Applying the principles of psychology to design
Marketers are increasingly tapping into the power of psychology to improve the impact of design and give their brands the cutting edge.
Marketers are increasingly tapping into the power of psychology to improve the impact of design and give their brands the cutting edge.
Instagram has introduced a “new look”, with a redesign of its logo created in a bid to unify its family of apps (including Boomerang and Layout) into a “simpler, more consistent” design.
The Premier League has revamped its brand and visual identity in a bid to shed its corporate image and focus on the people behind the sport instead, as well as create a more attractive proposition to sell to sponsors.
Despite being ridiculed, Coca-Cola has made the right branding move by using its red circle logo as a visual code on the cans of all its product variants, but with fizzy drinks declining it’s no more than delaying the inevitable.
Claiming the brand has “carried the business forward” in its push to become more than home search, Zoopla is taking a “scientific” approach to allocating marketing spend.
However you define marketing excellence, it’s essential those standards – and the outcomes – are shared with the wider organisation and documented for the future.
Since rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.
Nationwide’s TV ad ‘In your best interest’ uses humour to cut through a “serious” category, which lands it in the top 8% of all UK ads, according to Kantar’s ‘The Works’ study.