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because this is what represents the company. The logo of Onimos should also be included in the pictures and perhaps at the end of the carousel, or between the pictures there could be one picture where the emphasis is placed on the logo. This can be done by showing some Onimos merchandise such as stickers, jute bags or paper bags or by showing a picture of the shop front. 6.6.5 Storytelling The storytelling was mostly analyzed by benchmarking the competitors’ actions. It could be seen that there are many different approaches. Some companies have a settled scheme of what they are posting. For example, Truevintage Clothing is posting the same type of pictures every day. In addition, their theme is very clear and minimalistic, which is also visible in their Instagram feed. Also, Darkparadise Vintage is following several rules, but they are using a rather colorful layout. However other companies such as Atika or Rokit have a rather unstructured color scheme. While analyzing the mood boards in Appendix 1, that have been created for all companies’ story content, it became clear that the companies that follow certain color schemes and layout regarding the backgrounds or also the type and color of the text. “A mood board is a collage or composition of images, visuals and other objects, often created for the purposes of design or presentation. Mood boards can help designers to figure out how to create unified styles or themes for a design project. “(Techopedia n.d.) Also using the same models several times in an Instagram story makes the story more recognizable in terms of the brand because the Instagram user gets used to the faces and connects them with the brand. In the case of Onimos, a color scheme has been set to the colors pink, purple and black which the company uses clearly and continuously. This can be seen when looking at the story postings of Onimos. An example from 16April 2019 can be seen in Figure 7. 44 Figure 5: Screenshot of @onimos.store Stories ArchievePDF Image | Brand-Awareness through Marketing on Instagram
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