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As we all know design is one of the fundamental elements of any brand. No matter how much more it has than what meets the eyes, it needs to enchant the eye first. It could be the packing, the colors used, the logo design, the patterns used and so much more. All these elements must be coherent and interlinked in a way that they help in defining the brand. It requires a lot of careful thinking while you are creating a brand. You have to study and understand the demographics and psychographics of the targeted audience and design the brand keeping in mind their preferences. At the same time the designs used in the brand are equally important. It can tell if it is a fun brand or a product or service for professionals or is it something for kids or a mature audience. Different design patterns and color combinations are used for different audiences. Every artwork or Design has a certain feel and that certain feel must relate or appeal to the brand consumers or any potential customers. If the target market is the youth, the designer must use funky color combinations to represent the audience. Similarly if your business is focusing on mature customers or wants to maintain a certain corporate image, they need to use more elegant designs and colors. As we change our business strategy from Mass Marketing into Mass Customization, to facilitate our customers better, we find it easier to target all small and distinct groups. It not only caters to different demographics but also to various lifestyles, occasions and mood. This phenomenon is known as hyper segmentation of the consumers which is now very much possible by playing around with the design elements. The design elements are associated very closely to the actual product or service the business is offering. They are more relevant to the brand values and engulf every aspect of the business you are running. It is also, to a great extent, responsible for the Brand Experience of your existing and potential customers. It helps you market different products to various customers keeping all the core brand values same. We have seen different brands and products developed under the same umbrella. That is only possible when you keep the central theme of the company aligned. We have to change with the way these trends and preferences of the customers are changing, and for that we need to learn how to change without making any negative impact on the pre-existing image of the organization.
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