Bumble Brief: Research

I need to now consider how to visually show what each platform is needed for and why women in particular would be interested in utilising it. The existing designs I think work really well, the use of gradients, clean cut imagery is subtle but to the point, it's aesthetically attractive without being too soft or stereotypically 'feminine'. I feel this maintains a design that wouldn't put any gender off if some people have predispositions about certain aesthetic.



My friend uses Bumble, I asked her why she used the app versus other dating apps to get a better understanding of why this app is unique:

"Don't get weird messages from random creeps, there's usually nicer people on there than on Tinder I guess because girls have to speak first." 
"It's just another dating app, the only difference is girls have the power."

It seems this reduces the risk of 'random creeps' popping up being sexually aggressive or inappropriate which is almost the norm for the most popular dating app, Tinder (featured below on the right).

The actual app layout and design isn't too dissimilar, they both enable you to swipe left or right dependant on wether you want to 'match'. Therefore there can't be any real influence from the workings or design of the app as it's just not unique enough.


I too have experienced this from using Tinder, it's uncomfortable and repetitive. Not to say women can't be the perpetrators, but as a bisexual I feel I can definitely say the amount of times men have done so in comparison to women is incomparable. Therefore for my poster series I need to focus on the strength of this, the strength of women. I aim to do so subtly through symbolic imagery in the colours swatched from Bumble, Bizz and BFF.




Beehive
The beehive visually Bumble have used before, I'd like to develop this further as I feel it's a great way to express connotations of productivity which is especially relevant for Bumble Bizz, as well as connectivity and community which is relevant to all platforms.







I want to experiment with layout to further express connectivity which is relevant as this is a mobile app, and relevant to dating.








Other Dating Brand Advertisements 


I love OkCupid's somewhat controversial campaign, the humorous imagery and text with the "Down To Fuck" tagline really stands out from other dating ads. Designed by Wieden + Kennedy, the 'F' is supposed to replace the more vulgar original connotation with dating possibilities. 

I'm inspired by their use of colour and want to also use vivid colours relevant to the Bumble platforms, which luckily they all already have, so taking swatches of the orange, pink and blue used on their website I can create fluid branding throughout the deliverable outcomes.



A dating app aimed at gay men Grindr also uses vivid flashs of colour, the whole undertones of their advertising and general experience of the app is sexual, I want to avoid this for my Bumble branding as steriotypically the dating apps that are sexual, much like Tinder can create hostile experiences, whereas Bumble's whole motto is to empower women and make connections, rather than just hooking up. I therefore want to avoid the designs denoting an emphasis on hook ups, rather an empowering place to meet new business partners, friends and partners.

Judging this I'd like to take a more serious route, unlike Grindr, Tinder or okcupid. From research I've concluded I'd like to make the colours the key focus so the brand's platforms will have a strong recognisable aesthetic. This will then also tie in with Bumble's existing social media posts and website, but with an updated concept playing around with the use of the beehive acting as a visual symbol for connectivity and productivity.