Memorable branding, persuasive marketing and powerful user experience begin with human associations.
Recently, I was consulting with a friend of mine who is trying to put together a company they plan to launch in the promotional staffing business. A common topic of conversation came up regarding the company branding, logo, marketing messaging, etc, etc. As a matter of fact, I’ve probably had this conversation with at least a dozen companies from startup to large, well established brands just within the past month or two. Generally, most people know that in order for their branding and advertising to resonate with their target market, it must carry some meaning with it… but unfortunately, many don’t realize (and I’m talking both new and seasoned marketing execs) just how deep the rabbit hole can go.
Colors, camera angles and logos in the media can all prompt immediate associations with emotions, activities and memories.
The impact these symbolic, written and technical elements have on peoples understanding and behavior can be immense. Your understanding and ability to leverage these codes allows you to better communicate your ideas in more relevant ways to your target audiences. What’s more, integrating these concepts into everything from the design of products to the delivery of services provides for a more persuasive effect on your users and user behavior.
First, you must get down to basics. Learn to decode the intricate system of symbols that are a part of everyday life — from advertising messages to traffic signs.