Mattel ali ndi font yatsopano, ndipo ili ndi zambiri zobisika

Chifukwa Chake Makampani Akuluakulu Padziko Lonse Akuyika Ndalama Zolemba Mwamwambo - Ndi Zomwe Zikutanthauza Pabizinesi Yanu

Kampani yomwe yakhalapo kwazaka zopitilira zisanu ndi zitatu ikaganiza kuti ikufuna mtundu wake, imatumiza chizindikiro chomveka bwino: kusasinthika kwamtundu sikungasankhenso. Mattel, wopanga zoseweretsa kumbuyo kwa Barbie, Hot Wheels, ndi mizere ina yambiri yodziwika bwino, posachedwapa adawulula font yake yoyamba padziko lonse lapansi - njira yomwe idapangidwa kuti igwirizanitse mbiri yake yokulirapo pansi pa chizindikiritso chimodzi chogwirizana. Cholemberacho chimakhala ndi zinthu zobisika zobisika, kuyambira m'malo obisika mpaka zoseweretsa zakale mpaka zilembo zomwe zimafanana ndi mapindikidwe ndi geometry ya anthu okondedwa. Ndilo luso lophatikizira mtundu wa DNA mumtundu uliwonse patsamba. Koma iyi si nkhani chabe ya kampani yamasewera ndi mafonti ake. Ndi nkhani yonena za chifukwa chake kusasinthasintha kwachiwonekere kwakhala injini yachete ya kudalirika kwa mtundu, komanso chifukwa chake mabizinesi amitundu yonse - osati zimphona za Fortune 500 zokha - akuyenera kuziganizira.

Mtengo Wobisika wa Kusagwirizana Kwamawonekedwe

Kwa zaka zambiri, Mattel ankapereka chilolezo kwa zilembo zingapo zomwe zilipo padziko lonse lapansi. Zinagwira ntchito, mwaukadaulo. Koma ndalama zolipirira ziphaso zidawonjezedwa, ndipo movutirapo, kusowa kwa mtundu wolumikizana kumatanthauza kuti gawo lililonse, chigawo chilichonse, ndi mzere uliwonse wazogulitsa umawoneka wosiyana pang'ono pamakampani. Zotsatira zake zinali mtundu womwe umawoneka wogawika - osati pa shelefu ya zoseweretsa, pomwe Barbie ndi Hot Wheels aliyense ali ndi zidziwitso zamphamvu, koma pamlingo wamakampani a makolo pomwe osunga ndalama, othandizana nawo, ndi makasitomala amabizinesi amalumikizana ndi dzina la Mattel.

Ili ndivuto lomwe limapitilira kupitilira msika wa zidole. Kafukufuku wochokera ku Lucidpress adapeza kuti kuwonetsera kosasintha kwamtundu pamapulatifomu onse kumatha kuwonjezera ndalama mpaka 23%. Komabe mabizinesi ambiri - makamaka ang'onoang'ono ndi apakatikati - amagwira ntchito ndi zinthu zowoneka bwino. Gulu lina limagwiritsa ntchito font imodzi popereka malingaliro, lina limasankha china chosiyana ndi ma invoice, ndipo tsambalo limagwiritsanso ntchito lina. Kusagwirizana kulikonse kumachotsa malingaliro a ukatswiri ndi kudalirika.

Zovuta zazachuma ndizowonanso. Makampani amabizinesi amawononga pafupifupi $100,000 mpaka $300,000 pachaka pakupanga zilembo zamalayisensi okha. Kwa mabizinesi omwe akukula, ngakhale kachigawo kakang'ono ka bajeti kameneka kakhoza kutumizidwa ku zida ndi machitidwe omwe amayendetsa kukula - chifukwa chake nsanja monga Mewayzkuwotcha makonda amtundu wawo mwachindunji mu bizinesi yawo ya modular OS. Pamene ma invoice anu, masamba osungitsako, mauthenga a CRM, ndi zikalata zoyang'ana ndi kasitomala zonse zimachokera ku makonda amtundu womwewo, kusasinthika kumasiya kukhala vuto la kapangidwe kake ndipo kumakhala kosakhazikika.

Zomwe Mafonti a Mattel Amatiphunzitsa Zokhudza Kufotokozera Nkhani Zamtundu

Nzeru za mtundu watsopano wa Mattel sizofanana - ndi tanthauzo. Fontiyo akuti imakhala ndi mazira a Isitala pamakhalidwe ake onse: zambiri zamapangidwe obisika zomwe zimatengera cholowa cha kampaniyo, zogulitsa zake, ndi mayendedwe ake. Chopindika mu chilembo chimodzi chingathe kufananiza ndi chidendene cha Barbie. Kokona ya geometric imatha kulunjika ku kapangidwe ka nyimbo za Hot Wheels. Izi si ngozi. Ndiwofotokozera dala nkhani zokhazikika pamlingo wosavuta kwambiri wolumikizana ndi mtundu.

Njira iyi ikuwonetsa kusintha kwakukulu momwe makampani amaganizira zotsatsa. Kujambula sikulinso kuwerengeka. Ndi chonyamulira cha chizindikiritso. Ma Netflix, Apple, Google, Airbnb, ndi Samsung onse apereka zilembo zamataipi okhazikika m'zaka zaposachedwa - osati chifukwa Helvetica anasiya kugwira ntchito, koma chifukwa kukhala ndi chilankhulo chanu chowoneka kumakupatsani mwayi wowongolera momwe anthu amamvera akakumana ndi mtundu wanu, ngakhale mosazindikira.

Chilichonse chokhudza kukhudza ndi mphindi yokha. Font yomwe ili pa invoice yanu imalankhula zambiri za bizinesi yanu monga logo patsamba lanu lofikira. Pamene ma touchpoints anena nkhani yosasinthika, makasitomala samangozindikira mtundu wanu - amaukhulupirira.

Kukula kwa Makina Amtundu Pazinthu Zamtundu

Mafonti a Mattel sanachitidwe paokha. Inali imodzi mwazinthu zazikulu zopanga makina ogwirizana - malamulo olumikizana owoneka ndi apakamwa omwe amawongolera momwe kampani ya Mattel imawonekera kulikonse, kuyambira malipoti apachaka mpaka zolemba za LinkedIn mpaka pakuyika. Bungwe lomwe limayang'anira ntchitoyi lidati "kuyika lasso" mozungulira chizindikiritso chakampani, chomwe ndi fanizo labwino kwambiri la zomwe bizinesi iliyonse yomwe ikukula iyenera kuchita.

Kusiyanitsa pakati pa katundu wamtundu ndi mtundu wamtundu ndi kusiyana pakati pa kukhala ndi nyundo ndi kumanga nyumba. Chizindikiro, phale lamtundu, font - izi ndizinthu. Dongosolo lamtundu ndi kamangidwe komwe kumatsimikizira momwe zinthuzo zimagwirira ntchito limodzi panjira iliyonse, zolemba zilizonse, komanso kulumikizana kulikonse. Makampani ngati Mattel amayika ndalama zambiri pamakinawa chifukwa amamvetsetsa kuti pamlingo waukulu, kusagwirizana ndi entropy. Popanda dongosolo, kubwereketsa kwatsopano kulikonse, msika watsopano uliwonse, ndi mzere uliwonse wazinthu zatsopano zimabweretsa kusokonekera.

Kwa mabizinesi omwe alibe bajeti ya Mattel, mfundo yake ikugwirabe ntchito - mumangofunika zida zoyenera. Apa ndipamene nsanja yophatikizika imakhala yofunikira. Ndi Mewayz, mabizinesi omwe akugwira ntchito m'mamodule 207 - kuchokera ku CRM ndi ma invoisi kupita kwa HR, malipiro, kusungitsa, ndi ma portal a kasitomala - amatha kufotokozera makonda amtundu kamodzi ndikuwapangitsa kuti azitha kuyang'ana makasitomala ndi zolemba zamkati. Ndimalingaliro amtundu wamtundu, wogwiritsidwa ntchito popanda anthu asanu ndi limodzi osunga mapangidwe.

Maphunziro Asanu a Mattel's Typography Strategy Yemwe Bizinesi Iliyonse Ingagwiritse Ntchito

Simukufunika kuyitanitsa makina olembera kuti agwiritse ntchito mfundo zomwe Mattel adagwiritsa ntchito. Nazi zina zisanu zomwe zimagwira ntchito pamlingo uliwonse:

1. Unikani zowona. Lembani malo aliwonse omwe mtundu wanu umawonekera — maimelo, ma invoisi, malingaliro, malo ochezera, zitsimikizo zosungitsa, makontrakitala. Kodi ndi mafonti angati, mitundu, ndi masanjidwe omwe akuseweredwa? Amalonda ambiri amadabwa ndi kusagwirizana komwe amapeza.
2. Sankhani mafonti ocheperako, osati ochulukirapo. Mattel adachoka pakupereka laisensi yamitundu ingapo kupita kugulu limodzi la eni ake. Mutha kuchitanso chimodzimodzi poyika mafonti amodzi kapena awiri pamalumikizidwe onse. Sankhani font yoyambirira yamitu ndi yachiwiri ya mawu amthupi, kenaka yesani kuyiyika paliponse.
3. Sukani matanthauzo muzosankha zanu. Mafonti a Mattel ali ndi maumboni obisika azinthu zake ndi cholowa chake. Zosankha zanu zamafonti ziyenera kuwonetsanso umunthu wanu. Kampani yazamalamulo ndi sukulu ya mafunde sayenera kugwiritsa ntchito zilembo zofanana. Khalani dala.
4. Systematize, osangokhazikika. Kulemba malangizo amtundu ndi gawo loyamba. Kuwapanga kukhala zida zanu zogwirira ntchito - pulogalamu yanu yolipira, ma tempulo a CRM, masamba anu osungitsa - ndi gawo lachiwiri. Kusiyana pakati pa ziwirizi ndi pamene kusasinthasintha kumathera.
5. Chepetsani kuchuluka kwa laisensi. Ngati mukulipira malaisensi angapo a zilembo pamatimu, phatikizani. Mabanja a zilembo zotseguka ngati Inter, Plus Jakarta Sans, kapena IBM Plex amapereka typography yaukadaulo pamtengo wokwanira. Sinthani ndalamazo kuti zikule.

Chifukwa Chake Kulemba Ndikofunikira Kwambiri mu AI Era

Pali chodabwitsa kuti Mattel akugulitsa kwambiri typography panthawi yomwe zopangidwa ndi AI zikusefukira tchanelo chilichonse. Koma chodabwitsa chake ndi chapamwamba chabe. M'dziko lomwe aliyense atha kupanga positi yabulogu, kufotokozera zamalonda, kapena mawu ofotokozera pazama media mumasekondi,chiwonetserochimenechi chimakhala chosiyanitsa. Kujambula, mawonekedwe, ndi mawonekedwe ndi zinthu zomwe AI sindingathe kugulitsa - ndi zizindikiro za zala za munthu pamtundu wanu.

Ganizirani izi: kafukufuku wa 2024 wopangidwa ndi MIT Media Lab adapeza kuti owerenga amaweruza za kukhulupirika kwa zomwe zili mkati mwa 50 milliseconds akuwona tsamba - asanawerenge liwu limodzi. Ziweruzo zachidulezi zimayendetsedwa pafupifupi kwathunthu ndi mawonekedwe owoneka, ndi typography ikugwira ntchito yayikulu. Tsamba lokhazikitsidwa bwino muzolemba zodziwika bwino, limawonetsa mphamvu. Tsamba lokhazikitsidwa m'mafonti osagwirizana likuwonetsa kusasamala.

Izi ndizofunikira kwambiri kwa mabizinesi omwe amadalira kulumikizana ndi makina - zitsimikizo za nthawi, zikumbutso zama invoice, maimelo omwe akukwera, zidziwitso za malipiro. Ma touchpoints awa nthawi zambiri amakhalazambirimachitidwe omwe kasitomala kapena wogwira ntchito amakhala nawo ndi mtundu wanu, komabe iwonso amanyalanyazidwa kwambiri ndi kapangidwe kake. Mapulatifomu ngati Mewayz amayankha izi polola mabizinesi kuti asinthe mawonekedwe ndi mawonekedwe a mauthenga okhazikika pama module onse a 207, kuwonetsetsa kuti ngakhale chitsimikiziro cha kusungitsa chopangidwa ndi dongosolo chimakhala ndi kulemera kwa mtundu womwewo ngati kampeni yotsatsa yopangidwa ndi manja.

Zomwe Zimamanga Maufumu

Mattel sanafune font yatsopano. Iwo anali akugwira ntchito bwino kwa zaka 80 popanda wina. Koma adamvetsetsa china chake chomwe chimalekanitsa ma brand okhalitsa ndi oiwalika: tsatanetsatane. Mawonekedwe osasinthika pamachitidwe apadziko lonse lapansi samangowoneka bwino - amachepetsa chidziwitso cha munthu aliyense amene akumana ndi mtunduwo. Zimapanga kudziwika. Zimapanga malingaliro ang'onoang'ono kuti iyi ndi kampani yomwe imachita zinthu pamodzi.

Mazira a Isitala obisika m'mawonekedwe a Mattel ndi chitumbuwa pamwamba - zinthu zosangalatsa zomwe zimapatsa chidwi kwambiri ndikupanga nthawi yodziwikiratu. Koma nkhani yeniyeni ndi dongosolo lomwe lili pansipa: chilankhulo chowoneka bwino chomwe chimagwira ntchito pamitundu yambiri, misika mazana, ndi malo okhudza masauzande. Ndiwo malingaliro omwe amasintha kampani kukhala bungwe.

Kwa mabizinesi a 138,000+ omwe akugwiritsa ntchito kale Mewayz kuyendetsa ntchito zawo, phunziroli ndi lomveka. Kusasinthika kwamtundu sikwabwino kamangidwe - ndi njira yogwirira ntchito. Invoice iliyonse yofanana ndi tsamba lanu, tsamba lililonse losungitsa malo lomwe likuwonetsa mitundu ya mtundu wanu, imelo iliyonse yodzipangira yokha yomwe imawoneka kuti yapangidwa mwadala - izi zimaphatikizana zomwe sizingagule kuchuluka kwa kutsatsa: kudalira.

Yambani Ndi Zomwe Mungathe Kuzilamulira

Mwina simudzatumiza zolembera mawa. Palibe kanthu. Koma mungayambe ndi kufunsa funso losavuta: Kodi zolemba zonse zomwe bizinesi yanga imatumiza padziko lonse lapansi zimawoneka ngati zachokera ku kampani yomweyi?

Yambani ndi malo omwe mumawakonda kwambiri makasitomala. Sinthani mafonti, mitundu, ndi masanjidwe pa ma invoice anu, malingaliro anu, ndi mauthenga anu a imelo. Ngati mukuwongolera izi pazida zosiyanasiyana, lingalirani zophatikizira kukhala nsanja yomwe imatsimikizira kusasinthika kwamtundu mwachisawawa. Cholinga si ungwiro - ndi mgwirizano. Mattel adakhala zaka 80 popanda font yokhazikika ndipo adamangabe ufumu. Koma pomaliza adagwirizanitsa mawonekedwe awo, sanangopeza mtundu wokongola. Iwo ali ndi yothandiza kwambiri, yowonjezereka, komanso yodalirika kwambiri. Limenelo ndi buku lamasewera loyenera kubedwa.