Just when you thought you had PR figured out, there’s more.
Today in class, Professor Childs showed us the “how-to” guide to creating a consistent image and making sure that no one else could steal it. PR isn’t just showing everything you have, there’s an art of secrecy and protectiveness of your image.
There is so much that goes into creating a look: color pallet, design, brand name, word choice, tone of message, font choice, etc. You have to make an image that is dependable and recognizable. You have to give your look a personality and make sure that no one else tries to create that same personality.
For example, HP’s slogan is “HP. Invent.” This is the starting point for their brand image. The booklet that they have for their rules is thick! Little details are all part of pulling in their targeted audience. If their message was toward a young, inventive audience, but their design principles were crowded, messy, and cursive, they would be inconsistent with their message. A young, fresh, bold look with simple lines and easy reading speaks to the targeted audience they’re looking for. And the green background is a great choice because it represents going green, creativity, and gives them something to be known for.