How to do marketing design?
I have a buddy Xiaodong, who is a designer. He has been designing for almost ten years and has done almost all kinds of design work. One day, I asked Xiaodong, from packaging design to internet design, for what? Xiaodong replied that the user experience was good.
That's right. Now everyone is talking about user experience, but from the perspective of operators and marketers, the ultimate goal of design is to sell goods. It's no use saying anything if you can't sell it!
I can't design, but I know what kind of design is good.
Now some UI on the market is good, and the plane is good; Some people are not even designers, they should be combiners; The ready-made things of major online websites together become their own things, which I can call pseudo-innovation.
I spent an hour or so telling Xiaodong about the positioning of marketing design and how to make a good marketing design plan.
Taking physical products as an example, I summarized several steps about marketing design:
The first step is to be attractive.
I bought a book, Sense of Participation, written by Li Wanqiang of Xiaomi. No matter what the content of the book is, it is very suitable for marketing design in terms of design.
1, color differentiation;
The book Sense of Participation, the whole book is fluorescent orange. There are all kinds of books on my bookshelf. Every time I see the bookshelf, the first thing I see is the book "Sense of Participation", because of its unique color and eye-catching.
2. Special elements
Let's take the sense of participation as an example. On the cover of this book, three characters are "sense of participation", and then, it is a pattern of a pig flying, which should be known to the general public. This combination of elements can arouse people's interest.
Step 2: Set the temptation.
This is the main factor that determines whether customers buy or not. Some things are hard to sell because the temptation is not strong. How to seduce, I summarized several methods:
1, simple slogan
This requires a copy, not very profound, and can be understood the first time; On the cover of the book "Sense of Participation", there is a sentence "Internal Manual of Xiaomi Word-of-mouth Marketing". No matter what kind of operator you are, you will be curious and have a sense of mystery when you see this sentence. You will want to know what this "internal manual" is. This is temptation.
2. Special feeling
With temptation, it also gives you a feeling. This feeling determines that you have to pay. The author of Sense of Participation is Li Wanqiang; On the cover of the book, the word "Li Wanqiang" was not written directly, but "co-founder" was added, which was awesome. This feeling is, do you want to be as awesome as him? Then buy a book.
The third step is "Heart Anchor" marketing.
In my last article, I introduced that one method of "mind learning" marketing is "heart anchor marketing"; The application of "heart anchor marketing" in design is temptation. How?
1, purchase tips
This purchase hint means to let you continue to buy. There are many skills here, and Xiaomi is very powerful. It is it that strings different products, from learning about Xiaomi to buying other products of Xiaomi, and then from other products to more products. This is a hint.
2. Strong back-end marketing
You must have encountered such a thing, that is, you will see a product, limited purchase or limited purchase, for example, people before 100 will get a thing (who knows exactly how many? ) and will describe this thing as valuable. This is a back-end marketing method.
Xiaodong asked me why I couldn't design and summarize the steps of "marketing design".
The third step is "Heart Anchor" marketing.
In my last article, I introduced that one method of "mind learning" marketing is "heart anchor marketing"; The application of "heart anchor marketing" in design is temptation. How?
Step 3 buy tips
This purchase hint means to let you continue to buy. There are many skills here, and Xiaomi is very powerful. It is it that strings different products, from learning about Xiaomi to buying other products of Xiaomi, and then from other products to more products. This is a hint.
4. Strong back-end marketing
You must have encountered such a thing, that is, you will see a product, limited purchase or limited purchase, for example, people before 100 will get a thing (who knows exactly how many? ) and will describe this thing as valuable. This is a back-end marketing method.