3CDesign - JD Electronics 618 (Visual) - 3C DESIGN－鑽石舞台

Introduction

In order to actualize the transfer of creativity into commercial design, Jingdong (JD) 3C design team supports the JD Retail 3C Home Appliance business group through user experience, marketing, interaction, branding, research, and front-end code design. The group creates designs for the JD 6.18, JD 11.11, and JD appliance marketing categories, including campus, communication, computer, home appliance, and accessory. Overall, this creative design team is focused on the commercial viability and value of the designs.

Work Thought Model

Design Thinking: The goal of the design team is to think and carry out the concept, JD Electrical Appliances Mind-Building, from three latitudes creating memories, scenes, and momentum.

In this article, JD Electrical Appliances' visual design for the JD 618 Shopping Festival is introduced in four sections: project background, visual inventiveness, visual identity, and summary (12-minutes read).

Content：

1.0 Background

1.1Introduction

1.2Key objectives

1.3New consumer design thinking

1.4Brand building

1.5JD Visual creative - starting better

2.0 Design concept

2.1Extract the super symbol to create a visual first impression

2.2Visual style creativity of each division

2.3Atmosphere design of JD electrical appliance pavilion

2.4Ten billion subsidies

3.0 Consistent offline and online visuals for Jingdong Electric

3.1JD Electrical appliances wonderful night - Interactive H5 Minigame

3.2Publication Display

4.0 Summary

4.1Comprehensive creative

4.2Commercialization design

1.0 Background

1.1 Introduction

The design team sought to emphasize the differences in each category while maintaining a visual unity across all business units. The campaign's three key components—products, prices, and services—were meant to sway users' opinions. It did this by attracting customers through innovation, achieving greater business transformation, communicating JD Electrical Appliances' brand intelligence, and enhancing the brand voice.

1.2 Key Objectives

The design team produced a new visual performance and festival atmosphere for JD Electrical Appliances 618 by designing a completely new IP, symbol, linking the visual relationship between categories, and standardizing the visual system, online and offline. In doing so, it advanced multi-channel brand promotion of Jingdong Electric's brand mind, helped marketing business development, supported commercial product transformation, and enhanced users' overall visual experience.

1.3 New Consumer Design Thinking

Based on the new consumption, focused on people, products, and scenes.

1.3.1 New crowd - Forever 25 years old, label definition, circle preference.

1.3.2 Product - C2M reverse custom design, new categories, brands, product design, innovative accessories design, new brand product.

1.3.3 Field/Industry - Service design combines intelligence and scene, customer experience at physical stores, and consistent design perception.

1.4 Brand Building

JD Electrical Appliances' comprehensive and cohesive visual system was created during the brand-building process using visual symbols, colors, and sounds. In order to create brand memory, strengthen brand promotion, and improve people's perception of JD Electrical Appliances, the design team would also build the brand based on communication media, user experience methods, the transformation of commercial design ideas, and target users (new 25-year-old crowd).

1.5 JD Visual Creative - Starting Better

Design keywords - 618 shopping festival, start/renewal, empathy, delightful quality, diversified inclusion. With the primary visual idea, the warm smile symbol throughout the JD Electrical Appliances promotion Page, in addition to the combination of the Jingdong brand symbol, JOY, had deepened the JD brand mark to a certain extent.

2.0 Visual Creativity of JD Electrical Appliances

2.1 Extract the super symbol to create a visual first impression

2.1.1 Keyobjective -Creating a festive mood for the first-level scene and category scene to improve brand communication and offer users a strong impression of sales promotion.

2.1.2 Main visual concept - Serving from the Heart

2.1.3 Design keywords - Quality, Service, Serving from the Heart, JD Electrical Appliances solves the pain points for users with heartfelt service and gives them a pleasant shopping experience.

2.2 Visual style creativity of each division

2.2.1Business Group Scene

Project background - the function of the group meeting place was different from other business units for selling goods. The business group aimed to play the role of functional distribution during 618 to attract consumers for each business unit, improve conversion and boost sales.

Creative thinking - Each business unit was presented as a city. To increase exposure, Brand symbols and IP images were rotated and displayed in the center of the screen. For the page design, the designer focused on the entrance of each unit, aiming to divert consumers effectively.

Design highlights - The JD Electrical Appliances channel's home page mostly displayed the theme atmosphere during the JD 618 shopping festival. The 3C design team at this time created the innovation entrance component. All levels of business divisions, categories, and items would be multi-dimensionally shown by rotating Rubik's Cube as the main design object to generate a more thorough and useful effect of attracting traffic.

2.2.2Business Unit Scene

Based on JD.com’s visual concept of Beginning Better, each business unit conducted differentiated designs.

For JD Electrical Appliances, the design team constructed a number of scenes and produced a super symbol called Serving from the Heart. The setting was a street in the open. The new brand IP was shown prominently. The products and design components could be added simultaneously on both sides of the street to highlight the unique qualities and unique selling factors of each division. The visual color tone of each company was consistent with the brand visual standard while maintaining differentiated innovation. Additionally, "JD Electrical Appliances" brand emblems might be aligned with "good items, good pricing, good service" and helped to build a unique and imaginative perception of the primary location.

With the transition of the three periods from the warm-up period, the "opening door" period, to the peak period, each division's environment, and viewpoint advanced. During the warm-up period, the camera view was a front view display, and the background atmosphere around the IP image. Then, the perspective of the scene was adjusted for the following periods to make the IP image more focused. The brand IP image was incorporated into the setting during the three phases, with an emphasis on communicating brand signals.

Design highlights: cross-period atmosphere rendering, from the 「warm-up period - open door – peak,」 giving users 「curiosity - awareness - interaction - love - emotional link – expectation」 of different levels of experience path, to further create a 「scenario-based consumption」 visual immersion.

The three major business unit scene

2.2.3 Category Scene Design Ideas

Challenges and Reflections -618 mainly created the brand symbol of JD Electrical Appliances, Serving from the Heart, and combined with the smile symbol. The distinctive image of Joy IP in each venue was used to create the memory point of JD Electrical Appliances and strengthen the specific image of JD Electrical Appliances in users』 mind. At the same time, the full use of JD Electrical Appliances and IP1.0/2.0 Joy image not only played a role in adding to the JD brand, but also fed intovarious other categories. Combined with customers, current popular elements, immersive scenes, and other aspects, thus creating a unique 618 super category venue.

In conclusion, the "Serving from the Heart" super symbol was used consistently throughout all online venues for each category, and each venue was created differently on the fundamentals. The creative design enhanced the brand image of JD Electrical Appliances by communicating the brand concept of "Serving from the Heart" and the brand intelligence of "excellent products, good price, and service."

2.3Atmosphere Design of JD Electrical Appliance Pavilion

Electrical appliances pavilion in the 618 period undertook the platform’s comprehensive promotion The atmosphere was specifically renovated and exposed in design to complement the marketing plan, with the aim of establishing the electrical appliances pavilion as a fixed place. This not only triggered users' enthusiasm for the campaign but also increased customers for each business division.

2.4 Ten billion subsidies

3.0 The Consistent Visual Experience of JD Electrical Appliances

To provide an uniform visual experience across online and offline, the unified standard advice for offline business graphics has been published in all super experience stores, flagship stores, and other source locations. Additionally, to increase customer interest and brand awareness of "Serving from the Heart," JD Electrical Appliances' interactive H5 games have been incorporated into the superstores.

3.1 JD Electrical Appliances Wonderful Night - Interactive H5 Minigame

Users were encouraged to take part in the Jingdong Electric interactive game during the 618 periods with the theme of "Jingdong Electric Wonderful Night" through ground marketing in the superstore. Additionally, implementing an IP blind box sparked consumer interest and enhanced IP2.0 dissemination. In order to complete the circle, the activists then drew users into the Jingdong Electric 618 online scene through H5 game. A vibrant and thrilling IP interactive experience is coming soon as we investigate more inventive ways to integrate various circumstances.

3.2Publication Display

4.0 Summary

4.1Comprehensive Creative

Created a super symbol 「Serving from the Heart」 to connect business divisions and category scenes at all levels; built an experience-aware 「living service scene」; upgraded the IP2.0 image to help enhance the brand of Jingdong Electric; added commercial thinking to improve business; conveyed the brand mind of Jingdong Electric.

4.2Commercialization Design

JD Electrical Appliances has currently completed the first phase of its business transformation. Later, JD Electrical Appliances will create and develop more novel and commercialized forms in collaboration with the marketing division to communicate the Jingdong Electric brand concept.

The expressiveness of 618 design has never been greater, whether it be through the creation of super symbols, innovative interaction mode, or emotional mind development. It successfully penetrates consumers' experiences and fully strengthens the brand influence of Jingdong Electric through multi-scene, multi-dimensional, and different forms of expression. Later, starting with the extensive promotion creative and ongoing AB testing of the module, we will continue to delve further into the priceless user experience for our exclusive New Year's promotion using data-driven design.

The relationship between design and business has always been crucial for designers, particularly in the context of emerging marketing IP, which necessitates the use of a keen observational perspective based on the business to continuously explore the value of design and make business simple and beautiful.