615 Wk 3: Version 1
Look and Feel
Design Rationale
1. Color Palette Rationale
The color palette reflects Wonder Woods Workshops' nurturing, eco-conscious, and whimsical brand messaging. Logo-1 (#086A8C) and Logo-7 (#003B4A), deep blue tones, symbolize trustworthiness and responsibility, resonating with eco-conscious consumers who seek ethical practices. Logo-2 (#94ADC1), a softer blue, conveys calmness and openness, reflecting the nurturing aspect of the brand. Logo-3 (#6E3A2B) and Logo-4 (#AB7C6D), earthy brown and muted pink, represent the organic and handcrafted nature of the toys while subtly evoking warmth and familial bonds. Logo-5 (#D96E30) introduces a vibrant orange for energy and creativity, appealing to educational advocates who value stimulating play experiences. Lastly, a golden shade, Logo-6 (#CFA17A), ties the palette together with a timeless and magical aesthetic, capturing the brand's whimsical workshop theme.
The cohesive selection highlights the enchanting connection between craftsmanship, nature, and meaningful play. Each shade enhances the brand story, from the hidden forest workshop to the durable, sustainable toys crafted within. Incorporating earth and forest-inspired tones aligns with eco-conscious storytelling and reinforces the promise of nurturance through sustainable practices.
This decision is consumer-based, designed to establish emotional connections with the audience's values of nurturance, education, and environmental consciousness (Settle & Alreck, 1986). The choice of earthy tones paired with magical hues taps into psychographics, appealing to individuals who value eco-friendly practices, educational products, and a sense of wonder. Studies highlighting color psychology in branding inform these colors (Ciotti, 2024).
Visual (Color) Image:
The Seine at Bougival in the Evening by Claude Monet (1869)
Impressionist artwork, like a lot of work by Monet, uses analogous color schemes that are indicative of the color scheme developed for this project.
2. Line Quality Rationale
The rounded caps and rounded joins in line quality communicate softness, approachability, and care—qualities integral to Wonder Woods Workshops' nurturing brand identity. Rounded elements evoke warmth, reinforcing the promise of nurturance to family-centered nurturers. The decision to replicate wood grain patterns in some line work directly ties to the handcrafted nature of the toys and the artisanal craftsmanship theme. This choice also signals authenticity, resonating with community builders and eco-conscious consumers who appreciate the unique story behind each product.
The careful balance of smooth contours and woodgrain-inspired details emphasizes the duality of playfulness and sophistication. Rounded corners enhance the whimsical and magical forest aesthetic, while wood grain patterns signal durability and sustainability. These visual features align seamlessly with the theme of a whimsical workshop hidden in a lush forest, crafting durable toys that inspire lasting play and creativity.
This decision is product-based, showcasing tangible qualities like craftsmanship and durability. Research on consumer trust in branding informs the design elements (Qualtrics, n.d.). Rounded lines symbolize safe, child-friendly designs, appealing to eco-conscious consumers and family-centered nurturers. Using visual cues like woodgrain patterns builds trust by emphasizing product quality and the ethical practices behind the toys.
Some of the linework in this design is based on wood grain and is inspired by an illustration style called contour drawing. This cross-contour line drawing is by an artist named Tornwing: black lines of different thicknesses flow around three-dimensional forms. The strong contrast in this drawing creates a striking graphic image.
Visual (Line) Image:
3. Imagery Rationale
The imagery evokes the brand theme of a "Magical Forest Workshop," combining elements of nature, whimsy, and craftsmanship. Images of lush woodlands and trees visually link to sustainability, growth, and discovery while portraying the symbolic journey of each toy from tree to timeless heirloom. Artisans emphasize the human touch and thoughtfulness behind the products, resonating with consumers who value authentic, family-run businesses. Whimsical imagery, such as enchanted tools or toys "coming to life," connects with imaginative play advocates while reinforcing the magic of childhood Wonder Woods Workshops aspires to preserve.
These images are curated to foster emotional engagement, enabling customers to envision the toys as part of their child's developmental journey. Forest imagery deepens the connection to eco-conscious storytelling while showcasing sustainability through responsible sourcing. The imagery of children expressing wonder celebrates the nurturing promise, connecting emotionally with family-centered nurturers. The enchanted workshop aesthetic ties into the brand's whimsical narrative, providing a sense of wonder and connection to nature.
This decision is affect-based, focusing on emotional resonance. By integrating imagery that speaks to imagination, sustainability, and nurturance, Wonder Woods Workshops stands out as a brand that understands its audience's values and aspirations. Sources such as Onorato (2023) emphasize the role of emotional storytelling in branding, which guided these choices.
Visual Imagery:
This movie and similar ones are the root of inspiration for the visual images of this brand.
A Monster Calls (2016)
References
Ciotti, G. (2024). The psychology of color in marketing and branding. Help Scout. https://www.helpscout.com/blog/psychology-of-color/
Qualtrics. (n.d.). Customer-based brand equity. Qualtrics. https://www.qualtrics.com/en-gb/experience-management/brand/customer-based-brand-equity/
Onorato, J. (2023). Emotional storytelling. PlayPlay. https://playplay.com/blog/emotional-storytelling/
Settle, R. B., & Alreck, P. L. (1988). Why they buy: American consumers inside and out. New York, NY: Wiley.