The Role of Marketing and Branding in the Fashion Industry
Design process and practice evaluation
Designing a magazine or a book is practically a great thing but also is a tasking process. When designing a magazine a lot should be considered; these factors include the target market, page layout, cost, quality, color, purpose, fonts and design topography. The magazine will be covering fashion and a host in the marketing and advertisement sphere. I had two lectures about the design process and practice evaluation on good quality zines and creative design portfolio (Dillman, and Christian, 2014).
As a fashion magazine, design is centered on content and advertisement. The advertising battles are fought in the heart. Create a current of sympathy, a lasting bond with the public is the purpose of the ads and any advertising that boasts. Obviously, the end of all business communication is to move to action, create emotional links between the brand and its public that foster a lasting relationship.
Marketing mix professionals are very aware of how the psyche of the public works. Human beings are rational animals; that is, we use the reason to make decisions. Which is true but only in part. The magazine content design should be created to ensure that it covers all the targeted market.
Thus, marketing is a matter of image. The products are basically indistinguishable by their components and technical features: the innovations are soon matched by the competition. Therefore, purchasing decisions are made in an emotional and genuinely human way. Advertising and digital and conventional marketing influence decisively (Doubrovski, Herr,. and Oxman, 2015). Designing the zine should take into consideration the emotional state of a fashion enthusiast who is the intended market.
Many voices have been raised against commercial advertising in a magazine, which is responsible for some of the current social evils: consumerism, human reification, racism, impulsive purchases, sexism or racism, among others.. But, in reality, advertising in a designed magazine offers great benefits to the consumer and society (Kalpakjian, and Schmid, 2014). Above all, it improves the capacity of choice, simplifies the purchasing processes and stimulates commercial innovation. A well designed magazine should cover all the social factors such as the appearance of the zine.
An overview of branding and how it functions within the realms of advertising and marketing
The appearance of brands, advertising communication, digital marketing and other marketing elements allow us to distinguish the magazine from the rest and choose them -or not- with a greater knowledge of their composition, functionality and attributes. Online marketing is also based on this principle: closer links between products -brands- and their potential or real audiences.
Designing the Cover and Inside Pages
Advertising platforms such as Google Adwords or Facebook Ads have empowered advertisers regardless of their size, allowing them to activate perfectly segmented campaigns with very small money investments(Lewis, 2015). In terms of content, the best example is the magazine, the platform that has democratized Content Marketing, offering the possibility for any business to create and publish all the content it needs to achieve its marketing objectives.
Design is not only for the world of art but also for the world in general where politics determines a lot of things. The first is the role of sales in politics. A lot of politics will negatively or positively influence sales levels of the magazine. Designing is essentially a problem solving activity. Inherent bureaucratic structures within an organization designing the magazine will either break or make a magazine.
In designing the magazine, I will look at the art and arrange the type to make the words legible. The type face choice has to go work with the layout, colour scheme, grid and design theme. In this case the magazine will be covering some bits of fashion , thus , the design theme must be in line with the content.
There is no point of perfecting the inside pages of the magazine if the cover cannot attract readers. Thus, the cover must be bold and attention grabbing. Being a fashion magazine, one cannot afford to be shy with the cover designs. Therefore, I plan to put balanced headers, graphic callouts that are simple but yet can draw attention in a subtle way.
The rule to be used in the design of the cover is called the ABC rule, where we shall stick to A heading, a strong B subheading that points out the main article and C a larger selection of subheadings. The photography will definitely be done with a lot of colors to draw the attention of the readers. The magazine has influences from the western world. Some of the feedback that I got from process one include the use of color in the magazine (Sun, and Xu, D., 2016). According to western magazine designers, the most effective designs use color very sparingly, some pop of bold color is more effective than using rainbow bright, and so, for this zine , the use of simple pop of bold color will be very effective because it shouts the loudest. In this case, we shall use hot orange for the cover as a pop up color. Secondly, from the feedback, we have realized that it is good to give a digital look to print layouts with info graphics. This makes the illustration of the articles to be more interesting.
Using Bold Colors and Simple Graphics
The investigation referring to the design constitutes nowadays one of the fundamental subjects of discussion in different sectors. In this paper we present our reflections regarding the trinomial science-research-design. We make a brief analysis about certain facts that show the historical tendency of the academic sector to make design a scientific discipline, and we review the advances so far in terms of methodological proposals for a scientific research in design. We also intend to make an alternative proposal for its classification with the purpose of providing elements for discussion and reflection.
We have organized the discussion around three fundamental questions related to the topic that concerns us: who investigates? How do you investigate? Why do you investigate? As a result of the process we identified three main sectors that carry out research in design: academic, social and industrial or market. Regarding the second question, we found that the for-around model, is currently one of the most accepted paradigms in the world and one of the most appropriate for the realization of our academic activity (Tang, and Herman, 2016). Before starting our discussion it is important to make a brief remembrance about how, from the beginning of design magazine, there has been a marked interest in its connection to science and research.
There were, in our opinion, two aspects that clearly showed an interest in approaching scientific procedures:
The development of design methodologies that sought the systematization of practice and greater objectivity. Some of these methodologies took as a model part of the scientific method. The development of the design in a magazine has motivated the collective reflection and the search of methodological and research alternatives that allow its definitive consolidation as an academic discipline capable of self-construction based on scientific research. For now maybe we can say that, despite its eminently pragmatic nature, design is also a science in construction.
On the other hand, although from a classical view of science, research is conceived as a systematic and rigorous activity that seeks the generation of new knowledge, which is reliable, valid, true and verifiable, we are aware that design is, in itself a complex activity and, therefore, research in this area of ??knowledge is equally complex (Yang, T.,and Jin, 2015.). Finally, regarding the third question, we consider that there are four main reasons why design research is carried out: to build a general scientific theory, to evaluate and explain the impact of design on society and the market, to improve the practice of design and quality of life of users, and to replace tacit knowledge with scientific knowledge in design practice.
References
Dillman, D.A., Smyth, J.D. and Christian, L.M., 2014. Internet, phone, mail, and mixed-mode surveys: the tailored design method. John Wiley & Sons.
Doubrovski, E.L., Tsai, E.Y., Dikovsky, D., Geraedts, J.M., Herr, H. and Oxman, N., 2015. Voxel-based fabrication through material property mapping: A design method for bitmap printing. Computer-Aided Design, 60, pp.3-13.
Kalpakjian, S. and Schmid, S.R., 2014. Manufacturing engineering and technology (p. 913). Upper Saddle River, NJ, USA: Pearson.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475.
Sun, W., Yu, Y., Wang, G., Li, B. and Xu, D., 2016. Design method of adaptive full order observer with or without estimated flux error in speed estimation algorithm. IEEE Transactions on Power Electronics, 31(3), pp.2609-2626.
Tang, J., Gong, G., Su, H., Wu, F. and Herman, C., 2016. Performance evaluation of a novel method of frost prevention and retardation for air source heat pumps using the orthogonal experiment design method. Applied Energy, 169, pp.696-708.
Yang, T., Zhu, J., Wu, X. and Jin, G., 2015. Direct design of freeform surfaces and freeform imaging systems with a point-by-point three-dimensional construction-iteration method. Optics express, 23(8), pp.10233-10246.
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