analyzation : Apparatus v. Paprika

Actual and Potential In Apparatus, it showed a good potential of growth within the brand because it showed a constant feed of what events the brand is attending or working at, and it showed their competencies to stay true to their brand and grow within the genre of what their brand offers to the public for interior design. In Paprika, it also had a constant feed of what the brand had been working on, however there were no dates, and honestly, it took me awhile to figure out what they even were, I could only assume that they were a typography company, however, based on some photos, it made me take a look back on, oh do they do photography as well or what exactly do they focus on.

Direct & Indirect I actually found that Apparatus had everything as far as being direct, in order of what the audience was potentially looking for, and cohesive in their design aspect. Also, the photos do not spazz out when you hover over them. With minimalism, it is sort of a zen-like state by which moves slowly and creates a calming feeling. They directly influence that and clearly define what their product or services is, what they do, where they work, and how the product is brought to you by artisan craftsmanship. Whereas Paprika is designed “minimal” in a sense of a grid-like layout however when you hover over photos, it spazzes, it all moves very quickly, and I’m going to assume that all the photos are people they’ve worked with and those were the designs they produced for the clients, but it’s not directly doing so. It is just assuming, which can either be a target audience thing or lack of design.

Strengths and Weaknesses What I absolutely loved about Apparatus was that they didn’t only sell interior furniture, but had brand extensions into hand bags, etc. They truly have created pieces that even though you may not like it in your home, because buying a large piece of furniture is a commitment, you can have something of their brand that’s a lot smaller, however carries the same aesthetic and craftsmanship as their lamps, or chairs, etc. They also invoke on the more artisan one of a kind aspect of the brand that keeps it unique and drives business. Though it may not be mass market business, they give information on all the components of their brand, definitely detailing how important and valuable a piece of them is. The other brand, Paprika, sure they are very diverse in what I assume typography, and I agree that you should be because you can’t just work with one genre of companies to make a nice living, you need to be diverse. However, having that same artist create logos and typography for you, you know in the back of your head that someone also has something custom from this person, and shown on the website, so do maybe hundreds other companies do as well, thus creating it somewhat less valuable.

Positioning and Market Share Both companies, Paprika and Apparatus share both strengths in positioning themselves in their said market. Paprika is heavily working with a large mass of companies, from designer personal portfolio logos, to putting logos on whatever it is that you need. They are heavily skilled in their position and can actually fit the needs of whatever the client wants. Its flexible was may be what Apparatus cannot fulfill. Whereas Apparatus focuses solely on one type of genre for their design. They promote at trade shows and participate wherever they can to get eyes looked upon them, which is also a strength and a weakness. However, focuses on mass market is clearly not the point.