PROTOTYPE.2: 2021 Holiday Season Product Line Launch

The Approach:

COPY — The primary consideration was creating a series of keywords that would ultimately shape the messaging. These words included: • Holiday (instead of Christmas) • celebrate • our • your • newest • patron(s) • gift

“Holiday,” “celebrate” and “newest” were used sparingly but the choices played well in the building of anticipation, particularly on the main splash screen. The theory was, placement there would lessen the need for regular use on other pages; consumers’ attention would simply be drawn to the actual product choices and making purchasing decisions while still under the euphoria of the Christmas season.

The remaining keywords were used strategically to trigger feelings of inclusion.

Font usage also played its part in both messaging, tone and overall familiarity. Reliance was placed on some of the same fonts used on Macaron promotions, but a few others were added, particularly a script on the product listing pages. This was a subliminal application given that the font is often used in Christmas campaigns in other spaces, across other industries.

(see the next image — the wireframe — as a point of reference)