Tuesday, January 24, 2012

Brand & Target Market


A brand can take many forms, including:
A name, sign, symbol, color combination or slogan, and is usually a combination of all of these elements.

When a company hires a graphic designer to design a logo, it is up to the designer to use important information about the company and the company's target market BEFORE starting the design:

What is a company's target market?

A TARGET MARKET is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise.

Target markets are groups of people separated by distinguishable and noticeable aspects. Target markets can be separated into:

• Geographic segmentations (their location)

• Demographic/socio-economic segmentation (gender, age, income, occupation, education, household size, and stage in the family life cycle)

• Psychographic segmentation (similar attitudes, values, and lifestyles)

• Behavioral segmentation (occasions)

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Yearbook: Deadlines

The next formal Yearbook Deadline is February 2nd, 2012. Your changes on the pages are due one week later. The final deadline for all pages (other than the supplemental pages such as Prom and Graduation) are due on March 2nd, 2012. The changes are due one week later. Grades will be calculated on both your pages and the page changes.

You are all doing an excellent job so far and I appreciate your enthusiasm for the Yearbook! Keep up the good work!

Computer Graphics: Logo Design Requirements


1. Decide who your client (company that you design for) will be. You must create a new company using your imagination! WRITE a sentence about your client (your business) and what the client's company does.

2. Find the target market for your client (who buys from your client). WRITE a paragraph about the target market including: age, income, social, location, gender, occupation, stage in the family life cycle, attitudes, values and lifestyle. TURN the sentence and paragraph in BEFORE starting your log design! The sentence and paragraph are due at the end of class on January 24th, 2012.

3. Use font, color and shape(s) to create the logo.

4. Canvas at 8"x10"; 300 ppi.

5. Make sure logo will look good printed both small and large, in both color and black and white.

6. Create your own shapes and graphics - do NOT use the internet!!!

DUE: February 3rd, 2012

Psychology of Color

Colors often have different meanings in various cultures. And even in Western societies, the meanings of various colors have changed over the years. But today in the U.S., researchers have generally found the following to be accurate.


Black is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Black also implies submission. Priests wear black to signify submission to God. Black outfits can also be overpowering, or make the wearer seem aloof or evil. Villains, such as Dracula, often wear black.

Albrecht Durer
Self Portrait


Brides wear white to symbolize innocence and purity. White reflects light and is considered a summer color. White is popular in decorating and in fashion because it is light, neutral, and goes with everything. However, white shows dirt and is therefore more difficult to keep clean than other colors. Doctors and nurses wear white to imply sterility. In China, white is used for funerals and mourning, while red is a more "celebratory" color and brides wear red instead of white.

Mary Cassatt
Self Portrait


The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love. Red clothing gets noticed and makes the wearer appear heavier. Since it is an extreme color, red clothing might not help people in negotiations or confrontations. Red cars are popular targets for thieves. In decorating, red is usually used as an accent. Decorators say that red furniture should be perfect since it will attract attention.

Jacob Lawrence
Self Portrait

The most romantic color, pink, is more tranquilizing. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy.


The color of the sky and the ocean, blue is one of the most popular colors. It causes the opposite reaction as red. Peaceful, tranquil blue causes the body to produce calming chemicals, so it is often used in bedrooms. Blue can also be cold and depressing. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty. People are more productive in blue rooms. Studies show weightlifters are able to handle heavier weights in blue gyms.

Vincent Van Gogh
Starry Night


Currently the most popular decorating color, green symbolizes nature. It is the easiest color on the eye and can improve vision. It is a calming, refreshing color. People waiting to appear on TV sit in "green rooms" to relax. Hospitals often use green because it relaxes patients. Brides in the Middle Ages wore green to symbolize fertility. Dark green is masculine, conservative, and implies wealth. However, seamstresses often refuse to use green thread on the eve of a fashion show for fear it will bring bad luck.

Frida Kahlo
Self Portrait


Cheerful sunny yellow is an attention getter. While it is considered an optimistic color, people lose their tempers more often in yellow rooms, and babies will cry more. It is the most difficult color for the eye to take in, so it can be overpowering if overused. Yellow enhances concentration, hence its use for legal pads. It also speeds metabolism. Yellow makes people hungry, eat quickly and leave. Many fast food restaurant chains use yellow in their interior color scheme.

Self Portrait


The color of royalty, purple connotes luxury, wealth, and sophistication. It is also feminine and romantic. However, because it is rare in nature, purple can appear artificial.

Andy Warhol
Self Portrait
Fun Fact: This painting just sold for $32.5 billion dollars at Sotheby's!


Solid, reliable brown is the color of earth and is abundant in nature. Light brown implies genuineness while dark brown is similar to wood or leather. Brown can also be sad and wistful. Men are more apt to say brown is one of their favorite colors.

Self Portrait

Food for Thought

While blue is one of the most popular colors it is one of the least appetizing. Blue food is rare in nature. Food researchers say that when humans searched for food, they learned to avoid toxic or spoiled objects, which were often blue, black, or purple. When food dyed blue is served to study subjects, they lose appetite.

Green, brown, and red are the most popular food colors. Red is often used in restaurant decorating schemes because it is an appetite stimulant.

by David Johnson

Source: Color Psychology — Infoplease.com http://www.infoplease.com/spot/colors1.html#ixzz10jwCDYBT