Aesthetics are an integral part of marketing communications, influencing the design of logos, advertising, atmospherics and package design. The strategic management of brand image design is essential to developing and implementing a corporate or brand identity. According to Simonson & Schmitt (1997), aesthetics can create tangible value for an organization because:
• aesthetics creates consumer loyalty
• aesthetics allows for premium pricing
• aesthetics cuts through information clutter, increasing the memorability of the visual marks of the company, which in turn increases its chance of selection at the point of purchase
• aesthetics affords protection from competitive attacks
• aesthetics can save costs and increase productivity, as employees and outside suppliers need to spend less time in creating new layouts and messages
David Garvin’s (1987) book, the Eight Dimensions of Product Quality, consists of performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality. The concept defines aesthetics as ‘the subjective dimension indicating the kind of response a user has to a product. It represents the individual’s personal preference’ (Karch, 2008).
Aesthetics management should begin with a thorough status quo analysis of every aspect of a company or brand’s visual and sensory identity. The objective of this analysis is to get a clear understanding of the identity that the organisation wants to project for itself and its brands in its aesthetic output (its corporate expressions) and how customers perceive the organisation’s current aesthetic output (customer impressions).
(Simonson & Schmitt, 1997, p.45.)
Brand Identity focuses on the following attributes of aesthetics, outlined by Friedlander (2012):
• Colours
• Fonts
• Logos
• Images
• Layout
Table of Contents
1. THE AESTHETICS OF BRAND IMAGE DESIGN
2. THE IMPORTANCE OF AESTHETICS
3. COLOUR
4. FONTS
5. LOGOS
6. IMAGERY
7. COPY
8. LAYOUT
9. CONCLUSION
Objectives and Topics
This work explores the strategic role of aesthetics in developing and managing a strong brand identity. It examines how visual and sensory elements—such as color, typography, logo design, imagery, and layout—influence consumer perception, build emotional connections, and contribute to the overall personality of a brand.
- The psychological impact of color and visual identity on consumer behavior.
- The importance of consistency in maintaining brand recognition through style guides.
- The strategic function of logo design and its role in conveying brand essence.
- The influence of typography and imagery on the brand "voice" and communication.
- Case studies on the successes and failures of corporate rebranding efforts.
Excerpt from the Book
THE IMPORTANCE OF AESTHETICS
Aesthetics are important because ‘[p]eople are affected by perception. [We] may not know it, but [we] are being “brainwashed” everyday. The reason [we] associate Coca Cola with a particular shade of red is because of brand manipulation’ (Friedlander, 2012). The longer a brand has existed, the more cemented it becomes in the mind and perception of consumers.
Pepsi’s logo can be seen here changing over time. To keep up with the times, some brands evolve and can spend inordinate amounts of time and money doing so. The latest Pepsi logo took approximately five months of research and around $100 million (Lefevers, N/A). Brands can also ‘provide long-term values through their names and through associations that add to or subtract from the utilitarian features of a product’ (Aaker, 1991, p.17), so it is not always a successful endeavour when brands decide to change.
Chapter Summaries
THE AESTHETICS OF BRAND IMAGE DESIGN: Introduces the core concept that aesthetics are essential to marketing communications and create tangible value through consumer loyalty and differentiation.
THE IMPORTANCE OF AESTHETICS: Discusses how consumer perception is shaped by repeated exposure to visual branding, highlighting the risks and investments associated with rebranding.
COLOUR: Examines the psychological power of color and the necessity of corporate brand guidelines to ensure consistent usage across various platforms.
FONTS: Explores how typography serves as a vital element of brand communication, guiding the viewer's eye and reinforcing brand personality.
LOGOS: Analyzes the origin and function of logos as visual "words" and discusses the role of proportion and symmetry, including the use of the Golden Ratio.
IMAGERY: Explores the role of photography and visual content in establishing authenticity and facilitating an emotional connection with the consumer.
COPY: Focuses on the "voice" of a company through written language, emphasizing the importance of consistency in targeting the right audience.
LAYOUT: Demonstrates how the spatial arrangement of branding elements is restricted by style guides to maintain a comprehensive and professional corporate identity.
CONCLUSION: Summarizes that brand aesthetics function like a personality, requiring careful consistency to evolve alongside the changing perceptions of customers.
Keywords
Aesthetics, Brand Identity, Marketing Communications, Consumer Loyalty, Brand Manipulation, Visual Identity, Colour Psychology, Typography, Logo Design, Golden Ratio, Corporate Branding, Style Guides, Brand Consistency, Emotional Connection, Brand Personality
Frequently Asked Questions
What is the primary focus of this document?
The document investigates the strategic role of aesthetics in building and maintaining a corporate brand identity through various visual and communication channels.
What are the main thematic areas discussed?
The text covers color usage, typography, logo design, the use of imagery, written copy, layout principles, and the importance of brand consistency.
What is the core goal of the author?
The goal is to demonstrate how strategic aesthetic management shapes brand personality and influences consumer perception to create a competitive advantage.
Which methodology is employed in this work?
The work utilizes a literature-based approach, synthesizing theories from marketing experts alongside contemporary case studies of famous global brands.
What topics are explored in the main body?
The main body breaks down the specific components of brand aesthetics—such as the psychology of color, the geometry of logos, and the use of authentic imagery—and illustrates them with practical examples like Adobe, Pepsi, and Tropicana.
Which keywords define this publication?
Key terms include brand identity, aesthetics, consumer perception, visual consistency, logo design, and brand personality.
Why did Tropicana's rebranding effort fail in 2009?
The failure resulted from underestimating the deep emotional bond customers had with the original packaging imagery, which led to confusion and a loss of brand recognition.
How does the author define the role of the "Golden Ratio" in design?
The Golden Ratio is presented as a mathematical proportion used by designers to create perfectly balanced and harmonious logos, as seen in the designs of Apple, Toyota, and National Geographic.
Why is the "snapshot" style of imagery considered valuable?
Snapshot-style imagery is seen as a strategic resource because it conveys authenticity, appearing less artificially constructed than traditional corporate communication, which helps humanize the brand.
What is the significance of the "don'ts" in branding style guides?
Showing "don'ts" helps prevent the misuse of brand assets, ensuring that employees and third-party suppliers maintain strict adherence to the brand identity across all media.
- Quote paper
- Nick Birch (Author), 2014, The aesthetics of brand image design, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/274456
