Range Architecture Learning from Stieg Larsson's "The Girl With the" Books

名著「千禧年三部曲」的識別系列建構

原文網址: Link

摘要： 系列建構時常流於紙上談兵，用複雜或是理論性的方式說明，卻沒有明確的操作方式或是可行的操作建議。本文藉由地鐵站的一幅廣告，來說明「被龍紋身的女孩」等三部曲是如何操作系列建構，並創造品牌連續性和視覺引導。

我今天在地鐵站看到下面這幅廣告海報，我認為這是一則明確的「系列建構」優秀範例。

我看過的很多系列建構仍然是「紙上談兵」：複雜、理論模型或只能說明卻不能實際操作成功的策略。更好的想法是將理論直接付諸執行，看看是否會成功。

以下是我們可以從「千禧年三部曲」中學習參考的部分：

1. 創造品牌的連續性

Steig Larsson很明確的塑造「千禧年三部曲」的品牌，實際操作三本書連續性的方式如下： i) 標題及作者的位置和字體。ii) 在鮮明顏色背景上的標題及視覺呈現。iii) 在封面頂端的短評回顧。

我喜歡其在廣告上的宣傳方式，它強調品牌名稱並藉由問「你聖誕節想要哪一個女孩?」的方式來鼓勵購買。 

2. 品牌資產的力量

除了書的命名以外，「刺青」的視覺效果以及那神秘又富有陰謀風格的照片也創造了品牌連續性。

3. 明確的視覺引導

這套書藉由使用不同視覺效果的女孩照片及背景顏色幫助購買者簡單地導覽三部曲。我們時常花大量時間去構思新穎的產品名稱，但在這個案例中，我們通常會買「紅色那本」或「藍色那本¬」作為三部曲的開端。因此，最好是利用視覺線索的直覺式引導，而非使用文字。

或許我唯一會加上的是「第一部」、「第二部」、「第三部」以幫助購買時的正確順序。

總結以上，系列建構是凸顯品牌一致性和引導便利性之間的正確平衡；而直接將想法付諸行動看看會不會成功，是最好的方式。 

I saw the poster below at the train station today. I thought it was a good example of a clear "range architecture".

A lot of the work I see on range architecture still seems to be "powerpoint strategy": complex and theoretical models and strategies that work on paper, but not necessarily on the supermarket shelf. A better idea is to mock your ideas up, put them on a shelf and see if they work.

Here's what we can learn from the "The Girl with the.." books:

1. Create brand consistency

There's a clear brand here in the shape of "The Girl with the.." by Steg Larrson. The brand is executed consistently across the 3 books in terms of: i) position and typeface of the title and author, ii) use of visual + title on coloured background, iii) position of the reviews at the top of the page.

I like the way the ad from the publisher reinforces the brand and encourages buying the series by asking "Which girl do you want for Xmas?". 

2. The power of brand properties

Beyond the naming of the books, brand consistency is also achieved by the "tattoo" visuals. And the mysterious, intriguing style of photography.

3. Clear visual navigation

The books also help the shopper easily navigate the range, with a different visual of the girl and a different colour used for each. We spend ages dreaming up fancy product names. Yet when we shop most of us buy "the red one" or "the blue one" in a range. Navigation should be "intuitive" by using visual cues, not loads of text.

The only thing I would have added perhaps is "Part 1", "Part 2" and "Part 3" of the trilogy, to aid buying them in the right order.

In conclusion, range architecture is about striking the right balance between brand consistency and ease of navigation. And the best way to work on this subject is to mock up your new range and try it out, not rely on powerpoint.