As long as it is simple and expressive, it does not have to carry too much (a)

Trademarks as an effective carrier for products to compete in the market, win consumers, and create brands have always been highly valued by all walks of life, because trademarks can make products and companies most intuitively through the integration of graphics, text, and colors. Showed in front of consumers, and thus establish a "company → brand → consumers," a shortcut for the brand's dissemination, market share to provide the most direct and most important way. The production of a trademark is designed by the enterprise itself or by an employed person, and registered and managed by the national trademark management department. It cannot be similar to other trademarks and belong to the company's proprietary tangible items. It can be conducted in the market. Promotion and circulation. Therefore, the trademark is very important for an industry, a company, a brand, but we take a look at the cosmetics professional market, the production, use and maintenance of the trademark are very irregular, it can be said Extremely neglected. Perhaps, in the blind, chaotic, immature era of “profiteering” in the early period, professional line companies could quickly complete the accumulation of capital and markets by luck or speculation. However, until now, the market has matured, competition has intensified, and macro-control has continued. Strengthened, coupled with the "Atypical Pneumonia" baptism, brand operations. It has become a topic for the professional line market, and as an important part of the trademark, it is time for our business owners to treat them scientifically and rationally. This article will analyze the status quo of "trademark" in the cosmetics professional market from four aspects: design, use, update, and value of the trademark.

First, the design of the trademark

Trademarks as a visual element of the enterprise's market orientation serve as a bridge for communication with consumers, and they carry too much content and expectations. How can companies and products be delivered to the audience through the most effective methods? The design of trademarks is a guarantee and a prerequisite. However, due to the lack of funds and talents, many professional line companies are often over-concerned with the design of trademarks. There are also "very important" trademark designs, but they also rely on personal preference and vision to select some graphics, colors, and texts in the hope that a sign will give birth to a myth, but the result is counterproductive.

1. Clone the trademarks of well-known domestic and foreign brands based on the purpose of unspeakables. The birth of such enterprises is a product of speculation. There is no long-term plan for making a brand. It also expects to “get money” in the beauty market. So it imitates SK-II, clones CDs and other well-known trademarks, and slogs by saying “in-laws”. Plus, some "knowing or not knowing" agents are willing to spread, but consumers often do not observe carefully and often do not distinguish clearly, and finally made a "pot full".

2. Because the professional line products are fashionable products, they mainly face the female consumers. Each enterprise also tends to be feminine in terms of trademark design in order to cater to the characteristics and requirements of female consumers. It is true that it is understandable to create a brand that meets the needs of consumers based on the characteristics and needs of consumers. However, it is not overkill. The use of elements such as women's faces, curves, or images or freehand elements in the trademark can only give people a sense of similarity, and cannot give their own trademark personal characteristics. These similar patterns, colors, and product names make people dazzled and confused. The author once worked for a beauty company. The company launched a new product, but many people mistakenly believe that other brands think that they have been sold on the market for many years. Although they seem to be somewhat "convenient" for early market development, In fact, it hindered the normal development of the company and its brands.

3. There are also the search for trademarks "not surprising" and "dead". Looking forward to the birth of a myth, put all hopes on a small trademark, so "designed" on the pattern design, color collocation, name selection, "explore and search", exhausted, in order to find a "name" amazing. In fact, a trademark is only a graphic or a symbol. It does not have any special meaning in itself. All of its so-called “performance” or “connotation” is “assumed” by the designer and the owner, and it is necessary to reach a rational relationship with the consumer. Perceptually, there must also be a long-term propaganda and the quality of the product goes deep into the heart. Trademarks are just a system of visual symbols that help businesses and products establish a good and interactive relationship with consumers.

4. Either there is a lack of design talent itself, or a design company that hopes to be a professional, in order to obtain a good "trademark" design. However, due to differences in thinking and understanding, professional line companies and designers cannot communicate with each other comprehensively and effectively. Designers often spend a lot of time and energy and devote themselves to the idea of ​​designing a self-thinking solution. For a good work, the company believes that the trademark has no new ideas, or does not meet the characteristics of the industry and "one-vote veto," and the last-born trademark has become a "four things," not to mention the connotation of products and companies.

In short, the trademarks in the professional line market are more "clones", more similar, and less creative. As mentioned in the previous article, trademarks are an effective vehicle for the product and company's image, philosophy, and purpose. They must be imaged and capable of being the largest. The concept of the company is expressed in a limited way, and it can be distinguished from other trademarks very clearly, thus becoming an innovative, unique, and richly endowed individual. How can we design such a trademark? Talent, capital, information, communication, innovative thinking... all are indispensable.