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

Tom Mar t in | he lpmybrand.com | 504-383-4410