Anyway, I picked up some brochures here and there from around the store. One describing the REDcard, one about their check card, another about a business card, and then a couple from the pharmacy (which was closed). I wanted to actually get a sample bottle or at least see ClearRX in person. At least I got a nice little brochure.
I'd have to say, their graphic design is pretty consistent throughout the prints. The card applications were friendly and interesting, even if the information was a bit snore-worthy. However, the design is appealing to the target audience. People are happy. Can't say I can remember one bit of TSA signage where a person is genuinely happy about being in an airport. I like the dialogue Target uses. It's always been a bit conversational, without being cheesy or overbearing. They make you feel like the rewards card you just signed up for is actually pretty handy. Even the disclaimers made it feel less authoritative.
"You should read the Target Check Card Agreement for complete terms and conditions of the Target Check Card."Target isn't going to try to fool you with technical-business talk. They'll say it plain and simple. They offer a lot of reward-type cards. 10% off prescriptions here, accumulate some points there, 10% off one day, and over and over again. Yeah they have a lot of options, but it's not really complicated to figure out.
The other thing I was mainly interested in when we got there was the ClearRX which is sort of ironic in a way. It just so happens that there was a CLEAR system at the Cincinnati International Airport. Which, in my opinion, isn't so successful; at least, not in that particular situation. I suppose I could say there's a few small similarites. Both ClearRX and CLEAR are trying to do something... well... clear: make things simpler for the consumer. ClearRX made prescriptions easier for the customer. Bottles are flatter (makes reading the label faster; none of that turn-read-turn-read-turn), easier to hold, but most importantly easier to read. Bottles are color coded so that family members can merely glance at a bottle for their color. They even included a magnification card if the print still isn't large enough. CLEAR is a system that enables people to get through lines faster straight to security. It uses biometrics instead of the traditional drivers license/ passport to speed people past the ID check. In my mind, at Cincinnati... not very successful. When there are no lines, what's the point of CLEAR. It's not like CLEAR is actually getting people through security itself faster. With no lines, it might even be slower! I talked to a woman at CLEAR that told me that most people use fingerprints as recognition since it was less invasive than the eyescan. Except... for the people who wash their hands a lot (like doctors). But I digress, this is about the TSA.
So what did I discover? Target brochures are probably a million times more successful than any signage by the TSA. Who needs information overload when you could just make it better. The biggest thing that stood out between TSA's print and Target print: people. People evoke emotion. People like other people. Smiling people certainly make a difference. Not one person in Target print wasn't smiling. They like the offers, they like the discounts and benefits. They feel comfortable. The kids are really cute too.
Oh, and my Domo is a vampire Domo.
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