Bon Appetit Magazine celebrates the world of great food and the pleasure of sharing it with others. Every issue invites readers into a hands-on experience, engaging them in all aspects of the epicurean lifestyle: cooking, dining, travel, entertaining, shopping and design. The magazine reaches a total of 8,003,000 people, 75% women, with a median age of 48 and income of $91,849. An upcoming issue will be dedicated to college eating. The publication needs a poster of an informational graphic showing the Starbucks consumption habits of undergraduates over the course of seven days. This poster will be folded and included in the magazine.
Starbucks company tries to advertise their coffee as a relaxing and enjoyable pastime. Hence, they choose magazine like Bon Appetit which is well-known in introducing great food in a large market. With the reputation and goodwill of the magazine, Starbucks is able to let the audience to believe that the coffee can let us relax but yet still awake. Green color is always used to promote their brand. This is to deliver an image that Starbucks product is always friendly and caring. The earth-toned color scheme and muslin coffee bag background were also carried over from the company’s previous espresso print advertisements.
Why do they want to do this survey and yet show the result in their advertisment? It is because they want to tell the audience that the coffee made by Starbucks is favorable among students. Price is cheap by college students. Informational graphics is created to translate the raw data collected into an easy-to-understand and visually appealing poster. By using this method, their goal to show that their coffee is worthy and affordable can be achieved directly even though their price is slightly higher than other competitors.
In order to tell the audience that they have various type of drinks, different kinds of coffee like Frappuccinos and Mochas have been promoted through the poster.
The slab-serif font Archer was selected for its formal legibility and prominent usage in other magazines focused towards the target demographic of women age 48 with an income of $91,849, such as Martha Stewart Living. The horizontal green bar dividing the middle of the poster mimics the shape of a “coffee jacket” used to keep a latte consumer from burning their hands.
As mass audience, we can be affected by advertisement easily. Sometimes, we forget to think beyond the advertisement. By understanding how mass communicator works, we can judge products in a different angle. In example, the disadvantages of drinking too much of coffee. Coffee and its caffeine content are a drug on the human body that negatively affects the central nervous system, as well as other organs, and leads to addiction. Yet, any coffee drinker will say they're not an addict, but it's the same with an alcoholic... just less destructive behavior comes from coffee, but rather you end up with long-term, and occasionally noticeable short-term health problems.
We all know that Starbucks is not cheap, coffee has it's good & bad. But, many people still drink it.
ReplyDeleteBesides being expensive, at least they provide good services.
Consumers are going for the brand of Starbucks, the logo & their design plays a big role on their target consumers.
Starbucks uses relaxing colors as a metaphor of relaxing & enjoyable.
They also imply the 'go green' thing into their brand which makes them look more noble & environment friendly.
anyway, who doesn't like to 'go green' ? with the impact of go green campaigns now days, i bet there's many 'go green' supporters out there.
If a consumer knows that Starbucks is expensive and keep drinking it, it means that Starbucks have successfully manipulate the consumer's mind.
No matter what, the consumer will still drink it.
Thanks to advertisement & good designs, Starbucks are able to bring out the aesthetic that co-exist with coffee, friendly environment & design.
Frankly, we will think of STARBUCKS when we want to have a cup of coffee.
ReplyDeleteAlthough it is not cheap, but first customer choice - STARBUCKS coffee is one of the favourites of many people.
The design of the poster is fantastic, it's simple yet aesthetic!
Green color and earth-toned color are used to show a friendly and caring image.
Let us look at the poster, the balance between colors and content make it harmony.
We will also think of good services and friendly environment.
Most importantly, this poster is commercialised. It is presentable and very informative for the mass audience. Which makes it a great poster design.
Starbucks targeted audience has been changed from time to time..At the past, they were targeted college students as main customers to them. but now, as standard of living has rises, their target become high income working adults. Starbucks is brilliant to use natural color such as green and light brown on their ads. These color is a symbol of natural, healthy and relax. By the way, as a mass audience, we should be smart to be able to differentiate the authenticity of an advertisement.
ReplyDeleteAgreed with the author. Like stated, starbuck has been in business for years. Their customer changes from time to time. And by using such natural color, GREEN, as their theme will attract more adult's attention. and with global warming on the rise, Go Green would be a good way to promote their product and to show they are environmental friendly.
ReplyDelete