Handbag Campaign
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Juicy Couture is a women’s luxury brand. Its handbags are glamorous, edgy, versatile to fit the needs of women around the world. Creating a campaign to highlight Juicy Couture’s differences, and redefining the target audience, to successful women ages 22-35, will allow for increased brand penetration. Utilizing media that appeals to women in the new target audience will engage them in the brand and create a connection to harbor brand loyalty.
Introduction 3
Research
Creative Development
Research Paper ..... 6 SWOT ..... 18 Competitive Analysis ..... 5 Creative Brief ..... 7
Moodboards ..... 9 Design Toolbox ..... 11 Logo Development ..... 13
Table of Contents 4
Style Guidelines Correct Logo Usage ..... 17 Incorrect Logo Usage ..... 18 Imagery ..... 19 Textures ..... 21 Color Palette ..... 23 Typography ..... 25
Design Solutions Website Design ..... 27 Social Media ..... 29 Magzine Print & Digital ..... 31 Mobile App ..... 33 Video ..... 35 Guerilla Marketing ..... 37 Conclusion ..... 39 References ..... 41
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Research 7
Abstract The handbag industry is an ever-growing industry with a vast number of designers and stores. Women are inundated with so many handbag choices, that finding a way to differentiate Juicy Couture from the competition is important to increase sales and brand awareness. Juicy Couture is unlike the competition in that the brand is fun, edgy, and glamorous, and versatile enough to use for any occasion. Creating a campaign to highlight Juicy Couture’s differences, and redefining the target audience, to successful women ages 22-35, will allow for increased brand penetration. Utilizing media that appeals to women in the new target audience will engage them in the brand and create a connection to harbor brand loyalty. Social media is a staple in the lives of the redefined target audience, so utilizing all platforms such as Facebook, Instagram, and Twitter will spread the brand news and sales promotions to as many women as possible. Print and digital magazine advertisements will benefit the campaign because women read magazines for pleasure and to feel a sense of reward. For the digital advertisements,
Research Paper 8
women will have the ability to interact with the ad to engage them and reinforce the sense of reward. The advertisements will be fun and edgy, just like the Juicy Couture brand. The color and typography choices will reinforce the brand feel and set Juicy Couture apart from the competition. The Juicy Couture logo has been around since the brand’s inception; therefore updating that will create a new improved brand feel to appeal to the new target audience. Overall the Juicy Couture rebrand campaign will create increased sales and brand recognition.
Brand and Industry Overview Juicy Couture was once a well-known name in the fashion industry. Due to the influx of brands in the fashion industry, the Juicy Couture brand has decreased in the minds of consumers. In 2003, Juicy Couture introduced handbags to the product line. The accessory line proved to be very successful and was endorsed by numerous celebrities. To increase consumer brand awareness, Juicy Couture needs to return its focus back to its successful handbag line. Bringing the handbag back as the main product to promote the Juicy Couture brand will increase sales as well as increase consumer awareness. Current market trends from the show that consumers are looking for “luxury” products in the handbag market due to the increase in their income1, which predicts demand for handbags is expected to grow through 20172. In order to increase brand awareness and market penetration, it will be important for Juicy Couture to relay an eccentric target message. The message is that Juicy Couture handbags are fun, edgy, and glamorous for women on the go. Owning a Juicy Couture handbag will leave the consumer with a sense of fulfillment and confidence while walking around with the fashionable accessory. Consumers enjoy finding ways to express their unique style, and with the diverse selection of handbag styles, Juicy Couture allows the consumer to do just that. It was recently reported by Yahoo! Finance3, that
1. (2013, Global handbags market) 2. (2013, New! usa handbags)
3. (2013, Yahoo! finance)
starting in 2014, the Juicy Couture brand would be part of the Kohl’s brand portfolio. This is a great move to help increase brand penetration and brand awareness because Kohl’s is a well-respected company that appeals to the new Juicy Couture target audience. Any individual shopping at a Kohl’s store will be able to purchase and enjoy a fashionable Juicy Couture handbag. Juicy Couture is a fashionable brand that offers consumers a fun, edgy, and glamorous selection of handbags. This begs the question, why has Juicy Couture continued to see declining sales and declining consumer awareness? This project book will discuss the necessary steps for Juicy Couture to regain market share in the handbag industry. Standing out as a fashion icon will be important to separate Juicy Couture from the vast competition it faces. The campaign will redefine the target audience to incorporate more women who would enjoy the fun and edgy style Juicy Couture offers. It will also outline Juicy Couture’s need for meaning behind the brand by promoting the brand as one that gives back to the community. Emotional attachment to the brand is important as more and more consumers are attracted to emotional marketing rather than standard fact based marketing approaches.
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When Juicy Couture was first introduced, the brand penetration. Most of the brands understand the was one the most fashionable brands in the fashion need to keep up with changing market factors and industry. Celebrities were endorsing the brand, adding consumer preferences. Juicy Couture has not seen to the reputation of the Juicy Couture any form of fashion style change since the brand. Unlike other brands in the fashion Consumers are seeing brand’s inception. While some consumers industry, the Juicy Couture style remained an increase in disposable would see this as a good brand move to the same from year to year. Business income; therefore they show Juicy Couture is established and 4 Insiders found that consumers purchase are looking for higher confident with the brand, the numbers are brands that keep up with the fashion quality products to proving this to be incorrect. trends, and because Juicy Couture did not purchase. change like other brands did, sales and Juicy Couture is seeing a decrease in sales market share decreased. due to a decrease in consumer interest, and the competition is far exceeding Juicy Couture While it was once a declining industry, the handbag when it comes to sales and brand awareness. Because market has begun to grow. Consumers are seeing of this, Juicy Couture was forced to make aggressive an increase in disposable income; therefore they are product markdowns. Accessories magazine5 reported looking for higher quality products to purchase. The that in 2012, Juicy Couture was estimated to bring handbag market is also experiencing an increased in between $70-$73 million for the year, however, demand for higher quality products due to changing in October of 2012, that number was changed to consumer preferences. The Global Handbag estimate earning for the year of $28-$38 million. It has 1 Market report shows that consumers want a brand also been shown that Juicy Couture outlet stores are that stands out and that can be shown off. With having more success in sales than the full priced retail e-commerce becoming more popular and accessible, stores. This project will look to increase handbag it helps drive brand awareness all over the world, sales in all facets of the brand. instead of being limited to one specific area. The current target audience that Juicy Couture In the fashion handbag industry, competition is fierce. focuses towards is teens and young adult women. Juicy Couture competes with Guess? Inc., Calvin The problem with this target audience is the low Klein, Fossil Inc., Coach, Michael Kors and Tommy income they receive. Most individuals in this target Hilfiger. Most of Juicy Couture’s competition has not group are in college or recent college graduates just been struggling when it comes to sales and brand starting out their careers. Their disposable income is
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4. (Lutz, 2013) 5. (Accessories Staff, 2012)
not as high as those individuals in established careers; therefore they may be unable to afford Juicy Couture handbags. At most, these individuals would rely on others to purchase the products for them.
emotional attachment is what creates brand loyalty and repeat business, which is important for the Juicy Couture brand to accomplish to get back in minds of consumers.
There are a couple changes that the Juicy Couture brand needs to accomplish to rebrand itself and regain market share and brand awareness in the “luxury� handbag market. First of all it is important for the Juicy Couture brand to promote its positive aspects and what differentiates the brand from the vast competition. Juicy Couture is an authentic brand that offers fun, edgy, and glamorous appeal to its consumers. Since the target audience consists of younger women, starting out young will allow for an increased chance of brand loyalty. The brand style is also different from the competition. Other brands offer handbags that are preppy and streamlined. Juicy Couture offers the fun and edgy, Los Angeles style as its inspiration. Promoting these differentiators can help increase brand awareness and brand credibility.
With a small target audience, it is difficult for Juicy Couture to promote the brand to as many women as possible, interested in fun and glamorous handbags. To solve this problem, it is crucial for Juicy Couture to look at a slightly older, broader, target audience who is still young enough to enjoy the fun and edgy style that Juicy Couture offers.
Creating a sense of brand satisfaction and perceived value is another goal of the campaign. Consumers tend to pay a higher price for products that satisfy their specific needs. This is especially true for luxury products. Through the campaign, Juicy Couture will promote the brand as a high value, high luxury brand to meet the fashion needs of consumers around the world. Brand satisfaction leads to an emotional attachment between the consumer and the brand. The
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New Target Audience Women ages 22-35 are style savvy and need a handbag to match their lifestyle. These women are established in a career, or recent college graduates starting out for the first time. They enjoy looking glamorous and showing off luxury items. Hobbies include hanging out with friends, grabbing drinks after work, going shopping on the weekends, and enjoying life.
Media Outlets Social Media
Social media website usage has been dominated by women, which makes it a worthwhile asset to promote the Juicy Couture brand. Marketing research shows that 58% of Facebook users are women, and 62% of Twitter followers are women6. This information reinforces the need to have a presence on these social media sites to appeal to women in the target group. Utilizing a Facebook fan page and Twitter account will spread awareness of Juicy Couture handbags and promote the product in a positive and fun light. Juicy Couture will also utilize Instagram as a way of sharing fun pictures of Juicy Couture handbags and models using the handbags in different locations, to represent the brands versatility. Sales and special promotions will be announced via social media to help reach as many women in the target market as possible. Women who ‘like’ the Juicy Couture fan page on Facebook and ‘follow’ the Juicy Couture Twitter feed have the ability to ‘share’ the updates with all their Facebook friends and Twitter followers. Spreading awareness by using ‘word of mouth’ marketing is the best way to reach a broad range of women, and it is also a free way to market a product. Women enjoy interacting with a brand,
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and research shows “80% of women share photos, videos and links online6.” What better way to spread the word than allowing the target audience to promote the brand to their friends and acquaintances?
Mobile App
Mobile usage is on the rise so creating a streamlined mobile site is a great way to appeal to women. Women have become increasingly busy with daily activities and work, so offering an easy way to purchase and view Juicy Couture handbags will help increases sales and brand awareness. Creating a mobile app is another way to appeal to women who utilize a smartphone. The app will feature more than the mobile website by containing games and promotions to keep women interested. Downloading the app will allow an easy way to purchases a Juicy Couture handbag with the click of a button. A rewards program will be offered through the app and website that will give women points for purchasing Juicy Couture handbags and after so many purchases, a discount or free item will be awarded. Another fun addition to the app will be an option call “Try Before You Buy.” This will allow women to upload a picture of themselves from Facebook or their mobile device and chose an outfit and a handbag and see what they would look like if they bought and used the handbag. The mobile app will also integrate Social Media networks to help women connect with their desired network directly from the mobile app.
6. (Fox, 2012) 7. (Consterdine, 2005)
8. (2013, “Hearst magazines”)
Magazine Ads - Print and Digital
Magazine advertisements will also be utilized in this campaign. Women’s interest, celebrity gossip, and household magazines will feature advertisements for Juicy Couture handbags. Women read magazines, at work, at the salon and various other places when they have some down time. An article titled “How Magzaine Advertising Works7,” explains how magazines appeal to women because reading a magazine is rewarding and offers value to the reader. Reading a magazine can be considered relaxing and they usually offer juicy, engaging articles. Creating an advertisement that is just as engaging will increase the chance of a reader stopping and glancing at the advertisement, and following through with the in-ad call to action. Interactive advertisements will be another media option for this campaign. Women enjoy reading digital magazines in the same manner they enjoy reading a physical magazine. Hearst Magazine UK8 reported that digital magazines offer an interactive element that users enjoy
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Campaign Focus interacting with in order to gain more insight into the product or article. Their research shows that 64% of readers “would spend more time with a digital ad they could engage with, 78% like to be able to tap the ad to find out more, 8/10 like ads that link directly to the advertised product, and 55% feel more favorable towards a brand as a consequence of seeing an ad in a digital edition.� Standing out from the mass of advertisements is important to be one of memorable advertisements that a woman sees. To accomplish this, it is necessary for Juicy Couture to perform a complete brand makeover. The website, logo, and fashion style are outdated and not up to par with the competition. The website does not offer a call to action for consumers to want to purchase a Juicy Couture handbag. The idea of the website will be to draw in consumers all over the world. Regardless of the location of the consumer, they will be able to purchase a glamorous, edgy, and fun Juicy Couture handbag. The logo has been around since the brand was established and would need to be revamped to help promote the new Juicy Couture brand. Utilizing the above information to create the social media presence, smartphone app and magazine advertisements will create a memorable updated campaign for Juicy Couture handbags.
The main focus of the campaign images will be promoting Juicy Couture handbags as fun, glamorous, and stylish. Focusing on the handbags themselves is important to make sure the handbags are the highlighted images in print ads and not any of the models used. Highlighting the handbags in different settings such as out on the town with friends, in the office, and shopping around accomplishing daily tasks will show that there is a Juicy Couture handbag for anyone, for any occasion. The social media sites, smartphone apps, and magazines ads will stay on task with the colors to keep an all-encompassed campaign feel. Like its competition, current Juicy Couture ads feature beautiful women holding a handbag. When looking at the advertisement, the consumer is often drawn to the model and not so much the handbag. The campaign will deviate from making this mistake and will create a different looking campaign from the competition. This will be accomplished by highlighting the handbag in the ad and washing out the color of everything else drawing the consumer’s eye directly to the handbag. This will also be accomplished by having just the handbag in a setting, such as on an office desk or on a shopping counter. The whole idea of the campaign is to show that Juicy Couture handbags are fun, glamorous, and edgy, yet can be used by women for any occasion. A new logo and website design will also be part of the
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campaign. The logo has been around since the brand was established; therefore it will be important to update that for the new Juicy Couture campaign. The logo will be on the handbags so the logo will need to be just as fun and edgy, yet still memorable and representative of the Juicy Couture brand. The website will also be updated to make navigating around easier and making it easier to find the information the consumer is seeking. There will be an added place for the charity work and rewards program that will be introduced in the campaign.
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Conclusion Juicy Couture is a fashionable brand that offers consumers a selection of fun, edgy, and glamorous handbags. The handbag market was once a declining industry, however, with an increase in consumer income, growth in the industry has started to grow. Standing out as a fashion icon will be important to separate Juicy Couture from the vast competition it faces. Creating and emotional brand attachment will help accomplish the differentiation. The redefined target audience will also be crucial to ensure Juicy Couture reaches women who are able to afford, and are desiring to purchase a fun and edgy handbag. Through the campaign, the advertisements and media chosen will be attractive to the new target audience to better grab their attention and engage them in the Juicy Couture brand. Business women who wear suits to work every day still need to find a way to add some pizzazz to their outfit, and a Juicy Couture handbag will do just that. The handbags are also versatile in that they can be used in the office during the day and out at night with friends and family. Utilizing different forms of media will help spread the word and attract the appropriate target market. Women are emotional beings so creating an emotional brand feel through the media will help attract women in the new target market. Engaging the target audience through media will help create a connection to the brand, which will help increase brand loyalty. With these proposed changes, Juicy Couture will see
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increased sales and brand awareness for the handbag line.
Research Paper References (2013). Global handbags market report- 2013 edition. Retrieved October 2013 from http://www.researchandmarkets.com/ reports/2546428/global_handbags_market_report_2013_edition (2013, October 15). Hearst magazines uk unveils new research into reading habits of tablet users. Retrieved December 2013 from http:// www.hearst.co.uk/magazines/011-1273-Hearst-Magazines-UK-Unveils-New-Research-Into-Reading-Habits-Of-Tablet-Users.html (2013). New! usa handbags market research report 2014. Retrieved October 2013 from http://weconnectfashion.com/fido/getpublication. fcn?&type=research&SearchString=usa+handbags&id=737870ST0000932&start=1&tr=1 (2013). Yahoo! finance: Kohl’s corporation company profile. Retrieved December 2013 from http://biz.yahoo.com/ic/11/11339.html Accessories Staff. (2012, October 2). Disappointing juicy couture sales cause fifth & pacific to lower full year outlook. Retrieved from http://www.accessoriesmagazine.com/56574/disappointing-juicy-couture-sales-cause-fifth-pacific-to-lower-full-year-outlook Consterdine, G. (2005). How magazine advertising works. PPA Marketing, 5th Edition, Retrieved December 2013 from http://www. consterdine.com/articlefiles/42/HMAW5.pdf Fox, G. (2012, October 5). Marketing to women 65 statistics showing their marketing influence. Retrieved December 2013 from http:// www.tribalcafe.co.uk/marketing-to-women-65-social-media-mobile-and-internet-stats-on-women/ Lutz, A. (2013, October 07). Why juicy couture lost its celebrity brand status. Retrieved December 2013 from http://www.businessinsider. com/how-juicy-coutures-business-eroded-2013-10

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Strengths * Distinctive look compared to competition * Competitive prices * Younger target audience
Opportunities * Increasing demand for luxury items in handbag market * Handbag market increasing * Disposable income increasing
SWOT Analysis 18
Weaknesses * Low brand awareness * Lack of emotional attachment * Lack of consumer loyalty * Minimal fashion change
Threats * Numerous companies in the industry * Changing consumer preferences in a changing market * Unstable economy
Action Plan
Competitive Overview
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Industry Ranking: 7 out of 100 14 Unique Selling Proposition: Calvin Klein is the only modern all-American inspired brand that maintains brand awareness through creative advertising and global reach.
Industry Ranking: 18 out of 100 14 Unique Selling Proposition: Guess is the only European inspired American apparel/ accessory/denim brand that offers a vast array of products for consumers all over the world and is committed to consumersby offering a rewards program as a form of consumer giveback.
Competitive Analysis 14. (Pogoda, (2012)
Industry Ranking: 36 out of 100 14 Unique Selling Proposition: Fossil is the only global lifestyle brand that has stayed committed to an American vintage inspiration and is continually growing through its use of a multi-brand portfolio.
Industry Ranking: 12 out of 100 14 Unique Selling Proposition: Tommy Hilfiger is the only lifestyle brand that produces classic American apparel and accessories around the world, and understands the importance of giving back to those around the world who are in need.
Tone of Voice
Just like the woman in the target audience, the tone of the copywriting will be glamorous, classy, and fun. Adding an edgy tone to the copywriting will also further reinforce the look and feel of the campaign. The copywriting will also be positive and informative to appeal to the working businesswoman.
Key Tenents Glamorous Edgy Versatile Modern Fun
Unique Selling Proposition
Juicy Couture is the only fun yet glamorous brand that stays consistent even when the trends are changing, and works to create a brand value by balancing the look of current trends with its edgy and flashy feel.
Campagin Theme
Creative Brief
The theme of the Juicy Couture handbag campaign will combine the classy feel of a business professional with the glamorous feel of a Juicy Couture handbag. The handbags are versatile enough for use in the office, yet fun enough to use for a night on the town. Juicy Couture is unique in that its handbags include an edgy style unlike the streamlined and classic feel of the competition.
Call to Action
Positioning and Value Proposition
Juicy Couture is currently positioned very low in the industry. The handbag market is very diverse and there are a lot of brand’s competing for the consumer’s interest. The campaign would highlight the competitive price and flashy style that Juicy Couture handbags offer consumers. Compared to the competition, Juicy Couture handbags are flashy and stylish and add pizazz to any outfit.
Sustainable Competitive Advantage
Juicy Couture handbags offer a sense of LA style. Since women want a handbag that offers a sense of style, Juicy Couture would be the only option. Compared to the other classic, modern and vintage handbags on the market, Juicy Couture is the only handbag designer that creates an emotional attachment to the brand through the fun, glamorous, hip and edgy handbag style.
Strategy for Promoting the Brand in the Campaign Project (Big Idea)
The campaign will focus on promoting Juicy Couture handbags as the only handbag on the market to promote a sense of celebrity style. Women walking down the street with a Juicy Couture handbag will feel confident and excited to show off their glamorous accessory. Juicy Couture handbags are competitively priced which will keep them competitive in the market place. The campaign will reflect confidence of the consumer and create an emotional attachment that will harbor repeat business by consumers. The goal of the campaign is to increase sales and promote Juicy Couture to increase its place in the market and in the consumer’s mind.
Creative Development
Moodboards
Design Toolbox
Style Guidelines
Color Logo The color logo must only contain the following brand color combinations: *Light Pink and Dark Purple (on the exact specified petals) *Light Purple and Dark Pink on the exact specified petals) *The leaves at the bottom, the logo outtline, and the Juicy Couture name must always be black
Black and White Logo The B&W logo must only contain the following: *The outline and flower details are always white *The flower petals, leaves at the bottom, and the Juicy Couture name are always black *The overall logo outline is always black
Correct Logo Usage
Clear Space
Minimum Size
The logo can be used with or without the words “Juicy Couture� on certain items such as Guerilla Marketing Purse hooks, where fun catchy phrases will be used instead, and on handbags.
The logo must adhere to the required color combinations.
Do not create the logo at a scale smaller than 2� wide. Do not add any other elements within the designated clear space of the logo. The logo design and brand name are the only acceptable elements allowed within the clear space. The only exception is creating a gold or silver emblem design for handbag use.
Incorrect Logo Usage
The logo cannot be stretched vertically or horizontally
Do not skew or distort the logo
The logo cannot contain any non-brand colors
Do not rotate the logo in any direction.
The textures are smooth and rough to reflect the glamorous and edgy brand feel. The smooth textures will represent a softer feminine feel while the rougher textures represent the edgy upbeat brand sense. The textures also give a modern brand feel that helps Juicy Couture stand out as a brand that understands today’s fashion trends.
Textures & Imagery
To appeal to this target audience, the images represent both a glamorous and edgy feel. Utilizing images of happy and glamorous women translates to the feeling women will have owning a Juicy Couture handbag. The images will be of fashionable women in the target audience to help the women in the target audience relate to the brand. There will also be images of ‘edgier’ women to show the versatility of Juicy Couture’s handbag line.
Juicy Couture will be portrayed as a fun, edgy, glamorous, modern, and luxurious brand. To represent this idea it will be important to focus on the colors silver, black, pink, purple and gold. Gold and purple are seen as colors that represent luxury. In early civilizations, purple represented nobility and luxury, as only the privileged individual’s were seen wearing this color 9 12. The colors black and silver represent a modern feel and supports the idea prestige and quality 10. To represent the feminine feel of the brand, Juicy Couture will also utilize pink as a brand color 11. Pink will help relate to the target audience, and add a contrasting fun color to the color palette.
Color Palette 9. (2013, “Gold in business”) 10. (2013, “Silver in business”) 11. (2014, “The color pink”) 12. (2012, “Color Matters”)
R: 35 G: 31 B: 32 C: 70 M: 68 Y: 64 K 74 PMS: 419
R: 255 G: 123 B: 173 C: 0 M: 66 Y: 3 K: 0 PMS: 211
R: 92 G: 54 B: 129 C: 78 M: 94 Y: 15 K: 3 PMS: 268
R: 214 G: 163 B: 120 C: 16 M: 38 Y: 57 K:0 PMS: 728
R: 185 G: 185 B: 185 C: 28 M: 22 Y: 22 K: 0 PMS: Cool Gray 4
R: 240 G: 171 B: 198 C: 2 M: 40 Y: 3 K: 0 PMS: 203
R: 158 G: 119 B: 182 C: 40 M: 59 Y: 0 K: 0 PMS: 2577
R: G: 199 B: 162 C: 1 M: 24 Y: 36 K: 0 PMS: 713
For the campaign deliverables, it is important to use a font that is easily read. Keeping that in mind, fonts will help portray the modern design feel without confusing the reader. The strengthen the feel of the advertisements, it will be important to choose two contradictory fonts that still complement each other to create an sense of energy in the ad. The fonts chosen will mix a classic script-like font, an edgier fun font, and a modern, easily read sans-serif font. Since the Juicy Couture campaign will be focused toward women, looking at fonts that appeal to women is important to gain reader interest and attention. Handwritten and scripted fonts appeal to women, however, going overboard with these kinds of fonts can weaken the feel of the advertisement. Utilizing the handwritten and scripted fonts as the headlines and subhead fonts will intrigue the reader, then using a regular font (serif/ sans-serif) in the body copy will create an easy read for the reader and not overwhelm or confuse them 13.
Typography 13. (2012, 4 design tips�)
BlackChancery (Headline)
Nightmare Hero (Tagline)
Telugu MN (Body Copy)
Pauls Heartless Font (Logo Font)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Design Solutions
Website Design
References (2012). Color Matters: The meanings of purple. Retrieved December 2013 from http://www.colormatters.com/purple (2012, May 13). 4 design tips that help you target female audience. Retrieved December 2013 from http://webmasterformat.com/blog/design-tips-for-targeting-female-audience (2013). Gold in business. Retrieved December 2013 from http://www.empower-yourself-with-color-psychology.com/gold-inbusiness.html (2013). Silver in business. Retrieved December 2013 from http://www.empower-yourself-with-color-psychology.com/silver-in-business.html (2014). The color pink. Retrieved February 2014 from http://www.empower-yourself-with-color-psychology.com/color-pink. html Pogoda, D. M. (2012). The wwd 100. Retrieved October 2013 from http://www.thequestforit.com/files/the-wwd-100.pdf
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The Designer
Elizabeth Showalter MDMFA Project Book elizshowalter@gmail.com