Momwe Mungasankhire Mitundu ya Brand: Buku Lonse Lotsogolera

Kusankha mitundu ya kampani yanu ndi chimodzi mwa zisankho zofunika kwambiri zomwe mungapange pa bizinesi yanu. Ndi kusiyana pakati pa kuoneka ngati kampani yogulitsa zinthu zapamwamba kwambiri kapena kampani yogulitsa zinthu yaubwenzi komanso yothandiza anthu okhala m'dera lanu. Sayansi imatsimikiziranso izi: mtundu nthawi zambiri ndi chinthu choyamba chomwe ogula amazindikira, chomwe chimakhudza 90% za chiweruzo chawo choyamba cha chinthu.

Koma kodi mungapitirire bwanji kupitirira "Ndimakonda buluu" kupita ku njira yomwe imasinthadi?

Mu bukhuli, tikuchotsa zomwe tikuganizira. Tidzayang'ana kwambiri zamaganizo omwe ali kumbuyo kwa mitundu yosiyanasiyana, kufufuza mbali yaukadaulo ya chiphunzitso cha mitundu, ndikupereka njira yopangira mtundu womwe umakhudza omvera anu komanso womwe umawakumbukira.

Chifukwa Chake Mitundu Yanu Ya Brand Ndi Yofunika Kwambiri Kuposa Momwe Mumaganizira

Kusankha mtundu wa zinthu nthawi zambiri kumaonedwa ngati ntchito yolenga chabe, koma ndi chimodzi mwa zisankho zofunika kwambiri pa bizinesi zomwe mungapange. Kafukufuku nthawi zonse amasonyeza kuti mtundu ungakhudze chisankho cha kasitomala chogula zinthu.

Injini Yoyamba Kujambula Chithunzi

Muli ndi gawo limodzi lokha la sekondi kuti mujambule chitsogozo. Utoto umakhudza mpaka 90% ya malingaliro oyamba amenewoChodabwitsa kwambiri n'chakuti, kugwiritsa ntchito mitundu yofanana kungapangitse kuti mtundu uzizindikirike ndi anthu ambiri mpaka kufika pa 80%Anthu akaona mtundu wa “UPS Brown” kapena “T-Mobile Magenta,” amadziwa bwino amene akulankhula nawo asanawerenge mutu uliwonse.

Njira Yachidule Yokhudza Maganizo

Mitundu imagwira ntchito ngati "njira yofulumira" yodziwikiratu ku ubongo. Imafotokozera umunthu wa kampani yanu—kaya muli ndi mphamvu zambiri, odalirika, kapena apamwamba—kale kwambiri wogwiritsa ntchito asanayambe kugwiritsa ntchito kopi yanu. Komabe, mtengo wolakwika ndi wokwera; mtundu wolakwika ukhoza kuthamangitsa omvera anu mwachisawawa mwa kupanga "kumverera kwa m'mimba" kuti kampani yanu si yoyenera zosowa zawo.

Kumvetsetsa Psychology ya Mitundu: Maziko

Psychology yamitundu ndi phunziro la momwe mitundu yosiyanasiyana imayankhira maganizo ndi mitsempha. Tikawona mitundu ina, ubongo wathu umatulutsa mankhwala omwe amakhudza momwe timamvera komanso momwe timaonera zinthu.

Kuzindikira Koyenera

"Msuzi wachinsinsi" wa chizindikiro sikuti kungosankha mtundu "wabwino" basi—ndi kusankha mtundu zoyenera chimodzi. Mwachitsanzo, kampani yomanga yolimba yomwe imagwiritsa ntchito pinki yofewa yofiirira ingaoneke ngati "yosasangalatsa" kwa ogula, osati chifukwa chakuti pinki ndi mtundu woipa, koma chifukwa chakuti sikugwirizana ndi mtundu wa makampani.

Udindo wa Nkhani

Palibe mtundu "woyenera" womwe umapezeka padziko lonse lapansi. Ngakhale kuti buluu nthawi zambiri umagwirizanitsidwa ndi bata, ukhozanso kumveka wozizira kapena wokhumudwitsa kutengera mtundu ndi omvera. Nkhani, miyezo yamakampani, ndi chikhalidwe ndi njira zomwe mitundu yanu idzaweruzidwira.

Zimene Mtundu Uliwonse Ukunena Zokhudza Mtundu Wanu

mtundu	Malingaliro ndi Makhalidwe Odziwika	Common Industries	zitsanzo
Red	Chilakolako, Kufulumira, Chisangalalo, Njala	Chakudya, Malonda, Magalimoto, Ukadaulo (Woganizira zochita)	Netflix, Coca-Cola, Tesla
Blue	Kudalira, Kukhazikika, Malingaliro, Kudekha	Zachuma, Ukadaulo, Zaumoyo, Inshuwalansi	Visa, PayPal, Samsung
Green	Kukula, Chilengedwe, Thanzi, Kutsopano	Kukhazikika, Ubwino, Zachuma, Malo ndi Nyumba	Starbucks, Zakudya Zonse, Shopify
Yellow	Chiyembekezo, Chimwemwe, Chenjezo, Kumveka Bwino	Chakudya Chachangu, Kayendetsedwe ka Zinthu, Mphamvu, Maphunziro	McDonald's, DHL, Nikon
lalanje	Kusewera, Ubwenzi, Mphamvu, Mtengo	Malonda apaintaneti, Zogulitsa za Ana, Zosangalatsa	Amazon, Nickelodeon, Fanta
wofiirira	Zapamwamba, Zachinsinsi, Luso, Nzeru	Kukongola, Ukadaulo Wapamwamba, Zauzimu, Kapangidwe	Cadbury, Twitch, Hallmark
Black	Kukongola, Ulamuliro, Mphamvu, Ulemu	Mafashoni Apamwamba, Magalimoto, Premium Zamakono	Chanel, Nike, Apple
White	Chiyero, Kusavuta, Zamakono, Malo	Kusinthasintha, Ubwino, Ukadaulo, Kusinthasintha Kwambiri	Tesla (Yachiwiri), Apple, Glossier
Brown	Wokongola, Wodalirika, Wolimba, Wotonthoza	Kunja, Khofi, Katundu Wopangidwa ndi Manja, Kutumiza	UPS, Timberland, Nespresso
Kutha	Zamakono, Machiritso, Kumveka Bwino, Kukhazikika	SaaS ya digito, Ukadaulo Wazaumoyo, Kukhazikika	BrandCloud, Siemens, Canva

Kodi Mungasankhe Bwanji Mitundu ya Brand Yanu? – Njira yotsatizana

Mukasankha mitundu ya kampani yanu, njira yonseyi ingamveke yosamveka bwino. Koma pali njira yomwe mungagwiritse ntchito posankha mitundu yoyenera kampani yanu. Tiyeni tikambirane pang'onopang'ono.

Gawo 1: Yambani ndi Khalidwe Lanu la Brand

Musanayang'ane ma swatches, muyenera kufotokoza dzina lanu ngati munthu. Kodi ndi pulofesa wodziwa bwino ntchito yake mu suti kapena wothamanga wamphamvu kwambiri mu zovala za neon?

Ndondomeko ya Mafunso Asanu ndi Limodzi

Kuti muchepetse izi, dzifunseni kuti:

1. Kodi ndi wachinyamata kapena wokhwima?
2. Kodi ndi malo apamwamba kapena opezeka mosavuta?
3. Kodi ndi yakale kapena yamakono?
4. Kodi ndi nkhani yaikulu kapena yoseketsa?
5. Kodi imagwira ntchito kwa omvera omwe kampani yanu imawasamalira?
6. Kodi chikhalidwe chanu chili choyenera kwa anthu omwe mukufuna kuwadziwa?

Ovomereza Tip: Mtundu womwe mumakonda kwambiri suli wofunikira apa. Mukupangira chida cha omvera anu, osati chovala chanu. Sankhani mawu 5 ofotokozera (monga, Wolimba Mtima, Watsopano, Wodalirika, Wosavuta, Woyera) ndipo muzigwiritsa ntchito kusefa mtundu uliwonse womwe mungasankhe.

Chizindikiro 2:

• Age: Omvera achinyamata nthawi zambiri amakonda mitundu yowala kwambiri. Omvera achikulire nthawi zambiri amakonda mitundu yofewa, yofewa, kapena yachikhalidwe.
• Chikhalidwe: M'misika ya Kumadzulo, zofiira zingatanthauze "ngozi," koma ku China, zimayimira mwayi ndi chikondwerero. Kumadzulo, zoyera ndi zaukwati; m'zikhalidwe zina za Kum'mawa, ndi mtundu wa maliro. Nkhani ya chikhalidwe singathe kukambidwanso.

Gawo 2: Kumvetsetsa Mawu Okhudza Mitundu

Kuti mtundu wanu uzioneka waluso, muyenera kumvetsetsa njira ziwiri zazikulu zomwe "timasinthira" mtundu kuti ugwirizane ndi mawonekedwe enaake.

1. “Zotsetsereka” za Mitundu Itatu.

Mtundu uliwonse womwe muwona pazenera kapena chinthu chilichonse umapangidwa ndi zinthu zitatu. Kusintha chimodzi chokha kungasinthe kwambiri umunthu wa kampani yanu:

• Hue ("Dzina"): Uwu ndi mtundu woyambira, monga Wofiira, Wabuluu, kapena Wobiriwira. Ndi "adilesi" yomwe ili pa gudumu la mitundu.
• Kukhuta ("Voliyumu"): Taganizirani izi ngati mphamvu. Kuchuluka kwa kuwala ndi chizindikiro cha neon—ndi phokoso ndipo kumafuna chisamaliro. Kuchepa kwa kuwala ndi duwa la fumbi kapena imvi—ndi chete, bata, komanso akatswiri.
• Mtengo ("Kuwala"): Umu ndi momwe zoyera kapena zakuda zilili mumsanganizowu. Mtengo wapamwamba ndi wowala (ngati thambo la dzuwa); mtengo wotsika ndi wakuda (ngati nyanja yakuya).

2. Zosintha za "Maganizo"

Mukapeza mtundu wanu woyambira, mumagwiritsa ntchito njira zitatu izi kuti "zigwirizane" ndi mawu a kampani yanu:

• Ma Tint (Mtundu + Woyera): Kuyika zoyera kumapanga ma pastel. Izi zimamveka bwino, zamtendere, komanso zofikirika mosavuta. Zabwino kwambiri pa thanzi labwino kapena ma brand a ana.
• Mithunzi (Mtundu + Wakuda): Kuyika zakuda kumapanga mitundu yozama komanso yowala. Izi zimamveka zamphamvu, zodabwitsa, komanso zapamwamba. Zabwino kwambiri pamagalimoto apamwamba kapena premium ulonda.
• Ma Toni (Mtundu + Imvi): Kuwonjezera "mite" ya imvi kumachititsa kuti utotowo uwoneke wosavuta komanso wosasangalatsa kwenikweni. Makampani ambiri amakono aukadaulo amagwiritsa ntchito mitundu chifukwa ndi yosavuta kuwoneka.

Chifukwa Chake Izi Zikufunika Pabizinesi Yanu

Kupatula kungowoneka bwino, kudziwa bwino zinthu izi ndikofunikira kwambiri kuti kampani yanu ipambane.

• Choyamba, zimatsimikizira kuwerenga ndi kupezeka mosavuta; posankha mitundu yokhala ndi "Mitengo" yosiyana, mumaonetsetsa kuti mawu anu akuwonekera kumbuyo kuti aliyense athe kuwerenga uthenga wanu.
• Chachiwiri, chimatsimikizira kusasinthasintha m'mbali zonse. Popeza ma screen ndi ma printer amajambula mitundu yosiyanasiyana, kudziwa mawu awa kumakuthandizani kumasulira "buluu wanu wa digito" kukhala "buluu wosindikizidwa" popanda kuwoneka "wopanda pake."
• Pomaliza, zimapanga olamulira owoneka bwino, zomwe zimakulolani kugwiritsa ntchito mtundu wanu "Wokhuta" kwambiri kuti ukhale ngati chowunikira, mwachibadwa kutsogolera maso a kasitomala wanu ku batani lanu la "Gulani Tsopano".

Gawo 3: Kusankha mitundu yoyenera

Tsopano popeza mwadziwa mtundu woyambirira wa kampani yanu, sitepe yotsatira ndikupeza mitundu yoyenera. Ndipo pali sayansi yosankha mitundu imeneyo, ndipo nayi ina mwa iyo:

• Monochromatic (Njira Yokhala ndi Mtundu Umodzi): Izi zimagwiritsa ntchito njira zosiyanasiyana mitundu, mithunzi, ndi mitundu ya mtundu umodzi. Ndi chisankho chabwino kwambiri cha mawonekedwe oyera, ochepa, komanso ogwirizana kwambiri omwe amamveka "okonzedwa bwino" kwambiri.
• Mofanana (Oyandikana Nawo): Izi zimaphatikizapo kusankha mitundu iwiri mpaka inayi yomwe imakhala moyandikana pa gudumu la mitundu (monga, Yachikasu, Yachikasu-Lalanje, ndi Lalanje). Zimapanga mawonekedwe osagwirizana komanso ogwirizana omwe nthawi zambiri amapezeka m'chilengedwe.
• Zowonjezera (Awiri Amphamvu): Izi zimagwirizanitsa mitundu iwiri yosiyana mbali zonse za gudumu (monga Buluu ndi Lalanje). Izi zimapangitsa kuti mitunduyo iwoneke yowala kwambiri komanso zinthu zothandiza kuti "ziwoneke bwino".
• Gawani-Zowonjezera (The Balanced Trio): Mumatenga mtundu woyambira ndikuuphatikiza ndi mitundu iwiriyi pafupi ndi Mosiyana ndi zimenezi, imapereka mphamvu zambiri ngati mtundu wina wa palette koma n'zosavuta kulinganiza komanso sizimaoneka ngati zankhanza m'maso.
• Triadic (The Triangle): Izi zimagwiritsa ntchito mitundu itatu yozungulira gudumu mofanana (monga, Yofiira, Yachikasu, ndi Yabuluu). Ndi yolimba komanso yokongola, zomwe zimapangitsa kuti ikhale yokondedwa ndi makampani a ana kapena makampani atsopano amphamvu kwambiri.
• Tetradic (Yowonjezera Kawiri): Izi zimagwiritsa ntchito mitundu inayi yokonzedwa m'magawo awiri ogwirizana (kupanga rectangle pa gudumu). Iyi ndi njira yovuta kwambiri yophunzirira, koma imapereka mitundu yosiyanasiyana ya zinthu zosiyanasiyana zamakampani.

Chifukwa Chake Njira Izi Ndi Zofunika Posankha Mtundu

Kutsatira njira izi ndikofunikira chifukwa zimapereka "nzeru" pa mawonekedwe a kampani yanu, zomwe zimapangitsa kuti kapangidwe kanu kasawoneke kodzaza kapena mwangozi.

Mukasankha mgwirizano winawake, mukutsimikiza kuti:

• kukhazikika kwamaso, zomwe zimapangitsa kuti omvera anu azikhulupirirana—mitundu yosiyanasiyana nthawi zambiri imayambitsa kumverera kosazindikira kwa “kusakhala akatswiri” kapena chisokonezo.
• kusiyanitsa mwadalaMwachitsanzo, kugwiritsa ntchito batani lowonjezera kumatsimikizira kuti batani lanu la "Gulani Tsopano" ndi losatheka kuphonya ngakhale lili ndi mawonekedwe ake.
• Chimango chosinthasintha chomwe chimasunga kulandira chizindikiro m'mapulatifomu osiyanasiyana, kuonetsetsa kuti kaya wina akuwona logo yanu patsamba loyera kapena bokosi lakuda lotumizira, mitunduyo nthawi zonse imamveka ngati ya banja limodzi.

Gawo 4: Pangani Mtundu Wanu wa Palette Moyenera

Mtundu wa akatswiri nthawi zambiri umakhala ndi mtundu woyamba, mtundu wachiwiri, ndi mtundu wosiyana kwambiri, ndipo umu ndi momwe mungachitire pangani mtundu wanu wokongola.

Lamulo la 60-30-10

Kuti mukwaniritse mgwirizano wa maso, tsatirani chiŵerengero cha kapangidwe kake kakale:

• Mtundu Wotchuka wa 60%: Kawirikawiri mtundu wa mtundu wanu waukulu ndi wosalowerera kapena mtundu wanu.
• Mtundu Wachiwiri wa 30%: Imathandizira mtundu waukulu.
• Mtundu wa 10% wa Accent: Amagwiritsidwa ntchito pa mabatani a Call-to-Action (CTA) ndi makiyi ofunikira.

Zida ndi Kufikika

Gwiritsani ntchito zida ngati Mtundu wa Adobe, Ozizirakapena Icy kuti mupeze zosakaniza zogwirizana. Chofunika kwambiri, yang'anani kupezekaOnetsetsani kuti kusiyana kwanu kwa malemba ndi maziko kukugwirizana Malangizo a WCAG (osachepera 4.5:1) kotero ogwiritsa ntchito omwe ali ndi vuto la kuwona akhozabe kulumikizana ndi kampani yanu.

Gawo 5: Yesani Mitundu Yanu Musanalowe Zonse

Mtundu womwe umawoneka bwino pa chowunikira chanu ungawoneke woipa kwambiri pa bokosi la makatoni kapena khadi la bizinesi losawoneka bwino.

1. Kuyesa Kwachindunji: Sewerani mitundu yanu pa matailosi a malo ochezera a pa Intaneti, mitu ya mawebusayiti, ndi ma phukusi enieni.
2. Kuyesa kwa A/B: Yendetsani malonda awiri a pa malo ochezera a pa Intaneti okhala ndi mitundu yosiyanasiyana ndipo muwone kuti ndi liti lomwe limadina zambiri.
3. "Kuyang'ana Vibe": Onetsani anthu omwe ali mu gulu lanu la anthu ndipo muwafunse mawu atatu omwe amabwera m'maganizo mwawo. Ngati akunena kuti "zosasangalatsa" pomwe inu mukufuna "zamtendere," bwererani ku bolodi lojambulira.
4. Kafukufuku wopikisana nawo: Onani zomwe opikisana nawo akuchita. Iyi ndi njira yosavuta yodziwira ngati mukuyenda bwino.

Gawo 6: Tsekani ndi Buku Lotsogolera Mtundu

Kusasinthasintha ndi komwe kumasintha mtundu kukhala "katundu wa kampani." Mukasankha mitundu yanu, ilembeni mu Maupangiri Oyambira.

Zoti Muphatikizepo:

• Makhodi a HEX: Kugwiritsa ntchito pa intaneti.
• RGB/CMYK: Za zojambulira za digito ndi kusindikiza kwaukadaulo.
• Malamulo Ogwiritsa Ntchito: Ndi mitundu iti yomwe imayikidwa pa maziko ati? Ndi mtundu uti womwe umasungidwa kuti ugwiritsidwe ntchito ndi mabatani?

Izi zikutsimikizira kuti mtundu wanu umawoneka chimodzimodzi pazenera la mafoni ku London monga momwe umaonekera pa chikwangwani ku Sydney.

Cholinga chachikulu cha kalozera wa kalembedwe ndi kukwaniritsa kusinthasintha kwakukuluPopanda kampani yanu, dzina lanu la kampani lidzayamba "kuchepa" pang'onopang'ono pamene anthu osiyanasiyana akupanga zisankho zawozawo, zomwe zimapangitsa kuti pakhale chithunzi chosokonekera chomwe chimasokoneza makasitomala.

Buku lotsogolera lolimba limateteza chizindikiro cha malonda poonetsetsa kuti mfundo iliyonse yokhudza nkhaniyi—kuyambira pa Nkhani ya Instagram mpaka pa lipoti la PDF la masamba 50—ikumveka ngati ikuchokera kwa munthu yemweyo. Imagwiranso ntchito ngati njira yaikulu yopezera zambiri. chida chogwirira ntchito bwinoM'malo mokambirana zilembo zomwe mungagwiritse ntchito pa ntchito iliyonse yatsopano, gulu lanu likhoza kungoyang'ana buku la malangizo ndikuyamba kugwira ntchito. Pomaliza pake, kalozera wa kalembedwe amasintha logo ndi mitundu ina kukhala yodziwika bwino komanso yodziwika bwino. dongosolo la mtundu zomwe zimalimbitsa chidaliro cha nthawi yayitali ndi omvera anu.

Zitsanzo Zenizeni za Mtundu

Kuti tiwone chiphunzitso cha mitundu chikugwira ntchito, titha kuwona zimphona zapadziko lonse lapansi zomwe zagwiritsa ntchito "zotsetsereka" za mtundu, kukhuta, ndi phindu kuti zipeze malo okhazikika m'malingaliro athu.

1. Tiffany & Co. (Mphamvu ya Mtundu Wosasinthika)

Tiffany & Co. sanasankhe mtundu wokha; kwenikweni "ali ndi" mtundu winawake wa Robin's Egg Blue, womwe ndi gawo la buluu mtundu phale.

• Njira: Amagwiritsa ntchito njira yapadera Sintha wa turquoise (tsopano Pantone 1837 mwalamulo).
• Chotsatira: Popeza mtundu uwu umagwiritsidwa ntchito nthawi zonse pamapaketi onse (“Blue Box” yotchuka), mtunduwo wakhala wofanana ndi moyo wapamwamba, ukwati, komanso kudzipatula. Ngakhale popanda chizindikiro, kuona mtundu wa buluuwo kumayambitsa "kutchuka" m'maganizo.

2. McDonald's (Chakudya Chowonjezera cha "High-Volume")

McDonald's imagwiritsa ntchito chakudya chachikale Zowonjezera- chithunzi chapafupi cha Red ndi Yellow, chomwe chili ndi mbali zina za utoto wa mitundu ya nthawi yophukira.

• Njira: Amagwiritsa ntchito madzi okhuta kwambiri Red kuyambitsa chilakolako ndi changu, pamodzi ndi mtengo wapatali Yellow zimenezo zikuyimira chisangalalo ndi liwiro.
• Chotsatira: Kuphatikiza kumeneku ndi "kwamphamvu kwambiri." Kwapangidwa kuti kuwonekere kuchokera pamtunda wautali pa msewu waukulu ndikulimbikitsa anthu ambiri kusintha zinthu (mumadya mwachangu ndikupita patsogolo). Ndi muyezo wabwino kwambiri wa "kugulitsa mwachangu".

Chifukwa Chake Zosankha Izi Zinagwira Ntchito

• Kugwirizana kwa Maganizo: Mtundu uliwonse unasankha mtundu wogwirizana ndi kumverera Iwo ankafuna kukumbutsa (monga Tiffany = Luxury, McDonald's = Speed).
• Chinthu cha "Pop": Iwo ankagwiritsa ntchito machulukitsidwe kuti awonekere bwino m'malo awo enieni—kaya ndi malo ogulitsira ambiri kapena msewu wodzaza anthu.
• Chikhalidwe: Iwo ankalemekeza "matanthauzo" a mitundu (monga Green pofuna kukula kapena Red pofuna kuchitapo kanthu) kuti apewe kufunika kofotokoza zinthu kwa nthawi yayitali.

Kutsiliza

Kusankha mitundu ya kampani yanu ndi njira yokhazikika, osati ntchito ya kamodzi kokha. Mtundu woyenera umagwira ntchito ngati mlatho wokhudza mtima pakati pa inu ndi kasitomala wanu, zomwe zimapangitsa kuti azikudalirani komanso kuzindikirika nthawi iliyonse akamaona. Mwa kutsatira njira iyi ya masitepe asanu ndi limodzi—kuyambira pa zamaganizo mpaka pa kalembedwe komaliza—mumaonetsetsa kuti kampani yanu sikuwoneka bwino kokha, koma imagwira ntchito bwino.

Ibibazo