Combining Text with Personality
One could make the case that emojis originated in ancient hieroglyphics. Whether you agree with that or not, the modern emoji is traced back to a Japanese designer by the name of Shigetaka Kurita. He apparently introduced the very first commercially available emojis with a 176-strong set released in 1999. His original set was created for cell phones and pagers.
It turns out that 'emoji' is a blend of the Japanese words for 'picture' and 'letter'. They were created to allow users to add some emotion to their flat and impersonal texts. The earliest emojis were created with keyboard inputs like : ), ; ), and B). People even found a way to convey glasses or sunglasses with just text.
Emojis with Sunglasses
Fast forward to the two modern emojis featuring sunglasses and you are keyed in to where we are on this topic. Take a close look at both emojis and you'll discover something interesting: in both cases, the sunglasses in question are classic black wayfarers. That says something.
Whoever created these two emojis didn't just draw two circles with a line between them. They made an effort to make the sunglasses look like wayfarers. Was the artist a wayfarer fan? Or perhaps the artist didn't actually wear sunglasses but just preferred the look of classic wayfarers.
We don't know how it all played out. But we do know this: the Sunglasses and Face with Sunglasses emojis are official emojis recognized the world over. What does that mean to you as an eyewear retailer? You can actually use them as marketing tools.
If Washington Can Do It
Way back in 2014, the White House Council of Economic Advisors released a report on millennial debt and education. Guess what was found sprinkled throughout the report: emojis. Washington bureaucrats decided that using emojis would add some personality to the report. In turn, they thought it might encourage people to actually read it. They ultimately ended up stripping the emojis after millennials were offended.
Emojis are supposed to evoke an emotional reaction. How? By giving you some sort of insight into the emotional state of the person who created the message. When you see the Face with Sunglasses emoji, you are supposed to associate it with something that is cool, easy-going, or even awesome. And of course, the emoji can also evoke appealing images of sunshine, warmth, sunny beaches, etc.
What is most important is that both emojis tend to spark positive reactions from consumers. Who doesn't like sunshine and blue water? Who doesn't like to chill out and take it easy? Who doesn't like to experience something awesome?
Marketing to the Modern Mind
Why use emojis as a marketing tool? Because they appeal to the modern mind. Remember that the key to marketing designer sunglasses – or any product for that matter – is to speak to people where they are. It is to get the message to them in a way that appeals. Emojis do that.
We have no idea how our favorite product became emoji. In the end, it doesn't matter. What matters is that people associate sunglasses with good things. So take advantage of it by figuring out how to market with emojis.
