Archives for posts with tag: brand perception


The purpose of design is not to showcase your brand in the best light possible.

The purpose of design is about communicating your perception of the customer.

Develop a micro site with numerous ‘Buy now’ and ‘Purchase here’ buttons, and you tell everybody that you consider your customers as pure consumers.

Create a micro site with endless opportunities to collect data, and you tell everybody that customers are just data you want to collect.

A Facebook page with constant promotional posts and no interaction: We don’t care about you, we just care about our marketing goals.

When your forms are too long, you communicate: ‘My time is more valuable than yours.’

When your site is too complex to navigate, you say: ‘I care more about my metrics than achieving your goals.’

Branding has become a complex minefield of human interactions.

All of us try to maneuver that minefield without getting hurt (losing time, filling out forms we don’t want to fill out, etc.).

Bad design will try to create as many traps as possible.

Good design will help the customer to steer towards their goal.

Do you perceive your customers as sheep?

Or as valuable partners?


(I liked this image, no connection to content overall…still like the picture, though)

In a world of gazillion ways to connect with people, innovative tools emerging each and every day and advertising budgets that would make James Cameron smile, why can’t we make advertising fascinating, interesting and engaging?

Because we rather craft a lie than tell the truth.

The job of advertising is to change the perception of a brand and, ultimately, change behavior. In the age of political correctness, we tend to think that crafting a good lie is really all we can do. The car is under-powered? Let’s come up with new metrics that hide that fact. The product is ugly? Group beautiful people around it. Hiding from facts and misrepresenting the truth has become a common practice in the marketing world. Where have the days gone when Avis confronted the fact to be #2 in the category with “We try harder” or when Volkswagen proclaimed “Think Small”?

While it seems so easy to craft beautiful lies, it has become almost impossible to change people’s perception because of those lies. Have you ever changed the behavior of a cynic with lies? They expect lies, nothing else. Just like the people we advertise to expect nothing but lies and crafted half-truths from us.

Political correctness as a societal malady has brought us to a point where telling the truth is the most impactful communication form. Just should try it. It works.