using certain colours such as gold connotes luxury therefore that’s what you expect from the chocolate bar. I am really happy that I looked into colour connotations as it has inspired me in my idea for my packaging, posters and website.

 

Here is the website that I used to help me with colour connotations –

COLOR WHEEL PRO: COLOR MEANING

I will be researching into some brand logos as I want to use one for my idea. There are many logos out there for big brands that are instantly recognisable when you see them. I have chosen to look at 4 logos for this blog and I will look into how they came about and why its good too have a logo for the brand.

The first logo that I looked at is Cadburys –

‘The Cadbury script logo, based on the signature of William Cadbury, appeared first on the transport fleet in 1921. It was quite fussy to start with and has been simplified over the years. It wasn’t until 1952 that it was used across major brands’

This is one of the biggest logos there is and it is instantly recognisable world wide, they use this logo on every product they make such as chocolate, drinks and many more this creates more brand awareness too. This logo is both feminine and masculine too as the colour is a grey/brown however it uses a curvy and swirly font too. This logo is big and bold and it stands out really well too and giving that Cadbury is such as big company this logo is one of the most well known. I really like this logo and I have gained lots of inspiration from it that I will use to help me with my own design.

The nest logo that I looked at is McDonalds –

‘This logo referenced McDonald’s iconic architecture of the era as designed by Stanley Meston, which was a roof lined higher in front than in back, flanked by a pair of illuminated golden arches. As part of the first restaurant redesign in decades named “Forever Young” in September 2006, the logo was slightly redesigned and became the company’s official logo. The red background is occasionally used and the lettering is sometimes used separately to the Golden Arches. This would now be used on the McDonald’s website and promotions and newer restaurants with random exterior designs like double mansard roof and other McDonald’s building exterior design and the red background came back in one of their logos.’

This is one of the most iconic logos that there are and it is seen everywhere. There is at least 2 McDonalds in every town and over 10 in city’s and over 100 in every country as it is so popular. The golden M is the most instantly recognisable as its been used on nearly every logo McDonalds has had. The M stands out because it is really big and in bright yellow which stands out on most backgrounds, I really like this because it stands out to there audience. The M is featured everywhere which is brand awareness, it is featured on Tv, websites, news and in your local area. They use there logo on billboards and bus stops too, even though its only the M you instantly know what brand it is. I really like this logo too however I don’t think it aims at anyone in particular but I like how the colour stands out and they don’t use too much stuff on the logo as its simple but iconic.

 

The next logo that I looked at is Apple –

‘Steve Jobs, who undertook many roles at Apple for the business of design, decided he was going to explore something new for the logo, something different. He believed that the original was too old fashioned and considered difficult to be used to reproduce an image in a small size, and the logo was judged to be in harmony with the modern Apple computers that impressed. Steve Jobs wanted the Apple name and logo to be fused as one. Steve Jobs soon hired a graphic designer by the name of Rob Janoff, who then created the now classic and world-renowned logo of the bitten apple. Jobs quickly threw out the old Newton logo, and Apple’s logo was fully established and used by the end of the company’s first year.’

This logo is also one of the most well known logos there is because you probably own something from this company. Although this logo is so simple and small its very well known. This logo has literally no colour however its so unique and eye catching because its not your typical logo. I really like this logo because it’s so different to any that we have looked at, its so simple and that is something I like the idea of for my logo as I don’t want it to look messy. I feel this logo aims at everyone and not just a specific set of people as they use a grey colour and a picture of an apple however I will be aiming mine at women therefore I will need a girly colour.

The final logo that I looked at is CocaCola –

‘John S Pemberton finalises the formula for his new drink, and his partner, Frank M Robinson, suggests the name Coca-Cola, believing that “the two Cs would look well in advertising”. He experiments with writing the company’s name in Spencerian script – a popular writing style back then. The Coca-Cola logo has changed over many years but this is the logo today.’

I really like this logo and the use of alliteration in the name which makes it stand out more. I like how its easy and fun to say because of how the words fit together. This logo uses a serif bold font which stands out really well and is very eye catching. They also use a red colour for the text which is used for all of Coca-Cola’s products which also makes it recognisable. This logo is also very well known and is advertised everywhere such as buses, Tv, websites, social media and many more this makes this logo reach a mainstream audience and that is probably why everybody knows it. I really like the use of the curvy font and I’ve seen a few company’s use it and it is something that I will consider for my own. I am really happy I have looked at his logo as I have now gained some inspiration for my own.

I am happy that I have looked into these logos however I am now looking into why brands use logos and what do to. I found out that a logo is a combination of text and visual imagery that serves two purposes. It tells people the name of the company and it creates a visual symbol that represents your business. Some logos have powerful symbolic association connected to people’s memory.

Why do logos matter to people and the world?  ‘When you picture a business in your mind, you often immediately picture the logo, be it the golden arches of a famous fast food company, or the apple with the bite out of it representing one of my favourite technology brands.
Likewise, when you see a logo you’re familiar with, as you did with the Nike and Apple logos above, you’ll immediately associate it with your memories, experiences, and interactions with the brand.’

Brand Recognition?  ‘A well-designed logo will be memorable, helping customers to remember the brand.
Shapes and colours are easier for the human brain to process and memorise than words are. This means that if the identity is unique in the marketplace it’s easy to find and identify the company once again to purchase its services, and to recommend to friends.’

Colouring?  ‘Your logo might appear on screens, business cards, letterheads, pull up banners, vehicles, shop signage, product packaging, newspaper adverts just to name a few. Logos that have gradient colours, lots of fine detail, a lot of different colours or photographic content are much more likely to look quite different in these different situations as many of them use completely different printing technology and it makes it difficult to match the colours exactly. This is why the most powerful brands in the world usually stick to a simple palette of less than 3 main colours. They also use solid colours rather than gradients.’

 

Reflection

After researching into logos and reading about the impact it will have on your company I will be creating one for my idea. I have looked into why having a logo is a good idea and it makes your audience feel familiar with your product and it is also memorable which is something I want for my brand. It also creates a visual symbol that represents your brand therefore I think this is a good idea for my project as when people see my product they know who it and feel confident in buying it. I also looked into the colouring of logos and that most brands stick to 3 colours that are solid therefore this is something that I will consider in the production of my logo however I will be using more feminine colours. The colour research I have on this looks at the brand logos that I have found too as they all uses solid colours and less than 3 colour. I have gained lots of inspiration for the existing logos which I have looked at such as fonts, colours, images and more and I now have some ideas for my own logo. I am happy that I have looked into existing logos and the positives of using a logo as this will now have a good impact on my idea as I now know the best things to use and how to do it.

 

These are the websites that I have used to help me with this logo blog –

Cadbury Chocolate | Cadbury.co.uk

In-text: (Anon, 2019)
Your Bibliography: Anon, (2019). Cadbury Chocolate | Cadbury.co.uk. [online] Available at: https://www.cadbury.co.uk/ [Accessed 19 Apr. 2019].

McDonald’s

In-text: (Logopedia, 2019)
Your Bibliography: Logopedia. (2019). McDonald’s. [online] Available at: https://logos.fandom.com/wiki/McDonald%27s [Accessed 19 Apr. 2019].

Creative, T.
Apple Logo Evolution – It all Started With a Fruit – Famous Logos
In-text: (Creative, 2019)
Your Bibliography: Creative, T. (2019). Apple Logo Evolution – It all Started With a Fruit – Famous Logos. [online] The Logo Creative | International Logo Design & Branding Studio. Available at: https://www.thelogocreative.co.uk/apple-logo-evolution-it-all-started-with-a-fruit/ [Accessed 19 Apr. 2019].

Us, A., Us, A. and Business, O.
The History of the Coca‑Cola Logo | Our History | Coca-Cola GB
In-text: (Us et al., 2019)
Your Bibliography: Us, C., Us, A., Us, A., business, O., people, O., Partners, O., Mission, v., marketing, R., Report, C., Professionals, H., Partners, C., Promotions, E., Rights, H., Journey, A., Coke, S., us, C., Releases, P., Statements, C., Sugar, R., Us, A., Drink, F., Coke, S., League, P., story, T., story, links, R., Years, C., story, T., Story, T., name?, W., History, C., years, name?, history, READS, JOURNEY, SOCIAL, Sugar, R., Us, A., Us, A. and Business, O. (2019). The History of the Coca‑Cola Logo | Our History | Coca-Cola GB. [online] Coca-cola.co.uk. Available at: https://www.coca-cola.co.uk/stories/the-logo-story [Accessed 19 Apr. 2019].

I found a case study campaign for Hershey’s and Recces Pieces entering the Twitch arena –

‘Twitch, once an unassuming livestreaming service for gamers, has grown to become the most dominant broadcasting platform for video games in the world over the last seven years. With 15 million daily active users, Twitch’s audience watches an average of 95 minutes of live broadcasts a day—fertile ground for companies seeking to expand their marketing strategies away from the other major social media platforms.
While Twitch has typically been used by companies to advertise gaming brands and products to its engaged user base, such has its popularity increased that brands outside gaming are more frequently looking to tap into its lucrative audience.’

‘During its campaign, Hershey’s appealed to a female demographic by using a wedding-themed promotion for its new product. Following the example of other major brands which have used Twitch, using influencers from the streaming site marks an attempt to reach out to its younger male viewership beyond YouTube. Their strategy principally involved using the duo to promote the Hershey’s Reese’s Pieces mashup through a collaborative livestream and continuing the campaign with cross-platform promotion through their secondary channels on Instagram, YouTube, and Twitter in the run-up to TwitchCon 2018. At 27 and 31 years old and a combined Twitch following of nearly 15 million, Ninja and Dr. Lupo are young and enjoy enormous support from the community. They also engage a collective average of just under 70,000 concurrent viewers—that is to say, viewers of a stream at any one time.
Ninja and Dr. Lupo are streamers who are largely inoffensive, more engaged, and command more loyalty with their audiences. These qualities make them perfect candidates to target the key demographic of young males Hershey’s attempts to reach in their campaign.’

‘For their collaborative stream, Ninja and Dr. Lupo endorsed the product in a mostly unobtrusive fashion, stopping infrequently to talk about it and show the chocolate to their audience. In addition to this, they utilized a small on-screen graphic to appear far more frequently to promote the campaign. The stream was light-hearted in nature, as expected, featuring them playing the game Fortnite. They streamed together for 12 hours, with Ninja achieving a maximum concurrent viewership of 83,447 and Dr. Lupo bringing in a max of 14,315—above average performances for both streamers.’

Reflection

After looking into this campaign I thought it was a really good idea about getting there new chocolate bars out there. I like how they aimed at both male and female audience using a different technique aiming it at women by doing a wedding themed bar as the new women will be watching there streams and might find the product interesting. And a lot of boys enjoy fortnite as it is such as big game they didn’t really need any theme and just showed them the chocolate bar. I thought it was a really good technique them using big gamers who play one of the most popular game right now to advertise there product especially being at twitch con as it is one of the most watching and mainstream streaming sights there is and they generate a lot of viewers both male and female therefore by getting these really well known players to show and talk about there product people will be more aware about it and interested that the company hopefully gets people buying the product. I really like the idea of them thinking out the box and advertising on a completely new platform that the knew had there audience on there that watched it daily and is something I will consider for my idea. Another thing that I liked about this campaign is during the stream they used small images of the chocolate bar throughout and a screen behind them when playing, this is another good technique of advertising there new chocolate because people ae constantly seeing it on screen over and over again. I really like this campaign as it was a new way of reaching a wider audience and its something that is never really done form doing this they could aim at a mainstream audience both male and female. I also really like the fact that they used big names to advertise there product too as this is a technique big brands use.

Here is the website I used to find this campaign –

Case Study: Hershey’s Chocolate & Reese’s Team Up With Twitch Gamers

In-text: (Mediakix | Influencer Marketing Agency, 2019)
Your Bibliography: Mediakix | Influencer Marketing Agency. (2019). Case Study: Hershey’s Chocolate & Reese’s Team Up With Twitch Gamers. [online] Available at: http://mediakix.com/2018/11/hersheys-influencer-marketing-twitch-case-study-gaming/#gs.73bm32 [Accessed 21 Apr. 2019].

 

The next campaign case study that I looked at is Nestle Lion Bar –

‘The campaign focuses on the concept of the new Lion being a “dangerously better bar”.
Osmosis account director Nick Ward explains: “Lion should have a dangerous feel. It wasn’t delivering as a product, it wasn’t dangerous and it was down the scale from Mars and Snickers. The relaunch is to bring the product in line with what people expect.”
Ward says attitudes towards confectionery have changed. “Confectionery eating is less about being filled, more about having a refreshing snack on the move,” he argues.

Nestle brand manager David Hardwick says this is why the bar is being transformed. Just as Mars’ advertising has moved from emphasising the satisfaction of hunger to a focus on pleasure, so Lion has had to refocus on taste. Following Nestle research, says Hardwick, the Lion bar’s chocolate has been made lighter and milkier and the caramel softer. There is a little less wafer, a little more cream and more, smaller crispy bits. “The only thing that hasn’t changed is the recipe for the wafer,” he says. It’s for this reason that Hardwick says: “Sampling is critical. The product has improved so much, but people won’t realise until they try it.” Osmosis’s sampling team is targeting ten shopping centres and 20 town centre locations to give away more than 650,000 small bars. The “dangerous” theme is emphasised by the team’s ripped combat gear and the cage that is the experiential side of the activity. The lion cage parallels the vending machine in the above-the-line execution: the cage in the TV ad, through JWT, appears to have a lion inside. The sampling cage has four apertures through which shoppers can put their hands. In the first they feel a “purring lion” – a moulded lion’s back, with fur and other different textures. Through the second is a lion’s tail and whiskers. Through the third, shoppers can feel four lion kittens, which move and make miaowing sounds.
From the fourth they can pull out a Lion bar. If there is a sticker with a lion’s head on it, the shopper wins a mini fridge. If it is a sticker with claw marks, the prize is a £5 High Street Voucher. The sampling is reinforced with a text-and-win promotion to win “dangerously better gear”. Consumers have to text the last four digits of the barcode to enter a weekly prize draw, with ten flat-screen TVs, 20 mini hi-fis, 50 mini fridges and 200 prizes of 50 Lion bars up for grabs.

“The drive into store is really valuable,” says Hardwick. “The chances are that people are going to buy.”
Both aspects of the campaign are well suited to the target market of teenage boys. This is a new positioning for Nestle, which traditionally targeted 18- to 34-year-old males.
“The campaign imagery is spot on for the way we wanted to communicate the brand,” says Hardwick. Ward adds: “We wanted to get the brand out there – we know it performs well when people taste it. We’re getting people to interact. We’re making the advertising come alive.”
Nestle has invested £6.7 million in the relaunch across Europe. Alongside Osmosis and JWT in the UK, Ptarmigan is providing PR support and MindShare is handling media buying.’

Reflection

After looking into this campaign I thought they did really well aiming the chocolate bar at a male audience as they use a strong powerful animal on the packaging which is a lion and males tend to like animals like that and how they use masculine colours on there packaging which is more appealing to them and finally the name of the chocolate bar, font and colour. They use the word lion in a sans serif font which is bold and think which is typical for a male audience to like more than a serif which is more feminine, the name is in really big letters so it stands out and catches there audiences eyes. The colouring on the name is masculine too as its red on the outside and yellow in the middle, the red makes the yellow stand out more and gives it a pop. Red suggest power and danger which s exactly what a lion is and it is how men want to feel therefore if they eat this chocolate bar they will feel like this. I like how the made 1,000s of these chocolate bars and stood in city centres giving them out to people I really like this technique because people are able to try them to see if they like them or not, also there is a large variety of people at large shopping areas and thousands of people go therefore they would have been able to distribute it out to many people. Another good technique about them giving out free samples is that they would have gained lots of feedback for people about what could be changed and what shouldn’t and this would have a positive impact on there company if they changed it to how people liked it as the audience will feel like they are involved and that the brand is being interactive with them. Overall, I am really happy that I looked into this campaign because I have learned about new techniques that brands use to advertise there new products I also like how they did contests for the pack of 4 and if you have a sticker on the bar there are big prizes to be won and this is something I would like to do for my idea and now I have more inspiration for my own.

Here is the website I got this campaign from –

Case Study: Nestle – Nestle’s Lion Bar

In-text: (Campaignlive.co.uk, 2019)
Your Bibliography: Campaignlive.co.uk. (2019). Case Study: Nestle – Nestle’s Lion Bar. [online] Available at: https://www.campaignlive.co.uk/article/case-study-nestle-nestles-lion-bar/209393?src_site=brandrepublic [Accessed 23 Apr. 2019].

 

Reflection

Overall, I am glad that I looked into these two campaigns because I liked how they used two different ideas to advertise there product and succeed really well doing into. Both these companies thinked outside the box and did something not all companies do to advertise there product. One of the main techniques that I liked was using a major event and known people do advertise there new product however this was on a platform that not all company’s know about and would consider advertising. This has given me inspiration because its thinking outside the box when advertising something, and what site or what you could do to aim at your specific audience more precisely therefore this is something that will have an impact on my idea. Another thing that I really liked was Nestle giving out samples of there chocolate bars to gain audience feedback on them, I think this is a really good way of advertising and getting people to like your product also it would have helped with the improvement of there product too if they got lots of bad feedback on one bit they would change it or they didn’t like the packaging. This has inspired me to ask my audience more about the product and be more interactive so that I can the best results for my own. I am really happy that I looked into these and they have given me lots of inspiration for my own product.