I hope you have been following this series. This is the penultimate piece on why print is so important to your brand. The Power of Story.
The old saying is that "a picture tells a thousand words". This is certainly true when it comes to print and pattern. Prints can convey a story and give a narrative that the customer can connect with. I saw this time and again during my recent visit to the UK.
Toiles that portrayed the English countryside, A British flag of British grown berries and the biscuit tin that was shaped like the Liberty Tudor building, all achieved their goal of communicating to their customer through their heritage/story.
Many of the stories i observed found their origin in the celebration of a Nation, it was very noticeable that many brands were associating with a larger trend of a backlash to globalization. National, Local and regional pride was very apparent, a nation embracing not only it's "britishness but also its diversity. We've all seen the maps made up of different area names and the Love state t-shirts. These are the more simple stories that can form instant emotional bonds, based on a personal connection to a place, that has the power to literally warm the heart.
The above images use print and pattern to celebrate the Jubilee and the UK's tradition of tea with friends. Iconic motifs such as the London black cab and architectural monuments have also proven to be very popular. I think all of this builds narrative that connects on various personal levels with a brands customer.
Storytelling can be seen in all of the above products. Clearly companies have identified that print and pattern is successful mechanism at creating that connection the consumer needs. My favourite example is the Dr. Stuart's Lax Plus tea. Whoosh hee hee. What stories through pattern are you telling? I would love to hear from you.