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RESEARCH

INTRODUCTION

​The research phase in graphic design is pivotal for Zeditate, a toy company that creates themed desk-sized zen gardens with a natural theme. The research phase involves systematically collecting, analyzing, and interpreting data and insights. This process inspires, informs, and contextualizes design work (Stembridge, 2021). For Zeditate, conducting thorough research involves understanding what appeals to its target audience and how to integrate natural elements into its products effectively. This includes analyzing competitor designs, studying consumer interactions, and gathering feedback from stakeholders and potential users. By immersing itself in these insights, Zeditate ensures its designs are both innovative and user-centric, ultimately enhancing customer satisfaction and brand loyalty (ARCH Team, 2024). This structured approach not only minimizes potential design errors but also streamlines the development process, saving time and resources.

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AUDIENCE'S NEEDS

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Understanding the audience’s needs is essential to initiate the brand design. According to Maslow, every human has a hierarchy of needs, including physiological needs, safety and security needs, love and belonging needs, self-esteem needs, and self-actualization needs (Mcleod, 2024). In design research, these needs are thoroughly examined and incorporated to ensure that the design resonates with the target audience on a deeper level. By aligning the design with the audience's specific needs and preferences, brands can create more meaningful and impactful experiences, ultimately fostering stronger connections and loyalty. This approach not only enhances the design's effectiveness but also ensures it is relevant and engaging for the intended audience.

BRAND'S MESSAGING

Research plays a crucial role in brand messaging, beginning with the determination of the target audience and their needs, which is the foundational step in rebranding. As noted by Rock Content, brand messaging enables a brand to convey its core values and ignite a desire within the audience to purchase (2024). For Zeditate, which specializes in creating desk-sized zen gardens, the brand messaging should be rooted in the core principles of zen gardens: austerity, simplicity, naturalness, subtlety, asymmetry, and stillness (Faena, n.d.). By thoroughly researching and understanding these principles, Zeditate can ensure that its communication is consistent and authentic, effectively resonating with its target audience and reinforcing the brand’s identity.

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THEME

Incorporating these zen principles into Zeditate’s brand messaging involves more than just highlighting product features. It requires crafting narratives that evoke a sense of tranquility and mindfulness, aligning with the serene experience of zen gardens. This approach not only differentiates Zeditate from competitors but also builds a strong emotional connection with the target audience. Research indicates that immersing oneself in nature significantly enhances mental health (Zarr MD & Chan PhD, 2023). Given Zeditate's emphasis on addressing the audience's emotional security needs and anchoring its messaging in the principles of zen gardens, adopting a natural theme is a highly suitable strategy. This approach seamlessly incorporates the tranquility and mindfulness intrinsic to Zen Gardens, reinforcing the brand's dedication to creating a calm and emotionally supportive environment for its customers.

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COLOR PALLETE

At its core, nature graphic design goes beyond merely depicting landscapes or flora and fauna. It includes the intrinsic beauty, patterns, and textures found in nature to create captivating visual narratives. This method celebrates the intricate interplay of shapes, colors, and forms that characterize the natural world (Miranda, 2024). A muted color palette and natural tones were selected to align with the nature theme for Zeditate (Pavel, 2023). The muted red symbolizes the energy that a zen garden can evoke. In contrast, a muted blue, red's complementary hue, conveys the calmness or zen that is central to the brand. Using these two primary colors alongside the natural hues of sand, the design effectively communicates the brand's calm yet energetic essence., the design effectively communicates the brand's calm yet energetic essence.

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SHAPE AND PATTERN

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The Zeditate brand incorporates shapes and patterns commonly seen in conventional zen gardens. The beauty and peacefulness of a zen garden come from the shapes and patterns created when raking the sand. Incorporating circles into the design of a zen garden brand, such as Zeditate, can significantly enhance its visual and symbolic appeal. Circles are often associated with harmony, unity, and the cyclical nature of life, which are core principles of Zen philosophy (Das, 2024). Their smooth, continuous lines evoke calm and completeness, making them ideal for creating a tranquil and balanced aesthetic. Additionally, circles are known for their versatility in design, providing a pleasing visual composition that can effortlessly draw the viewer's eye and promote relaxation and focus. By integrating circles, the brand can effectively communicate its commitment to peace and mindfulness.

 

Incorporating zen garden patterns into a zen garden brand like Zeditate enhances the visual and symbolic appeal by drawing on traditional Japanese raking patterns such as aranamimon, ichimatsumon, and seigaihamon (NAJGA, 2023). These patterns, which emulate natural elements like stormy seas and rippling water, not only add aesthetic value but also embody tranquility and dynamic energy. By integrating these designs, Zeditate can create a deeper connection to the principles of Zen and nature, offering customers a serene and culturally rich experience.

LOGO

The final element of the brand message is the logo. A brand's logo serves as a crucial identifier, visually representing the brand to customers and creating an immediate connection with the company's core values and offerings (Goldring, n.d.). The logo design process was meticulous, aimed at encapsulating the essence of Zeditate—providing stress relief through aesthetically pleasing, desk-sized zen gardens.

 

To effectively communicate the brand’s mission, the logo was crafted with specific elements that symbolize calm and relaxation (Dunato, 2017). The central feature is the Zen circle, or "ensō," a profound symbol in Zen Buddhism. The ensō represents the concept of enlightenment, the universe, and the void; it signifies strength, elegance, and the moment when the mind is free to let the body create (Goldring, n.d.).

 

In the context of Zeditate, the Zen circle is not just a decorative element but a visual metaphor for the tranquility and mental diversion that the brand aims to provide through its products. This symbol was chosen after extensive research into Zen philosophy and its principles of simplicity and mindfulness. Although the ensō might not be immediately recognizable to everyone, its presence in the logo is intended to evoke a sense of peace and introspection, aligning perfectly with the brand’s purpose (Dunato, 2017).

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Further, the choice of colors, typography, and overall design aesthetics were all carefully selected to reinforce this message of calm and relaxation. The minimalist design, featuring soft, harmonious colors, aims to provide a visual cue to potential customers about the stress-relieving benefits of Zeditate's products.

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REFERENCES

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  • Zarr MD, R., & Chan PhD, W. (2023, December 8). Nature: A Key Ingredient for Mental Health. Pew Trend Magazine. https://pew.org/49UVPOn

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