Let’s talk about the “visibility” of the product, it’s very important.

Recently, a coffee shop called HINICHIJOU on Yongkang Road in Shanghai printed its screen with Douyin. There is only a small hole in this shop. The furry bear paw hands out the prepared coffee through the hole, and sometimes communicates with customers, such as touching the head, giving roses... It is really cute, and it is called the most cute by netizens. Warm coffee shop.

The manager of this coffee shop is a deaf-mute barista, and the clerk who delivers the coffee is a person with facial burns. The original intention of opening the store was to help disabled people find employment. At present, the topic #bearpawcoffee# on Douyin has been played more than 4.58 million times. In order to maintain order in the store, netizens must indicate a daily limit of 500 cups on the homepage.

As for the reasons why Bear Paw Coffee is popular, the industry’s background in helping people with disabilities find employment, the surprising sense of gaming, and the social currency brought by the warm and cute experience... these all make sense. In addition, another important reason is that the interesting visual identity of bear paws can effectively improve the visibility of the product and give the brand high energy to penetrate the network.

Speaking of product visibility, that is, whether the product is easy for people to see, it is a very important factor. It provides us with the correct marketing and communication and grasps the key points of marketing. in accordance with.

Why are there more brands of instant noodles but fewer brands of dried noodles? For the same underwear, what are the differences in marketing methods between bras and thermal clothing? What are the differences in brand appeal between desktop computers and laptops, living room furniture and bedroom furniture?

These can be answered from insights into product visibility.

01. Why are there more brands of instant noodles than dried noodles?

Regarding this issue, Mr. Xiao Ma Song added important reasons here. We eat instant noodles when we are traveling with our families, when colleagues are working overtime, when we are in the dormitory during college weekends, and when young people are playing games in Internet cafes. These scenes are all eaten when people are together, or on occasions where it is easy for everyone to see. In order to have personality and face in front of others, of course it is necessary for the brand to give it a unique face value and personality.

When eating noodles, eat them during family meals. After packaging and making finished noodles, they are also indoors when eating. It is difficult to be seen by people outside the family. Don’t care too much about other people’s opinions. Consumption Consumers care less about design and adjustability, and more about actual price concessions

It can also be seen from the above examples that different products are viewed differently by others in terms of their effects during use or after use. The likelihood of arrival is very different. According to the degree of product visibility, products are roughly divided into two types: explicit and implicit.

Explicit products are products whose effects can be easily seen by others during use or after use. Generally speaking, products for external use, portable or mobile, outdoor, and social use are mostly external explicit products, such as typical clothes, cars, mobile phones, gifts, etc.

For explicit products, consumers pay attention to their face value, style and symbolic meaning in order to have a good reputation, in order to improve their own image, express their taste, social status, improve social relations, and have a stronger Aesthetic premium and emotional premium space.

For example, if you like to take photos and upload them while drinking tea, it is to show your interest and eat your own pot instead of Master Kong. Maybe it is not because there is no hot water, but to show your coolness. Rich people buy it. Mercedes-Benz, rather than Volkswagen, is to emphasize its wealth and status, or to let customers see its own value. On the contrary, implicit products are not easily seen by the people around them when they are used or used, and sometimes even consumers are not. Will intentionally notice and sense. Generally speaking, products that are purely for indoor use, difficult to move, semi-finished products, and purely for personal use are rarely discussed and enjoyed. They are more hidden products, such as typical mattresses, lamps, hardware products, etc. .

Implicit products are not strong in displaying image, flaunting identity, and strengthening social attributes. Therefore, product design and symbolic value (but not excluding high emotional value) are not important. Consumers pay more attention to practicality. Features and Price.

But the products are subtle and sometimes difficult to distinguish.

For example, it is also a computer. Desktop computers are mainly used in companies and homes. They are less mobile, hidden, and have functions and configurations first. However, laptops are sometimes taken to coffee shops for work and customers. This relationship To your personal taste, as well as customers' judgment of the company's strength and professionalism

For example, sofas, tables, TVs and other living room furniture, often receive guests, guests often judge your family, decoration and other tastes and society level, so it is very obvious that design style and quality are very important. Wardrobes, beds and other bedrooms and homes are invisible to others. Consumers see whether the product is of high quality, comfortable and good for health.

Another example is underwear. There are essential differences between chests and thermal suits. The use of breasts is not only related to one's own comfort and health, but also to the relationship between husband and wife. The social feeling brought by modifying the body shape has a strong appearance attribute, so the designs are diverse and the product appeal points are also many, such as Victoria's Secret sexy, no steel inside and outside Circles and Ubras have no size. Thermal insulation clothing is a more purely functional product that cannot be seen by others when wearing it. Consumers pay more attention to quality and insulation function, and its design is relatively small.

In fact, even for hidden products, the degree of hiding is different. For example, daily necessities such as mice and tableware are not highly visible to others, but users themselves see them every day, use them every day, and accompany them as closely as friends. The design also attaches great importance to humanization, and its high face value is mostly to make themselves happy. Wrenches, pliers and other rarely used tool products do not pay much attention to design and sentimental value

02. Use product visibility to innovate marketing games

Understanding the principles of product visibility, we can optimize target marketing and promote product dissemination and marketing more accurately. Here I summarize two common ideas. The first is to distinguish between implicit and explicit products and adopt different marketing methods. The second is to try to increase the visibility of the product to make it easier to perceive and spread.

1. Clarify the internal and external, each breakthrough

From the previous analysis, it can be seen that the demand focus of explicit products and implicit products is different, and the logic of product communication and sales Also different.

For example, in an advertisement, if you accuse a high-end sofa of being noble and successful, it will still pass, but if you accuse your high-end range hood of being noble and successful, it is nonsense. Eight ways. Because the range hood cannot be seen by others, and the range hood will not be used to talk about and show off its nobility, it is best to tell family members about deeper care.

For explicit products, we pay special attention to the face value and style of the product, and constantly ask consumers whether they can create their own personas, whether they can stimulate their photos, whether they can express wealth and status, whether they can become Silent Media for Improving Interpersonal Relationships

The effective idea is to choose a relevant reference group, a baseline group that influences others. For example, experienced baristas in the coffee field, wine brewers, fashionistas in the clothing field, entrepreneurs/CEOs of high-end products, and category cultivators in the agricultural products field, if their exemplary behaviors are seen by others, they will be imitated.

Another effective idea is to introduce the product even if the product itself has content and topic that has divisive qualities. There are many specific implementation methods. For example, the product packaging is accompanied by spiritual copies and cultural and artistic works (Jiangbai Expression Bottle, etc.), provides interactive interest functions (Oreo Music Box Cookies, etc.), and the product contains special gimmicks (such as Zhong Xuegao’s Ecuador Pink Diamond High-priced ice cream), product packaging with beautiful sky (tea color, etc.), cross-border co-branding of products (White Rabbit perfume, etc.).

For hidden products, more articles can be produced with product differentiation selling points, considerate service and economical prices. At the same time, this kind of product can also use emotional appeal, but this appeal is more biased towards internal self-expression rather than external identity expression. For example, a high-quality bed can tell about living a comfortable life, rather than talking about noble enjoyment.

2. Improve product visibility and trigger social fission

What is important in marketing is not facts, but perception. Product quality in marketing also places special emphasis on perceived quality. Whether the product quality is essentially good and whether the brand itself is adjustable, only without calculation can consumers see and experience them in person.

Whether the product is externally explicit or internally implicit, it helps to increase the visibility of the product, communicate and sell the product. This requires combining consumers’ five-sense experience to make the product feel and visualize.

The following three tips are summarized here:

(1) Establish core visual symbols

The visual symbols I am talking about here not only include the core visual elements of brands and products, It also includes logos, auxiliary graphics, visual actions, symbols, mascots, packaging images, etc. The connotation is close to the visual hammer mentioned by Reese and the super symbol mentioned by Hua & Hua & Hua Company

Christ Cross , elephants, symbols, mascots, packaging images, packaging images and other important cultural, bear communication, bear culture

And in the business world, visual symbols can help consumers clearly identify products and form A distinct impression can, in the long run, turn into lasting brand equity. For example, McDonald's golden arch, Coca-Cola bottle shape, Michelin tire mascot, and Starbucks cup have all become brand assets.

The bear paw coffee mentioned earlier, the clear visual symbol of bear paw, has the connotation of cuteness, sincerity, and warmth. It emphasizes the unique tone of the brand and makes the brand more concrete and personified. Netizens can’t help but express Trembling voice.

Is there Meituan and Hungry? The shape of Express Brother's helmet - bamboo dragonfly and kangaroo ears, conveys brand affinity and attracts social attention. Especially when the courier's brother drives an electric car on the street, this effect is amplified more effectively.

There are many visual symbols of success. For example, Corona's lemon, the three-and-a-half meal digital jar, the glass bottle of fairy stew, Wang Xiaolu's animated image, and Hua Xizi's national style pink and white have become the brand's visual ambassadors, allowing many people to see them clearly.

There is also another approach, such as the hollow carvings and ramen noodles of fast food brands. All packaging styles and compositions of their products are highly unified, forming a distinct series of products. The packaging of different flavors maintains a consistent image, just like Constantly repeated advertising slogans reinforce and attract each other, and consumers identify the cost of brands and products

For service-oriented brands such as banks, training institutions, and medical beauty, the products themselves are invisible and the service locations are fixed. The use of visual symbols for communication, which are invisible, static and moving, and used well can achieve unexpected effects. For example, the red umbrella of China Merchants Bank continues to play a role in improving the brand image.

(2) Feeling implies product performance

Consumers can often only simply evaluate product quality with their naked eyes. Therefore, when developing and designing products, we should be good at making the product's selling points more intuitive, so that consumers can associate the good quality of the product through the appearance of the product.

For example, adding large fruit pellets directly to fruit juice drinks makes the selling point of real fruit pellets visible in the family value clothing, which makes the aunts feel very economical. The special added ingredients in fertilizers are dyed. , clear at a glance. In response to the situation where people in the city throw away bottled water without drinking it, the public welfare water designed by LifeWater brand is really only half a bottle of water. The packaging is printed with the image of children in water-scarce areas. The empty half bottle of water is provided by LifeWater company. Donate directly to children in water-stressed areas. The packaging of half a bottle of water intuitively emphasizes the product concept.

There are also some sunscreen products. The inner packaging is equipped with a sensing area. When the sun's ultraviolet rays exceed a certain value, it will turn purple to remind consumers that the sun is too strong and they need to apply sunscreen.

This idea can also be used for product promotion and e-commerce page design. For example, if a certain foreign wine comes from France, and its selling point is centered on its place of origin, you can give French-style gifts during promotions to enhance the awareness of its place of origin. Or put French elements on the product page design to give the entire page a strong French style.

(3) External display of implicit products

For implicit products, reasonable external display is very beneficial to the spread of the product.

For example, express the functional selling points of the product in specific language, such as Robust’s 27-layer purification. Or use intuitive and easy-to-understand icons to visualize technology, selling points and prescriptions. Intel, core and other chips have design-specific icons, which can be seen when purchasing a computer. The intuitive images of these icons are easier to understand and can help these chips successfully build element brands.

There are products that don’t look obvious, and clever ideas that also cause a stir on web screens.

For example, the wardrobes of celebrities and Internet celebrities and the refrigerators of food announcers are private. If brands cooperate with them and call on fans to share their wardrobes and refrigerators, it is possible to achieve hegemonic communication.

For example, to celebrate the opening of a new store, IKEA transformed a subway station in central Paris into a small model room, with 1,500 high stools, bed sheets, table lamps, storage boxes, etc. hung on the walls. The missing products are visible to citizens riding the subway.

Summary is an important attribute, directly related to the value source and demand of the product. For a certain product, we must first determine whether it is externally or internally hidden, and propose a purpose strategy to make marketing more clear. At the same time, through methods such as visual symbols, intuitive hints, and the explicitness of hidden products, the visibility of the product is improved and the social division of the product is promoted. .