Design, and visual communication in general, is different from art by its functionality: a designer puts his talent at the service of brands to combine aesthetics with utility, in order to help them achieve objectives very often. related to the increase in turnover…
In this situation, it is the psychological aspects linked to the shapes, colors, trends and culture of the audience that will determine the success of a branding, web design or any other marketing operation.
This is why it is good to remember that in communication, your personal tastes as that of the designers do not matter: what matters is to know if the work carried out succeeds in achieving the goal which was given to him.
Unlike art, the public will always be right in this kind of operation. Here’s why.
The impact of design is quantifiable
We put too much emphasis on our personal tastes to judge the identity of a brand, designers and non-designers alike. I talked about it on an article I wrote about how to judge a logo.
In reality, the visual identity, the brand image of a company,
it’s like a TV ad: its results are quantifiable. It is
more or less obvious depending on the size of a company.
When a large group reviews its brand image and draws from it
an increase in turnover is good design.
When it goes down, it’s a bad design.
The important thing is your users
The questions that need to be asked about visuals intended for commercial, not artistic, use are who they are for and for what purpose. Asking ourselves these questions before judging a logo, a video, an advertisement, etc., very often allows us to understand why the media in question will work like thunder … or not at all.
This is why it is essential to work with a graphic designer who understands the importance of creative strategy. What really comes into play in the effectiveness of your image is its ability to speak to and convince your audience.
It’s your users who make your mark, not you, not your designer. It is therefore essential to include the user in the whole process of creating a brand: what are their areas of interest? What are his personal tastes? How does he usually react to a visual like this? How old is he ? Does he already know this type of product well?
Show the benefits
In establishing a brand and its corresponding products, we tend to focus on who we are and how we can bring out a certain personality through it. Even if this is essential, in the case where the creation of a project is aligned with our values, we must not forget that the priority is to make it useful for a target audience.
The whole art of a successful brand image therefore rests on its ability to bring out the benefits of your expertise, and therefore generate sales. Even if it is not always explicit, big brands like Nike or Apple manage to generate as much turnover because they manage to meet an essential need for users: that of belonging to a community.
Of course it is always better than the image of our brand we
please because it means that it fits our vision and our
personality. But don’t forget that the quest for satisfaction
can misguide us about the real role of design: associating
your brand to the utility that the user assigns in response to a
You have to consider that you are selling profits, and that your brand image should only satisfy you if it satisfies your user. We are therefore moving away from art, which leaves room for personal expression and the sole purpose of existing as an aesthetic work. Art can always be an interesting form of creation for brand design, if it allows to value its own values.