Independent Study in Graphic Design

Jo Ninham

Why is it so important?

In order to remain uniform in communication, it is necessary to follow graphic standards.

The benefits of a strong visual identity.

A company no longer builds its reputation solely on products or services. It also is sometimes seen as a measure of success.

A visual identity must fulfil three essential functions:

  • It is recognisable: by being simple and clear
  • It gives your business personality
  • It stands out from competitors

If the companies visual identity is properly developed some of the benefits include:

  • Awareness: as the identity becomes more developed and more recognisable, awareness of the business will grow.
  • Positioning: symbols, values, culture, projects. These help to encourage progression within the business.
  • A bond: A strong identity creates a sense of belonging and reliability.
  • Staying power: Control over the identity will allow you to quickly and effectively respond to changes, ensuring the immortality of the organisation.
  • Savings: A well designed identity will save you lots of money.

A great way to communicate information using the visual identity is through social media.   –   Brand Identity – why is it so important? – The DrimTeam

A first impression only happens once and for a lot of businesses, design is an after thought. A good logo, as part of a strong overall brand experience, can add to the popularity of the brand.

What do our brains have to do with it:

Logos, images and colour reinforce memory by providing a visual “imprint” for customers—an idea that has been validated by science. Providing visual cues for memory has proven to be vital not only in branding and marketing, but in learning just about anything.

Dr. Paul Martin Lester’s study, “Syntactic Theory of Visual Communication” demonstrated that people only remember 10% of what they hear and 20% of what they read, but about 80% of what they see and do. “Vision trumps all other senses,” according to John Medina, author of “Brain Rules”. He says, “If you hear a piece of information, three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%.”

The consensus among psychologists is that people like what they know. So reinforcing memory with visuals and helping customers create a positive correlation between a logo and a brand can go a long way toward building brand loyalty.

Why is this important? To demonstrate the value of brand names, New York University’s professor of finance Aswath Damodaran, compared companies making similar products: Apple and Dell, Honda and Ferrari, and notably Coca-Cola and Cott, makers of RC Cola. “Soda is water with a bunch of sugar and a lot of crap thrown in,” he said. “You can put whatever you want on the outside of the can, but there is really no difference between a cola and another cola. You may say that Coca-Cola tastes different — that’s what 100 years of playing with your mind does to you,” he stated.

The conclusion? Greater success in the cola business is about brand, not product. Damodaran valued Coca-Cola at $79.6 billion, compared to Cott, which was only $15.4 billion. The difference between the two is a whopping $64.2 billion—a serious brand name premium. If you think about it, that means that only something like 20% of Coca-Cola’s value is the product, while the balance is the equity—the premium price—garnered by their brand name and how it is viewed in the market.

Important things to consider when designing a visual identity:

  • Does it convey the right message and differentiate from competitors
  • Does it convey professionalism and trust
  • Is it unique and memorable
  • Is it consistent
  • Can it be easily misinterpreted
  • Is it adaptable and scaleable
  • Is it timeless    –     Whats the value of your visual identity?   –   Sibyl


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This entry was posted on February 26, 2015 by in Research, Uncategorized.
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