In an age where audiences are bombarded with visual stimuli, brands must communicate quickly and effectively, often without relying on text. Brands increasingly leverage design and visual elements to evoke specific emotions and tell compelling stories, tapping into universal human needs and archetypal emotions. This ability to influence perception and behavior through nonverbal cues is…
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Until now, measuring a brand’s metrics did not involve emotions. We know we buy on emotion and justify with logic. We know 100% of our clients, prospects, employees, investors, partners, etc. are humans, and 100% of humans are driven by a complex mix of emotions. Yet, business leaders, designers or marketeers have neither the knowledge, shared…
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Beyond Aesthetics: Design as a Strategic Tool At first glance, a brand’s design might seem primarily concerned with logos, color schemes, and typography. However, its potential runs deeper, acting as a conduit between the brand and its consumers. Strategic design interprets and reflects the complex needs of consumers, making the brand not just seen, but felt…
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Have WPP found the right blend of feelings in their design language to affectively tell their story?
WPP like every brand, wants to say they are many things. In their case being: “The Creativity Transformation Company, using the power of creativity to build better futures for our people, planet, clients and communities.” They also want to talk about being ‘extraordinary and exploring opportunities across their network to foster a culture of inclusion and…
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Sport is a way of life. It requires devotion and commitment every single day and involves many facets that go beyond practice sessions and matches. This is also true of their fans. Brands that blend devotion into the traditional mix of performance and strength tap into the primary motivational needs of both athletes and fans. Devotion expresses loyalty and even…
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The Shapeshifter or Trickster archetype, is used by brands like Squarespace or Confused.com to blend the fear of the unknown with humour to communicate new possibilities. From Elephant Man to Burning Man, people have attended shows to be entertained and laugh at the unknown; the weird and frightening. A human need that’s often represented through the spirit of the…
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