Milton, H.,
1991. Packaging Design. London: The
Design Council.
"Wall paint is a good example of a fashion product. It is relatively cheap, easy to use, and can dramatically change the mood or feel of a home. But people are terrified of it. Colour is one of the most difficult areas of 'lifestyle' to exploit. Despite the ability to choose ties, socks, curtains and carpets, most people lose confidence when faces with decisions about what colour to paint a bare wall." p.30
Dulux are a good example of a brand that has realised the changing confidence in consumers:
"Dulux launched a Natural Whites collection which satisfied the needs of both the white paint users, as well as the 'nervous but would be adventurous if they could guarantee a safe result' audience." p.31
"The Dulux success was the result of the company understanding the insecurities of its target customer, whilst remaining aware that the brand image represented quality, reassurance and safe adventure." p.31
No comments:
Post a Comment