The Landor Methodology, 1977
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The Landor Methodology, 1977
An insight into the design process of Walter Landor Associates for a special Extra Issue of Idea.
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An interdisciplinary team effort
Today's scientific approach to communications calls for a design program based on an interrelated approach which may involve qualitative and/or quantitative research, competitive research, controlled financial planning, definitive marketing philosophy, comprehensive design exploration, integration of the advertising platform, and most importantly, a dynamic working relationship with the client.
Every Landor project is approached by a three-part team, composed of marketing, research, and design specialists, plus technicians in various related fields. As a coordinating group, the Landor project team interfaces with the client project team assessing the environment of the company or the product in the marketplace and assisting in its positioning. Often visual audits and consumer research are conducted by Landor Associates in the market, prior to finalization of design and marketing objectives. Management must agree on these objectives, and they then become the basis for design evaluation. It is not uncommon for Landor to assign one team to design close-in to the existing product line and another team to design with virtually no limitations. The design process, per se, is essentially evolutionary in that at least three major internal critiques take place before the selection of the prototype designs that are presented. Extensive consumer research and evaluation of proposed designs are part of the development process. To arrive at the final, most effective marketing design, the Landor designers frequently blend elements of one design concept with elements of others. And while design cannot assure marketing success, it is increasingly becoming the spearhead of the marketing effort.
Value of marketing research to visual communications
Marketing research has served as an indispensable tool in the creation and upgrading of visual communications by Landor Associates. The research is used at various junctures of the design process, as befits the particular client problem at hand. Research into consumer attitudes regarding a company, pro-duct, or package (including attitudes regarding the competition) may help shape design objectives and indicate design directions. Once design work is underway, research can be used to evaluate the most promising design directions of all those which have been formulated. Research is also used frequently in the post-design stage to make a selection between two or more final design candidates.
Communications Research Center was created 15 years ago as an arm of Walter Landor Associates to assist in the achievement of optimum design solutions. CRC is composed of a staff of marketing research specialists, all familiar with the special techniques required to measure communications through visual media. Located on the Ferryboat offices in San Francisco, CRC's facilities include a room especially designed for consumer group discussions, with a built-in lighting system to simulate supermarket, home, or outdoor lighting. The room is equipped with microphones, tape recorders, and a one-way mirror which enables clients seated in an adjacent observation room to observe the proceedings. For projects outside San Francisco CRC utilizes an established network of facilities and research services across the United States and throughout the world. Under the direction of Landor Vice President Mim Ryan, CRC conducts a range of research activities which provide the Landor design teams with the input and direction they require to successfully implement design projects. A few of these techniques are described below:
Focus group interviewing
Approximately ten persons in each of a number of groups considered to be typical of the existing or intended target group audience are interviewed in a group situation by an experienced moderator. The sessions usually last about two hours, during which time the discussion focuses on usage patterns, attitudes regarding the company, brand, product in question and its competition, in-depth reactions to visual communications (both existing, proposed and competition), and comparative evaluations. This technique is especially useful in understanding the feelings of consumers and the special reasons which make one company, brand, product, package, or symbol more or less appealing than another.
Visual testing
The tachistoscope is one example of a mechanical device used to measure visual impact, such as the shelf impact of a new package. A simulated competitive shelf display is projected on a screen for increasing lengths of time, between which respondents are asked to identify any products, brand-names, colors, or words they were able to see. The eye-tracking camera is a device which records the eye's path in response to a visual stimulus and, like the techistoscope, is used to measure visual impact.
Image measuring techniques
The tachistoscope is one example of a mechanical device used to measure visual impact, such as the shelf impact of a new package. A simulated competitive shelf display is projected on a screen for increasing lengths of time, between which respondents are asked to identify any products, brand-names, colors, or words they were able to see. The eye-tracking camera is a device which records the eye's path in response to a visual stimulus and, like the techistoscope, is used to measure visual impact.
Image measuring techniques
Various techniques, such as similarities ratings, semantic differentials and agree-disagree scales, are used to measure and understand the imagery projected by a symbol, package, or name. They are often utilized prior to design work to identify the specific imagery which should be communicated through the visual medium for a product, package, company or name.
Landor Associates' reliance upon CRC's expertise and technical ability reflects its awareness of the increasing competition and proliferation of brands and products in the marketplace, resulting in an evermore demanding environment for communications with the consumer.
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