by Jakob Hirscher -

11 // Review and prospects for the 2nd semester

Last semester, I intensively studied the various facets of branding. It became clear that branding is much more than just a visual concept, but a complex combination of psychological and design elements. I was particularly fascinated by how strongly emotions and perceptions can be influenced by colors and typography and how historical developments shape today’s branding strategies.

In the future, I would like to continue studying branding and its impact on target groups. My goal is to understand how targeted branding strategies can influence the perception and behavior of the target group. In doing so, I will take a closer look at the psychological aspects as well as current trends and innovations in branding. I am also particularly interested in interdisciplinary approaches in order to develop a comprehensive understanding of the dynamics of branding and to explore innovative strategies.

This semester I would like to devote myself to experimentation. I therefore plan to conduct three different experiments that fit in with my area of specialization (Communication Design). Through these experiments, I want to explore new approaches and ideas to further deepen my understanding of brand identity design.

At the end of the semester, I intend to test these experiments with my target audience using an online survey to gain insights for my practical master’s thesis. This survey will also help me to concretize the direction for my practical project and ensure that it meets the needs and expectations of my target group.Through this experimental approach, I hope to not only gain practical insights into the application of branding strategies, but also valuable insights into how my target audience responds to different design elements. This will enable me to make informed decisions for my future professional practice in the field of communication design.

by Jakob Hirscher -

09 // Typography in the brand identity

After my last blog post, I came across an exciting website that once again deals explicitly with the power of typography in brand identity. This post therefore serves to supplement the content of the last post entitled „Typography and branding“ and to reiterate important content.

Image source: https://fastercapital.com/de/inhalt/Typografie–Auswahl-der-richtigen-Schriftarten-fuer-Ihre-Markenidentitaet.html

Typography plays a decisive role in shaping brand identity, but often influences the perception of a brand unnoticed. It can convey emotions, create credibility and set a brand apart from the competition. The choice of fonts, styles and sizes makes it possible to establish a clear brand personality. A comparative example illustrates that elegant serif fonts convey a sense of elegance, while rounded sans serif fonts create a more playful appearance.

Additionally, typography plays a crucial role in improving readability and creating a visual hierarchy. Using different font sizes and styles allows designers to clearly communicate information and draw attention. Consistent brand fonts across different touchpoints contribute to brand recognition, resulting in a strong visual identity for well-known brands such as Coca-Cola and Google.

Another aspect is differentiation from the competition. By choosing unique fonts, brands can make a lasting impression and stand out in a crowded market. Chanel is cited as an example, using a custom-designed font that is immediately associated with its luxury positioning.

Overall, the text emphasizes the crucial role of typography in brand identity design. Through the purposeful selection of fonts, brands can communicate their personality, build credibility, improve readability and successfully differentiate themselves in a competitive market.

Works Cited for the entire article:

FasterCapital. “Typografie Auswahl Der Richtigen Schriftarten Für Ihre Markenidentität.” Www.fastercapital.com, 7 Dec. 2023, fastercapital.com/de/inhalt/Typografie–Auswahl-der-richtigen-Schriftarten-fuer-Ihre-Markenidentitaet.html. Accessed 25 Jan. 2024.

by Jakob Hirscher -

08 // Typography and branding

The scope of typography extends far beyond letters and words – it influences the way we perceive brands. This blog post is about the world of typography and how it interacts with branding. For example, you can ask yourself the question: „How do they influence a brand’s identity and what decisive influence do they have on visual perception?“

Analyzing typography in the context of branding is central to my master’s thesis. The choice of typeface is not a trivial decision, but has a significant impact on the personality and character of a brand. An in-depth understanding of typography makes it possible to strategically design the visual identity of a brand and convey a message.

Typography is a crucial visual element that encompasses the art and technique of typeface and text design. It not only serves aesthetic appeal, but also contributes to the legibility and comprehensibility of information. In the context of brand identity, the choice of font plays a decisive role. Famous brands such as Apple, Nike and Coca-Cola have chosen iconic fonts that have contributed significantly to their recognizability.

When choosing the right font for a brand, several factors need to be considered, including the target audience, industry, cultural context and company values. A well-chosen font can help convey a brand’s personality, values and vision. For example, bold fonts exude energy, while soft fonts can convey calm and elegance.

The importance of font combinations is emphasized, as a single font is often not enough to cover all aspects of brand communication. Complementary fonts, hierarchy and function as well as consistency are important principles when combining fonts to create a harmonious visual aesthetic.

Typography must be consistent across different media and platforms, be it in print media, web design, social media or virtual backgrounds. Each medium requires customized typography to ensure optimal readability and consistent brand communication.

Overall, typography plays a crucial role in shaping the visual identity of a brand and influences the first impression as well as the perception by the target group.

Works Cited for the entire article:

“Die Rolle Der Typografie in Der Markenkommunikation.” Www.designmadeingermany.de, 25 Apr. 2023, www.designmadeingermany.de/weblog/typografie/#:~:text=Typografie%20und%20Markenidentit. Accessed 20 Jan. 2024.

by Jakob Hirscher -

07 // Best practice (Nike, Starbucks, Coca-Cola)

The role of branding in shaping and influencing the visual identity of brands is a fascinating field of research that provides deep insight into the mechanisms of brand success. In this blog post, I will highlight the importance of best practice examples in research and then analyze in detail the brands Nike, Starbucks and Coca-Cola. Through an in-depth analysis of their brand identity, I will try to understand why consistent branding is crucial to their success.

Best practice examples play a crucial role in research, especially when it comes to a complex topic like branding. They provide concrete case studies that illustrate successful applications of theories and strategies. In the case of branding, best practice examples provide an in-depth analysis of successful brands that have masterfully crafted their visual identity. The insights from these examples can serve as valuable guidelines for companies looking to develop or optimize their own brand identity.

Image source: https://www.pinterest.com/pin/614389574155275700/

Nike

Nike, as a global sports brand, has created a unique visual identity that embodies power, movement and innovation. The iconic Swoosh logo and the concise slogan „Just Do It“ are recognizable worldwide. The consistency in the use of these elements in all marketing and advertising measures strengthens the brand image. The combination of quality, athleticism and powerful design has made Nike one of the most successful sports brands.

Image source: https://de.wikipedia.org/wiki/Starbucks

Starbucks

Starbucks has created an inviting and cozy atmosphere through its consistent branding. The green logo, accompanied by the characteristic font, radiates consistency. The visual identity is not only reflected in the stores, but also in the packaging of the products. This presentation promotes brand recognition and creates an emotional connection with customers who identify with the Starbucks experience.

Image source: https://de.m.wikipedia.org/wiki/Datei:Coca-Cola_logo.svg

Coca-Cola

Coca-Cola is a master at creating a timeless and universal brand. The red logo and curved typeface are recognized worldwide. The consistent use of these visual elements in conjunction with iconic advertising campaigns has made Coca-Cola a symbol of refreshment and enjoyment. The continued presence of this visual identity reinforces brand loyalty and supports Coca-Cola’s success in the global marketplace.

Why is consistent branding crucial?

The analysis of the Nike, Starbucks and Coca-Cola brands shows that consistent branding is crucial for success. It creates trust, promotes brand recognition and enables clear communication of brand values. The repetition and consistency of visual identity strengthens the emotional bond between brand and consumer, which ultimately leads to long-term customer loyalty. Companies that are able to consistently maintain their visual identity have the opportunity to communicate their brand message more effectively and become firmly anchored in the minds of consumers.

by Jakob Hirscher -

06 // Color psychology in marketing and branding

The world of marketing and branding is colorful, but the decision behind the colors chosen is far more than a purely aesthetic consideration. This blog post is about the psychology of color in the context of marketing and branding. Colors are used as a strategic tool in this context.

This topic plays a crucial role in the context of my work, as the conscious choice of colors not only influences the perception of products or services, but also shapes the emotional connection between brand and consumer. A deep understanding of color psychology enables me to make targeted decisions in the design of brand identities and to better understand resonance points in the target group.

Color perception is subjective, but studies show that there are broader patterns. The study „Influence of Color on Marketing“ found that up to 90% of product reviews are strongly influenced by color, depending on the category. The relationship between brands and color depends on perceived appropriateness. Research such as „Exciting Red and Competent Blue“ confirms that colors influence purchase intent and shape the perceived personality of a brand. Research emphasizes that predicting the consumer’s reaction to color accuracy is more important than selecting the individual color itself to create targeted emotions and associations.

5 dimensions of brand personality:

Jennifer Aaker, psychologist and Stanford professor, identified five core dimensions in her study. These dimensions play a decisive role in shaping the personality of a brand.

Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding

Brands can overlap between two characteristics, but are usually dominated by one. Colors are often associated with certain traits, yet academic studies emphasize that it is more important for colors to support the desired personality of the brand rather than to align with stereotypical associations.

Color trends for men and women:

An interesting study on this topic is Joe Hallock’s work on „color mapping.“ His data shows clear preferences for certain colors across both genders, with blue standing out in particular, and there are differences in the groups for the color purple. Individual decisions about color preferences are strongly influenced by one’s environment and cultural perceptions.

Favorite colors of men and women:

Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding

The least favorite colors of men and women:

Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding

Additional research in color perception and color preference studies suggests that men tend to prefer bold colors, while women like softer colors. Men also tend to prefer hues, while women are more receptive to hues.

Works Cited for the entire article:

Fürst, Christina. “Die Psychologie Der Farbe Im Marketing Und Branding.” Www.bee.digital, 2 Apr. 2019, www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding. Accessed 9 Jan. 2024.

by Jakob Hirscher -

01 // Topic identification

In my first blog post, I would like to present and roughly explain my three proposed topics. Before I started looking for topics, I decided on design areas from communication design that particularly interest me. I chose the areas of typography, packaging design and branding. At the end of the blog post, I will present my current favorite and describe it.

Topic 1: The role of fonts in the visual identity of brands.

This topic looks at the importance of typography in shaping the visual identities of brands. In exploring this topic, I will examine how choosing the right fonts has a significant impact on the perception and success of a brand. In addition to the aspects of font choice in branding, the influences on brand personality, target group appeal and brand recognition will also be examined. Possible challenges and opportunities in this area are also analyzed.

Bibliography and references:

_Typography Essentials: 100 Design Principles for Working with Type“ von Ina Saltz

_Thinking with Type: A Critical Guide for Designers, Writers, Editors, and Students von Ellen Lupton

_Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands von Debbie Millman

_Visuelle Kommunikation als strategisches Instrument der Marken- und Unternehmenskommunikation von Alexander Berzler

_Understanding Role of Fonts in Linking Brand Identity to Brand Perception von Vikas Singla & Nidhi Sharma

_Visual branding: A guide to designing visual identity von Ly Dang

Topic 2: Recycling and upcycling in packaging design: sustainable approaches to packaging solutions.

This topic examines the increasing importance of recycling and upcycling in the design of sustainable packaging solutions. The importance of environmental protection and sustainability, also in design, is continuously increasing. In my thesis, I will examine the concept of recycling and upcycling in packaging design and explore practical approaches to environmentally friendly packaging solutions. There will also be a focus on the creative redesign of packaging materials, material selection, ecological impact and the influence on brand communication. My work aims to get closer to the goal of sustainable packaging design for a sustainable future.

Bibliography and references:

_Designing Sustainable Packaging von Scott Boylston

_Sustainable Packaging von Dr. Subramanian Senthilkannan Muthu

_Sustainable packaging design: A holistic methodology for packaging design von Erik Svanes, Hanne Møller, Marit Kvalvåg Pettersen, Hanne Larsen

_Consumer response to sustainable packaging design von Nigel D. Steenis

_Sustainable packaging as a tool for global sustainable development von Natalia Kozik

_Packaging Sustainability von Wendy Jedlička

Topic 3: Multi-sensory branding: How all the senses can be used to create a brand experience.

This topic looks at the world of multi-sensory branding and how all the senses can be used in the design of a holistic brand experience. As our attention span is limited by the increasing digital world, the use of the senses for brands is becoming more important. This thesis will look at the integration of different elements in brand communication and design. The thesis aims to find out how companies can appeal to the senses of their target group to build strong emotional connections to their brands and intensify the brand experience.

Bibliography and references:

_Brand Sense: Warum wir starke Marken fühlen, riechen, schmecken, hören und sehen können von Martin Lindstrom

_Sensory Marketing: Research on the Sensuality of Products von Aradhna Krishna

_Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands von Daryl Weber

_Sensory Marketing – A review and research agenda von Ruchi Garg, Rachna Bhatia, Ritu Chhikara, Aakanksha Kataria

_The impact of sensory branding (five senses) on consumer von Saffer Uddin

_Sensory Branding von Alirezaeslambolchi & Shimafarhadi und Seyed Erfan Alhosseini Hamedani

I chose the first topic for my research in the first semester. However, I have decided to focus not only on typography but on branding in general. So for my further research, I would like to look at the following topic: The role of branding and its influence on the visual identity of brands.

In my research, I will examine the multifaceted design of the visual identity of brands, taking into account a holistic branding approach. The focus is not only on the font but also on various elements that together shape the perception and success of a brand. In addition to a comprehensive consideration of branding, the influences on brand personality, target group appeal and brand recognition are explored in detail. The work also highlights possible challenges and opportunities in the context of branding to provide a holistic insight into the complex aspects of visual brand design.