Do you sell lifestyle products or services? Then you need to make sure your design is seductive enough
Companies like Joules, Boden and Cath Kidston all use design to seduce their clients with an aspirational lifestyle. It’s almost as if the product becomes secondary to the complete package that people are buying into. Take a look at any of their marketing and you won’t just find product shots (which are essential in showing how the clothes actually look); you’ll also find ‘lifestyle’ shots. Images of the clothes in situ with just the right accessories and backgrounds.
Take Joules for example. I’d always understood them to be an equestrian clothing brand. Probably quite funky but not for me with my lifestyle at the moment. You could’ve knocked me sideways when I flicked through their catalogue which arrived this evening. Some really beautiful imagery, great clothes (always key -doesn’t matter how great your lifestyle design is if the product’s terrible) and a lifestyle that I could really buy into. I tell you, I was hooked. And this is one of the ways that design can really create desire and help you generate sales.
Fiona Humberstone will be speaking on Branding for Your Business on 30th April. You can find out more about her business at www.guildfordprinting.com.
