My COP project presents a good level of contextual synthesis throughout as my theoretical research essay explored the concept of the 'self' within the consumer-brand relationship within this I uncovered a range of topics that effects the perception of a brand within consumer psychology. Including the construct of the self as presented by key theorists such as Argyle (2008) and Belk (1988) which is then translated into an appropriate body of graphic design that puts a range of the theories and elements discussed within this research into a practical context.
Translating this research essay into a practical body of Graphic Design was initially confusing as to how I would summarise and articulate these theories within a practical resolution. Defining an appropriate market sector such as water was a strong start as there is minimal alterations that can be made to the physical product and the element that it is widely available for free, this suggests that branding and packing of the product significantly attributes to its success. Creating a strong brand identity that incorporated custom logotype helped to create a unique and relevant identity for the brand, incorporating the ethos of luxury within every aspect of the brand identity aims to build on my hypothesis of identifying desirable consumer traits to ensure the products success. Creating established emotive connections to the status-orientated target audience will contextualise these desirable consumer treats, applying them to connotations of luxury and exclusivity within the brands identity, thus appealing to the users individual sense of self.
Translating this onto a physical prototype was an important part of the practical project, as the materials and finishes of the product were so important in attributing these luxury connotations to the brand. It was established a physical prototype would be far more effective in visually communicating these qualities as opposed to digital mock ups, this required a strong understanding of time management due to the complex production methods, liaising between a range of different departments to book out college facilities and outsource materials to culminate into my final resolution. The design of the bottle is considered and developed with these research theories in mind, wrapping the logo round the full circumference of the bottle allows the brand to be constantly visualised and the user easily attributed to the brand making it easier to absorb the connotations of the product onto their sense of self. This is discussed within my essay by Belk who states 'we are what we have' which summarises this notion of how one presents themselves to the world based upon what they purchase and consume. The physical bottle acts as the tangible object acts as the link between the brand and the audiences sense of self, it is the vessel in which is loaded with the connotations of the brand for the user to then transfer onto themselves through the use of this physical product.
Extending beyond the physical context of the bottle I began develop marketing strategies which would further aid the the products consumer-brand relationship and this effect on the self. Limiting the products availability to only luxury hotels and the top department stores such as Harvey Nichols and John Lewis creates a sense of exclusivity that will attract a status-oriented target audience; this applies to Argyles interpretation of self esteem as discussed within my essay particulate his understanding of Identification where he states one conforms to the ideals of their ideal social roles, therefore if the user wants to be considered to live a luxurious lifestyle they will purchase the product as the brand is associated with these prestigious insinuations synonymous with luxury. Argyles theory of self esteem has further influenced the interpretation of my practical product as I considered brand ambassadors and sponsorship opportunities such as the VIP hospitality tent at Wimbledon this will associate the brand with elite sportsmanship and celebrity exclusivity thus referencing Argyles theory particularly, his interpretation of a comparison with others. This states If others one compares oneself too are more successful, richer, happier than oneself, one will develop a negative self esteem, this is combatted by purchasing the product associated with said celebrities/brand ambassadors to help the individual improve their sense of self and feel part of this exclusive class selling the lifestyle of luxury and exclusivity as opposed to bottled water.
Translating this onto a physical prototype was an important part of the practical project, as the materials and finishes of the product were so important in attributing these luxury connotations to the brand. It was established a physical prototype would be far more effective in visually communicating these qualities as opposed to digital mock ups, this required a strong understanding of time management due to the complex production methods, liaising between a range of different departments to book out college facilities and outsource materials to culminate into my final resolution. The design of the bottle is considered and developed with these research theories in mind, wrapping the logo round the full circumference of the bottle allows the brand to be constantly visualised and the user easily attributed to the brand making it easier to absorb the connotations of the product onto their sense of self. This is discussed within my essay by Belk who states 'we are what we have' which summarises this notion of how one presents themselves to the world based upon what they purchase and consume. The physical bottle acts as the tangible object acts as the link between the brand and the audiences sense of self, it is the vessel in which is loaded with the connotations of the brand for the user to then transfer onto themselves through the use of this physical product.
Extending beyond the physical context of the bottle I began develop marketing strategies which would further aid the the products consumer-brand relationship and this effect on the self. Limiting the products availability to only luxury hotels and the top department stores such as Harvey Nichols and John Lewis creates a sense of exclusivity that will attract a status-oriented target audience; this applies to Argyles interpretation of self esteem as discussed within my essay particulate his understanding of Identification where he states one conforms to the ideals of their ideal social roles, therefore if the user wants to be considered to live a luxurious lifestyle they will purchase the product as the brand is associated with these prestigious insinuations synonymous with luxury. Argyles theory of self esteem has further influenced the interpretation of my practical product as I considered brand ambassadors and sponsorship opportunities such as the VIP hospitality tent at Wimbledon this will associate the brand with elite sportsmanship and celebrity exclusivity thus referencing Argyles theory particularly, his interpretation of a comparison with others. This states If others one compares oneself too are more successful, richer, happier than oneself, one will develop a negative self esteem, this is combatted by purchasing the product associated with said celebrities/brand ambassadors to help the individual improve their sense of self and feel part of this exclusive class selling the lifestyle of luxury and exclusivity as opposed to bottled water.
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