Design Principles

Exercise

Exemplary customer profiles

PROFILE 1

Age: 19

Sex: F

WORK/UNIVERSITY/SCHOOL :DIT - Print and Digital Media Technology Management;

Works in Dunnes Stores part-time.

ANNUAL INCOME €20.000

DISPOSABLE INCOME CA €300 per month.

CAR? YES/NO. TYPE. 2001 Toyota Yaris (burns little fuel!)

OWN HOME/RENT. Lives with parents.

WHERE DO THEY LIVE. Kilmainham.

FREE TIME. Tries to spend with friends as much as possible; mostly on fashion shopping.

SHOPPING HABITS/PATTERN. Loves the outlet in Dundrum Shopping Centre; sometimes goes for a shopping trip with friends to London.

SELECT 3 BRANDS THAT THEY PURCHASE.

BRAND 1. Dunnes Stores – because of working there.

BRAND 2. Occasionally goes with parents to Mark & Spencers for some lxury deli buys.

BRAND 3. Often eats in NOSHington.

PROFILE 2

Age: 25

Sex: F

WORK/UNIVERSITY/SCHOOL :Works as free-lance Graphic Designer.

ANNUAL INCOME €30.000

DISPOSABLE INCOME CA €500 per month.

CAR? YES/NO. Uses bibycle and public transport as a protest against the pollution cars cause.

OWN HOME/RENT. Shares a rented appartment in Dublin 4.

WHERE DO THEY LIVE. Grand Canal Docks.

FREE TIME. If not educating herself professionally online, as graphic technologies change a lot, does painting and hiking with friends.

SHOPPING HABITS/PATTERN. On weekends does occasional shopping, for clothes and accessories and prowls through flea markets in search for new treasures for her appartment. Sometimes travels to Belfast for shopping. Does a lot of shopping/exchanging online.

SELECT 3 BRANDS THAT THEY PURCHASE.

BRAND 1. Starbucks.

BRAND 2. Often uses convenience stores – Londis is her favourite as prefers working during the night.

BRAND 3. Sometimes goes for dinner in Pichet – loves the cool design of this unique bistro.

PROFILE 3

Age: 28

Sex: M

WORK/UNIVERSITY/SCHOOL :Student Liaison Officer at Trinity College

ANNUAL INCOME €30.000

DISPOSABLE INCOME CA €500per month.

CAR? YES/NO. A motorcycle.

OWN HOME/RENT. Rents with a friend in Dublin 2.

WHERE DO THEY LIVE. St Stephen’s Green.

FREE TIME. Lots of sport – participates in thriatlons.

SHOPPING HABITS/PATTERN. Doesn’t shop very often. Usually buys online but sometimes enjoys shopping experience in Dundrum Shopping centre or in London.

SELECT 3 BRANDS THAT THEY PURCHASE.

BRAND 1. M&S.

BRAND 2. Likes going to Arnotts sometimes on weekends for man’s fashion.

BRAND 3. Occasionally goes to Smithfield Lighthouse Cinema and eats in Jo’ Burger’s restaurant – likes its casual feel.

BRAND IDENTITY/ INSPIRATIONAL

MOODS CORE BRAND ESSENCE

DEFINE THE BRAND/VENUE APPEAL IN 5 ADJECTIVES:

funky trendy city-sleek hipster young provocative

MENTION 3 MATERIALS USED TO REINFORCE PERSONALITY ENVIRONMENTALLY:

concrete, wood(engineered/salvaged), metal; also: brick.

concrete – a very modern material; it’s stark, rough or

polished, solid surface is often used to express the brand’s idendity as solid and stern. wood(engineered/salvaged; the MDF boards used in Dundrum

Shopping Centre Store for instance create interesting background for black-and-white photographs, they are unprocessed and not painted – revealing their interesting structure and multitude of wood shades. The salvaged materials bring interest and fresh look to the walls, giving objects a second life – according to‘hipster’ philosophy of upcycling. metal; often visible in exposed ventilation pipes & ducts –

gives an edgy, naked look to ceilings and also display racks. A solid material representing modern life. also: brick.Often exposed. Raw, sound material conveying

unshakable quality and cutting-edge look.

SELECT 2-3 COLOURS THAT ARE SYNNONYMOUS WITH THE APPEAL OF THE BUSSINESS:

grey, metallic, brown.

Be able to explain verbally what each of them represent and why they have been selected. grey – often used in contemporary designs, very

universal and very elegant colour.

metallic – representing the rush of modern

life.

brown – warms up the cold greys & metals,

creating an impression of authenticity.

These materials and colours embody the philosophy behind the brand. Their fashion is of the latest, it is genuine and one-of-a-kind and therefore recognisible. Addressed to the young consumer, both on the low-to-middle as well as high income (if one wants to get something elegant as well as zesty), offers leading edge as well as vintage-mood clothing and accessories.

ASSEMBLE A DIGITAL MOOD/CONCEPT BOARD WITH A SERIES OF BETWEEN 8- 14 IMAGES

These should best define both your

brand in any abstract or related way that you like and that you feel

personifies your brand.

Consider any abstract objects, etc.

CONCEPT BRAND IDENTITY/Composite.

Design Mashed!!!

Add Colour Add Materials

Add Words - 4th board! New material, like corrugated metal

cool

Controversial

Clever Mischievous

City-sleek

Diverse

Free Thinker

Trendy

Eclectic

Fun

Innovative

Ironic

Geek

BRAND IDENTITY/INSPIRATIONAL MOODS that define your core brand essence.

ASSEMBLE A DIGITAL MOOD/TYPOLOGIES BOARD WITH A

SERIES OF BETWEEN 8- 14 IMAGES

These should best define both your brand and also some environments that you like and that you feel

personifies your brand.

Consider furniture, glassware, crockery cutlery interiors etc.