How do brands do well in visual merchandising?

How do brands do well in visual merchandising?

Recently, the posters of McDonald's have become popular again. A group of posters featuring McDonald's logo "M" skillfully combine various products of McDonald's with ingredients through different forms of arrangement and combination, which are not only good-looking but also delicious.

This is not the first time McDonald's has played LOGO, the Vietnamese version of Nocturnal Animals series posters. Through the partial display of LOGO, people can "guess animals" while their forefinger moves, and the novel gameplay makes social networks explode.

Why can McDonald's posters be screened every time? Simply put-interesting enough.

In Generation Z, people are willing to pay for creativity, which is why big brands are becoming more and more "idle". Brands need to pursue public preferences, and the public is willing to pay for the brand premium generated by brand design.

1. Behind the price increase of hi-tea: brand premium brought by visual strategy

The post-epidemic generation, with the "rise" of Haidilao and Xibei, still feel at ease in the context of the apology of the catering industry for price reduction.

The price increase of hi-tea can be accepted by the public, and the brand visual upgrade has contributed. At the beginning of April, Xicha exploded the circle of friends with modern and retro posters. Countless Z-generation girls rushed to posters and new packaging, eager to buy another cup of tea.

This is not the first time that Xicha has played "retro". For Xicha, the retro style of the Republic of China, the ancient paintings outlined by meticulous brushwork and the ancient paintings used in real scenes are all handy. Printing newspapers in Shanghai is enough to refresh the aesthetics of Chinese people once again.

Similarly, offline experience stores are packaged as "Apple Style" Wei Long spicy strips. By upgrading the visual image of the brand, we can change the impression that spicy strips are cheap in people's minds and create space for brand premium.

2. Oreo x Supreme, challenging brand cross-border gameplay

Supreme can be said to be the brand's fashion panacea.

A white t, printed with Supreme, can be worth a hundred times, and the demand is in short supply. A piece of Oreo biscuit with Supreme printed on it can make fashionista Edison Chen outspoken, and it has been dubbed Supreme's most cost-effective neighborhood at the price of 56 yuan.

For enterprises, cross-border gameplay is a fashion booster, which can help enterprises achieve "wall-breaking" marketing: breaking the original audience barriers and realizing brand cross-border, on the one hand, it can expand the audience, on the other hand, it can also create marketing topics and realize a new round of brand exposure.

In cross-border marketing, brands can choose brands different from themselves. In particular, cross-border cooperation between traditional well-known brands and young online celebrity brands will create more topics for brands and achieve a win-win situation.

3. Brand story: establishing emotional connection with consumers

Brand design has many forms of expression, such as telling stories with packaging.

Recently, Japanese chocolate brand Kit Kat launched a series of packaging with the theme of "めかくし", which adopted a packaging design similar to a blind box: different flavors were packaged into stories, and only illustrations were provided for the public to choose.

The brand packaging strategy of storytelling is an attempt and an innovation. It uses ingenious design to establish emotional connection with the public, so as to achieve the effect of brand * * *.

Different enterprises have different brand design strategies. For enterprises, brand design, drawing inspiration from art head enterprises, can inject some different fashion elements into the brand. In marketing activities, brands can also carry out joint marketing to give the public a bright feeling in the form of "old wine in new bottles".