Design in marketing

“While the marketing message previously was to ‘sell, sell, sell’, today we are bound to an entirely new philosophy” (Beedasy). Companies use a variety of elements to make up a marketing campaign. Design can be found in logos. “Marketing is an intensely image based business where appearances are everything” (Marketing and Advertising Logo Design Spellbrand®). Design can be found in logos such as Facebook, who subtly changed the typography of their logo, now the font is a little thinner and the “a” got a face lift. Typography allows the readers to focus on the message rather than the presentation of the message, enhancing eligibility and showcasing content. It should follow company guidelines e.g. through a colour scheme. A logo creates a unique identity allowing the consumer to feel associated with the brand. A company’s logo should be interesting to keep the consumer engaged. This is because, “The human brain will reject under- stimulating information” (J.L Morton, 2008). Packaging design first started off to get things done but now protects, advertises and provides information about the product. Packaging provides many benefits to a business if they get it right. “Benefits are the personal value that customers attach to the product and therefore, make up the perceived total utility of the product” (Keller, 1991). A business can add value to the product, making it appear more luxurious than it really is, allowing them to increase selling price or indicate high quality. Consumers can influence the packaging for example Tropicana wasting $35 million on redesigning the packaging resulting in a huge backlash from consumers. With technology becoming increasingly important, getting the web design right is pivotal. “An understanding of the mindset and motivation of today’s New Media consumer is more important than knowing the techie stuff” ( If a website requires more than 3 clicks to get to desired objective, the currency of attention disappears. If there is far too much contrast such as colours, reducing eligibility through a lack of white space, then it undermines the web credibility or trust of the website resulting in potential loss of sales and a hit towards its image and reputation. Websites usually use the rule of thirds to structure its alignment and proximity of the website. Fashion is an important element of Design in Marketing. A survey of 13,000 workers in the UK revealed that; 90% argued what a person is wearing determines how professional they look and 40% said ‘scruffy clothing’ at work impacted performance. Transport for London updated their uniform for the first time in a decade and said “the new kit would allow customers to easily identify staff and that the designs reflected the diversity of its workforce” (Dubuis). “Experience design is the practice of designing products, processes, services, events and environment with a focus placed on the quality of the user experience” (Emilie H.L.; Stefano Marzano). Customers recently have moved towards to more experiential shopping such Starbucks writing names on cups to create discussion. A product is designed to perform a set of functions effectively and reliably. Companies such as Apple constantly invest in research and development to innovate products to satisfy customers wants and needs. The product is the core design to establish the brand whilst considering sustainability and heavy competition.
Design in Marketing 500 words Bibliography

 Beedasy, Debesh. “Importance Of Innovation And Design In Marketing”. N.p., 2016. Web. 20 Dec. 2016.

 Marketing And Advertising Logo Design | Spellbrand®”. SpellBrand®. N.p., 2016. Web. 20 Dec. 2016.

 “Color || Symbolism”. N.p., 2016. Web. 20 Dec. 2016. (J.L Morton 2008)

 (Keller, 1991) Marketing professor at the Tuck School of Business at Dartmouth College N.p., 2016. Web. 20 Dec. 2016.

 N.p., 2016. Web. 20 Dec. 2016.

 Dubuis, Anna. “Tfl Uniform Redesign Unveiled In First Update For 10 Years”. Evening Standard. N.p., 2016. Web. 20 Dec. 2016.

Bill’s Restaurant Audit

“The conception of Bill’s was something of a happy accident back in 2000” (“Business Profile: Bill’s”). Bill’s restaurant started off as a makeshift stall selling fresh fruit and vegetables. Now, Bill’s is a “cafe, restaurant and store known for its hidden character and individuality” (Brighton). This indicates Bill’s expansion in the growing food and service market in which they pride themselves for fantastic customer service to gain a competitive advantage. It has rapidly been built up during the years whilst maintaining the same vintage look and feel to the business.

As you can see from this photo, the picture of Bill’s here is located in the heart of the bullring shopping centre. This gives the resturant a massive potential footfall of customers as well as a more affluent target segment. Subsequently, with a higher footfall, this leads to more potential customers and being located in such a prime position, it also adds to the conveniency for consumers resulting in an increase in their competitive advantage. There are many trends in retail design but one which Bill’s particularly follows is the experience and customer service as a way of differentiating from its competitors.

Interior Design for Bill’s is a key aspect for them to maintain their qwerky and old fashioned feel to the restaurant. Interior design can be described as “The design of all elements of a retail environment ranging from the external elements such as store frontage, fascia and signage, through to the internl elements of furniture, display, lighting, point of sale graphics and decoration” (Design Council, 2010). It is known that interior and experience design can strongly influence customers whether that being taking part in a service or buying a product. With that in mind, the interior of Bill’s is surrounded by mismatched furniture, old wooden chairs with green silk cushions and wooden floorboards. This supports the brand values as it reinforces the message they are trying to present to their customers. It also has wooden tables and windows ledges which contrast to the purple furniture making it stand out more from its distinctive contrast. Bill’s is surrounded and scattered by dim warm yellow lit lamps giving a warm and cosy feeling for its customers providing the physical evidence of value. With the retaurant/café being slightly on the expensive side, their expensive pricing of food is further reflected from their interior design, wooden and glamorous chandeliers are suspended above the tables giving it a luxury feel which helps the organisation position itself in terms of price. Furniture is clearly a prominent feature for the restaurant to maintain the look and feel they are trying to express. Almost certainly, Bill’s have employed a visual merchandiser. This is the “activity of promoting the sale of goods, especially by their presentation in retails outlets” (New Oxford Dictionary of English, 1999, Oxford University Press). There are many rules for a window display a business may have to follow in order for it to be sucessful.

One of which is to not overdo it. The windows display whilst following the darker colour scheme presented on the interior, was distinctly simplistic. This at least makes it more discernible to the eye and stops it from losing its appeal where featured items can be lost if it too cluttered and therefore maintains the currency of attention for members of the public walking by. A simple logo as well as the brand name was adopted. With its window display, it is accentuated with good lighting. Because it was situated under a spotlight, it highlights the experience inside as potential customers outside of the restaurant could clearly see the customers having a fantastic experience.

Bill’s restaurant uses graphic design as a way to make their products and physical evidence more eye catching. “Graphic design, also known as communication design, is the art and practice of planning and projecting ideas and experiences with visual and textual content. This form of communication can be physical or virtual, and may include images, words, or graphic forms. The experience can take place in an instant or over a long period of time” (design?). CRAP principles are clearly presented on their menus. A substantial use of contrast in colours such as pink, green and orange gives it a vibrant feel with a clear grid system applied. The three rules are that; Design should be consistent but flexible, Stick to 2/3 fonts that contrast well and think about colour, shapes, lines etc. All of these the restaurant has done fantastically. This is done by splitting the menu through Cocktails, Starters, Main Courses and Puddings. By adopting this approach, it allows Bill’s to create consistency in their theme that readers often expect. However, issues can be presented with a grid system such as making the design appear too dull or repetitive but Bill’s has made an excellent job of making it appear energetic whilst keeping it professional and practical. Bill’s has also stuck to three fonts (green, orange and black). The black handwriting written in a seriff font is used for the description of the food which makes it easily eligible whilst the name of the food is written in capitals in orange making it more appealing to grab the attention of the reader and subsequently read the description of the product. This use of typgraphy not only draws in the attention of the reader but further allows the consumer to focus on the message of the categories of food rather than the presentation of the message which showcases the content. There is a use of repetition throughout the menu with typography being considered. Repetition is a useful element of the CRAP principles to consider for a business. “The principle of repetition states that you can repeat some aspect of the design throughout the entire piece”. Bill’s have repeated the line thickness as well as their traditonal logo on each page. This helps develop orgnisation and unity by using consistent themes or brands. All text on the menu is aligned to the centre of the page further providing consistency, with a clean and sophisticated look. On the menu, the restaurant has incorporated the logo to the design reinforcing their corporate identity and brand to the consumers. They have kept it simple using only two colours (red and white) in which pink is a warm colour used to attract the reader. With the menu being split into different categories but all related to each other, this helps reduce the amount of clutter.

“The total number of people employed in the clothing, textile and footwear industry is 360,000, making it the eighth largest manufacturing sector in the UK. Retail sales of clothing and textiles are more than £22bn” (Creative Industries Mapping Document Fashion. 1). This quote highlights the importance of the fashion industry. With uniforms and workwear becoming a responsibility and focal point for marketing teams, fashion design for Bill’s restaurant was consistent and clean. Not only that, but it also reflected the café feel and atmosphere along with their objectives. Whilst dressed in a white shirt and casual jeans, they wear an apron and therefore, as the brand classes itself as a mix between a café and a restaurant it ties in with the brands objectives and strategies. Arguably, those who look and feel being part of the business are more likely to perform well, be given more credibility and be more attractive to prospective customers. Known for their quick and efficient service, customers are primed for their loyalty due to the staff being polite and friendly. It is clearly evident that Bill’s have heavily integrated their marketing objectives and their designs whether that being all aspects of fashion, interior and many other elements to appeal to a wider range of audiences. By maintaining a consistent look in the clothing in the working environment for staff, the staff become more easily recognisable for customers and therefore it becomes easier to satisfy the wants and needs of the customer.

Source: (Millward)

“Product Design is an integral part of the wider process of developing new products of every type”. (“Introducing Product Design”). As Bill’ is known for its substantial quality which reflects its price, delivering a product consistently to suit the purposes and the attitudes of the consumer is vital in order to make them profitable. In order to persue these objectives, presentation and of course the quality of the food needs to be fantastic. The product massively effects the marketing mix and most importantly the price for Bill’s restaurant. With a better presentation, this enables them to increase their selling price and subsequentlty increase their profit margins. Not only that, it also gives them a unique selling point to distinguish themselves from fierce competition. Therefore, a competitive advantage can be gained, enabling a long term success of a company. With customers demanding greater product variety and making purchases based on a growing list of factors that are affected by product design, Bill’s are well equipped. The restaurant offers a range of different types of drinks, whether that being alcoholic or non-alcoholic, a massive range of starters and mains ranging from fish, burgers, chicken, steaks and salads and also a range of cold or hot puddings. This gives the customer a wider choice so if they dislike a certin type of food, there is still plenty to choose from which could in turn boost customer numbers. Customers always enjoy a large selection of product to choose from.

Service design aims to ensure that service interfaces are useful, usable, and desirable from the clients point of view. Bill’s service design is interactional and is performed. This is done through them asking questions such as ‘How’s your meal?’ ‘Is everything okay?’. This increases customer satisfaction and customer loyalty which should therefore increase return custom because of their increased confidence in the business. Consumers nowadays in the modern era are looking for an experience and therefore this is becoming increasingly pivotal for the success of a company. This sort of approach even took place in the early 80s/90s American businesses as they were innovating services to provide a consistent approach on a global scale. By taking on this active approach, businesses will be able to gain inceased added value that is intangible and be able to differentiate from their competitors.

Bill’s restaurant also does hold a unique service that not many other businesses offer. It’s called ‘Let’s Shop!’. The idea behind it is that the consumer at the end of the meal are presented with a menu of food or drinks homemade from small independent producers which the consumer can take home with them if they ask the waiter. These include items such as various jams, marmalades and chutney etc. This is then packaged up and given straight to the consumer a couple of minutes later. This adds to the whole experience of dining with the business and makes it far more enjoyable.

Whilst the restaurant provides a product and a service, it is also involved in packaging design. On their online shop, they sell the likes of biscuits, cookies and many other products. These products come in the form of a tin. This links to the structure attribute of the packaging design as being stored in a tin makes it durable. Its purpose is to protect the product whilst in transit (which the consumer would be taking home) and it can further add value by creating a status and change the perceived value of a product from its colourful graphic design which bill’s restaurant incorporates into the packaging. Bill’s uses its brand logo on the packaging which is an important element of the design as it takes up a large surface area of the design. There are many benefits associated through packaging. “Customer value propositions are formulated by assessing the current market offerings, identifying what customers want, and then developing solutions that meet the market need for a product or service” (Shanker). Therefore, by Bills’ recognising what their customers want in a packaging design, they will be able to satisfy them and create added value within their business.

Source: (Restaurant, 2017)

Web Design for Bill’s restaurant is eye catching and yet fairly simplistic. Bill’s website is filled with a huge variety of colours without looking too complicated and cluttered. They have evidently adopted a Christmas theme engaging with the season and attracting attention. “With great web design, it’s easy to find the information you need” (Vincent Flaunders, 2008). This applies to Bill’s wesbites as they have various categories in the form of tabs such as ‘shop’ ‘job’ ‘menu’ etc which caters to each of the customers needs. The website therefore it easy to navigate because of this and reduces the time the consumer spends looking for the information they need. This also makes it functional with obvious buttons that help the user know what to do next. The website is simple to navigate as a grid system has clearly been applied as the links clearly identify where they lead to next. The wesbite is measaurable with its ‘Contact’ tab meaning the business can measure the amount of customers interacting and asking questions. With all of its links to social media and all of these elements, it is heavily integrated with its marketing mix and provides the consumer with a real sense of credibility because of how professional looking it is.

Bill’s restaurant Bibliography

 “Business Profile: Bill’s”. N.p., 2016. Web. 22 Dec. 2016.

 Brighton, We. “Bill’s: A Restaurant With A Vintage Atmosphere – We Love Brighton”. We Love Brighton. N.p., 2016. Web. 22 Dec. 2016.

 New Oxford Dictionary of English, 1999, Oxford University Press

 design?, What. “Guide: What Is Graphic Design?”. AIGA | the professional association for design. N.p., 2016. Web. 26 Dec. 2016.

 Creative Industries Mapping Document Fashion.,. SECTION.06 DESIGNER FASHION. 2016. Print.

 “Introducing Product Design”. N.p., 2017. Web. 3 Jan. 2017.

 Shanker, Aparna. “A Customer Value Creation Framework For Businesses That Generate Revenue With Open Source Software”. N.p., 2017. Web. 3 Jan. 2017.

 Millward, David. “Bill’s Picks Up Restaurant Of The Year Nomination In Reading Retail Awards”. getreading. N.p., 2017. Web. 7 Jan. 2017.

 Restaurant, B. (2017) Bill’s shop | bill’s own label products | bill’s restaurant. Available at: (Accessed: 7 January 2017).

Annotated Piece of Fashion

Redtape Global is one of Europe’s Leading supplier of men’s formal and casual footwear to the trade. We have been a shoe wholesaler to some of the most well-known high street retailers in the UK for over 20 years (“Men’S Wholesale Shoes And Men’S Footwear Suppliers UK | Redtape”). They manufacture over 7 million shoes a year.

This printed advert was released on June 2008 “by Makani Creatives advertising agency in India” (Jam and Tape). It is clear from this printed publication it is trying to emulate an energetic and urban style. This is specifically used to target a suited audience reflecting their characteristics. Redtape has adopted a large use of contrasting colours to make it stand out. They have used a range of cool colours such as blues and green with warm colours as well such as red and yellow to attract the reader. This substantial use of colour makes the whole publication far more eye catching. The use of red around the borders of the typography has the same connotations of danger and excitement possibly expressing the values of the brand and the messages that it is trying to put across, perhaps how exciting the new shoes they are launching are.

Redtape have evidently used typography as a way of making an artistic statement creating a culture for the publication. ‘Redtape’ is written in a decorative font to emulate script (mimic handwriting) making it colourful and entertaining. This font is used for a specific effect as it tries to create a graffiti style. ‘Choose your play ground’ is purposely spelt incorrectly as again it adds to the street feel the publication is putting across. Furthermore, the white writing is displayed on the blue background to create contrast and make the typography more easily eligible and therefore it is far more easily noticeable for the reader.

There is a clear use of a layout and grid system applied as they have aligned the shoe in the centre of the publication to make it the centre of attention. By doing this, the eyes of the consumer are instantly drawn towards the products they are trying to sell. Not only that, the size of the shoe is the main focal point in the advert, with them being the biggest item in the picture, it reminds the consumer the product that the business is selling.

However, there are issues and recommendations that can be talked about for this advert. Whilst certainly the businesses objective here is to either appeal to the youth with the use of slang and urbanised scenery alongside advertising the shoe, it is almost difficult at points to distinguish what they are selling. It remains very chaotic with so much going on in the background. A car, two characters and scenery all mixed with a vast array of different colours, whilst making it attractive and appealing to the eye, it does feel too complex. Using so many different elements within the advert draws attention away from the shoes and loses focus on the advertising message. Moreover, whilst the decorative font ‘redtape’ is appealing, it isn’t particularly practical nor functional. Its legibility is fairly poor and breaks the rule of using fonts that contrast well, as the main font (white) supported by the red outline, contrasts poorly to the white car in the background. I recommend to make the design better for this advert, is to make it far more simple. Removing the car from the advert would free up a lot more space which could be used practically such as making the ‘red tape’ bigger and also include their logo which they haven’t done here, this would help reinforce the brand and make it more easily recognisable who is selling the product. I believe that the ideas and message they are trying to put across, mostly works well though. It has a consistent urban theme adopted with the typography and scenery all reflecting the brand message, however, because of its lack of space available and being crowd, it lacks flexibility. I think by creating an advert so specific to an urban culture and streetwear like this, it limits the range of its audience and excludes potential consumers who cannot associate themselves. Looking at the type of shoes they sell, with some being smart, I believe it is not entirely appropriate and they may be sending out the wrong marketing message.

Annotated Piece of Fashion Bibliography

 “Men’S Wholesale Shoes And Men’S Footwear Suppliers UK | Redtape”. N.p., 2016. Web. 30 Dec. 2016.

 Jam, Red and Red Tape. “Red Tape: “Red Tape Urbanwear: Traffic Jam” Print Ad By Makani Creatives”. N.p., 2016. Web. 30 Dec. 2016.

Mock Up Designs

These were my initial mock ups for the redesigning of the new Yo Sushi Logo which I had rejected before I created my final design. The picture on the left I rejected because I felt that it was too simplistic and it lacked any sort of flexibility to create a logo that was original and creative. Furthermore, it looked too similar to other designs and therefore wouldn’t be suitable. I felt that it would be too difficult to incorporate the typography of “Yo Sushi” onto the design subsequently meaning that it wouldn’t be easily distinguishable by potential consumers. I wanted to create a design that was unique and stood out which looked fun and interesting.

The design on the right I had rejected because I imagined that not many people would understand the message I was trying to put across. My original plan was to create a pun (a fish fishing for a fish) as fish is associated with sushi. I was planning on adding a strapline that was a pun then incorporating the Yo Sushi as a banner in which the fish was fishing for. It would look as if the fish was pulling the banner out of the water with it attached to its hook. This is I originally believed would appear funny and eye-catching but it’s important for a logo to reflect the brand values and send out a marketing message that a consumer understands which I thought this design wouldn’t be able to achieve.

However, for both mock ups, I was planning on still including the same colour scheme that I had created for my final design which was the same as the current logo as it would provide a consistent theme.

Developing my Design

Stage 1:

My initial ideas for this design was to make a piece of work that represented Yo Sushi’s brand values. Therefore, by sketching out a fish, it represented the food that the business sells. My reason for sketching out a chef hat was to create connotations that the food is freshly made by hand and is all prepared by the staff themselves within the working environment. I also sketched out a bowl of sushi with chopsticks in as that is what is commonly used to eat the food. I created a sketch initially which developed into a photoshop design later because it gave me the freedom and flexibility to change up the logo when needed. I changed up the way the fins pointed throughout my design process as a way of experimenting the different items the fish could be holding.

Stage 2:

The next stage was to scan the sketch that was drawn and copy it into Photoshop. I then started to add colour to the design. I left the chef hat white and the main body of the fish orange. The reason behind this is that Yo Sushi currently adopts an orange and white colour scheme so I wanted to continue with that level of consistency. I also included warm colours such as yellow for the fins of the fish to create sufficient contrast which makes it more attractive for the eye to the consumer as yellow has connotations of hope and happiness which I wanted to be associated with the brand. I also made the bowl of sushi black, again to create contrast with the lighter colours of the fish to make it stand out and be more easily recognisable. I then used cool colours such as blue on the eyes to have the opposite effect. 

Stage 3:

Towards the end of the design process, I included the red Japanese flag on the brim of the chef hat. This is because Yo Sushi is a Japanese start up business, therefore, by including their flag, it reinforces their culture and is aligned in the centre of the hat to make it the centre of attention and subsequently more easily recognisable.

Final Design

You can see here that this is the final design for the newly designed Yo Sushi logo. Here I incorporated the brand name in the main body in the chef hat in a script font to make it appear more attractive and entertaining. Here you can see minor details have been changed as I have filled in the missing pieces of colour which were left out around the mouth and around the edges of the design. I did this to improve the quality of the logo and make it more suitable for a final design.

I anticipate my newly designed logo to be used in stationary marketing materials such as menus for the restaurant and potentially on napkins as well. I also anticipate it to replace the current logo on the front of the store at the entrance. Moreover, it could also be used on the uniforms for the staff in the working environment. I believed that the original design was too simplistic and uninteresting and lacked a sense of originality, therefore, by changing it to this, it appears more fun and exciting. The business could potentially incorporate this logo within TV adverts as well as billboards and posters.

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