My products needed to have a house style which ran all the way through them to establish a particular brand image. I defiantly feel like I achieved this, the house style was supposed to be an entropic representation of today's generation and society as a whole, targeting a teenage audience of both genres. I feel that the music video, digipak and advert created a coherant package.
Why is marketing the house style so important?
The quality and detail of the house style and brand image is important as it shows the all round quality of your product. A house style reflects the morals of your brand and what your brand stands for as a whole, for example, if you are marketing a music product, you will firstly base the 'morals' on the genre of music it is eg: R&B, pop, ect. A hip-hop music product for example would be based around having some fun and the objectification of woman and going out partying.
Below are some examples:
'The XX - Intro' is a perfect example of why a house style and brand image are important to selling a product, as their digipak and video reflects a very chilled, indie style of music, which itself has a very urban sound and style. The very distinct use of low bass, sepia tones and the very prominent use of a city atmos along with the unique adverts reflects the brand.
How this relates to my own products:
I used the same kind of style as the XX in my own products as I found their entropic house style quite interesting, in terms of attracting their target audience. The target audience for the XX would be the same audience as mine, all teenagers who would be a mixed gender group. Again I used low lighting throughout my music video, apart from a few flashes of bright lights and high key lighting which appeared when the female character went out, a lot like the XX used high key lighting at random points during their music video.
I tried to use the same house style throughout all of my products, so in my digipak, I made it quite dark, yet, still quite vibrant with the use of a teenage model. Like the XX's advert, I decided to use white text in front of a dark background, which made it stand out. My house style was based around my products standing out and being quite entropic and a bit different, yet still attracting the right target audience for this genre.
The same concepts apply to my advert as I tried to keep the same house style running throughout all of my products, keeping the same styles and ideology running throughout. The use of dark colours within my advert again allows the audience to see what genre it belongs within, although again, there are some hints of colour throughout, which would attract the audiences eye. Again, I used white font on top of a dark background, which in itself is quite redundant within this genre of music, but having the whole advert and digipak in nearly black and white would come across as entropic. The redundant use of advertising brands such as 'HMV' on my advert shows where the product is advertised and distributed, which again is redundant for most genres within the music industry.
You've got a basic understanding of some of the issues surrounding the coherency of your products. The points about XX are quite interesting and if you could do something similar with your own products that would be really interesting.
ReplyDeleteI'm not sure you mean 'morals' perhaps identity would be better.
There is not all that much sense of coherency across all three of your products. You discuss individual features such as the costume on the digipack but then don't go on to discuss how this is used across the other products. This is a problem with most of your points.
I would embed the video or provide screen grabs to illustrate points about the video.
I would have liked a greater discussion, with some evidence of how successful you felt the package worked as a coherent marketing package.