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Branded merchandise isn’t just a ‘nice-to-have’, it’s a powerful marketing tool that embodies your brand’s ethos and serves as a lasting ambassador. Its longevity can raise awareness of your brand for years to come. The key to making it truly impactful? Thoughtful design. A well-crafted design not only resonates with your audience but also captures your brand’s essence and communicates your message with clarity and purpose.
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For many years, traditional marketing such as billboards and radio ads dominated advertising. As consumer behaviour began to evolve with changes to technology, so did the way brands began to market to their audiences.
The rise of social media and internet usage has enabled a democracy within consumerism, opening new avenues for conversations between brands and consumers. And so, the shift from traditional advertising to experiential branding began. Brands now focus on creating immersive, memorable experiences rather than just broadcasting messages to their target audience.
One of the most effective ways to create a memorable experience for consumers is through well designed branded merchandise. When executed correctly, branded merchandise has the potential to build brand loyalty by consistently placing your brand in front of your customers. An example of this is Starbucks use of merchandise, such as reusable cups. case study on the effectiveness of branded merch in customer engagement.
Thoughtfully designed merchandise reinforces brand identity, builds brand loyalty and creates recognition. A cohesive aesthetic that aligns with brand colours, typography and messaging makes merchandise easily recognisable, while unique designs ensure people associate the brand with innovation and style.
When planning your merchandise design, it is important to delve into the psychology of perception. Let’s look at this in a little more detail.
Aligning your merchandise with your brand’s personality is key to reinforcing your message and values. For instance, if you run an eco-friendly business committed to sustainability, choosing organic T-shirts as branded merchandise can effectively portray your dedication to the planet. Taking this a step further and incorporating colours such as green into your design can psychologically portray nature and growth, strengthening your message. By combining sustainable materials with thoughtful colour choices, your merchandise can serve as a tangible representation of your commitment to the environment.
Every typography style and font weight carries inherent associations that influence perception, making it a powerful tool in design. When partnering with a graphic designer, ensure they are able to strategically leverage these elements to create typography that conveys subtle yet impactful messages.
Effective font pairing enhances readability, reinforces brand identity and communicates emotions on an unconscious level, shaping how audiences interpret and engage with the design.
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Design layouts and the psychology behind placement of text and imagery should also influence your merchandise design. Consider readability, size and scale to place more emphasis on your chosen areas, and the use of bold or contrasting colours to emphasise areas of your design.
Your chosen colours, typography and layout should come together to create a thoughtful design that will strategically appeal to your chosen audience. By investing time in all of these design elements, you will help to build a consistent visual identity for your merchandise that will help to strengthen your brand recall.
Aligning your brand’s message into the design of your merchandise garments and accessories requires strategic design choices. Opting for high quality items will encourage customers to use them frequently, and for a long period of time, turning your customers into brand ambassadors.
As previously mentioned, the design of your merchandise will play an integral role in how well your brand message is communicated.
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One example of brands integrating design into their merchandise is The North Face’ collaboration with Gucci. Why did it work? The brands came together and designed bold logo placements and unique patterns to reinforce their brand identities in a unique, collectable way.
Consumers’ desire for sustainable clothing is continually growing, which bodes an opportunity for brands looking to create lasting impressions with their merchandise.
Producing merchandise that is made from sustainable materials not only shows your commitment to the cause, but will also help to convey an important message to your audience, leaving a long lasting impression. Typically, merchandise garments made from recycled or organic materials are durable, high quality and will have a longer lifestyle compared to those created using conventional materials containing synthetic fibers.
Investing in higher quality materials may result in a higher upfront cost for your business, but the merchandise is likely to hold longevity, meaning it can become a marketing tool that raises awareness of your brand for years to come. A benefit that will likely outweigh the increased cost of investing in premium materials.
An example of a brand who has invested in sustainable merchandise is Patagonia. The brand invests in merchandise that reflects their sustainability values, and in turn, has increased their customer loyalty.
Branded merchandise acts as an extension of your brand. Therefore, it is imperative that your audience connect with it to ensure it is successful. Every step of production should be strategically planned, ensuring the final products align with your brand identity, perfectly. Let’s discuss the key steps of developing your merchandise.
As technology advances and consumer preferences shift, brands must evolve to keep up with changing trends such as innovation and sustainability, ensuring merchandise products stay relevant and at the forefront of consumer’s minds.
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As branded merchandise evolves, the need for thoughtful design is what remains static. Whether through AR-enabled interactions, personalised garments, or exclusive drops, the most successful merchandise showcases a design that the audience can connect with in an emotional way.
Every element of design plays an integral role in shaping consumer perception of merchandise. From the colours used and typography to material selection, everything must align with your brand’s identity. When executed correctly, well-designed merchandise becomes a memorable experience that customers want to wear, use and share.
As brands continue to push boundaries with innovation and personalisation, those who prioritise quality and meaningful design will create merchandise that not only stands out, but that stays relevant for years to come.
Kelly Redican
Kelly is a passionate Digital Marketing Coordinator at A.M. Custom Clothing. Kelly has an in-depth knowledge of sustainable design and branding, as well as digital marketing. Kelly’s role is pivotal in ensuring businesses have access to the guidance they need to make impactful, informed decisions when it comes to sustainability, marketing and custom clothing.
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If you found this post useful you might like to read these post about Graphic Design Inspiration.
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