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Product Development and Marketing
What do they do?Product managers are usually in charge of a single product, taking it upon themselves to manage all aspects of that product. Working with multiple teams, they're the lead “ideas” people who take responsibility of a product's success or failure.
They must be able to brainstorm and plan out multiple steps in the product development and marketing cycle, from market research, to branding, to customer feedback and reaction. They work across departments to determine the best times and methods of introducing a new product to the marketplace, and help to translate market objectives for engineers and product developers. Because their job responsibilities vary widely depending on the product they manage and their company, product managers work with many other professionals, including: |
When a company needs to personalize their product and cater to more specific consumers, they turn to consumer marketing managers to develop innovative campaigns and take their products in new directions.
Consumer marketing managers lead teams of marketing agents through the successful implementation of a marketing campaign. Consumer marketing is different than business marketing mainly because of the difference in marketing research. Consumer marketing managers enact large scale research projects to discover what products consumers want, and how to best market those products to consumers effectively. This could include e-mail campaigns, phone campaigns, or appearing in person to take survey information. After discovering what consumers want, the consumer marketing manager develops and implements marketing strategies with other professionals in a firm. |
Let's identify the consumer
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The video to the left is a perfect example of how we portray others, and even ourselves to a certain extent. Chevrolet is trying to tell the consumer "If you see yourself as man's man then drive our truck, if you don't people will think you're less masculine."
Find a picture of a man and woman for each of the categories above. Keep those pictures for discussion. |
Where to start? |
Divide into groups. Establish what your product will be:
1. Brand Development
More Specifics to come. Start brainstorming what your product might be, or what your target consumer is. Refer back to the description of a Product Manager and their roles in the production industry. Take a closer look at the flow chart and web diagram to the left. |
How to Develop the Product/Brand
When developing the product or brand identity one needs to take into account the consumer, the person buying and using the product.
- What is the consumer like?
- Is your product targeting a specific type of person, or a broad demographic?
- How is your product going to appeal to them?
- What are the stereotypes of the consumer?
- How can you appeal to those stereotypes tastefully?
The research into color is not a new phenomenon. It can be traced to works that are hundreds of years old. One of the most relevant today remains “Theory of Colours” by Johann Wolfgang von Goethe, which was first published in 1810.
While this was not a “scientific work” per se, it set the course for much of what we know about color and the basis for future research.
Goethe published one of the first color wheels and associated color with more than hue; he also showed psychological impact. His theory about how color impacts our emotions and thoughts is still widely-used and applies to how we think about color.
The book is a great read for anyone with an interest in color theory. Here are some of Goethe’s color specific highlights:
The question this study holds for designers is “Can we change the preconceived perception of a color?” And is it a chance worth taking?
While this was not a “scientific work” per se, it set the course for much of what we know about color and the basis for future research.
Goethe published one of the first color wheels and associated color with more than hue; he also showed psychological impact. His theory about how color impacts our emotions and thoughts is still widely-used and applies to how we think about color.
The book is a great read for anyone with an interest in color theory. Here are some of Goethe’s color specific highlights:
- Red: “The effect of this color is as peculiar as its nature. It conveys an impression of gravity and dignity, and at the same time of grace and attractiveness. … History relates many instances of the jealousy of sovereigns with regard to the quality of red. Surrounding accompaniments of this colour have always a grave and magnificent effect.”
- Yellow: “In its highest purity it always carries with it the nature of brightness, and has a serene, gay, softly exciting character. … State is agreeable and gladdening, and in its utmost power is serene and noble, it is, on the other hand, extremely liable to contamination.”
- Blue: “As a hue it is powerful — but it is on the negative side, and in its highest purity is, as it were, a stimulating negation. Its appearance, then, is a kind of contradiction between excitement and repose. … As the upper sky and distant mountains appear blue, so a blue surface seems to retire from us.”
- Green: “If the two elementary colours {yellow and blue} are mixed in perfect equality so that neither predominates, the eye and the mind repose on the result of this junction as upon a simple colour. The beholder has neither the wish nor the power to imagine a state beyond it.”
- Blue logos invoked feelings of confidence, success and reliability
- Green logos invoked perceptions of environmental friendliness, toughness, durability, masculinity and sustainability
- Purple logos invoked femininity, glamor and charm
- Pink logos gave the perception of youth, imagination and fashion
- Yellow logos invoked perceptions of fun and modernity
- Red logos brought feelings of expertise and self-assurance
The question this study holds for designers is “Can we change the preconceived perception of a color?” And is it a chance worth taking?
Experiment for Designers
Determining how a set of colors will impact users of your design is not complicated. This experiment is adapted from a fifth-grade science project idea and is something you can do in the testing phase of any design project.
- Prepare several versions of the same design with different color schemes.
- Find a set of volunteers to answer questions about the design on different days.
- Ask how the person feels about one design each day, showing a different color each time.
- Compare the results.
This next process is a simple one but you need to take your time searching out each aspect of the art board. To understand what the art board is think of it as a collage of color schemes, various patterns, fonts, logos, and any other aspects needed to bring the brand to life. REMEMBER THINGK OF THIS AS A COLLAGE, IT DOES NOT NEED TO BE OVERLY COMPLICATED PROCESS BUT YOU CANNOT RUSH WHEN SEARCHING FOR YOUR DESING ELEMENTS.
Scroll through the images below of their art board and then click on the image to go to the website associated with it. This should give you a better idea of the purpose and intention of the art board. Once you feel you have a general understanding of what the art board is your group needs to make a minimum of three. All three art boards are due at the end of the week.
Scroll through the images below of their art board and then click on the image to go to the website associated with it. This should give you a better idea of the purpose and intention of the art board. Once you feel you have a general understanding of what the art board is your group needs to make a minimum of three. All three art boards are due at the end of the week.
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