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![[ Reflections: Design Delightful Experiences, Use Metaphors and Analogies and Audit Design ]In this week’s material, the three concepts that stood out to me most were designing delightful experiences, utilizing metaphors and analogies and auditing design.Designing delightful experiences means thinking about every aspect of the user experience, and then integrating that information to tailor a pleasurable, pain-free and intuitive experience for the user. Don’t make the user have to think too much- think for them, and they will repay you kindly.Utilizing metaphors and analogies was another concept that stood out to me, probably because it’s something I do naturally as a writer. I think that metaphor, analogy and story are literary elements that are very necessary in the design world. Long before traditional education, people used story and metaphor as teaching mechanisms, so story is inextricably related to learning in every culture on this planet. Because story is so innately human, these are truly effective tools for crafting personal, pleasant communications with the intended audience.The final concept for this week, auditing design, is going to be crucial in the coming months. For the brand campaign thesis project, a thorough design audit is absolutely necessary. The most critical parts of the design audit are discerning between successful and unsuccessful brand elements and determining whether the design budget is being utilized effectively. When you implement a comprehensive design audit and weave story into your designs, you’re well on your way to designing a delightful experience for the user.](http://24.media.tumblr.com/b2d562d7d16525868d8857a7c99d81b5/tumblr_miupmndH7A1s2izbmo1_1280.jpg)
[ Reflections: Design Delightful Experiences, Use Metaphors and Analogies and Audit Design ]
In this week’s material, the three concepts that stood out to me most were designing delightful experiences, utilizing metaphors and analogies and auditing design.
Designing delightful experiences means thinking about every aspect of the user experience, and then integrating that information to tailor a pleasurable, pain-free and intuitive experience for the user. Don’t make the user have to think too much- think for them, and they will repay you kindly.
Utilizing metaphors and analogies was another concept that stood out to me, probably because it’s something I do naturally as a writer. I think that metaphor, analogy and story are literary elements that are very necessary in the design world. Long before traditional education, people used story and metaphor as teaching mechanisms, so story is inextricably related to learning in every culture on this planet. Because story is so innately human, these are truly effective tools for crafting personal, pleasant communications with the intended audience.
The final concept for this week, auditing design, is going to be crucial in the coming months. For the brand campaign thesis project, a thorough design audit is absolutely necessary. The most critical parts of the design audit are discerning between successful and unsuccessful brand elements and determining whether the design budget is being utilized effectively.
When you implement a comprehensive design audit and weave story into your designs, you’re well on your way to designing a delightful experience for the user. -
![[ Brand Strategy: Teavana ]1. What, in particular, makes the companyʼs brand that youʼve chosen for your campaign project unique from the others (What is the differentiating factor, “zag,” or USP)? What could you do to increase the differentiating factor?For Teavana, I think their “zag” or USP is creating a figurative heaven, or supremely blissful state. Their name is a play on the word Nirvana and, according to their website, means heaven of tea, however I don’t see them executing this concept as well as they could. A good name is a highly influential design chess piece, and I think theirs could make big moves, if maximized with a new interpretation. For weeks I’ve had a potential tagline circling my head- Sip Your Bliss. It’s short, sweet, contains a call-to-action, gives you a visual of the tea experience and also suggests tea as a route to bliss. When you look at the word Nirvana, it doesn’t quite translate to heaven. I think their heaven of tea interpretation is an attempt to Westernize the concept of Nirvana and not get too Eastern and alienate their audience. Well, I think that I can create a feeling of bliss, peace, tranquility, supreme understanding and freedom from suffering (as the word Nirvana denotes), without taking it too Eastern. Terms like Nirvana, bliss and meditation are becoming increasingly mainstream, so I think that people intuitively understand the meaning of the name Teavana, but they don’t necessarily see a strong correlation to the Teavana brand. Some words that I’ve heard (and thought personally) about Teavana experiences include: stuffy, over-priced, high-pressure and snobbish. This is pretty much the opposite of what I would expect in a heaven of tea. That’s why I’m also including a redesign of their store. Their tea is good, but aside from that, the only lofty things in their store are their prices. In my version of Teavana, I want to give people an experience that matches their name and subliminal expectations. Like David Srere says, a design should be easy, intuitive, pleasant and effective, because “people go back to those experiences.” (Srere, 2013) People don’t return to over-priced, high-pressure tea stores. As a side note, I’m going to tweak my onliness statement for Teavana to make it a bit more enticing.2. “Brand strategy is the process where ʻthe offer is positioned in the consumerʼs mind to produce a perception of advantage.ʼ ” (Levens 88). In considering the companyʼs USP, list three ideas that might produce a perception of advantage for your companyʼs brand over its competitors in the minds of the target audience (also see “Big Idea,” pages 16– 17 in Designing Brand Identity by Alina Wheeler).1. Redesign Store: Sensory-Inducing, Inviting, Serene, Relaxing, Caring and Intuitive Social Mecca2. Make Tea More Affordable: Packaged Tea Line, Wider Price-Range, Incentive Program, Specials3. Create Blissful Experiences: Delightful Packaging, Fun Tea Learning Experiences, Tea Tastings and Tea Classes (tea pottery, tea growing, tea traditions)Reference:Srere, D. (2013). Siegel+Gale. Brand Development [Video]. Retrieved February 19, 2013 from: http://www.siegelgale.com/services_detail/brand-development/
Image:
Blunden, A. (2013). Retrieved February 21, 2013 from my personal collection.](http://24.media.tumblr.com/ff8b4b54688fbff7b427c3777f85a93a/tumblr_mikglvaY821s2izbmo1_r1_1280.png)
[ Brand Strategy: Teavana ]
1. What, in particular, makes the companyʼs brand that youʼve chosen for your campaign project unique from the others (What is the differentiating factor, “zag,” or USP)? What could you do to increase the differentiating factor?
For Teavana, I think their “zag” or USP is creating a figurative heaven, or supremely blissful state. Their name is a play on the word Nirvana and, according to their website, means heaven of tea, however I don’t see them executing this concept as well as they could. A good name is a highly influential design chess piece, and I think theirs could make big moves, if maximized with a new interpretation. For weeks I’ve had a potential tagline circling my head- Sip Your Bliss. It’s short, sweet, contains a call-to-action, gives you a visual of the tea experience and also suggests tea as a route to bliss.
When you look at the word Nirvana, it doesn’t quite translate to heaven. I think their heaven of tea interpretation is an attempt to Westernize the concept of Nirvana and not get too Eastern and alienate their audience. Well, I think that I can create a feeling of bliss, peace, tranquility, supreme understanding and freedom from suffering (as the word Nirvana denotes), without taking it too Eastern. Terms like Nirvana, bliss and meditation are becoming increasingly mainstream, so I think that people intuitively understand the meaning of the name Teavana, but they don’t necessarily see a strong correlation to the Teavana brand.
Some words that I’ve heard (and thought personally) about Teavana experiences include: stuffy, over-priced, high-pressure and snobbish. This is pretty much the opposite of what I would expect in a heaven of tea. That’s why I’m also including a redesign of their store. Their tea is good, but aside from that, the only lofty things in their store are their prices. In my version of Teavana, I want to give people an experience that matches their name and subliminal expectations. Like David Srere says, a design should be easy, intuitive, pleasant and effective, because “people go back to those experiences.” (Srere, 2013) People don’t return to over-priced, high-pressure tea stores.
As a side note, I’m going to tweak my onliness statement for Teavana to make it a bit more enticing.
2. “Brand strategy is the process where ʻthe offer is positioned in the consumerʼs mind to produce a perception of advantage.ʼ ” (Levens 88). In considering the companyʼs USP, list three ideas that might produce a perception of advantage for your companyʼs brand over its competitors in the minds of the target audience (also see “Big Idea,” pages 16– 17 in Designing Brand Identity by Alina Wheeler).
1. Redesign Store: Sensory-Inducing, Inviting, Serene, Relaxing, Caring and Intuitive Social Mecca
2. Make Tea More Affordable: Packaged Tea Line, Wider Price-Range, Incentive Program, Specials
3. Create Blissful Experiences: Delightful Packaging, Fun Tea Learning Experiences, Tea Tastings and Tea Classes (tea pottery, tea growing, tea traditions)
Reference:
Srere, D. (2013). Siegel+Gale. Brand Development [Video]. Retrieved February 19, 2013 from:
http://www.siegelgale.com/services_detail/brand-development/Image:
Blunden, A. (2013). Retrieved February 21, 2013 from my personal collection.
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![[ Reflections: Ideal Identification, Competitive Advantage and Brand Valuation ]In this week’s material, the three concepts that stood out to me were ideal identification, competitive advantage and brand valuation.I found that identifying ideals is somewhat daunting at outset- often, we’re beginning with intangible feelings and subtleties. That can make it hard to pinpoint the ideal precisely. From the feedback I received, I think that extracting ideals is a process of refining vision. I felt that I had the right idea with my brand ideals for my tea industry brands, but I just needed to keep refocusing and refining my vision until I harnessed the essence of the ideal.Competitive advantage was another concept that stood out to me. It makes sense that in the competitive business world, it would be advantageous to be keenly aware of what your competitors are doing. The competition helps shape and prime the market for all of the brands in an industry, and those who are nearest to your target market, are the ones from which you can glean the most knowledge.The third concept, brand valuation, was a new term for me. While this concept is probably the most foreign to me, it is definitely a practice that I could benefit from. Quantifying the value of a brand in financial terms gives the brand and its designers power in the eyes of a business. It backs the so-called intangibles with numbers, which can give your campaign much needed leverage.](http://24.media.tumblr.com/461910345a4f4225777c18ebcd0efe91/tumblr_migkhuS9Sy1s2izbmo1_1280.jpg)
[ Reflections: Ideal Identification, Competitive Advantage and Brand Valuation ]
In this week’s material, the three concepts that stood out to me were ideal identification, competitive advantage and brand valuation.
I found that identifying ideals is somewhat daunting at outset- often, we’re beginning with intangible feelings and subtleties. That can make it hard to pinpoint the ideal precisely. From the feedback I received, I think that extracting ideals is a process of refining vision. I felt that I had the right idea with my brand ideals for my tea industry brands, but I just needed to keep refocusing and refining my vision until I harnessed the essence of the ideal.
Competitive advantage was another concept that stood out to me. It makes sense that in the competitive business world, it would be advantageous to be keenly aware of what your competitors are doing. The competition helps shape and prime the market for all of the brands in an industry, and those who are nearest to your target market, are the ones from which you can glean the most knowledge.
The third concept, brand valuation, was a new term for me. While this concept is probably the most foreign to me, it is definitely a practice that I could benefit from. Quantifying the value of a brand in financial terms gives the brand and its designers power in the eyes of a business. It backs the so-called intangibles with numbers, which can give your campaign much needed leverage. -
[ Brand Ideals ]
Harney & Sons
Harney & Sons is the only high-quality tea brand steeped in tradition, providing refined teas to warm your heart. Our masterful teas conduct an ornamental atmosphere, emanating honor, poise and elegance.- Vision: Elegance. Enables an ornamental atmosphere.
- Authenticity: Mastery. Conquering tea technicians.
- Meaning: Stability. Grounded process, products and expectations.
- Differentiation: Refined. Sifted to reveal purity and alleviate waste.
- Flexibility: Poised. Balanced, assured and well-prepared.
- Coherence: Tradition. Aids in continuity and historical relevance.
- Value: Honor. Acting out of integrity and respect for people and procedures.
The Republic of Tea
The Republic of Tea is the only high-end tea company that creates healing through tea for your active lifestyle. Highly energized, we seek to increase health, wellness and immunity naturally, by providing restorative products and vital information to help heal the world.- Vision: Healing. Focused on curative, restorative ends.
- Authenticity: Active. Energized and in-motion.
- Meaning: Wellness. Devoted to increasing life quality and prolonging life.
- Differentiation: Immunity. Promoting natural disease resistance.
- Flexibility: Natural. Formed organically, highly in-tune and adjustable.
- Coherence: Informative. Imparting knowledge through intelligent products.
- Value: Purveyor. Seeking out the finest teas in order to share them and heal the world.
Tazo
Tazo is the only tea brand that uplifts you into an ethereal, whimsical world of possibility. Unfurl and immerse yourself in our highly emotive world of tea, where possibility meets simplicity, and dreams grow gossamer wings.- Vision: Possibility. Increases the likelihood of manifesting your dreams.
- Authenticity: Whimsical. Whirlwind of playful imagination.
- Meaning: Blossoming. Unfurling you, revealing inner truth.
- Differentiation: Ethereal. Flowing, airy and delicate in nature.
- Flexibility: Immersive. Involving senses deeply and altering states.
- Coherence: Simplicity. Unfettered by complexity.
- Value: Uplifting. Eliciting hope, excitement and inspiration.
Numi
Numi is the only organic, fair-trade tea brand that is as conscious of our community, footprint and social impact as we are of what goes into our tea. We’re devoted to consciously creating a culture of purity through 100% organic ingredients, adequate wages, sustainable practices and community roots.- Vision: Community. Devoted to common culture.
- Authenticity: Earthy. Rooted in robustness and nature.
- Meaning: Purity. Free from contaminants and pollution.
- Differentiation: Organic. Derived exclusively from unfettered plants.
- Flexibility: Fair-Trade. Assuring workers are paid fairly, freeing from poverty.
- Coherence: Concern. Cares for people, planet, ingredients and sustainability.
- Value: Conscious. Aware of ingredients, impact and affect on surroundings.
Teavana
Teavana is the only tea brand that invites you into a heavenly world of tea, and encourages you to sip your way to bliss. Transcend restraints, honor your inner authority and enter a lofty, transcendent world of freedom, where satisfaction and peace reign.- Vision: Transcendent. Ushering you into an extraordinary other-world.
- Authenticity: Bliss. Inviting you to enjoy contentment.
- Meaning: Satisfaction. Exemplifying gratification.
- Differentiation: Lofty. Exalted, elevated and extending into air.
- Flexibility: Freedom. Enabling unrestrained action.
- Coherence: Peace. Initiating a state of inner and outer harmony.
- Value: Supreme. Rousing your ultimate, inner authority.
Images:
http://www.harney.com/?___SID=U
http://www.harney.com/blog/
http://blog.englishtrackers.com/wp-content/uploads/2011/08/Cream-tea.jpg
http://www.republicoftea.com/
http://res.mindbodygreen.com/img/ftr/herbs-glowing-skin-330.jpg
http://25.media.tumblr.com/tumblr_m960cslI4s1rcwtu5o1_500.jpg
http://www.tazo.com/
http://tiogadentalnews.com/wp-content/uploads/2012/10/young-woman-drinking-green-tea.jpg
http://www.numitea.com/people/celebrating-people
http://www.numitea.com/pure-tea/100-real-ingredients/
http://1.bp.blogspot.com/_9z5QpmcXOQg/TFA3eI_et2I/AAAAAAAAAq0/A-L9mYjjpFk/s1600/1952947_med.jpg
http://vitamincenteragourahills.com/wp-content/uploads/2011/07/tea-29712rxuyzzok6j.jpg
http://www.gnet.org/wp-content/uploads/girl-drinking-yerba-mate.jpg -
![[ Reflections: Be Aware of Yourself, Ask Questions and Build Brand Experiences ]In this week’s material, the three concepts that stood out to me most were being aware of yourself, asking questions and brand-building through experience.I thought being aware of yourself was an important concept, because everything a person does, or doesn’t do, contributes to their brand. Every interaction, phone call, e-mail and social media post we make helps define us in the eyes of our audience. This, of course, is also true of brands that represent entire companies and organizations. It’s also especially pertinent to remember that as designers, we’re representing ourselves in all that we do, so it’s best to be mindful.Asking questions is a technique used to extract information about ourselves, our process, our clients and our decisions. Questioning helps us explore all of the facets and options available to us, and it helps us assure that our designs will be on-point and reach the heart of their audience. In life, and design, I feel it is good to begin with questioning yourself about who you are and why. I believe that a clear understanding of oneself is the first step to being able to see and understand another. The last, and perhaps most pertinent, concept was how brands are built through experience. While many identity elements tend to be static pieces, it’s the experience the user has with the branded object, place or service that creates a lasting memory in their minds. It’s vital to engineer the most delightful experience imaginable through your brand, because that’s how you fulfill the needs of your users.](http://25.media.tumblr.com/b6f47d65785c620b60979cb8f356ab89/tumblr_mi741mj9HL1s2izbmo1_1280.jpg)
[ Reflections: Be Aware of Yourself, Ask Questions and Build Brand Experiences ]
In this week’s material, the three concepts that stood out to me most were being aware of yourself, asking questions and brand-building through experience.
I thought being aware of yourself was an important concept, because everything a person does, or doesn’t do, contributes to their brand. Every interaction, phone call, e-mail and social media post we make helps define us in the eyes of our audience. This, of course, is also true of brands that represent entire companies and organizations. It’s also especially pertinent to remember that as designers, we’re representing ourselves in all that we do, so it’s best to be mindful.
Asking questions is a technique used to extract information about ourselves, our process, our clients and our decisions. Questioning helps us explore all of the facets and options available to us, and it helps us assure that our designs will be on-point and reach the heart of their audience. In life, and design, I feel it is good to begin with questioning yourself about who you are and why. I believe that a clear understanding of oneself is the first step to being able to see and understand another.
The last, and perhaps most pertinent, concept was how brands are built through experience. While many identity elements tend to be static pieces, it’s the experience the user has with the branded object, place or service that creates a lasting memory in their minds. It’s vital to engineer the most delightful experience imaginable through your brand, because that’s how you fulfill the needs of your users.
