1. Do you use “expensive” colors?
Muted, reserved colors are suitable for presenting expensive goods. For example, gold instead of yellow, burgundy instead of scarlet, beige instead of orange. Bright, flashy shades should be avoided.
In the premium segment, the following color combinations are traditionally used:
black and white;
black and silver;
black and gold;
white and burgundy;
white and dark blue;
emerald and gold;
purple and gold;
gray and red;
blue and gold.
A clear example of their use is the corporate website of the company “G&T gourmet” that we developed.
2. Do you have a captivating legend, story?
You may notice that premium brands often have a captivating legend, a brand history. Storytelling will help you. However, it is highly desirable that your story is based on real facts. For example, if famous and respected people visit your establishment or use your services, it makes sense to play it up in some interesting way (with their consent, of course).
However, the appropriateness of this depends on your brand policy. For example, although we made a website for the famous writer and psychologist Natalia Tolstaya, we usually do not put any emphasis on this.
3. Do you apply the principles of personalization and customization?
It is logical that for a lot of money the buyer expects a special attitude from the company. This is a personalized approach and your willingness to customize the offer to the client's needs.
For example, the famous brand Hermès has taken customization to the maximum - on this company's website you can choose which exotic animal's skin the bag will be made from and what precious stones it will be decorated with.
4. Do you refrain from pretentiousness and pathos?
A common mistake is an attempt to make the design of a website/banner/booklet/package look luxurious uk whatsapp number list by using ornate baroque ornaments combined with pompous slogans. This often has the opposite effect - it looks cheap. Too many manufacturers have flooded domestic stores with "imperial" perfumes for 200 rubles and other "pseudo-luxury" items.
It's no surprise that most premium brands today tend to lean more towards minimalism than pomp.
The website of the world-famous premium brand Chanel - a minimum of colors and marketing accents.
5. Do you offer your customers time savings instead of money savings?
Discounts in the premium segment are rarely used, because these goods are not bought to save money. In addition, discounts make the goods more accessible, that is, they kill the very idea of exclusivity.
This does not mean that saving cannot be one of the motives for purchasing a premium product. Convey to your target audience the understanding that your product saves their time. For wealthy people, this is the most important resource. Lightning-fast interaction with clients, instant delivery will clearly appeal to your target audience.
There is, however, an exception: if you provide services that involve a creative or scientific process, rushing can be harmful. Successful people understand that creating a quality intellectual product takes time. It is no wonder that Artemy Lebedev's studio even included the word "long" in its slogan.
