Brand Design requires simplicity

In the context of today's culture of information inflation, brand proliferation is very fast, and the market environment of the retail industry has become visual waste, making us eat too much and suffer from malnutrition.

Complicated and overly detailed brand descriptions are not worth the candle. These are descriptive words that give consumers little personalized things. Therefore, successful brands use effective "Visual View" methods to establish relationships with their core users. By using colors, logos, icons, and simple visual focus, the brand image can be overcome. The key strategy of some new successful brands is their information, characteristics and human-oriented architecture.

Scientific verification
New consumer behaviors support the simplified trend. The instantaneous response prompted us to make decisions not only related to the purchased brand, but also to other choices we made.

Self-testing, especially those decisions around brand selection. If you enter a well-arranged store, you need to buy 5 items, but 15 items will be purchased when you come out. That is to say, the purchase decisions for the 10 items were made in an instant. Beyond instinct, they were only prompted by simple visual impact.

Last year, Nestle sought to optimize its underperforming Lean Cuisine (cooking) brand. Requires a brand with more friendly tips to promote the best image and taste of the product, and at the same time create a new brand-spa cuisine (mineral spring cooking ).

The analysis shows that brand recognition is chaotic and complex after a series of interest-related issues are identified. Old-fashioned packaging cannot express a strong, human-Disposition image. Because the packaging design selects a lot of fonts and product images that contain rich information and are too stylized, the result is that the brand's appearance is messy.

Nestle's design team and marketing staff began to adopt brand values that simplify the appearance. When consumers need to understand a healthy diet, they need to remove non-substantive information and add instructions on the back and sides. A new refreshing photo, a new logo and a more open architecture make it easier for consumers to identify products from shelves.

Sales results show that this strategy was successful, and it prompted nestle to sell such products again. The identification of Jian Yun allows them to regain the value of the brand. The simplified design architecture regenerates the Lean Cuisine brand and enhances its influence in retail. The increase in sales proves that simple and more direct user-friendly design is more favored by consumers.

Is simplicity so simple?

If the brand information is simplified, why are so many brands not doing so? The reason is very simple. It is very difficult to make it simple. For traditional marketers, the difficulty is to give up the vocabulary they are used to and use the new image language.

Smart marketers can understand the brand's "seemingly thin, actually thick" information, because these brands communicate with users through images rather than text. So how can we simplify it?

Step 1: Reduce the brand expression to the optimum degree. If you cannot describe your brand in less than five words, it means that you have not been able to do a good job. Once detailed descriptions can be made, all secondary brand information should be removed from the front of the package.

Step 2: visualize the description. Before brand recognition, packaging, or brand promotion, you must convert the description into a color, image, style, and graphic representation to reflect the best features of the brand. You can use visualized descriptions to determine which elements are the most expressive and personalized.

Step 3: Encourage filling in "blank ". Select a small, appropriate color palette, style type, and chart to build a self-brand recognition architecture. In addition to the front, you also need to consider the back, top and side as an important auxiliary demonstration area. If the front is clean, tidy, and attractive, the customer will pay attention to your packaging, and then turn and read other additional information.