What aesthetic choices we make when it comes to..

All Stories ‘No Gyan’

Communicating with their customers (probably branding)

Products that they make

companies

P.S. Title may still be misleading

Something are just beautiful …may not be for a good reason

Something are just beautiful …may not be for a good reason

Lets see if we can learn from a story

I am Bill Atkinson!

I am holding theApple mac its first user Interface

Ohh.. BTW I was the lead graphic programmer during early Macintosh development days

I am very happy today because I have cracked a great deal of stuff

I went to Steve…yes Jobs

Hey Steve! You know what? we can now draw shapes on our

screens

Great Bill!!!..

BUT

Is it possible to draw rounded

rectangles

No. I don’t think it is technically possible..

How do we program them.

Why do we need them in the first

place

Rounded Rectangles or Stuff

Is everywhere..

Furniture

Sign posts

Spectacles

Badges

…

..

Bill made a genius…

Rounded rectangles became part all user interface elements that Apple did from there on…

Ohh..Not only interface but

It almost became an unnoticed design theme of Apple’s all products

Not so beautiful but compact

Product packagingDid you notice

that button?

Why Rounded Rectangles Became An Intelligent Choice?

Is it because of Synesthesia? – Syn-es-the-sia

Web DefinitionSynesthesia can be described as a state of mind when you experience an external sense at the same time a parallel internal sense.

For example, some musicians reported seeing a particular color while playing a specific instrumental chord. And some people see a particular texture/color looking at an letter/number.

In a Synesthesia experiment letter ‘A’ is most likely to be associated with color Red

Bouba and Kiki Effect

Wolfgang KohlerAmerican German Psychologist

Proximity

Closure

Similarity

Continuation

Simple task of matching the words with shapes

Across all cultures – results are same…

We internally group sharp and edgy colors, shapes together.

And rounded and muted sounds and colors and shapes together

May Be I Can Use A Bad Example to Explain…

I think that’s why we all like rounded rectangles!

Let’s understand more scientifically

Must Read – Jurg Nanni’s Visual Perception: An Interactive Journey of Discovery through Our Visual System

Human underline

visual system

Perceive any visual

information

Sensory system

There is a visible difference…

Our visual system recognizes the two shapes differently

‘T’ cells used by our sensory system helps us recognize different shapes by recognizing their sharp edges and corners

Because of this nice alignment our visual system has the perception of a unified shape

On the right hand side – these cells align themselves differently and our visual system recognizes them as two shapes

It is possible that..

You may not know…

Our visual perception system can play really tough

6:30 AM

8:00 AM

8:30 AM

9:30 AM

12:30 PM

4:30 PM

7:30

10:30

11:30

How often do we come across brands!!!

Bathroom

Kitchen

Dressing

Office

Lunch

Coffee

Beer Bar

TV Room

Bedroom

Marketers use of complementary brands information

Everybody’s favorite

Slide 21

Basic Questions

What is Brand?Why Brand?

Slide 22

Logo is NOT a BRAND!!!

Your product is NOT a BRAND!!!

Brand is not product!!!

Slide 24

Yes. This is your brand

Emotions, Attachment, Attitude, personality, Status and much….

all are attributed of Harley’s brand

Your brand is made up of every experience (physical, psychological) a prospect has with your business and the perception of promises made by you.Brand Identity: A visual representation of brand. Speaks for you when you are not there…

Brand Image: The perception of your product and services of under your brand by the consumer

The Coke Story

Slide 26

John PembertonPharmacist from AtlantaInventor of Coke’s formula

Spencerian Art (Not really a script and typeface)

Slide 27

Frank RobinsonBookkeeper of John and typography enthusiast because of his profession

Platt Rogers Spencer

Spencerian Script is a script style that flourished in the United States from 1850 to 1925

The Design Challenge – We want a bottle

Can be recognized in dark

Can be identified if found broken

Trendy and Sensual

Slide 28

American trend

Slide 29

Cocoa Pod

Original Sketch Original Proto

Hobble Skirts

 "contour bottle"

Slide 30

Coke ‘wave’ is a design is a blend of spencerian curves and bottle contour

Slide 31

Vice-President of Design David Butler

company with more than 350 products now

more than 300 bottling partners

retail partners in more than 200 countries

operating in countless languages and cultures

“Not easy…but you don’t have an option..Your competition will vanish you overnight”

Slide 32

Product Branding

Recyclable aluminum version of its classic "contour" bottle meet the company's sustainability goals

Short for West East 2008, the limited edition WE8 bottle series launched in June and was designed to celebrate and express the global spirit of the Beijing 2008 Olympic Games

Coke Classic

New promises made!!!

Old promises intact

Slide 33

Cross Channel Branding

Branding cannot limit itself to products…I think I said it before

Encouraged recyclingSocial initiativeSubtle or rather no branding because Coke believed “no mileage out of social initiative” and that’s how the communication is designed…

Not only colors, logo and graphics but shape of the Vending ShapeShape of the vending is just similar to that of the Coke’s classic bottle

You can’t get away from the Coke’s curveWebsites, brochures, intranets, extranets, mailers

Let’s understand brand from a holistic approach…

Slide 35

Cross Channel Brand Experience Framework

Value 1

Value 2

Value 3

Value 4

Promise 4

Promise 3

Promise 2

Promise 1

Segment 1

Segment 2

Segment 3

TouchPoint 2

TouchPoint 1

TouchPoint 4

1-800-

TouchPoint 3

Sensation

Feeling

Thinking

Intuition

Your brand

Your customer

Slide 36

Connections…

Sensation

Feeling

Thinking

Intuition

See, Hear, Taste, Touch, Smell

An emotional concept : Birthdays, patriotism, country,

first bike, first girlfriend, first orgasm are all part of it

Straight from brain:Logical, Mathematical, Short Term, Long term

Experts says: It has a major role to play in

connection and decision making but still to be

understood well

Marketers use

these connection

to reach the right

customer,

communicate the

right thing,

create

differentiation,

and reduce noise

Sensory Connections

See

Layout/Information organization

Typefaces

Colors

Distinct packaging

Logos

hearAnnouncer

Music

Mnemonics

touch

smelltaste

Show Trust - Amitabh Bachaan for ICICIShow Dynamism – Dhoni for Reebok

Airtel – “Express yourself” by Rehman

Britannia – “Ting-Ting-Tiding”Pepsi – “Ahaa”

Shape and formPonds cream packaging

TextureCashmere

Wool NaturalKhaki, Jute,

leather

McDonald’s friesHyderabad House Biryani

Sandal – “Santoor”Coffee – “Starbucks”Vicks – “Vicks Smell”

Slide 38

So… what is so difficult in branding????

What does your logo say’s

Slide 39

“E” and “x”. The negative space those 2 letters create, form an arrow pointing to the right side. This signifies forward or moving forward and this is what the company does.

The shape of 3 stripes on the Adidas Logo represents a mountain, pointing out towards the challenges

The logo has an arrow pointing from A to Z. This signifies that they sell everything from A to Z. The arrow also forms a smile.

The simple logo icon contains the letters V and W: “volks” means “people” and “wagon” means “car”.

The BMW medallion represents a propeller of a plane in motion, and the blue represents the sky. This is because BMW has built engines for the German military planes in World War II

The star in three corners represents the Mercedes-Benz dominance on land, sea and air

Communicating the promises

Do it yourself tools

We sell user friendly and safe tools…

United State’s second number car rental company. First is Hertz. They realized is and in 2006 added re-branded by adding “We try harder” – A Promise…

Impact of technology

Slide 41

1903 1912 1927 1957 1976 2003

When streamlining and aero dynamism was introduced to planes and motor-vehicles, it was automatically translated to fridges, furniture, clocks and fans too.

Similarly

Their old logo was changed to this glassy one because of their product.