Plain and simple. Deep Stuff. Consumers need this face of trust and friendliness. And as a business, brand mascots are the way to give it to them.
Peanut, the beloved brand mascot of Planters Peanuts. Planters was founded in by Italian immigrant, Amedeo Obici. While other processors thought national advertising was a waste of money, he believed that name and brand recognition would be critical for his business.
Long story short — Mr. One of the ways to support effective communication between users and products is creating a good mascot. What Is Mascot? In basic terms, in design and marketing, a mascot is a character, a personified image that becomes a symbolic representation of a brand, company or even a public figure. So, for years mascots are seen as the carriers of luck and positive energy.
That may be one of the reasons why they are so popular in the design for user experience and marketing goals when positive feedback and emotional appeal can have a direct connection to conversions and profit.
Remember team mascots, especially for the teams whose names are based on real animals or creatures that could potentially get human-like characteristics. Team mascots could be presented not only with images of animals or people but also specially made fantastic creatures and have been highly effective to promote teams and grow their recognizability. One more example is well-known mascots of the Olympic Games designed specifically for every event with the visual features of the host country.
In sports, mascots are not only a matter of uniting and support. They are also a huge business with all that merchandising stuff people buy to keep memories about events and mark their support to the team, country or even particular person. Another area that caught this approach is educational institutions that use mascots to build up strong branding.
Official mascots of the Olympic Games in Tokyo No wonder, with all that power, mascots got highly popular in marketing, much before it moved to the web. They won the attention of customers diversly, from small badges to live costumed characters able to physically communicate with people. One of the things that characterize rabbits is that they run fast. Object Characters Object characters can be divided into two groups.
In the first group, the object is used to build the body of the character, as the Michelin Man built out of tires. How to choose the right type of character There are tons of variables that you should take into account when you choose your mascot. Is it a company or a personal brand? What industry?
What kind of service or product? If you want more information about the different types of characters, check out my blog post on How to Choose the Right Type of Character for Your Brand.
There are a lot of famous characters that follow none of these rules. The brightest examples are Aleksandr Orlov and Geico Gecko. Aleksandr Orlov Geico Gecko However, if you are planning to break the rules, you should know two things. Because your clients will need more information to understand your character and why you use it. Secondly, it would be a good idea to think about making the story of your character deeper.
He has a lot of friends, they live in a town called Meerkovo and each character has a job and a well-defined personality. Step 2: Think about the Personality of Your Character Mascots are much more than a speechless design standing next to your logo. In the digital world, a brand spokesperson comes to life and can communicate directly with your audience.
In general, most of the work is based on choosing between different archetypes. The first question you should ask yourself is what role you are going to give to your character in the company. Your mascot could be either a teacher, who teaches your audience about your niche or a student, who studies about the niche along with your prospects. Student or Teacher? The teacher is experienced and teaches people about the niche and your services.
The second option is to make your character a student. This means that your mascot is a novice in the niche and he or she will learn about it along with your audience. For instance, you can add questions or comments like they are asked by your character to make your content more conversational.
Sweet, Funny or Sarcastic This applies to both the teacher and the student archetypes. Your character can be the sweet one — benevolent and patient.
He or she could be the funny one, the entertainer. Or you could make those jokes rougher and transform them into sarcasm.
Another area that caught this approach is educational institutions that use mascots to build up strong branding. The second option is to make your character a student. Logo mascot design for Realli Memorability and recognizability Most of us are visually driven and our brains work in such a way that we notice images faster and remember them better than text. While other processors thought national advertising was a waste of money, he believed that name and brand recognition would be critical for his business.
There are a lot of decisions to be made. Today, mascots are also applied widely in digital products for web and mobile.
The mascot can be a fictional character, a superhero, like Mr. Personalization As it has already been mentioned, users usually appreciate the element of direct communication and personal attention to them. If your character is more complex and realistic, the animation can be extremely expensive. So, it has a big impact on the aesthetic part of perception, adding beauty and style to the brand image. Among them, we would insist that a mascot should be:. No doubt, it can have a significant influence on the level of brand awareness.
Some brands use a specific animal because of the direct relationship between the animal and the product such as cow and milk.
Recognizability Mascot can become a strong element of an original and unique piece of content presenting a particular product or service. Meet Jazza. This advantage is also directly connected with the previous one. Visual marking Mascot allows for marking visually anything connected with the product creating the additional field for promotional activity. Mascot can work as a logo , transform into illustrations , elements of gamification , printed stickers and every time it will support the strong visual connection with a brand.
This could be a really long process.
This advantage is also directly connected with the previous one. So, should you animate your character if you have a YouTube channel?
Emotional appeal Although we tend to believe that logic and common sense rule our actions, a big part of the decision-making process relies on emotional appeal. If your marketing and branding suffers from inconsistency, a mascot could be exactly what you need to revitalize and refocus your efforts. Main advantages and requirements to efficient mascots.
In the first group, the object is used to build the body of the character, as the Michelin Man built out of tires. That works especially efficiently in products for kids when the mascot actually becomes a central representer of the product and creates the high level of desirability. Get helpful marketing strategies delivered right to your inbox. Animal Characters Animals are widely used as mascots.
Peanut was born in And a HUGE role in that brand is given to the mascot. For instance, you can add questions or comments like they are asked by your character to make your content more conversational. That's what makes the turtle mascot so effective. No doubt, it can have a significant influence on the level of brand awareness. Your masterpiece is waiting to come to life!