12.0 Standing out on the Shop Floor
When combined correctly, the Zanussi tone of voice and key brand elements create great stand-out in a busy retail environment.
12.01 Maximise our key elements for stand out
The key elements in action for in retail: ‘easy choice’ tone of voice, bold typography, use of yellow, headline style and lifestyle imagery. The same approach is used for both electrical and kitchen retail.
12.02 Colour – getting it right in retail
When should I go full on with yellow? When should I tone down the yellow? Here are some examples.
Dominant yellow
To give maximum standout to kitchen and electrical retail POS messaging.
Accent yellow
Where the emphasis is more on the quality of a kitchen interior featuring Zanussi appliances, particularly in kitchen retail.
12.03 Colour and imagery – softening the yellow
Imagery of food and laundry can be used to add quality and soften wide expanses of yellow. Contemporary in style, generally shot from above, this style of photography is widely available from low cost image libraries. Attention to detail is key e.g. primary colours and secondary colours like red and green in the photography. For more information, see sections 4.0 Colour and 5.0 Imagery.
12.04 Colour – avoid too much black
The Zanussi brand works best when yellow and white are used together, with minimal support from black. Always resist the temptation to over use black in POS design or in kitchen interior design.