soulsight®

In a world of changing demands and definitions, nothing is more in flux than the meaning of the word "luxury". Creating a unique brand experience beyond an emphasis on the product itself is increasingly important. If a holistic experience is created, truly personalized and considered by the consumer as a luxury, then a luxury product is born. For luxury is no longer just Almas caviar, Perrier Jouet champagne and Stuart Weitzman shoes. Luxury is purely in the eye of the beholder.

“Fluxury” is a term coined by trendwatching.com for the ever-evolving definition of luxury. Luxury itself is not a new concept, but its definition is a moving target. While delving further into this new realm of “fluxury”, we have uncovered several examples of how you can start to think about your brand in a new light. By tapping into learnings from the “fluxury” movement, your brand has the potential to not just exceed expectations, but move to unpredictable and rewarding heights of success.

Download Printable Fluxury Movement Insights

Recently I have been reviewing Alina Wheeler’s book “Designing Brand Identity,” and was particularly interested in the study on simple brand identity elements and their meaning.

I decided to test my son, who is 5 and not quite reading yet. I gathered some of the most recognizable brands and asked him what they were and what they meant to him. I was curious which brands he could identify and then wondered if he could explain what they stood for. He did better than I expected. It’s amazing the power that some of these brands have, and how they are able to communicate at such a basic level.

Here are the results. It’s interesting how the simple answers relate to what each brand delivers. (The captions below are how my son identified each brand)



1) “McDonalds” - That’s were you get french fries”
2) "Coca-Cola - Gives you coke”
3) “UPS - Gives you packages” (Grandpa is a retired UPS man)
4) "Computer - Sends you email sometimes”
5) “Target - You buy stuff there”
6) “The World - You can live on it” (This could be an interesting campaign for AT&T)
7) "Disney - You can go there and go on all kinds of rides, see Tinker Bell and Cinderella's castle” (We have never been to Disney land)
8) “The Post Office - Where you mail stuff”
9) “Wii - You can play games”
10) “Piggly Wiggly - You buy stuff there” (We refer to this place as “The Pig”)
11) “Soccer - You can buy soccer stuff” (Not surprising, he just started playing soccer this spring)

Pre-Design Research Discoveries

So I was reading an article about the new Acropolis Museum project in Athens (yes, get over it, I am Greek) and learned that during pre-construction excavation something amazing happened. An entire ancient city was discovered right where the bulldozers and diggers were ready to rumble.

"Oh no!" you might say, as many did. Most believed the project would be canceled or at best postponed many years due to the discovery. But, the famed architect Bernard Tschumi (neither have I) found inspiration!

Instead of wallowing in the unforeseen discovery, he embraced it. He cleverly designed the museum around and on top of it, highlighting the ancient and hailing its marvel and influence on the modern. And now it's becoming one of the most popular tourist attractions in the city.
What the heck does this have to do with design research? Well, I’m glad you asked. Many times, brand managers are presented the opportunity to do independent pre-design research. It is the one tool that good design firms have at their disposal that goes mostly unused. Many of the reasons not to pursue pre-design research, that I have heard, stem from a fear that it may contradict the very hard work that led to the green-lighting of a project in the first place. The homework has already been done. Why run the risk upfront when it can be done on the back end and corrected at that point?

It’s a tough sell, but I believe making choices out of fear will get you nowhere. If the lesson of the Acropolis Museum teaches us anything, it is that in the unknown there is great potential, and in discovering the potential early, one has the ability to adapt quicker, create smarter and perhaps more successfully due to the fact that you aren't "fixing problems" but creating solutions with information from the beginning.

So embrace research, or maybe just give it a friendly little hug at first. Bravely prepare yourself to look at the data as a treasure map instead of a road block, and you’ll find gold.

Read more about the new Acropolis Museum in Athens

In response to the cute 100 calorie, miniature versions of big things, we've noticed the little things are coming back with a vengeance.

From Giant Cheetos and Huge Nerds to Jumbo Rice Krispies, things that are normally little are claiming the territory of things that were big that left that territory to be little. Makes sense? Not entirely to us either. But it is definitely a trend that we have noticed over the past year.

Ultimately, it seems, brands keep fighting for market share with all they've got. Big things are little, little things are big. The oxymoronic trend is here. Maybe next they'll come up with jumbo shrimp or wet napkins. (Oh, wait...)

Typography is all around you. From the moment you walk out your door, you are bombarded by signs, packages and messages. Whether you realize it or not, font choice and the simplest typographic nuances can affect brand perception and create an emotional reaction in an instant. When you stop and take a moment to notice a font choice, you may realize, as we have, that there are several typefaces that are used more often than others. Some are cringe-worthy and border on sheer disaster while others, although prevalent, are fresh, beautiful and inspiring.

Download Printable Typography Observation Insights

Each year Optima Soulsight evaluates the trends forecasted by leading experts in the color-prediction industry. Influences come from nature, food, textiles, cultures and environments to form fascinating combinations of color that infiltrate our world. We have taken the predictions and formed our own palettes which we will take into consideration when designing future cutting-edge brands.

We hope that you not only find this information a useful tool, but also feel inspired to take a look around in the upcoming year and see if our predictions come to life!

Download Printable Color Forecast Insights

Lately, consumers are spending more wisely, while at the same time, businesses are watching their budgets with a closer eye. A mass customization strategy offers a win-win situation for both at play. Consumers feel that a custom-designed product “fit” for their needs is worth more. And businesses can not only produce more product, but the right product. With the advancement of technology, this eco-friendly approach keeps the consumer coming back for more since they feel good about their purchase each time. And you can rest easy knowing just that.

We have compiled examples of businesses that have adapted this mass customization approach. We hope that it is not only a helpful resource to you, but may also spark ideas for future initiatives.

Download Printable Customization Trend Insights