canvas, crayon & cafe
DESCRIPTION
In the ‘Communication Planning’ class I was introduced to the principles and process of systematic communication planning. The problem analysis, target group environment, objective setting, message content, communication media and channels, management and evaluation principles also covered. As the assignments for this course, I was asked to come up with my own company and did a communication plan for it. My friends and I came up with “Canvas, Crayon & Cafe”, which is n art café that combines a bakery café, an art supplies store, and an art school into one.TRANSCRIPT
CompanyReport
Submitto
JamesR.Haft
By
VinitaKasemsupapun5045364328
SarintornPuangyoykaew5045466628
OrakarnChantaramungkorn5045376928
Canvas,Crayon&Cafe
Businessdescription:
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsuppliesstore,andanartschoolintoone.Astheartcaféaimstoattractartloversofallageswhoenjoypaintinganddrawingaswellaseatinganddrinkinghomemadedesserts,itwilloffercustomersartsuppliesfromallovertheworldincludingwaterpaints,oilpaints,pencilcolours,brushes,canvases,artpapersetc.aswellashomemadedessertdishesthatarefilledwithcoloursandflavours.Customerswillbeabletopurchasetheartsuppliesandtaketheirtimeworkingontheirartpiecesrightatthecafé.Theartcaféwillalsobedividedintonumbersofzonestocaterdifferenttypesofcustomergroupsincludingthekidzone,thegardenzone,andthelivingroomzone.Varietyofartclasseswillbeavailableforbeginnersthroughtomoreadvancedcustomersdaily,whileartexhibitionsandworkshopswillbeconductedonaregularbasis.Theartcaféisacasualmeetingplaceforthosewhowanttolearnandsharetheirpassionforartwhile
enjoyingtheirdessertsandfeelingrightathome.
Vision:
Tobecomeafriendlyandvibrantcommunitycenterthatconnectsandinspirespeoplefromallwalks
oflifethroughart,apieceofcake,andacupofhotchocolate
Mission:
Acaféwhereanyonecangetintouchwiththemselvesandsharestoriesinlifewithfellowlike‐minded
friendsthroughartusingourbestqualityartsuppliesinafriendlyatmosphere
Targetgroups:
1.Universitystudents(age18‐22)
2.Youngadults(age23‐30)
3.Parentswithyoungchildren(age26‐40)
Althoughtheymayvaryinage,theydosharecommoncharacteristics.
Themostimportantthingistheyenjoyartintheirpastimeafterworkorstudy.Thus,theyare
sometimestootiredtocleanupafterdrawingorpainting.Moreover,astheyliveinurbanareaas
Bangkokandmayliveinlimitedspacessuchasapartments,theymightnothaveinspirationalspaceto
createanartpiece.Theyalsodonothaveproperequipmentstokeeptheirartsuppliesingood
conditions.Althoughtheyareamateurartists,theyaremotivatedtomaketheirartsqualityonesto
representthemselves,makingthemattractedtoqualityproducts.Bachelordegreeorhighereducation
backgroundaswellasexperienceinforeigncountriesallowthemtobemoreopentooptionsintheir
livesincludingartsupplies.Thetargetgroupshavemoneytospendastheyarefrommiddletohigh
sociologicalclass.Therefore,theycanaffordproductsandservicesatCanvas,Crayon,andCaféthat
addressandsolvetheirtroublesomesituationswhilemakinganartwork.
Branding:
1.Name:“Canvas,Crayon&Café”
Thenameclearlyreflectsourbusinessintention–tobeacombinationofanartsuppliesstore,anart
school,andabakerycafe.Thewords“canvas”and“crayon”alsoreflectourtargetcustomers.
Specifically,“canvas”representsourthreedirecttargetgroups–universitystudents,youngadults,
andparentswithyoungchildren–aswellasgivingasophisticatedimage;whereas,“crayon”
representstheindirecttargetgroupwhichisyoungchildrenaswellasyieldingfriendlyimage.
Moreover,therepetitionoftheletter‘C’alsohelpscreateaniceflowtothepronunciationofthename,
makingiteasiertoremember.
2.Logo
Thelogothatwe’vechosenistheresultfromthe
combinationofthestrengthsofourfirstthree
initiallogos.Afterthesurvey,wehavecollected
allfeedbackandrecommendations;fromwhich
ourfinallogowascreated.
Thecoffeecuprepresentsthecafépartofour
businesswhilethemosaicsquaresrepresentthe
artpart.Thethreedifferentcolorsusedoneach
partofourbusinessname,CanvasCrayon&Café,
alsorepresentsthethreezonesinourartcafé.
Thegreencolorintheword‘Canvas’represents
thegardenzone,theyellowintheword‘Crayon’
representsthekidzone,andthepinkintheword
‘Café’representsthelivingroomzone.
Asawhole,we’vemadeourlogoquitecolorfulinordertoexpressthefun,lighthearted,andartistic
positioningofourartcafé.
3.Slogan:“ColourYourLife”
AsourArtCafeisallaboutart,joy,andexperiencing,theslogan‘ColourYourLife’directlyrepresents
thisstrongpositioningofourbusinesstowardsthecustomers.
Theword‘colour’canbeinterpretedintodifferentmeanings.Forexample,theword‘colour’could
simplyhavethedirectconnotationofArtoritcouldconnotethefeelingofbeinglively,fun,orhappy.
Byusingtheslogan,wealsointendtoexpressourbusinesspursuetobemorethanjustanartschool,
anartsuppliesstore,oracafe,butsomethingthatwouldbringhappinessandjoytoourcustomers
lives.Furthermore,theslogancanbeappliedtoallofourtargetcustomersgroupsaswell.
4.Storeenvironment
Thethreezones:
• Thekidzone
o Thiszonewillbedecoratedwithcolourfulminiaturefurnitureforlittlekids.The
wallswillbepaintedinwhite,sothatchildrencustomerswillbeabletopaintand
expresstheirartideasdirectlyonthewall.
• Thegardenzone
o Thegardenzoneisanoutdoorzoneforpainterswhoenjoyandgetinspiredbythe
relaxingoutdoorscenery.Thegardenwillbecoveredwithflowers,trees,fountains,
andwaterfalls.Whitechairsandtableswillbescatteredaroundthegarden,allowing
customerstoenjoytheirprivatespace.
• Thelivingroomzone
o Thislaid‐backzonewillimitatetherealenvironmentofalivingroom.Withlight
musicplayinginthebackground,thecustomerswillbeabletounwindonthe
couchesandpaintwhilehavingtheircoffeeanddeliciouscakes.
Artsuppliesstore
Varietiesofartsuppliesfromallovertheworldwillbedisplayedhereforsale.Allthewaterpaints,oil
paints,andpencilcolourswillbedisplayedoneachseparatewallsinthestore,wherecustomerswill
beabletofindanycolourpossible.Thecanvasesandthebrusheswillbedisplayedrightinthemiddle
ofthestore,socustomerswillbeabletochooseandgrabthemeasily.Othermiscellaneousart
supplieswillbeorderlydisplayedontheshelvesaroundthestore.
Cafe
Varietiesofbest‐qualityhomemadecakesanddessertswillbedisplayedinthelargecakedisplay
fridgeandcakestands.Freshlybrewedcoffeewillbemadeandserveddirectlyfromthecoffeebar,
whileotherbeverageswillalsobefreshlymadebehindthecounter.
5.Customergallery
CustomerscandisplayanyartworkthattheyhavecreatedattheCanvas,Crayon&Cafeatthecafe.
Theycanalsobuyorsellartpiecesthroughus.
6.Uniforms
• WhiteshirtandartistaproninCanvas,Canyon&Cafe’scolours
• Artsuppliesintheapron’spockets
7.Events
Artexhibitions
Canvas,Crayon&Cafewillholdartexhibitionsatourcustomergalleryregularly.Unliketheusual
customergallerythatcustomerscandisplayanyartpieces,forexhibitionstheirworkhastobe
relevantwiththetheme.Notonlytheexhibitionwillactasachannelforartbuyersandsellers,butit
alsowillencourageourcustomerstocreatetheirwork.
Talksandworkshopsfromartists
Aswefoundfromthesurveytestingvisionandmission,wefoundthatthesurveyparticipantswere
attractedbywordssuchas“share”and“inspire.”Therefore,byarrangingtalksandworkshopsfrom
well‐knownartists,Canvas,Crayon&Cafehopestoencouragesharingofknowledge,techniquesor
ideasthatwillinspireourcustomerstocreatetheirartwork.
MarketBackground:
Thetrendofartsandcrafthasbeenrevivedgloballyduringthepastyears.Knittingclubs,thetrend
thatoriginatedintheUnitedStatesthenspreadtoEuropeandAsia,tobeginwith,peopleacrossthe
globeenjoyspendingtimewiththeirfriendsandhobbiesthattheylikeandsharingtipsand
techniques.Knittersofallagesandgendersgatherincoffeebars,pubsandclubs.
Therefore,someentrepreneurssawopportunitiesofthepair,knittingandcafé,andcreated
businessesthatevolvearoundthem.BigKnitinThailand,forexample,gainedasignificantpublicity
whenitwasfirstlaunchedin2008bybeingthefirstknittingcaféinThailand.BigKnitissuccessful.
Becauseofitsreputationinthegenre,atthebeginningofyear2011,itevenbranchedoutto
publishingitsownknittingbook.
Whileknittingclubsandcaféshaddominatedthemarket,otherbranchesofartsandcraftsbeganto
drawsomepublicattentionandinvestorsin.SewingcafésasLinkleinBerlinandSweatShopinParis
madebignewsnotlimitedtotheircountriesandreceivedmuchcomplimentsasbeing“creativeand
innovative.”Theyaresaidtoberespondingthetrendofpeoplereturningtohomemadefashion.
Ourcompanyperceivesthatthisisagreatopportunitytoutilizethisemergingtrendwhilebeing
creativeandinnovativeonouruniquesellingpoints.BybeingthefirstofitskindinThailand,wehope
todeliveruniqueexperiencetoourartlovercustomers.ThefollowingSWOTanalysiswillgiveamore
thoroughunderstandingorbothinternalandexternalfactorsaffectingthebusiness.
SWOTAnalysis
Strengths Weaknesses
ThefirstofitskindinThailand
Exclusivelyimportedartsupplies
Artschoolforeveryageandlevel
Selectedhomemadebakery
Price→Offeronlyimportedartsupplies
Lackofawareness
Opportunities Threats
Nodirectcompetitors
Increaseofattentionforartandcraft
Goingtocaféasahiplifestyle
Highcompetitionresultedfromthepopularityof
cafebusinesses
Limitedsizeofartbusiness(buying/selling
artwork)inThailand
Implications:
• Wecanjustifythehighpriceofourartsuppliesbyofferingexclusivequalitybrandsthathave
stronguniquesellingpoints.Therefore,customerscannotfindothersubstitutesexcept.
• BecauseCanvas,Canyon&CaféwillbethefirstartcaféinThailand,wewillinveston
promotingituniquesellingpointduringitslaunchtogainawarenessandtodifferentiateit
fromothercafés.
Competitors
DirectCompetitors:
WehavenodirectcompetitorswhopositionthemselvesasanartcaféasCanvas,Crayon&Cafe.
However,therearealotofindirectcompetitorsthatmightbeachoiceofplaceforcustomersto
choosetogo.
IndirectCompetitors:
BigKnitCafe
Uniquesellingpoint:Combinationofacafé‐stylerestaurant,aknittingsupplystore,andaknitting
school.Itclaimstobetheonlycompanythatimportsbrandnameyarn.
Location:NaturalParkBuilding,SukhumvitSoi49
Customers:celebrities,socialelites,youngmoms,andcollegestudents
AfterYouCafe
Uniquesellingpoint:AdessertcaféofferingarangeofJapanesestyledessertsandall‐daybreakfastin
arelaxingenvironment
Location:J‐Avenue,Thonglor13;LaVilla,Ari;GroundFloor,SiamParagon
Famousmenus:ShibuyaHoneyToast,all‐daybreakfast
Storeenvironment:Outdoor/gardenareaprovided(acouplebenchoutsidesurroundedbysmall
greentreesandanumbrella)
3.CakewalkCafe
Uniquesellingpoint:Aplacethatyoucanfeelatasteoffashionandenjoycustomizedcakesfor
variouseventssuchaswedding,anniversary,graduation,birthdayetc
Location:GrandHeritageBuilding,ThonglorSoi13
Famousmenu:AcakeintheshapeoftheiconicChanelhandbag
Service:canberentedforsmallpartiesandfunctionsandrecentlyopenedabakingschool
4.QCafébyQconcept
Uniquesellingpoint:AverydecorativeVictoriana‐inspiredvintageItalianrestaurant
Location:MidtownBuilding,Sukhumvit55,ThongLor
Offers:Italiandishes,wine,coffeeandbakery
5.CheesecakeHouse
Uniquesellingpoint:Aplacewhereyoucanfindvarietiesofsimple,homeystylemenus
Location:ThongLorSoi20
Offers:delicioushomemadecheesecakesandotherbakedgoodies,hotandcoldbeverages,anddishes
suchasporkandoyster
Service:Freeinternetconnectionforcustomers
APPENDIX
NAMETESTINGSURVEYONANARTCAFÉGeneralinformation
Gender: ❏Male ❏Female ❏Other
Age: ❏18–22 ❏23–28 ❏28andabove
Education: ❏Highschool ❏Currentlyattendinguniversity ❏Graduatedfromuniversity
Incomepermonth: ❏Lessthan10,000 ❏10,001–20,000
❏20,001–30,000 ❏30,000andabove
Doyouhavekids: ❏Yes(howmany)_______ ❏No
Businessdescription
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.
Offers:
• Qualityartsuppliesfromallovertheworld
• Homemadedessertdishesthatarefilledwithcoloursandflavours
• Differentzonessuittodifferentcustomers’taste
o kidzone
o thegardenzone
o thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
Nametesting
1.Giventhedescriptionabove,whatdoyouthinkwouldbethepossiblenameforthestore?
______________________________________________________________________________________________________________
2.Pleaselistwhatdoyouthinkofwhenyouhearthefollowingnames:
Vivid Paintme Canvas&Crayon
1.___________________________ 1.___________________________ 1.___________________________
2.___________________________ 2.___________________________ 2.___________________________
3.___________________________ 3.___________________________ 3.___________________________
3.Giventhedescriptionabove,pleaserankthenamesonthefollowingfactors:(1beingthebestand3beingthe
worst)
Appropriate Meaningful Memorable Understandable Pronounceable
Vivid
PaintMe
Canvas&
Crayon
4.Pleaseranktheoverallaspectofthenames(1beingtheonethatyoulikethemostand3beingtheonetheyou
liketheleast)
_____Vivid _____PaintMe _____Canvas&Crayon
5.Doyouthinktheword“café”isessentialinthename?(E.g.VividCafé,PaintMeCafé,Canvas,Crayon&Café)
❏Yes ❏No
VISIONANDMISSIONTESTINGSURVEYONANARTCAFÉGeneralinformationGender: ❏Male ❏Female ❏OtherAge: ❏18–22 ❏23–28 ❏28andaboveEducation: ❏Highschool ❏Currentlyattendinguniversity ❏GraduatedfromuniversityIncomepermonth: ❏Lessthan10,000 ❏10,001–20,000 ❏20,001–30,000
BusinessdescriptionOurbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.Offers:
• Qualityartsuppliesfromallovertheworld• Homemadedessertdishesthatarefilledwithcoloursandflavours• Differentzonessuittodifferentcustomers’taste
o kidzoneo thegardenzoneo thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
Visiontesting
Vision:
Tobecomeafriendlyandvibrantcommunitycenterthatconnectsandinspirespeoplefromallwalksoflife
throughart,apieceofcake,andacupofhotchocolate
1.Doyouthinkthevisionreflectsourbusiness? ❏Yes ❏No
2.Isiteasytounderstand? ❏Yes ❏No
3.Doyoufeelinspiredbythevision? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
4.Whichpart(s)ofthevisioncaptureyourinterestthemost?
____________________________________________________________________________________________________________________
5.Whichpart(s)ofthevisioncaptureyourinteresttheleast?Howdoyouthinkitshouldbeimproved?
____________________________________________________________________________________________________________________
6.Doyouthinkourvisionisachievable? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
Missiontesting
Mission:
Acaféwhereanyonecangetintouchwiththemselvesandsharelifestorieswithfellowlike‐mindedfriends
throughartusingourbestqualityartsuppliesinafriendlyatmosphere
1.Doyouthinkthemissionreflectsourbusiness? ❏Yes ❏No
2.Isiteasytounderstand? ❏Yes ❏No
3.Doyoufeelinspiredbythemission? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
4.Areyouinterestedinworkinginthiskindofbusiness? ❏Yes ❏No
5.Whichpart(s)ofthemissioncaptureyourinterestthemost?
____________________________________________________________________________________________________________________
6.Whichpart(s)ofthemissioncaptureyourinteresttheleast?Howdoyouthinkitshouldbeimproved?
____________________________________________________________________________________________________________________
7.Doyouthinkourmissionisachievable? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
NAME,VISION,ANDMISSIONSURVEYRESULTSANDANALYSISNametestingNameselected:CanvasCrayon&Café
• 9/15=60%ofpeoplelikedCanvas&Crayonthemost.• 12/15=80%ofpeoplethoughtheword“cafe”isessentialinourbusinessname
Canvas&Crayonwashighlyratedinappropriateness,understandability,andmemorabilityNote:EventhoughoverallCanvas&Crayonwasn’trankedthehighestinallcharacteristicscategories,thesurveyparticipantslikeditthemostoutofthethreenames.WhatdotheythinkofwhenhearCanvas&Crayon
• Colorful• Painting• Pastel• Art/Artist/Artshop• Kids• Creativity• Sophisticatedpainting/work• Veryartistic
WhatdotheythinkofwhenhearVivid:
• Oilcolor• Acryliccolor• Colors• Strong• Boldcolor• Yellow• Freedom• Rhythmoflife• Senseofcommunity
WhatdotheythinkofwhenhearPaintMe:
• Bodypaint• Painting• Sexual• Artclass/Artschool• Handmadeshop• Playful• Fun• Relaxation• Messiness• Kids• Colorpencil
Note:AlthoughPaintMerankedsecondinpopularity,theassociationsofthenameistoobroad,inconsistent,andconfusing.Suggestedname:
• Brushed&Cakes• SweetMeUp• ColorfulDay• ColorfulBake• RainbowBun• WhiteSpace• LittleArtist’sCafé
Visiontesting1.Doyouthinkthevisionreflectsourbusiness?>>100%Yes2.Isiteasytounderstand?>>100%Yes3.Doyoufeelinspiredbythevision?>>100%Yes
• “Ilikeartpersonally.”• “Thetoneandstyleisinspirational.”• “Itseemslikeachicplace.”
4.Whichpartsofthevisioncaptureyourinterestthemost?
• “Hotchocolate”• “Allwalkoflife”• “Connectandinspirepeople”• “Inspirelifethroughart”
*Note:Itcanbeimpliedthatourtargetgroupwantstobeinspired;therefore,ourcafécanconsiderimplementingeventsandactivitiesthathelpinspirethem.6.Doyouthinkourvisionisachievable?>>100%Yes
• “Yes,soundnottooout‐of‐world”• “Reasonable”• “Theofferswellreflectthevision”
Missiontesting1.Doyouthinkthevisionreflectsourbusiness?>>100%Yes2.Isiteasytounderstand?>>100%Yes3.Doyoufeelinspiredbythemission?>>100%Yes
• “Ilikeart.”• “Friendlytoneofthesentence.”
*Note:Asseeninbothvisionandmission,thereasonthesurveyparticipantsfeltinspiredwasbecausetheylikeart.4.Areyouinterestedinworkinginthiskindofbusiness>>80%Yes5.Whichpartsofthevisioncaptureyourinterestthemost?
• “Artsupply”• “Bestartsupplies/friendlyatmosphere”• “Sharelifestoriesthroughart”
*Note:Sinceourtargetgroupispeoplewholikeart,theword“art”and“artsupplies”attractedthemost.6.Doyouthinkourvisionisachievable?>>100%Yes
• “Getintouchwithpeople”• “Soundstookiddy.Noonegatherandpaintatthemall”
7.Doyouthinkourmissionisachievable?>>100%Yes
• “Realistic”• “Soundnotthatdifficult”• “Matchwithbusiness”
LOGOTESTING
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.
Offers:
• Qualityartsuppliesfromallovertheworld
• Homemadedessertdishesthatarefilledwithcoloursandflavours
• Differentzonessuittodifferentcustomers’taste
o kidzone
o thegardenzone
o thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
LOGOTESTING
Logo1
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐getting
Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________
Logo2
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐getting
Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________
Logo3
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐getting
Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________Whichlogodoyoulikemostoverall?Pleaserank.___________________________________________________
LOGOTESTING
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.
Offers:
• Qualityartsuppliesfromallovertheworld
• Homemadedessertdishesthatarefilledwithcoloursandflavours
• Differentzonessuittodifferentcustomers’taste
o kidzone
o thegardenzone
o thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
LOGOTESTING
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐gettingDoyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________
SLOGANTESTINGLifeiscolourful
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________ColouryourlifePleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________KeepinglifecolourfulPleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________
‐THANKYOUFORYOURCOOPERATION‐
LOGOANDSLOGANSURVEYRESULTSANDANALYSIS
Logotesting
StrengthColorfulsquarescatchattentionWeaknessesTooplainSquaredoesnotrepresentthebusinessLackofcafébusinessangleStrengthPaletteandcoffeecuprepresentthebusinesswellWeaknessesClutter–toomuchisgoingonLackofconsistencyinfontsusedNote:Asallthreeofourproposedlogoshadweaknessesandnoneofthemhadstoodout,werejectedthemaswellascreatedanewlogothatcombinedthestrengthsandaddressedweaknesses.Thenwetestedagainusingthesamequestionsandgotpositivefeedback.Slogantesting
Colouryourlife