PINK!
How did the Barbie move affect design trends today?
Barbie has had a significant impact on design trends today, particularly in fashion and interior design, which affects digital design. Her glamorous lifestyle and ever-evolving wardrobe have influenced contemporary style. The movie starring Margot Robbie and Ryan Gosling was almost impossible to miss. You could not escape PINK!
The power of the Trade mark.
The Barbie movie remake, aired by Warner bros was officially released in July 2023, but it starts way before that.
This type of marketing is referred to as “nostalgia marketing” , this is when companies play with memories from the past to establish an emotional bond.
Since the 70s, Barbie has always been associated with pink. When people think of brands, the visuals come to mind first.
This campaign was not your ordinary campaign. They made use of PINK. The movie has a “girl-powered” theme throughout , therefore pink became the colour of the movie and the movement.
Social media
This campaign gave Barbie a new, modern image that connects her with the women of today and gives viewers more to relate to, again playing on the emotional factor.
The first thing to note about this campaign is the smart use of social media. The movie’s platforms such as Instagram, Facebook, Tik Tok and Twitter (X) were extremely active. They shared behind the scene content, trailers, bloopers and other promotional content. This gave this very AI-looking movie a human element to it. It made the viewers bond to the movie before it was released.
Influencers and Celebrities also had their part in making this a success, with collaborations such as, creating memes, creating Tik Tok trends, and in Malibu, there’s a real-life Barbie Dreamhouse that’s bookable through Airbnb. There’s also a themed boat cruise that’s setting sail in the Boston area. They even had their own selfie generator! Forever 21 also did a Barbie-styled clothing line, which affected fashion design.
Being inclusive.
The trailer of the movie showcased a diverse and inclusive cast. This showed that EVERYONE is Barbie, Barbie doesn’t need to be the stereotypical barbie. Barbie is in each and every one of us. This made an emotional attachment to every individual.
Following the trailer, it was a genius move for character headshots to be presented onto socials on a saturated graphic template, using y2k colourful glitter-soaked stars, with a blue sky background and short tagline. It fits the tone of the film effortlessly, whilst being relatively easy social content for the media team to produce. But the real genius of this presentation came when users could create their own Barbie or Ken toybox headshot using AI. It graduated from a punchy visual, reinterpreting the y2k packaging that the target demographic cherished in the 90s and 00s, to a 2023 meme. This made sure that everyone felt included.
Additionally, Barbie’s diverse range of careers and lifestyles has promoted inclusivity and representation in design, encouraging the celebration of different cultures, body types, and perspectives.
Think pink, think Barbie?
Warner Bros simply flooded the world with pink, not just any pink, Barbie pink! They even went so far as to have plain pink billboards with just a small release date in a 70s-esque serif font. The connection was made from the colour to Barbie, this made everyone’s brain think Barbie! The pink is so powerful that it actually has its own signature pantone shade, commonly known as “Barbie Pink”.
Barbie Pink sends a message to be BOLD and make a statement!
That Barbie movie remake by Warner Bros, reshaped design trends, by embracing the iconic pink color and nostalgia marketing. Through social media campaigns, collaborations with influencers, and real-life experiences. Inclusivity was highlighted through a diverse cast and interactive social media initiatives, while Barbie Pink became synonymous with empowerment. They made sure Barbie was trending everywhere, which made everyone want to hop on board!