From Frizz to Finish: Marketing Through Design

In our daily lives, we are on our phones for a good chunk of the day. We are bombarded with ads on all media platforms, whether that is on social media, a website, watching a show on a streaming service, or even playing a mobile game⁠— ads are everywhere. Advertisements are what get brands and companies OUT THERE. I am sure you remember the State Farm ads or even the Progressive ones you see from time to time. Now you are familiar with the company alongside its image and message. How these companies utilize design elements will enhance their engagement more than you think.

Let's take a deeper look…

Marketing equals Storytelling

PATTERN Beauty is known for their color scheme: yellow, black, and white. If you take a look at their social media, they maintain the same image of tone, color, text, and overall message of the brand. The logo of a brand is a design of a woman's face containing abstract features. The PATTERN products have the pattern of the logo with the curly pattern of the woman's hair. Under the scope of curly hair, you can determine your curl pattern. See how that ties in with everything? All or most of the content that the brand shares entails women showing their curly hair and how they take care of their specific curls (pattern). Do you see where I am getting at? Design elements are more than just superficial⁠— they fall beneath the marketing plan and strategies to push the product out to its correct audience.

Another curly hair brand that applied its design elements extremely well is Not Your Mothers. Each of their product bottles has the curl pattern of the type of hair that would best benefit from the product. What I also love about this brand is that their color scheme is VIBRANT. In case you didn’t know⁠— which you should have⁠— those who have curly hair are of African American and Afro-Caribbean descent. We are aware that their cultures are loud and filled with color… just as the brand is portrayed to be. They are using their knowledge of their target audience whom they’d be sharing their content with to have the brand appeal to their eye. Detailed design elements help tell the story of the brand from just a visual aspect. This helps consumers understand what they are looking at or are able to get an idea of who the brands ought to be. 

Curl Connection 101

Who you have on your screen in the websites, ads, and social posts must tie into the brand's image and identity. Brand consistency is everything that upholds its online presence. How the consumers navigate through the pages of the website and social accounts also builds the storyline of your brand. Using consistent color palettes and similar typography across its social media and blog builds a strong visual identity. You want to be able to tell the story of your brand just by looking at the visual aspects of it on the screen or in person. It is not what your brand can say in writing, but what it can say AND do by just admiring, interacting, and engaging with it. The photo represents all of the factors that tie into the marketing development process of a brand. It is more than just one detail to pay attention to. Your design elements will allow you to plan out how you will market your content on media platforms. It is essential to consider this while building a marketing plan as it can help your brand image and the overall success of the company while being portrayed online. Without this, your brand and social pages will lack connection, engagement, identification, and community.