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品牌設計認知原形方法論

廣告界流傳一句經典名言——我知道我花出去的廣告費有一半是浪費掉的,但不知道浪費掉的是哪一半。這句話在理論派眼里看似真理,在實戰派心中卻是謬論。因為我們可以從傳播中找到一條降低傳播成本的方法,讓消費者看一眼就能記住我們的品牌。在我們的方法論中,尋找消費者“認知原形”,以“認知原形”撬動消費者記憶的大門,將品牌裝進消費者的大腦,讓消費者看一眼就能記住我們的品牌。

There is a famous saying in the advertising industry—I know half of what I spend in advertisement is wasted, but I don’t know which half it is. This may seem true to theorists, but for practical people, it is far from the truth. (When we are building a brand, the biggest cost lies in advertising. After a lot of research, I found that the key problem is the cost of making the product more recognizable, and we found a way to solve this problem- finding “perception prototype”.)

 

 

所謂認知原形,就是消費者對這個行業擁有共同認知載體,它存在人人腦海中的潛意識之中,一經喚起,馬上自動跳脫出來,與消費者產生共鳴。如人類潛意識中已經認同了的盾牌之于安全的聯想,黃色之于警告的聯想

Because we can find a way to reduce the cost of advertising, enabling customers to remember our brands at first glance. According to our method, we need to find customers’ “perception prototype”, which we use as a tool to reach people’s memory, to place the brand inside customers’ mind and thus remember our brand.  

 

 

認知原形本身已經具備價值,已經承載了人類記憶和認知。它是傳播成本最低的記憶單位。將它的認知能量轉嫁給品牌,從而降低品牌的傳播成本,讓它成為品牌傳播的助推器,輕松實現高效的品牌資產積累。

“Perception prototype” is what pops up people’s mind the most when they hear of something. It exits in everyone’s subconsciousness. Once stimulated, it resonates with people’s memories and perception. For example, everyone has agreed unconsciously nowadays that shields are somehow connected with security and yellow with warnings. 

 

 

優家品牌設計理念:

 

在這個設計案例上,充分運用我們的設計方法論,尋找行業認知原形

The design philosophy of Its U+:

In this case, we apply our method to look for consumers’ “perception prototype” in maternal and infant industry.

 

以母嬰行業作為軸線,如何尋找消費者對這個行業的認知原形?在前期的大量調研訪談中,我們發現安撫奶嘴是消費者對母嬰、孩童最具價值聯想的載體。而事實恰是如此,在日常生活中,我們能隨處可見媽媽懷里的寶寶嘴里叼著一只安撫奶嘴,懵懂而可愛。安撫奶嘴,就是我們需要尋找的那個代表母嬰和孩童的認知原形。加上愛心、親和力的情感屬性。最終運用以安撫奶嘴為雛形,設計吉祥物。

“Perception prototype” is a memory unit that costs the least. It is already valuable itself as it is related to people’s memories and perception. We implant its value to brands to reduce the cost of promoting, making it a booster for brand advertising, bringing values to brands easily and effectively.

 

During the investigation, we found that pacifiers are the most valuable reminder of peoples association to motherhood and childhood. We often find mothers cuddling cute babies who have a pacifier in their mouths. So, pacifier can be the perception prototype that we are looking for. To deliver it better, elements like heart shapes can be added to create affinity. At last we made a mascot based on pacifiers. 

 

 

吉祥物個性、生動活潑、溝通力和感染力強,能高效建立與消費者的馴養關系,可以寄生到大眾生活中,塑造一個不一樣的人格、生活態度、價值標簽,然后通過故事、經歷、情景去演繹。深入寶寶們的生活,讓它成為品牌永遠免費的代言人。

 

The mascot is characteristic: lively, good at communicating and influential. It can establish relationship with customers very effectively by being a part of their lives. It can build a different personality, living attitude and a representation of values, and then evolve through stories, experiences and scenes. It can be an inseparable part of babies’ lives and stand for the brand forever for free.



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