The purpose of this thesis was to design and prepare a comprehensive graphic image based on market analysis. The first part of the study focuses on a review of previous research, in which we find the first significant links between the impact of corporate identity and sales performance. The corporate image is also part of the corporate graphic identity, therefore, by defining its basic components and the impact of its constituent elements, we get the first tips.
In the second part, the research focuses on a comparative analysis of Etsy providers of crochet toys. It is used to define guidelines for establishing successful visual communication in an online marketplace. We compared the profiles of three main groups on the Etsy online marketplace, consisting of small (up to 40 products), medium (40 to 90 products), and large companies (more than 90 products). We converted the numerical results from the table into presentation graphs and found that a strong visual image can have an impact on the number of products sold. This led us to the important finding that the number of sales is also influenced by the offer of more affordable products, such as manuals and patterns. The fact that small companies do not often have a strong visual identity is true, but we must point out that uniqueness can be seen as an advantage in differentiating from the competition.
The final product is a corporate identity design for a small company called Kvačka, which includes the design and development of a logo with variations, a business card, a letterhead, a tagline, a corporate identity manual, a banner for their Etsy shop, and product photographs. Through our research, we found that craft businesses often use soft lines, handwritten typography, illustrative imagery, and a warm colour palette in their corporate identity, which we took into account during the design process.
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