Donna Karan- Advertisement ss00

-these are the advertisements of Donna Karan's in 2000

-Donna Karan showed a different apporoach in using colors 8 years from now

-she showed variations in her collections & advertisements that year

-spring summer 2000

-she showed the most pieces (72 pcs)

-all in similar styles, generally evening gowns & dresses

-she also featured the most colors

-5 major colors

-one color to two colors per piece

-the colors she used in 2000 can be commonly seen in her future collections

-ss00 advertisements

-showed variations comparing to the other advertisements after 2000

-unlike what Donna Karan usually does, she took group shots this time-showed the images of 6 models in a spread page

-all 6 of them were the focus

-all of them were equally important

-unlike what Donna Karan usually does, their level of importance were not emphasised

-did not stand out any of them by using a different color nor a different value

-did not show the use of different texture & brightness

-did not shade the models at the back

-the proportion of the models told audiences of their level of importance

-but in some shots (the red ones), it was hard to tell

-unlike what Donna Karan usually does, the theme was not clear

-there were no background in the advertisements

-only the backdrop of the studio

-fail to create a story or a setting within the advertisements

-the advertisements aimed at emphasising the colors used in the collection that year

-therefore unlike what Donna Karan usually does, the colors did not fuse into the environment

-the colors used in the advertisemens were strong

-strong colors pop out from these advertisements

-no stories were built within the advertisements, so their connection with the target audiences might be weaker

-but the sudden boost of strong color could catch the attention of the target audiences

-viweres' attention can be caught by the eye-catching colors

-therefore such styles made perfect for audiences who could only give the advertisements a fast glance

-these advertisements would be very effective when they are used in billboards in highways or outside the tunnels

-so passer-bys can have a quick glance at the advertisements

-as these people are too busy to graspe a story/feeling within the advertisements

-the fullness of strong colors in the advertisements can make these people remember about the brand

DONNA KARAN-ADVERTISING (ACCESSORIES->HANDBAGS)

-Aims at selling the accessory

-Handbag>Model=The bag is more important than the model

-The handbag

-comparing to the size of the model, the handbag has a bigger proportion

-occupies half of the advertisment

-is in aggressive colors (mustard yellow)

-has a stronger ray-length

-more sharp & easy to be seen

-contrasts from the dull background (recending colors->minty-blue; black)

-(mustard yellow+minty blue=analogous )

-catches the attention of the audiences at first glance

-is shown in the left front corner as the main focus

The model

-is shown at the back as part of the background

-is shaded in the dull background

-is shown in a unclear & vague manner->less significant comparing to the handbag

**yet, if the handbag is shown solely, the image will tend to be boring

adding a model at the back with shades may interest the audiences' eyes

-facilitates in creating a moody atmosphere

-helps to build a story with the images

-the advertisement may also appear to be more classy

-target audiences can be "bounded" by the advertisement

-The handbag

-the handbag plays an important role in the advertisement

-occupies almost half the advertisement

-is in recending colors (Navy Blue)

-stands out from the plain background (dove grey)

-catches the attention of the audiences

-is shown in the front as the main focus

The model

-is shown in the upper part of the advertisement

-is shaded in the plain background

-is shown in a clear manner

-however her presence is less significant comparing to the handbag

-plays an supportive role in demonstrating the handbag

-by adding a model, the advertisement may interest the audiences' eyes

-appears to be more classy

-may creat a mood & build a story easier so target audiences can pluge into the advertisement better

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**Though both advertisements focus on showing the handbags, the 2nd one is better than the 1st one

The whole image looks more natural

Both the handbag & the clothes worn by the model can be shown

When the model is clearly shown, she plays an impostant role in supporting the presence of the handbag

a story can be created within the advertisement

target audiences can substitude themselves as the character of the advertisement

they can therefore glasp a stronger feeling from the images

the advertisement can be more provocative

enhances implusive buying

DONNA KARAN-LABEL

The Label of Donna Karan New York

-Simple color & Design

-Color: Black (background) & Ivory White (font)

-Font Style: Simple, Square-Like, Not Curvaceous

-Functional: Sharp, clear & Contrastive

-Perception: Professional, Strong & Classy -> Expensive

**The Ivory White makes the label special

-Reflects light

-Looks shiny

-The “Special White” makes the label unique

-Further enhances the elegance of the brand

-Ivory color also gives a feminine sense

-Helps to soften the flintiness of the font style & the dull background

-Coherent to the brand image & the needs of the target audiences>Successful Career Women

** (Simple design + Minimal use of colors)

+

(Good understanding of the brand +Skillful use of color & texture)

=

Stylish, Chic, Well-designed label of Donna Karan’s

Donna Karan - The Entrance

Signage

-Simple color & Design

-Color: Black (font) & Dark Ivory Marble (background)

-Font Style: Simple, Square-Like, Not Curvaceous

-Functional: Sharp, clear & Contrastive

-Perception: Professional, Strong & Classy -> Expensive

Entrance

-Dark Ivory Marble & Dark Non-Reflective Entrance

+ The height & width of the entrance

-Indicates the nobility of the store

-Gives people a professional, authoritative & flint impression

-Attracts target customers who are also strong & professional

-Repels the “non-targets”

-Helps to cull the targets from the pedestrians

DONNA KARAN - INTERIOR DESIGN

New York Flagship Store

London Flagship Store

New York Flagship Store+London Flagship Store


-Similar colors & design


-Colors: 2 sets >Earth tone colors & Grey scale colors


-Earth tone colors: Natural beige+Sandy sahara+Creamy brown (Analogous)


-Warm & natural


-Can be easily accepted by the audiences


-Grey scale colors: Cool grey+Pale grey+Black (Achromatic)


-Classy & chic


-Suits the brand image


-Natural earth tone: the brand's attention towards the nature & environment


-Classy grey scale: adds to the classiness of the brand, allows the store to look more grand


**Just as Donna Karan's designs, Black is usually used to accessorized the pieces. Here, in the interior, black is also used for the same purposes.



-Black is used to high light the rather minor but important parts of the store


-eg. Staircase poles, Decorations (vases, sculptures etc)


-Earth tone colors & Grey scale colors are used almost every season in Donna Karan's collections


-The favorite colors of the brands' target customers-career women


-Earth tone colors: similar hues, high value, low chroma


-The colors melt together forming a harmonious picture


-Grey scale colors: similar hues, high & low value, low chroma


-Though using similar colors, but they are applied in different textures


-Extensive use of lightings, emphasis the color & texture's differences


-Adding interest to the viewers' eyes


**Unlike brands that try to standout their products from the interior (eg. Dolce & Garbbana), Donna Karan tends to fuse her products into the environment.


-Ivory pieces are placed next to the light grey sofa


-Creamy brown handbags and shoes are placed in shelves of the same hue in lower value


-This is to match the wants of Donna Karan's target customers


-Donna Karan's target customers are career women instead of drama queens


-They want to fit into their working environment instead of being the center of focus


-Therefore they would not prefer high profile dressing style & exaggerating outfit


**The way Donna Karan displays her collections matches the inner wants of the career women who want to look attractive but still matches the dress code of the working environment so they can fit into the working place, be professional and cause no drama.

DONNA KARAN - HISTOY OF THE BRAND

Donna Karan

-strong New York Metropolitan style

-stylish & chic

-targets at strong career women

-shows a strong independent image

-but still emphasises on the softness of female

-therefore the clothes are highly wearable

-no dramatic designs

-no shocking colors

-seldom apply the principle of novelty

-seldom use the complementary colors, split complementary colors or triad

-the principle of FAMILIARITY is common

-using the natural colors from mother nature

-this color using pattern can be found in its interior design, packaging, advertising etc

-to conclude, Donna Karan is never over the top

-therefore it's collections are loved by career women

-for the clothes can be worn during office hours, cocktail parties or even at night balls

-Donna Karan is famous for her wrap dresses, drapes, baggy pants

-she pays great attention to details

-she loves using simple little patterns instead of large prints

ACHROMATIC

THE PRINCIPLE OF FAMILIARITY

cOLORS oF mOTHER nATURE
~nATURAL
~pLEASANT
~cALMING

MONO CHROMATIC - AVARICIOUS RED

PRIMARY COLOR FOR PIGMENT

PRIMARY COLOR(RED+BLUE+YELLOW)+IN AN OFFICE
= WORK LOAD x 100
=OT