Even turtles get jealous
Without haste or rush, Boxx is building Berndorf's image based on colors
Boxx builds Berndorf's image on colors without haste and hasteBy Ernst Weber Clear words have a quick effect, calm colors have a deep and long effect. Boxx, Zurich, is therefore taking a whole four years to position the Littau-based table outfitter Berndorf as a quality-conscious company on the market.
The approach is surprising and stands in contrast to the impatience of advertising, which would rather see its goals achieved yesterday than tomorrow: Zurich-based advertising agency Boxx suggested that outfitter Berndorf advertise one product group per year and integrate it into a color-coordinated communication structure.
The concept, which took the client's budget situation into account, was successful. The small agency won the mandate in a pitch in 1999. The product range of the company based in Littau LU includes cutlery, porcelain and glassware for households, hotels and restaurants as well as systems for food distribution in communal catering.
The same harmony should work for all areas
The corporate design developed by Boxx assigns a basic color to each product group, which is used in various harmonious shades. On the one hand, the colors are used to fill the entire surface; on the other hand, the appearance is characterized by photographing the staged product groups in these shades. The appearance also achieves typographic consistency.
There are mainly psychological reasons why the presentation focuses primarily on the colors and only secondarily on the rational campaign content. There is no compelling reason to add a color to the products.
"The colors are emotionally and aesthetically based. The idea is to communicate the same harmony across all areas," says Christoph Stähli, CD at Boxx. In addition, the color scheme has unmistakable metalogical traits.
Colors can scream, so they are not mute
Just as the individual colors flow into one another in a rainbow, the colors in the Berndorf presentation delimit the individual product groups and simultaneously cancel them out. The result is the image of an organic product range consisting of autonomous parts of equal value. An inner cohesion is symbolized, and therefore a consistent level of quality awareness in all divisions. This statement is additionally supported by the clarity of the layout. It also gives the viewer the impression that the manufacturer takes particular care with its products.
The interplay of the generally bright colors, the balanced, in no way overloaded layout and the relaxed manner of the argumentation (" with this longevity") also gives the impression that one is dealing with a friendly and open company.
This impression is reinforced by the fact that the image has developed over a period of around three years. This development was not disrupted by campaigns that changed at short notice and tried to communicate the same content in different ways again and again. The customer has been able to watch the image grow, so to speak.
Gebhard Arnold, Head of Marketing at Berndorf, confirms that the company's presence is actually helping it to achieve its goals. "Over the past few years, we have been able to penetrate additional sales channels and we are now the No. 1 in Switzerland for cutlery."
Color images leave deeper traces in the memory
The approach is surprising and stands in contrast to the impatience of advertising, which would rather see its goals achieved yesterday than tomorrow: Zurich-based advertising agency Boxx suggested that outfitter Berndorf advertise one product group per year and integrate it into a color-coordinated communication structure.
The concept, which took the client's budget situation into account, was successful. The small agency won the mandate in a pitch in 1999. The product range of the company based in Littau LU includes cutlery, porcelain and glassware for households, hotels and restaurants as well as systems for food distribution in communal catering.
The same harmony should work for all areas
The corporate design developed by Boxx assigns a basic color to each product group, which is used in various harmonious shades. On the one hand, the colors are used to fill the entire surface; on the other hand, the appearance is characterized by photographing the staged product groups in these shades. The appearance also achieves typographic consistency.
There are mainly psychological reasons why the presentation focuses primarily on the colors and only secondarily on the rational campaign content. There is no compelling reason to add a color to the products.
"The colors are emotionally and aesthetically based. The idea is to communicate the same harmony across all areas," says Christoph Stähli, CD at Boxx. In addition, the color scheme has unmistakable metalogical traits.
Colors can scream, so they are not mute
Just as the individual colors flow into one another in a rainbow, the colors in the Berndorf presentation delimit the individual product groups and simultaneously cancel them out. The result is the image of an organic product range consisting of autonomous parts of equal value. An inner cohesion is symbolized, and therefore a consistent level of quality awareness in all divisions. This statement is additionally supported by the clarity of the layout. It also gives the viewer the impression that the manufacturer takes particular care with its products.
The interplay of the generally bright colors, the balanced, in no way overloaded layout and the relaxed manner of the argumentation (" with this longevity") also gives the impression that one is dealing with a friendly and open company.
This impression is reinforced by the fact that the image has developed over a period of around three years. This development was not disrupted by campaigns that changed at short notice and tried to communicate the same content in different ways again and again. The customer has been able to watch the image grow, so to speak.
Gebhard Arnold, Head of Marketing at Berndorf, confirms that the company's presence is actually helping it to achieve its goals. "Over the past few years, we have been able to penetrate additional sales channels and we are now the No. 1 in Switzerland for cutlery."
Color images leave deeper traces in the memory
Scientists Felix Wichmann from the Max Planck Institute for Biological Cybernetics in Tübingen and Karl Gegenfurtner, Professor at Justus Liebig University in Giessen, have demonstrated in a series of experiments that people remember images of natural scenes better if they are in color. However, the higher memory performance only occurred with motifs that had not been altered in color. The test subjects did not remember false color images any better than black and white images (ew).
