Since my last post, I’ve been a very busy person!
I’ve spent lots of time going through the branding process for my revamped business (see the last post for the fantastic book that I have used to do this)…
The process is more complex than you would imagine, but the more time spent on research and design details will hopefully pay off later on. I have worked through all the hard sections and am now on the more fun areas.
Colour psychology is fascinating – colours have a wonderfully evocative influence on our moods and, even if we don’t realise it, on our purchasing choices. Think how often gold is used for luxury and red for passion / fire.
If I was designing this business to appeal to myself, I would likely take these vibrant, jewel colours as my preference, but this does not fit with the values and market which I am looking to appeal to. This was from the Bath Festival last week (unfortunately The Doctor was not there to whisk me away in the Tardis!)
Colours can be grouped by season and can resonate with certain values, your personality and that which you hold as being most important to represent your brand. One season should be dominant, but you can integrate a small influence from another season.
On going through this part I found that I was predominantly summer (which fits with my target market) and with winter as my second choice (again which covers some of the areas that are important, but that Summer does not encompass.
Summer shades are generally cool, elegant, traditional, soft and muted. Winter, on the other hand, is opulent, intense, clear and grounded.
Shapes are also encompassed in these seasonal trends – for summer, faded florals, romantic serif fonts, vintage styling and soft textures. For winter, geometrics, strong and clean images whether opulent or simple.
Interestingly, all of these parts were all that I had previously envisaged, and am thrilled that this fits in with my original thoughts.
The most difficult task I felt was to sum up my business in three words, from the range of descriptive terms that had been established through all of my research. So here it is…
Aspirational, bespoke, luxe.
I want to be making beautiful, affordable, personalised creations, with a touch of opulence, for those of us who would love a bit more luxury in our lives. I have added to my lovely collection of pearls, crystals and gems with these pearl pins, for a new idea for a product, which has arisen from all of my research.
More on that later!