Page 155 - Visual Marketing
P. 155
Eight years later, the company that both moms and kids have • Lunchology just landed a three-
offers more than 1,000 themed with the product, the bags are year nationwide contract with a
bags sets intended to “educate, intentionally designed to continue division of Staples.
entertain and inspire” kids. The to look like a “Mom” hand drew
bags are now carried by upscale the messages: no slick commer- • In a case of bad-news good-
grocery markets and gift retailers cial images here. All messaging news, the lunch bags have
across the United States, includ- is positive, loving, and uplifting, become so popular that imita-
ing Whole Foods. Thomas no meant to build self-esteem and tors have popped up, prompting
longer draws the designs herself. pump up fragile young egos. Lunchology to enforce trade-
As she says, as the business Some messages are educa- mark rights more than once.
grew, she had to start taking off tional, containing small factoids.
hats. Besides, she acknowledges For example, one such factoid Takeaway Tip
that if you want to grow you describes how the microwave
must bring in people who are oven was discovered. The draw- Emotion underpins and informs our buying
more competent than you are at ings are friendly, too, and child- decisions. For some products, emotion is at
certain things. Graphic designer like. The company is introducing the center. Make sure your brand contin-
Kenny Kiernan breathed new life its first four-color lunch bag, but ues to maintain that emotional connection
into her original designs and now until now, all drawings have been and authenticity that attracted your target
creates all new designs. in black (to simulate a pencil or market in the first place. Small details in
pen drawing). your designs—your choice of images, fonts,
Why It Works and colors—convey emotion. Even as you
Success Metrics grow your business and your brand expands,
Lunchology knows its target choose outside design help that shares your
market well: both the moms who • The lunch bags are now carried vision and will extend it, not change it.
buy the bags and the kids who in 1,500 retail outlets across the
clamor for them. To strengthen United States.
the strong emotional connection
IMAGES ARE EVERYWHERE IN THE PHY SIC A L W O R L D 134
