Brand awareness of designers

Why talk about branding?

This stems from one of the things that impresses me very much: the designer of a big company, who wrote an article on the iphone on the company's official blog, has been blamed by a reader for his "iphone" in the article. The reader was thrilled to scold the author and his company for being unprofessional.

This thing makes me very guilty, because if let me go to fight, I also certainly will spell wrong. In this case, I have summed up three points: 1. Apple's brand is doing very well 2. We as designers of large companies, perhaps not other people imagine the professional 3. Only if you know how to respect the brand, others will respect your brand.

The role of the brand

As an ordinary designer, my understanding of the brand may be very superficial. I personally think: a good brand can become a belief: internal cohesion staff;

How does a brand unite employees? A good brand will attract professionals, and a good brand will increase employee loyalty; How does the brand establish its image? Good brands make it easier for users to trust, and good brands bring greater value to users (why do many people like to buy designer bags?) In fact, it is more important to have this brand to bring their own satisfaction.

Why should designers have brand awareness?

Brand management is actually a complex project. Logos, slogan, user experience, reputation, etc. are all related to the brand. So who is responsible for the maintenance of the brand? Marketing department? Relations？ Technology department? Design department? ...... It seems that there is a reason to push to any department. or set up a department specifically? Not too realistic.

In fact, to shape and maintain the brand depends on the efforts of all, but also consciously. For our designers, we do not specialize in branding. But we can do our job to build a building block for the brand. What makes you different from others? Is every tiny spark.

What should designers do?

Many designers want their work to be unique and exquisite. But as a member of the product design, sometimes the correct expression is more important than the beautiful design. "The essence of creativity is to look for a better way to express it when it is available," says the inspirational-design iphone app. Good design follows the rules and is not bound by rules. Here are some of the design rules that I have recently summed up to enhance the brand image:

1, to ensure the relevance of

First of all, you have to make sure that you design something that is related to the product, do not do this is not a qualified work. It looks simple, but it's not easy to do. Because designers may not be able to really understand the product definition: Product features, target groups, product characteristics. In this way, it is possible to design a piece that looks gorgeous but is far from the product direction. So, to correctly understand the product.

Give an example of an iphone app logo. Logo to reflect the name of the product or function or features (the target group indirectly embodies the function or characteristics), do not get a "three not touch."

for reference products in the Web version (Facebook), entity Store (Starbucks) logo, through the picture description product name (Cellar mouse), directly to the function (not too easy to use the picture) written out (Pudding coupons), through the picture description of product properties (flashlight, cute mm Notepad) Use the style and material of the Application Interface (cellar) ... These methods can improve the recognition of products and the loyalty of users. Next two a counter example (purely personal opinion): Each click Jingdong logo, I will involuntarily think of Taobao (and Jingdong Web version of the style is not too similar, and Taobao is very similar) ... As for the second logo, can you guess what this application does? 2, strive for consistency and product content associated with only the most basic step, is every qualified designer should do, to become a professional designer, light is not enough. As I mentioned earlier, but also pay attention to the basic rules of learning and research, mastery, so that the design of the work is not only correct, and have a good usability, indirectly enhance the brand image. A applied consistent


a_1 First Meeting Trilogy

Chinese often say: "Again and again, folklore, bang, and then decline, three and exhausted ... It can be seen that the number of "three" plays an important role in the memory, cognition and influence of human beings. The first time to meet, with these rounds of bombing, I do not remember this application is difficult ah. "USA Today" left a deep impression on me, Tencent's products in this respect do a good job.

to see a counter example:

logo and splash screen style completely inconsistent. And, "fold" and "Palm Discount", which is its main logo? You might use such an application, but it may not leave you with a deep impression. Therefore, designers in the design of these three parts, must be put together to compare.

a_2 dress Taste


we all know that suits don't fit with sneakers. The application of the interface is the same, not only internal and external to coordinate, up and down also to match the echoes. Common standard styles generally have two kinds: custom navigation style + Black tab bar; custom navigation style + custom tab bar style (up and down)

In addition, color should be as uniform as possible. We often hear people say that there are no more than three colors of clothing. Interface is the same, too fancy interface so that people can not find the point, but also remember your brand. For example, the following application, in black and white as the main color, need to emphasize the part with orange highlight. The bottom tab bar has an orange narrow bar that echoes above.

Control should be kept as consistent as possible. An application will have several interfaces, and each interface will have several controls. It's not easy to keep so many content in the same style, and they can make your application look more professional and classy.

For example: For general applications, the button style, style, and size of the navigation bar should be kept as consistent as possible (this is not absolute, but it is certainly true).

To reduce risk, use the iphone's standard controls when you're not sure. In addition, when the visual manuscript is completed, all the controls are centralized on one page to see if the style is unified, which will also facilitate the formation of interface specifications.

A_3 unfading

The same things must be the same; "NetEase reading" on the left, the logo style of home page and the actual logo is consistent; on the right "NetEase happy benefits", the homepage logo style and the actual logo inconsistent (less the outer part).

The logo style of home page (not point) and other pages of the "Return" button (can point) made the same style, so that users are very easy to misuse (the logo can point to the first page).

A_4 Intimate Contact

In different pages, for operations of the same nature, consistency should be maintained. For example, the following two applications are very close in functionality. Because of the nuances on the list page (which needs to perform a collection on the next page), the following can perform a collection on the current list page, resulting in a significant difference in the way they interact in the collection page. Of course, the following application can take the same form as the above, but not as intuitive as it is now.

B Platform Consistent

The application should be consistent internally, as well as the common rules for other products on the platform. Because the user is not only using your application, he will download, use a lot of many applications. So try to follow the specs of the iphone interface and consider the habits of everyone. Many designers despise the use of the iphone's own icons, controls, and styles, so they don't need a designer. In fact, innovative design is always popular, just don't challenge the basic rules. Everyone who is involved in iphone apps is advised to read the iphone's HMI guide, study the iphone's native application, and innovate on the basis of familiar rules.

The following two examples, the left side of the interface is significantly more design, but you feel better than the right to use it?

C Platform Consistency

If your product has more than the iphone version, Android, ipad, Web, etc. It should be ensured that the style is consistent between these platforms. It is easier to establish a unified brand image.

NetEase public class Word-of-mouth is good, but a bit regrettable: Web version and client style is not uniform. Sina has done a good job, reflecting the style of a large company.

3, the pursuit of uniqueness

Do you really understand the product carefully, by designing the appropriate expression of your product? Are you really familiar with the iphone's interface rules? Are you comfortable with design? Ease of use is a cinch for you? ...... Well, if you can guarantee that, then congratulations, you have the opportunity to pursue innovation and become a good designer.

A symbol of personality

The importance of a logo to a product is needless to say. Logo should be beautiful, harmonious, as mentioned above, the logo needs to correctly express your product concept, or your product name, of course, can also be your product features and features. However, for a good logo, these are not enough. Logos should also be unique and stand out from the crowd, making you different from, or even higher than, your competitors.

Microblogging products in this respect do a good job, even if not worthy of the text, it is easy to distinguish. But there are some problems with reading classes. Can you tell what these logos represent separately?

b Unique Style

Some apps do not actually play cards, they don't exactly follow the iphone's basic style, but they still have a pattern. These applications have also become an excuse for some designers to "innovate". In fact, most of the usability problems are caused by unprofessional "innovation." and the design of innovation must be in the real understanding of the user experience, interface design principles on the basis of making a bright change.

C Bright Eye Details

What impressed me most recently was "where to go" application because there was a small detail I liked. Click on the first page of the column, the above will display a fingerprint, this feeling is very close to real life. Of course, there are too many details in the iphone app, which are limited to space and are not listed. You will find lots of interesting places if you have a heart.

Finally, brand promotion is everywhere

When the page loads, do not waste time and space in vain oh (such as the left), use this opportunity to promote your brand bar (such as the right picture). This will not allow users to feel disgusted, but also make him feel that the loading time is shortened (basically become a regular practice).

Summary：

As long as we have the heart, each of us will become a great designer. Both in designing a great work and also in designing a great brand.

SOURCE Address: http://blog.sina.com.cn/s ... 010103l1.html