HOW DO I APPLY GLOBAL DESIGN GUIDELINES TO A DESIGN LOCAL MARKET?
UNDERSTAND THE LOCAL MARKET REALLY REALLY WELL.
The British design giant Dyson sells it’s products through more than 1800 vendors throughout Turkey. Some of these vendors are small to medium enterprises who run as independent entities while a good chunk of the sales is done through mega electronic chain stores. Initial market research revealed that the market for Dyson products in Turkey differed vastly from the rest of the world. Though the range of the products had a high price point, sales clustered in lower income areas, with a good chunk of the consumers being under educated.
This presented a big challenge in terms of communication. The brands entire line of communication is done locally while adhering to the strict global design guidelines Dyson’s put in place. While this helps with keeping a unified design language globally, the British way of copywriting and the dry humor that works really well in England, doesn’t resonate with the buyer group, here in Turkey.
We started by rethinking the copy, simplifying it as much as possible, and making the product visuals the central focus of the communication. We then moved onto market specific communication, targeting engineers and architects, with direct mailing pieces amping up the sales of more commercial products in the range, such as the Air Multiplier & Air Blade. We backed all the tv and printed communication with celebrity contracts and product placements, and finally with in-store demonstrations .
The legibility of the branding has increased by a high percentage, and the new strategy now resonates with varying cultural cross-sections of the buyer market in Turkey.