looking cheap and looking affordable are totally different things in the brand design world #canvalo

Name: looking cheap and looking affordable are totally different things in the brand design world #canvalo
Uploaded: 2024-05-20T21:27:58+00:00
Duration: 59 s
Channel: Christina Hall
Description: Christina Hall explains how brands can use visual design to communicate that they are value-priced ("cheaper" in the sense of intentionally signaling low…

20 May 2024 · 1 min

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Christina Hall explains how brands can use visual design to communicate that they are value-priced ("cheaper" in the sense of intentionally signaling low cost/value pricing). She defines what she means by "cheaper," describes visual cues (colors and playful styling) that make products feel low-cost, and uses TEMU as an example — noting TEMU's bright orange, playful/childish look that signals plastic/low-quality and communicates to Gen Z and millennials that the brand prioritizes low price over premium quality.

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If a brand wants to appear cheaper, they can use visual elements to appear cheaper. But I want to make sure we understand the word cheaper to mean exactly what I'm saying. It means when someone wants people to understand that their brand has value priced items, which means they're clearance priced or priced very affordably and their whole brand is priced that way, then you can use specific colors and specific style elements to communicate that to your target audience that hey what? We have value pricing, we have value product. Take a look at temu. They have a bright orange brand and a very playful brand which tends to look childish, which makes things feel like plastic. Cheap, low cost. That's not necessarily a bad thing if you want people to understand, which like most Gen Z millennials, understand at least that TEMU is not offering you the cream of the crop quality product. Could there be some. Sure. But you are pretty much understanding that you're sacrificing high quality products for a lower price point and you're okay with that. So I want to make sure people understand when you want a che.