Customer Experience 1

VISUALIZED MARKETING
TRENDS 2017

2017 BOND ALL RIGHT RESERVED

Visualized Marketing Trends 2017 t Bond Vietnam s mang
n mt ci nhn tng quan v nhng xu hng c s tip tc
thng tr v nhng hin tng mi s bng n trong ngnh
truyn thng th gic nm ti. Hy vng ti liu ny s gip
nhng chuyn gia marcom, cc nh lnh o c nhng chin
lc thit k v hnh nh ng n cho thng hiu ca mnh.
 CONTENT

01 02 03 04 05 06 07 08
Branding Colors Photography Graphic Video Website& Packaging Customer
Design Applications Experience
 Customer Experience 4

01
BRANDING

TRO LU
KIDADULTING
Kidadulting l tro lu ang ln ca th h thin
nhin k - th h nhng ngi sinh nm 1980
2000. Tro lu ny xoay quanh nhng cu chuyn
v qu trnh trng thnh v cm gic hoi c mun
quay v tui th ca nhng nm 1990s.
Khng ngn ngi ri xa trch nhim ca mt ngi
trng thnh, cc khch hng thuc th h thin
nhin k tm kim cc tri nghim vui v gi nh ti
tui th ca h, v y chnh l iu m cc thng trng sau nhng phn hi tiu cc t cc
hiu cn nm bt. Camp Grounded mang k nim
ca cc tri h vui v v vi nhng ngi trng
thnh, Nintendo gii thiu li Pokemon theo mt
cch mi, hay Netflix lm hi sinh li cc chng
trnh tng c sng bi nh Full House hay
Gilmore Girls. Kidadulting s l xu hng ch o
nh hng ti chin lc ca cc thng hiu trong
nm 2017 v nhng nm sau na.
Branding 5
THNG HIU
THN THIN V BN VNG
Nhng nm gn y, khch hng ang by t
s quan tm nhiu hn ti s pht trin bn
vng, trch nhim x hi v cch cc thng
hiu tc ng ti mi trng xung quanh.
Theo bo co ca T chc Ha bnh Xanh, ba
thng hiu thi trang ni ting H&M, Zara
v Benetton n lc ci thin mi trng
lm vic cho cng nhn, hn ch cc cht
ha hc trong qu trnh sn xut thi ra mi
khch hng. Khi ting ni ca khch hng
tr nn quyn lc hn, cc chin lc xy
dng thng hiu xanh hn, tit kim nng
lng, thn thin vi mi trng v pht trin
bn vng s ph bin hn trong nm 2017.
MOOD MARKETING
Vi mood marketing (marketing cm nhn),
cc thng hiu s kt ni vi khch hng ca
mnh theo mt cch hon ton mi. Bng cch
s dng cc yu t nh m nhc, mi hng,
bng ch dn in t v thm ch l to ra
nhng ng i ring bit bn trong ca hng,
cc thng hiu hng ti c bit ha v c
bit ha tri nghim ca khch hng. Trong
nm 2017, mood marketing s tip tc c
pht trin tr thnh mt hnh thc ngh thut,
mt chin lc thng hiu quan trng to ra
cc phn hi tch cc v tri nghim mua sm
c o cho khch hng mc tiu.
 Customer Experience 6

ME AS BRAND
AMBASSADOR
TI L I S
THNG HIU
Nm 2016 chng kin cuc
chin i s ca cc thng hiu
dn u. Nhng ti 2017, i din
thng hiu khng ch cn gii
hn trong vic s dng hnh nh
ca nhng ngi ni ting. Vi
vic marketing tp trung vo c
bit ha khch hng, cc ni dung
truyn cm hng hay tri nghim
thng hiu ng nh s bin mi
khch hng, thm ch mi nhn

TRI NGHIM
vin cng ty tr thnh mt i s
thng hiu tuyt vi.

THNG HIU
KT NI
KHCH HNG
Nm 2017, tri nghim khch hng vn c nh
gi l yu t trng tm trong chin lc xy dng
thng hiu. Mi thng hiu u c mt cu
chuyn, v phi k c cu chuyn qua hnh
trnh tri nghim ca khch hng. lm c iu
ny, marketers cn xy dng c s kt ni vi
khch hng thng qua con ngi ha, chn thc
ha v c nhn ha thng hiu.
 Customer Experience 7

02
COLORS

Mu sc
gn gi vi thin nhin
MU GREENARY 15-0343 c
Pantone cng b l mu ca nm 2017
vi ngha i din cho s khi u, ti
sng v ch ngha bo v mi trng. Cm
gic ti mi n t s kt hp gia hai
mu xanh vng biu th cho ngy u
tin ca ma xun, khi nhng sc xanh t
nhin ti sinh, ny mm v vn ln.
Nu nh thng ip mu sc ca nm
2015 l mu vang Marsala mnh m
kch thch sng to, nm 2016 l s kt
hp hng Rose Quartz v xanh Serenity
m mng, xa b ln ranh gii tnh, th
nm 2017, thng ip ca Pantone l
Greenary s hy vng, tch cc v kt
ni vi thin nhin. Greenary ca 2017
c k vng s mang li sc sng mi
cho mt th gii ang sng nhanh hn
nhng li nhiu mu thun, ph thuc vo
cng ngh v xa ri m thin nhin.
Bn cnh mu sc Greenary ch o, cc
tng mu nh nhng, mang n cm gic
th gin, thn thuc v gn gi vi t
nhin cng s tr thnh xu hng v c
s dng nhiu trong nm 2017.
Colors 8
DUSKY BLUE (MU XANH KHI)
Gi nh v mu sc ca nhng i dng
BLUE GREEN (MU XANH NGC)
Tr nn sng ng hn vi s kt hp vi
mu cam - mt combo mu hon ho
SUNSHINE YELLOW (MU VNG NNG)
Mu sc t nh nng mt tri mang ti
cm gic m p v vui v
MINERAL GRAY (MU XM CA
KHONG CHT) Lm du bt cc tng
mu nng v truyn thng nh nu m
hay mu ng
EARTHY GREEN AND TAUPE BEIGE
(MU BE V XANH L TRO) S kt hp
gia mu be v xanh l tro to ra mt
khng kh nh nhng, m v trm tnh
PASTEL PINK (MU HNG PASTEL)
Mang n cm gic n tnh gip tn ln
nh sng t nhin
DUSTED YELLOW (MU VNG XM)
ti sng v y nng lng
 Customer Experience 9

03
PHOTOGRAPHY
 Photography 10

XU HNG CHN THC HA

V K THUT
Xu hng nhip nh ni chung trong nm 2017 chng kin s pha trn gia
cc k thut nhip nh truyn thng v hin i. Bn cnh my nh chp phim
hay my nh k thut s, cc cng thc mi vi s ng dng ca cng ngh
hin i nh 360o photography hay drone photography cng bt u th hin
vai tr ca mnh trong vic to ra cc bc nh vi gc nhn c o.

DRONE PHOTOGRAPHY
1
S ng dng ca my bay khng ngi li trong nhip nh gip chng ta chp
c nhng bc nh ngh thut, tru tng hn v mang n mt ci nhn mi l
hn v th gii.

Mobile photography

MOBILE PHOTOGRAPHY
2
Xu hng ghi li, lu tr v chia s mi hnh ng hay tri nghim
thng ngy bng in thoi di ng ang pht trin mnh m
thnh mt ln sng vn ha. Theo thng k ca Deloitte, trong nm
2016, c ti 2.5 triu t bc nh c chia s v lu tr trc tuyn,
v 90% trong s c chp bng in thoi thng minh. Vi s
ci tin khng ngng v camera trn cc th h di ng mi, nhng
bc nh hon ho v ngh thut chp bng in thoi s tr nn
ph bin hn trong nm 2017.

Drone photography
 Photography 11

CINEMAGRAPHS
4
Cinemagraphs l k thut nhip nh to mt
chuyn ng n nh bn trong bc nh,
thng c nh dng l gif. Cinemagraphs
chnh l cu tr li n gin v hiu qu cho
mt vn m marketing hin i ang vng
mc: thi gian. Cc marketers phi thu ht s
ch ca khch hng trong thi gian ngn,
cinemagraphs c th lm c iu ny. Vi
s cnh tranh ngy cng quyt lit ca cc
marketer trn cc v tr mn hnh, chng ta c
th ch i s xut hin nhanh chng ca
cinemagraphs trong nm 2017. Nu khng xem c cinemagraphs trn, vui lng click vo y Nu khng xem c cinemagraphs trn, vui lng click vo y

360O PHOTOGRAPHY
3
Nhng bc nh su vi gc nhn ton cnh
gip ngi xem khm ph tng gc cnh
ca khung hnh.

360O photography
 Photography 12

XU HNG CHN THC HA

V NI DUNG
Trong nm 2017, xu hng nhip nh s thin v cc bc nh t nhin, chn
thc v nhiu mu sc ngha hn. Authenticity hay s chn thc s
ng mt vai tr quan trng trong xu hng nhip nh trong nhng nm ti.

1. S TR LI CA NHNG NM 90

Th h Millennials (th h sinh vo nhng nm 1980 - 2000) ang tr thnh i

tng chnh ca cc thng hiu v mc tiu hng u trn cc mng x hi.
Khi th h Millennials bt u trng thnh, cng l lc cc tro lu vn ha nh
hnh nhu cu ca h bt u hnh thnh. Kidadulting l mt trong s . Chnh
tro lu ny ang mang khng kh hoi c, gi nh v nhng nm 1990s tr
thnh xu hng dn u trong nhip nh v truyn thng. Cc bc hnh c
chp t my chp hnh t ng, nh n flash, mu sc m v hoi c mang
ti hiu ng k chuyn mt cch rt c bit m nhip nh k thut s khng
th lm c.

2. XC CM V S CHUYN NG

Nhng bc nh stock cng thc v ng phc vi hnh nh cc nhn vin

ti ci trong phng hp hay gia nh ngi trn bi c c ct chn chu
s mt dn ch ng trong cc chin dch truyn thng. Cng ngy, nhng
yu cu cm xc, s khng hon ho, cc gc khut ca cuc sng, nhng
con ngi tht v nhng cu chuyn tht trong nhip nh s cng tng cao.
Nhng khong khc i thng ca nhng con ngi vi cc hot ng hng
ngy y xc cm v s chuyn ng s tr thnh xu hng ca nhip nh
trong nm 2017.
 Customer Experience
Visual 13

3. HA TIT MNH V MU SC

S dng cc ha tit nhiu mu sc trong bc nh lm sng ng

hn hnh nh ca thng hiu trong bc hnh. Thay v ch s dng cc
ha tit c thit k sn lm hnh nn, xu hng nm 2017 l la chn
nhng hnh nh t nhin v gn gi hn.

4. CROWD-SOURCED PHOTOJOURNALISM
(NHIP NH QUN CHNG)

Mt khonh khc cng c th lm nn c mt cu chuyn chnh l

sc mnh ca nhip nh. Nhng bt c ng hnh nh, ng con
ngi ti ng thi im, cn c nhng bc nh c th ch c chp
bi nhng ngi nghip d, hay gi mt cch rng hn l qun chng
nhng ngi trc tip c mt ti a im v nhanh tay chp ly c hi
hnh nh ch trong mt khonh khc.

5. THAY I NH KIN

Bn cnh nhng chin dch x hi rm r trong nhng nm qua nh

Like a girl hay Real beauty, nhip nh thng mi vn ang thiu
nhng hnh nh a dng v d bit ca cuc sng thc. Trong nm
2017, nhng bc nh chn thc, authentic phn nh th gii a dng
chng tc, gii tnh, tui tc, ngoi hnh s c mong ch nhiu
hn, ng ngha vi hiu ng truyn thng cao hn trn tt c cc
knh truyn thng.
 Customer Experience 14

04
GRAPHIC
DESIGN
 Customer Experience 15

S KT HP GIA THIT K PHNG V 3D

Nhng nm gn y, th gii graphic design chng kin s lm ma

lm gi ca thit k phng. S n gin ca thit k phng mang n
cm nhn mi m, hin i m vn thn thin vi ngi dng, nht l
trn cc nn tng k thut s. Tuy vy, phi tha nhn mt nhc im
rng cc thit k phng trng kh bun t v khng c chiu su.
Nm 2017 s chng kin s chuyn mnh ca thit k phng nhm loi
b nhc im, bng s kt hp gia thit k phng v thit k 3D. Theo
, cc icon, typography phng v mu solid s c kt hp vi mt
s yu t mang chiu su hn, v d nh hnh chp nhiu chi tit, trong
sut hay bng.
Xu hng kt hp bt u xut hin trn cc thit k website, cho
php duy tr giao din thn thin ca thit k phng, ng thi thm
vo nhng chi tit 3D mang n tri nghim th gic th v hn cho
ngi dng.
Trong thit k vector, xu hng ny s c th hin bng cc hiu ng
3D nh bng hay chuyn mu, mang li cm gic gn gi chn thc
hn cho cc nhn vt hot ha.
2
LOW POLY
Thit k th v v nhiu mng ph bin trong nhng
tr chi c phn gii thp ca nhng nm 90 tr
li, nhng di hnh dng hon ton mi.
Phong cch low poly mi l s pht trin v ng dng
ca xu hng kt hp gia thit k phng v 3D. To
cm hng v mt khng gian h cu hay thc t o (VR),
nm 2017 s chng kin s ph sng ca low poly t cc
thit k logo, icon, website n animation.

3
NG DNG THIT K IN N VO
THIT K DIGITAL
S pht trin nhanh chng ca cc thit b in t
ang dn thay th cc knh thng tin truyn thng
nh bo hay sch in. Nhng nu nhn theo mt hng
tch cc, y khng hn l mt s thay th, m ch n
thun l cuc cch mng k thut ca ngnh in.
Thit k ca cc website, ng dng in thoi hay
ebooks ang c xu hng s dng nhiu hn
typography v layout tng t nh tp ch, sch hay
bo in truyn thng. Font ch c chn thng c
s dng trong bo in s ng vai tr ln trong vic to
ra cc thit k digital vi ni dung thn thin v d c
nh trn giy. Kt hp vi cc hnh v minh ha ngha,
cc bc hnh p v layout gn, c in, xu hng
thit k ny gip cc website trng gn gi hn i vi
nhng khch hng khng qu a thch cng ngh.
Graphic Design 16
4
XU HNG HOI C
4.1 - T s tr li ca cc siu anh hng 4
Nm 2017, hng lot b phim bom tn da trn
truyn tranh v cc siu anh hng ln lt ra mt, t
Justice League, Wonder Woman, ti Guardians of the 4.2 - Ti s kt hp gia c in v hin i, hay
Galaxy v Spiderman. Vi s xut hin dy c, cc Modern Retro
siu anh hng s c nh hng ln ti vn ha i Nhng chi tit hin i thm vo gia nhng mu sc
chng trong nm 2017. v font ch vintage to nn s kt hp c o gia
Vy sc mnh ca cc siu anh hng s nh hng ci c v ci mi. Nm 2016 chng kin s bao trm
th no ti th gii thit k? Chng ta s chng kin ca phong cch modern retro trn khp cc thit k
s tri dy ca cc tng mu ti sng, phong cch t bao b, website n logo. Chc chn phong cch
retro v ngh thut i chng trong ngnh thit k modern retro s tip tc c a thch trong nm
ha, vi cm hng t truyn tranh v cc b phim 2017, v d on s cn pht trin hn na trong
siu anh hng. nhng nm ti.
 Graphic Design 17

5
8
RESPONSIVE LOGO
Xu hng thit k nhng logo c kh nng HAND-DRAWN
responsive s ngy cng m rng p ng Nhng hnh v tay thng c dng gii thch v minh ha cho
nhu cu s dng trn nhiu nn tng a dng. nhng khi nim, cu trc v ni dung tru tng, nh tnh n gin m
Responsive khng c ngha l gim kch thc n mang li. Phong cch thit k v tay gn gi cn mang n cm gic
trn nhng thit b nh nh in thoi, v tng con ngi hn cho cc thit k ha thng thng. Thm vo , nh
kch thc khi s dng trn desktop. Mt logo s lin tng ti nt v tr th gi cm gic hoi c, ph hp vi xu hng
responsive tt l mt thit k va m bo tnh kid-adulting c d on s tr thnh tro lu vn ha, phong cch v
nhn din, va c th bin i ph hp vi cc tay s c p dng ph bin trong nhng nm ti.
nn tng truyn thng. Vi s pht trin ngy
cng nhanh chng v a dng ca cc thit b
thng minh, thit k logo responsive s cn cn
thit hn na trong nm 2017.

7
MINIMALISM 9
6 Phong cch ti gin tp trung vo s gin
n v tnh nhn din l phong cch thit k MODULAR LAYOUTS
METALLIC DESIGN c rt nhiu thng hiu p dng. T Apple B cc theo module gip tch nh v sp xp hp l cc phn ni
Metallic - kim loi l xu hng s dng cht vi tng Less is more ti cc thit k ca dung. B cc theo module c p dng nhm to mt thit k thn thin
liu kim loi/nh kim trong cc thit k: xy Google. Vi s p dng rng ri ca cc thng v tng tc hiu qu hn vi ngi dng. Trong nm 2017, thit k vi b
dng, ni tht, thit k sn phm, thi trang & hiu ln, phong cch ti gin s tip tc thng cc module c k vng s pht trin hn vi s kt hp hiu qu cng
c thit k ho. tr trong nm 2017. cc xu hng thit k ha khc.
 Customer Experience 18

05
VIDEO
 Video 19

NHNG
XU HNG ANIMATION
THNG TR NM 2016
S TR LI CA STOP-MOTION

Xu hng truyn thng chn thc nh du s quay tr li ca cc video stop-frame.

Stop-motion c nhiu thng hiu s dng trong cc chin dch animation
nhm truyn ti thng ip vi cm gic gn gi, chn thc ti khch hng. Tiu biu
c th k ti Beardimation ca thng hiu dao co ru Braun; hay hng Tripl Stitched
truyn ti thng ip: Made in London, from all things proper di dng animation
stop-motion c o.

S PHT TRIN CA THC T O

Nm 2016 l nm m cng ngh thc t o (VR) bt u th hin nh hng r rt

ti animation. VR c bit hp vi animation trong vic qun l s tng tc gia
ngi xem v vt th mt cch chnh xc, mang n tri nghim chn thc v tc thi.
Special Delivery ca Google hay We wait ca BBC l nhng v d tiu biu cho s
kt hp gia animation v cng ngh VR.
 Customer Experience 20

D ON
XU HNG ANIMATION
NM 2017

Phim ngn hay video tr thnh cng c cc k quan trng v bng

n trong truyn thng. Hy cng xem nhng xu hng mi ca
cng c truyn thng y tim nng ny trong nm 2017!

1
THC T O PHT TRIN MNH M

Video thc t o (VR) ang bc vo giai on quyt nh khi cc ng ln trong

ngnh cng ngh chy ua pht trin cc thit b tt nht v to ra ni
dung xy dng s chia s ngi xem. Liu vic k chuyn thng hiu
bng VR s pht trin mnh gi chn ngi dng mt khi cng ngh
ny khng cn mi m na? Chng ta cn vi nm na tr li cu hi ny
nhng VR ang c mt tng lai rt sng ln, c bit l vi nhng chui
ni dung vi dung lng ngn. Chui ni dung ch khng phi mt video
feature, mc d video feature lun l mt tri nghim th v m ngi dng
u rt thch.
Vui lng click vo y tri nghim video thc t o trn

Nu khng xem c video trn, vui lng click vo y
PHIM 3D VI CONCEPT MNH M V SNG TO LN NGI
Hnh thc ny tip tc c pht trin khi ngn sch thp cng k vng
cao. S kt hp gia 2D v 3D cng l xu hng trong ngnh sn xut
video khi n to ra mt tng th sng to v n tng hn. Cc vt th
3D c t trong khng gian 2D to ra khung cnh rng nh c
nhn bng mt c. Kt qu nhn c l phn hnh nh v chuyn ng
phong ph c nhn nhiu gc gip cho cu chuyn bn k th v
v hp dn hn.
Video 21
2
S HP TC GIA GII TR V MARKETING
Vi cc thng hiu ang tm cch kim thm khch hng mi cn cc cng
ty gii tr li thm kht khon media-buying t cc thng hiu ln, ci bt
tay gia gii tr v marketing s l mt xu hng quan trng. S kt hp ny
s khng ch dng li video, MV ca nhc, phim hay TV shows m cn l s
kin, cc im n v vai tr ca s tng tc trong vic ko khn gi gn kt
su hn vi cng ng y ngha ca mt chng trnh hoc mt tng
m khng cn phn bit gia ngh s gii tr v ngi ang c bn hng.
Trong rt nhiu chng trnh truyn hnh do Oppo ti tr th hin vic qung
co thng hiu qu r rng, nhiu khi n mc thng mi ha nh The
Face, The Remix, Sing my song... th chng trnh B i mnh i u th
c nh gi l thnh cng nht ca thng hiu ny. Vi thng ip giu
ngha Lm cha cn c i tay, t my xung thc s bn con, Oppo
mang n hnh nh p v c trch nhim, chm ti cm xc ca khch hng.
3
Nu khng xem c video trn, vui lng click vo y
 Customer Experience 22

06
WEBSITE &
APPLICATION

WEBSITE
01
GIAO DIN TH (CARD) V
LI (GRID) LN NGI
Mt trong nhng xu hng thnh hnh nht khi
thit k website l giao din card v grid. Vi kh
nng cho php chia nh cc ni dung gip ngi
dng d dng nh v, giao din card v grid c laptop s gii hn rt nhiu thng tin m ngi
cc ng ln cng ngh nh Google, Facebook,
Twitter hay Pinterest c bit a dng. Giao din
ny cng ph hp vi thit k responsive v ti u
ho c smartphone, tablet v my tnh. Khi s ch
v thi gian lu li website ca ngi dng ngy
cng gim th vic t chc ni dung theo hng d
qun l v tm kim ca loi giao din ny s gip n
tip tc c s dng ph bin.
Website & Application 23
02 03
THIT K U TIN GIAO DIN TNG TC V TP TRUNG
TRN IN THOI VO TRI NGHIM
Thit k responsive l yu cu tt yu ti thi im Nhng custom website l qu kh. Vic lt
hin ti. Tuy nhin, in thoi thng minh vi mn web trong nm 2017 s l mt tri nghim tng
hnh nh hn nhiu mn hnh my tnh bng hay tc mnh hn, nng ng hn v gn kt hn. V
d nh mn hnh chia i cng l mt layout th
dng c th tip cn. Trong khi , smartphone li v thay th layout website truyn thng khi n
l phng tin c ngi dng s dng ph bin lm va lng c designer v copywriter.
nht. V vy trong nm 2017, thay v thit k trn
website ri ng dng trn cc mn hnh nh hn th
nh thit k s u tin trn in thoi trc.
 Customer Experience 24

04
MENU THCH THC
CC KHUN MU
NH HNG
WEBSITE
Khng th ph nhn s thn thuc ca 2 layout c bn
nh hng website l thanh menu trn u v bn cnh
trang web, nhng cc khun mu ny ang bc l s
nhm chn v nhng im yu: cn tr s gn kt ca
ngi dng vi website, khng khuyn khch s khm
ph, t ti u vi c ngi dng v nhm pht trin web.
Nm 2017 s l lc th cc layout mi nh menu
ng khung, a menu vo chnh gia trang web, bin c
trang web thnh 1 menu ln hoc thm ch l khng cn
c menu.
Gim bt cc tiu mc trn thanh menu cng l mt xu
hng trong nm ti.
 Website & Application 25

05
VIDEO VN L
CNG C TI U

Ni dung marketing di dng video l

iu khng cn xa l trong nm 2016.
Nm ti vn s ni tip thi hong kim
ca video.
Cc on phim nn trn website hoc cc
phim ngn s tip tc thu ht s ch ca
ngi dng khi c s dng ng cch.

06 07
S DNG NH CHP THAY V THIT K PHNG, HNH NG,
NH C SN CC XU HNG MANG N S TINH
T V N GIN
Khng th ph nhn cc website ang c giao din Thit k phng vn tip tc c nh hng ln t s n gin
na n nhau v cc thng hiu cn phi ch trng v r rng m n mang li.
hn n vic khc bit ho bng vic s dng nh
chp thay v nh c sn trn mng. Ngi dng hin Ngoi video, nh gif cng l mt xu hng hot trong nm
nay u tm kim s c o v nguyn bn t nhng 2017. D rng vic lm dng nh gif c th ph hng tri
thng hiu m h s dng v nhng tm hnh stock nghim ca ngi dng trn website ca bn nhng nu dng
khng cn p ng c nhu cu . to ra v ng cch, n li mang ti nhng hiu ng rt tuyt, chng
duy tr s kt ni thc s vi ngi tiu dng, cc hn nh dng nh gif cho nhng chi tit m bn mun lm ni
thng hiu cn cn nhc cn thn v mt hnh nh bt: tin khuyn mi hay sn phm bn chy nht,
v l hin thn d nhn thy nht ca h. Hiu ng chuyn ng ca cc chi tit tng tc vi ngi
dng cng c ch sao cho tinh t trong nm 2017, gp
phn nng cao tri nghim ngi dng.
 Website & Application 26

APPLICATION NNG CP UI CHO GESTURES

Nng cp v pht trin nhng Gestures (cc dng c ng chm tng

tc vi mn hnh in thoi) gip ti u tnh kh dng v tri nghim
ngi dng trn Mobile Apps. 2017 s l nm nhng Gestures mi v th
v s c ng dng to ra Mobile Apps c u t hn v ni dung,
ci thin v tng tc tng tc ca ngi dng.
Gestures mang tn Tamagotchi ly cm hng t tr chi Tamagotchi
(nui th o) thnh hnh vo nhng nm 1990s s c ng dng nhiu
hn bi cc chuyn gia UX, ha hn mang n tri nghim mobile th v
hn bao gi ht trong nm 2017.

TYPOGRAPHY S C
A CHUNG HN

Hnh nh khng phi th duy nht mang ti hiu ng th gic, typography

cng c th lm c iu tng t. Nm 2017 s chng kin s ln ngi
ca typography khi ngy cng c thm nhiu thng hiu tm cch thot ra
v khc bit ha so vi cc i th cnh tranh ca mnh, c th l bng cch
truyn ti thng ip qua th gic.
Typography cng s c ch trng hn trong thit k apps nhm lm tng
tri nghim khch hng. Thit k typography s ch trng v loi font c
s dng, khong cch gia cc ch, s phn cp gia tiu v ni dung
thnh phn. Hng thay i ny trong thit k chc chn s ci thin hiu
qu hin th ni dung trn mobile apps.
 Customer Experience 27

07
PACKAGING
 Packaging 28

1. Kt hp cu trc XU HNG
Bao b & thng hiu
Vi 1/3 ngi tiu dng M cho rng bao b
cht lng tt l mt du hiu ca cht lng
PHT TRIN BAO B
sn phm, v 3/5 ngi mua hng Anh chia
s rng h quan tm n bao b ung khi
quyt nh mua sm, n lc cc thng
hiu nn ch n cu trc bao b c o.
N khng ch gip khc bit ho sn phm
trn k hng m cn nh hnh v nhn mnh
nhn din thng hiu, cng nh khuyn
khch khch hng mt n chng. Bao b
tt s bo v sn phm ca bn, bao b c
o v ph hp s bo v thng hiu ca
bn. Chc nng bao b v s ci tin v cu
trc nhm nng cao tri nghim khch hng
v xy dng ti sn thng hiu s c ch
trng trong thi gian ti.
Nc git m c 4X ca METHOD s dng
bao b tht gia chai, khc bit ho sn phm gia
nhng bao b ln quen thuc ca dng sn phm
git ty.

2. Thit k ph hp hn vi mua sm online

Khi thi quen khch hng ang Nutpods kt hp tnh cht bn l v bn online:
dn chuyn dch sang mua sm Bao b gy n tng mnh trn k hng siu th
online phn ln cc thng hiu vi mu xanh v trng ni bt, mu sc phn bit
bn l (online) bt u ch trng hng v r rng. Hnh nh cc c ph ang c
hn n vai tr ca bao b trn vo kem sa vo gip khch hng thy r tnh
k hng in t. Xu hng ny nng v cch s dng sn phm. Bn cnh ,
s tip tc pht trin mnh vi ph hp vi vn chuyn t kho n tay ngi mua
3/4 ngi tiu dng ti Anh hng online, c th thy bao b Nutpods thc
khng nh trong 10 nm na, hin kh tt: bao b chc chn vn chuyn,
h s mua sm ch yu qua khng b v, chu c nhit tht thng.
mng.
 Packaging 29

3. Tng thm
tri nghim vi bao b
Thit k bao b ang b nh hng bi
nhu cu tng mc nhn bit thng
hiu v s phong ph ca thng tin.
52% ngi tiu dng thc phm M
chia s rng h b thu ht bi nhng
bao b khc bit v bt mt, trong khi
44% ngi mua hng Trung Quc quan
tm n nhng bao b nc c ga c
c nhn ho. Tuy vy, trn thc t tri
nghim bn l n iu do s ton cu
ho v yu cu thay i nhanh dn n
mt th trng bao b na n ging nhau.
Bi vy, th h bao b mi s phi u
t hn v tri nghim trn bao b

4. Bao b gip m rng kinh doanh

p ng nhu cu ca th h ngi tiu
dng tr, a cng ngh v kh cam kt
trung thnh vi bt k thng hiu no.

Gi c l yu t quan trng khi ra quyt nh mua hng nhng nim tin thng hiu cng
ng mt vai tr quan trng khng km. 94% ngi tiu dng M cm thy yn tm khi
mt thng hiu h tin dng tung ra sn phm mi. 35% ngi tiu dng Brazil ch mua
cc sn phm chm sc tc m h s dng trc v 53% ngi mua hng Trung
Quc khng nh h trung thnh vi thng hiu yu thch ca mnh. Cc thng hiu c
th da vo xu hng hnh vi ny m rng danh mc sn phm v tip tc to ra lng
khch hng trung thnh ng o cho nhng dng sn phm mi. Thit k bao b r rng
vi thng ip thng hiu mnh m s gp phn lm tng hiu qu bn hng v qua
gip thng hiu m rng khch hng kinh doanh.

Coca Cola tung ra chai nc c th tht

n t nhn chai ti th trng B. S Christian Louboutin i vo lch s vi i giy gt nhn . m rng kinh doanh sang
tng tc ny gip nhn mnh thng cc sn phm lm p, thng hiu s dng thit k biu tng ny trong chin lc bao
ip v hnh phc v chia s ca b ca hng. Nhng sn phm sn mng tay hay son ca hng u c bao b m phng chic
Coca Cola. gt giy tr danh nh mt tuyn ngn thi trang xuyn sut.
 Packaging 30

5. Bao b thng minh 6. Vt liu thn thin

& ch ng hn vi mi trng
Nhu cu v an ton thc phm, gim Ngi tiu dng v thng hiu ngy cng c nhn
lng ph, loi b tip xc vi hng c thc r rng hn v vn mi trng. Xu hng
hi hay hng gi,... ch l mt trong s dng nhng vt liu c th ti s dng nh g,
s nhng l do ct li dn ti s xut v tm, nm hay ma ng thay th cho polymer
hin ca cc bao b vi cng ngh c hi s cng ngy pht trin, c bit trong cc
thng minh v ch ng. Trong khi vn ngnh thc phm v lm p.
ang thiu nhng nh
ngha c bn v mt bao b thng minh,
ch ng v thn thin vi in thoi
thng minh, vn c nhng kt ni vi
ngi tiu dng r rng v o lng
c. Kho st cho thy 50% ngi
tiu dng M thch scan bao b tm
hiu thm nhng thng tin v ngun
gc thc phm.
Nhng c hi mi cho thng hiu
7. Np c th ng kn sau khi m ra
trong vic gn kt, gii tr v dn dt Cng ngh pht trin mang n nhng c hi mi thng
ngi tiu dng ang xut hin. hiu c th li du n mnh m hn thng qua bao b. C th
Vit Nam, h thng truy xut ngun l np v nhn bao b c th ng li c nh mi m bo
gc in t (e-tracebility) TraceVerified cc sn phm mi khng b hng, c bit l trong iu kin kh
cng bt u c a ra s dng trn hu kh chiu nh Vit Nam.
th trng. Thng 9/2016, Trung tm
Xc tin thng mi nng nghip H
Ni trin khai th im d n Truy
xut ngun gc in t cho c s sn
xut v nng sn thc phm an ton.
Qua ngi tiu dng d dng tm
c cc thng tin v ngun gc sn
phm ch vi mt chic smartphone.
Bao b Insignias Nova gy n tng vi
tem nhn c th thay i mu theo thi
gian bo cho ngi dng thi hn s
dng ca sn phm.

XU HNG THIT K BAO B
n gin,
ni bt v r rng
Trong nhp sng gp gp, ngi tiu
dng khng c thi gian ch n
tng chi tit ca bao b. Hy tp trung
vo nhng iu ct li v m bo rng
chng gip ngi mua ra quyt nh
mua hng. Mt thit k n gin v ni
bt c th truyn ti thng tin v khin
sn phm to sng trn k hng.
Nhng khong h
kch thch
Nhng khong h trn bao b khng
n thun ch l ra sn phm tht
m cn l c hi thng hiu gy n
tng v y mnh nhn din thng
hiu trong tm tr khch hng bng s
sng to ca mnh.
Customer Experience 31
S dng font ch vit tay Mu sc rc r
Cc font ch vit tay v c o c Nhng mu sng v rc r to ra cm
dng to ra hiu ng v s nguyn xc v tc ng n quyt nh mua
bn, th rp v chn tht. Cch dng hng. Phn ln cc v hoc cc loi khc
font ch ny to ra cm xc thn thin, nhau ca cng 1 dng sn phm thuc 1
gn gi, gn b vi sn phm, ng thi thng hiu s c th hin bng cc
cng mang n hiu ng v s hoi c. mu sc khc nhau. Ngi mua i khi
khng nh s hoc v m h yu thch
nhng s nh mu ca sn phm nu
mu sc c vn dng hiu qu.
Hoi c
Bn cnh nhng cng ngh v vt liu
mi th phong cch thit k hoi c vn
l mt xu hng ng lu trong thi Lp li ha tit
gian ti. N mang nhng k nim tr
li vi nhng ngi sng qua thi Nhng ha tit p v c chn la
i v tho mn tr t m ca th k c th nng tm mt thit k bao b.
h tr khi h mun khm ph v tm Vic s dng ha tit th hin r gi
hiu qu kh. Cha kho khi ng dng tr thng hiu c th truyn i mt
phong cch hoi c l s cn bng, khi thng ip mnh m ti khch hng,
gi cm xc nhng khng bin bao b y mnh nhn din thng hiu khin
thnh mt th c l. khch hng nh lu.
 Customer Experience 32

08
CUSTOMER
EXPERIENCE

1. CUNG CP TRI NGHIM T PHC V
(SELF-SERVICE) TT HN VI CHATBOT
Nm 2017, chatbot s c ng
dng nhiu hn c bit ha tri
nghim khch hng. Chatbot cung
cp knh tng tc gia thng
hiu v khch hng mt cch trc
tip v d dng, ng thi a ra
cc gi logic da vo d liu hnh
vi trong qu kh.
C th thy r cc thng hiu
ln nhanh chng ng dng xu
hng ny trong qun tr tri
nghim khch hng.
Customer Experience 33
American Express cung cp mt
chatbot trn Facebook Messenger
gip khch hng thc hin cc yu
cu v ha n, tra cu chi ph v
i im tch ly. MasterCard cng
cho ra mt mt chatbot tng
t vi ci tn Kai. Vi s .pht trin
nhanh chng ca xu hng ny,
chng ta s cn c tri nghim
nhiu sn phm chatbot hn trong
nm 2017.
2. TO R A TR I N G H I M TH V V I
T HC T O ( V R ) V H O LO G R A M S
Cc nh bn l bt u ci thin v c bit ha tri nghim mua sm trong ca
hng bng cc v tr trng by sn phm ng dng cng ngh VR v holograms. Cc
v tr ny cho php khch hng c th th qun o m khng cn mc trc tip, hoc
to ra c mt mi trng o nhm tri nghim dch v 3D n tng.
Vi u im mi m, c o v khng gii hn, VR v holograms s c ng dng
ph bin hn na ti u ha tri nghim khch hng trong nm 2017.
.
 Customer Experience 34

3.MILLENNIALS LA CHN 5. S THNG NHT

TRI NGHIM THAY V GIA CC KNH BN L
DCH V HAY SN PHM (OMNI-CHANNEL CONSISTENCY)
Millennials - th h thin nhin k hay th h
Khi mt thng hiu hin din cng lc trn nhiu
sinh vo nhng nm 1980 - 2000 ang dn
knh, tri nghim khch hng ng nht c khch
trng thnh v tr thnh khch hng mc tiu
hng k vng c c trn tt c cc im tng tc.
ca hu ht cc thng hiu. Bi vy, tri
Thc t, s ng nht khng c cn nhc ngay t
nghim ca i tng ny tr thnh mi quan
u khi xy dng cc knh tng tc, bi vy rt nhiu
tm hng u ca cc marketers trong nhng
thng hiu nhn c phn hi khng tt do tri
nm ti y. Theo thng k ca Harris Group,
nghim tiu cc t khch hng.
72% i tng thuc th h thin nhin k
Nu nm 2017 l nm thng hiu ca bn sn sng
mun tr tin cho tri nghim m h c c
m rng cc knh tng tc, hy ghi nh yu t ng
hn l sn phm hay dch v c cung cp.
nht gia cc nn tng; ng thi sn sng th nghim
D thy rng, xu hng tp trung ci thin tri
cc knh v sch lc mi nhm tm ra knh ph hp
nghim khch hng thuc th h thin nhin k
nht vi i tng mc tiu ca thng hiu.
s l cha kha c c phn hi tch cc v
s trung thnh ca millennials.

4.TRI NGHIM 5 GIC QUAN

Mt ca hng ngy nay khng ch cung cp hng
ha dch v m cn cung cp tt c nhng g khch
hng c th tri nghim bng c 5 gic quan: t
hnh nh, mu sc, mi hng, m nhc ti s thn
thin ca nhn vin. Nm 2017, cc thng hiu
s to ra nhng du n c bit hn vi mi hng
c quyn hay bao b c o khin khch hng
nhn ra ch vi mt ci nhn. nh sng, mu sc,
mi hng, khng gian, m thanh v mi v s tr
thnh nhng yu t khng th tch ri lm nn s
khc bit ca tri nghim thng hiu.
 Customer Experience 35

09
ABOUT US
 About Us 36

BOND l cng ty dn u v lnh vc visualized marketing ti Vit Nam. Chng ti t vn v thc hin nhiu d n cho cc thng hiu ln ca Vit Nam v quc t nh
MobiFone, VinaPhone, Trung Nguyn, Sabeco, Techcombank, Ogilvy, Chevron, TNR Group, Vi kin thc, kinh nghim cng s thu hiu doanh nghip, BOND cung cp
dch v chuyn nghip v chin lc hnh nh thng hiu, sng to v thc hin cc thit k, hnh nh sn phm, cc chin dch bn hng, tip th v truyn thng hiu qu.

Thit k website v B t in B lch Tt B quy chun Chin lc

ng dng phc v cng tc inh Du 2017 thit k cc n phm hnh nh i din
VinaPhone plus truyn thng truyn thng thng hiu Leagoo
Khch hng: VINAPHONE Khch hng: MOBIFONE Khch hng: TECHCOMBANK Khch hng: VINAPHONE Khch hng: LEAGOO
VinaPhone Plus l chng trnh B t in MobiFone Code xy 12 bc tranh mu nc l 12 B quy chun c xy dng vi L lnh mi ti Vit Nam, thng
chm sc khch hng ca VinaPhone. dng ln mt quy chun nht cu chuyn gin d, vi hnh mc ch chun ha hnh nh hiu in thoi thng minh Leagoo
Thit k website v ng dng mi qun trong hot ng truyn nh Techcombank lun xut cho cc chng trnh v hot c Bond t vn chin lc hnh
tp trung pht trin tri nghim thng ca MobiFone. Khng ch hin nh mt ngi ng hnh ng truyn thng, qua m nh gy n tng vi th trng
khch hng, tng kh nng tng vy, MobiFone Code cn gip truyn tn tm v ng tin cy. B lch bo hnh nh thng hiu ng ng o v y tim nng ny.
tc v tnh gn kt vi thng ti thng ip ca chin lc kinh 2017 ca Ngn hng K thng nht cho VinaPhone, MyTV v Chin lc s dng ngi c nh
hiu; ng thi mang hnh nh doanh Kt ni gi tr - Khi dy Vit Nam Techcombank mang FiberVNN trn ton quc. hng hu Huyn My lm
thng hiu VinaPhone mi m, tim nng v mang n nt mi n thng ip cng nh trit ngi i din gip Leagoo thu
hin i n vi khch hng. v s chuyn dch ca Tng cng l hot ng ca doanh nghip: ht v to thin cm vi i tng
ty theo hng a dch v. Khch hng l trng tm. khch hng mc tiu, gp phn y
mnh lng bn ca sn phm.
Tm hiu thm Tm hiu thm Tm hiu thm Tm hiu thm Tm hiu thm
 About Us 37

Thit k bao b Thit k bao b Hp bnh Thit k kt cu v Thit k bao b

Min Minh Dng kem Shalala trung thu MVV bao b sn phm nc khong iSport
cao cp
Khch hng: MINH DNG Khch hng: TNR Khch hng: MVV Khch hng: CHEVRON Khch hng: VIKODA
Thit k bao b sang trng, cao Thng hiu Shalala bt ngun Nhng hnh nh trn hp bnh Thit k kt cu hp 12 chai nh L thng hiu con ca Vikoda,
cp vi mu sc nh nhn nhng t tn mt bi ht c giai iu v gi nh v mt ma Trung Thu vi tiu ch d lp rp, d vn iSport l dng nc khong thin
vn hin i v khc bit hn vi cng vui nhn. Vi mong mun truyn thng kt hp vi cm chuyn cng cht liu tin bo nhin th thao cung cp vitamin
cc i th cnh tranh gip sn mang li cho ngi s dng cm hng t nhng con ngi sng qun thun tin cho vic phn v ion gip chuyn ho vitamin
phm Min Minh Dng cao cp gic hnh phc, Bond tp trung to, su sc v tm huyt t phi sn phm ti cc i l cng vo c th nhanh chng. Thit k
ni bt trn k hng siu th trong nhn mnh vo yu t cm xc v MVV group. Thit k c to nh trng by ti cc ca hng bao b iSport hng ti i tng
nc, ng thi to n tng khi ti ngon trong tng thit k bao nn bi nhng ng nt v sa xe. Ngoi ra, thit k hp bun- ngi yu th thao, vi mu sc v
tin ra th trng nc ngoi. b kem Shalala. mu sc n gin theo nhn dle cha 2 sn phm nht xe my hnh nh th hin s vn ng v
din thng hiu, kt hp vi Havoline v ph gia TCP lm mn ngun gc thin nhin.
nhng chi tit nhiu lp lang qu cho nhng ngi dng xe
to cm hng cho ngi xem. my trong dp Tt 2017.
Tm hiu thm Tm hiu thm Tm hiu thm Tm hiu thm Tm hiu thm
Ngun tham kho (04) 3223 2777
Tng 9, To nh Prima
www.forbes.com 22 Mai Anh Tun, ng a, H Ni
www.entrepreneur.com
www.landor.com contact@bond.com.vn
www.linkedin.com www.bond.com.vn
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www.mintel.com
www.designhill.com
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