Post on 07-Nov-2014
description
transcript
Visual & Verbal Palettes
Rabbit? Duck?
Quick, what do you see?
About 50% usually see duck and the other 50% see rabbit. While you can make yourself see the other...
close your eyes, open them, you’ll default to what you saw the first time.
So if a simple, black & white line drawing can have two so dissimilar meanings...
How many meanings can this have...
we need to decode the consumer’s visual & verbal
language BEFORE we begin creating ads versus testing AFTER
discovery versus confirmation research
listen and probe format
non-linear insight derived from 2-step process
combines story telling, mind-mapping and picture sortsinto one approach
our team interviewed 20 consumers to understand the key
concepts that consumers associate with vacations and
vacationing. our interviews yielded distinct imagery and
language common to several themes - relaxation and
escape among them. the team then isolated and explored
these two concepts as they relate to the consumer
experience. the following slides show the process of
developing a visual & verbal palette supporting
communication relevant to relaxation and escape.
relaxation
“take a minute and write down every word, concept or idea that comes to mind when you see this word...
escape
“take a minute and write down every word, concept or idea that comes to mind when you see this word...
“pick all the photos that link to RELAX...
now do the same for ESCAPE...
calm
swimming
vista
breezesummer
soothing
release
white noise
rain
zen
massage
ocean
veg out
television
mindless
trance
peace
cotton
soft
readingsitting
comfort
disconnect
harmony
white
sleep
bells
chimealone
stillhammock
daydream
floating
breathing
solitude
music
relaxation
prisoner
shackles
cubicle
responsibilitypressure
release
getaway
run
freedom
drugs
boredom
break loose
enclosure
confinement
kids
hands tied
worry
careadolescence
alcoholbreakaway
reality
decisions
fly
travel
island
jail
escape
work
escaping:
relaxing:
reality
decisions
confinement
pressure
responsibility
freedom
quiet
calm
massage
still
Escape vacation is about running away from...
Relaxing vacation is about running to something...
Motivations for Escaping
go back one life-point
freedom/control
escape from responsibility
be who I am, not forced to play a role
Motivations for Escaping
while core motivations are the same, the visual & verbal language is anything but...
difference between the language for those with and those without children
30s: dual income, no kids.
language
No boss, no clients, no “do this, do that”. Just a chance to do what Iwant, when I want – to regain a sense of control. A chance to blow offsteam. Throw down. Act like I’m in college. ‘Spring break Carla’comes out. A release from the pressure of work, of being an adult, ofgrowing up. To be irresponsible if I want. A chance to do things I’venever done, have experiences I haven’t had. Freedom. Free to be theperson I am, not the person I have to be. Hang with friends. Meet newpeople. See new places. The cube will still be there on Monday.
language
escaping
images
30s: dual income, with kids.
language
No kids. Me time. Just my husband and me – like it used to be,before all the responsibility. A release from all the pressure, theroutine, the feeling of being a slave to my kids, my calendar and myjob. A chance to do the simple things – read the morning paper, apeaceful cup of coffee, an uninterrupted conversation. A chance tojust lay in bed with my wife – we don’t even have to talk… just enjoyeach other and the quiet. No schedule to follow. Be where I want,when I want. The freedom to do something or nothing – doesn’tmatter… whatever feels right at the moment. I don’t have to be aparent, I don’t have to behave! I can just be me.
language
escaping
images
Motivations for Escaping
go back one life-point
freedom/control
escape from responsibility
be who I am, not forced to play a role
Uses for Visual & Verbal Palettes
advertising development
reality check
reduce/eliminate need/cost of creative testing
input for PR messaging content
segmentation strategy development
pre-design of product or service
sales presentation development