Standing Out While Fitting In
Defining your company’s place in the market through design
It seems trite to say that today’s marketplace is oversaturated and highly competitive. If you are in business today, you already know that. Like any team, you’re likely doing everything you can to try and find a way to ensure that your organization stands out. You’re likely looking at your website, your customer service, support, sales teams, and what sets your product or service apart. But, have you considered your design?
Many business leaders when considering design will often look to a “next tier” competitor to see what they are doing and attempt to emulate that, but what they might be causing is market confusion. Imagine going to a tradeshow and all of the booths look the same, or maybe an example that hits closer to home – going to the store and all the products are packaged exactly the same. Try and visualize the canned goods aisle at the grocery store and all the green beans are in plain white cans that just say “beans”.
While that might be nice from the standpoint that all products would be evaluated by the quality of their contents, it removes an opportunity that organizations have to differentiate themselves – design.
The Role of Graphic Design in Differentiation
Visual identity goes beyond a logo or color palette; it encompasses all visual aspects of a brand’s communication. Effective graphic design creates a memorable image in consumers’ minds, distinguishing a brand from its competitors. For example, consider how minimalist design with bold color contrasts can make tech brands stand out, or how earthy tones and vintage typography can define organic food brands. Each choice communicates something unique about the brand’s values and personality.
The label on a Coke bottle makes us feel thirsty. This high-end packaging on an Apple product communicates quality and the deep thought that they put into their products. Everything about the BMW experience from their environmental design, packaging, and auto design (did you know there are white gloves in the tire changing kit?) is intended to make you feel elite.
Balancing Differentiation with Industry Trends
While it’s important to stand out, it’s equally important to ensure that your design feels like it aligns and belongs in the industry your organization is a part of. Imagine if a bank used the design style of a toy company. It would feel out of place and off-putting, and may even connote a lack of quality.
It’s important to help customers instantly understand what you do and how to mentally categorize you. Research published in the journal Behaviour & Information Technology found that visual appeal can be assessed within 50 milliseconds, which influences the user’s subsequent interactions with the content. Users are making decisions about you before they read the first word! While unique design helps set you apart, alignment with industry standards ensures your brand is appropriately recognized and trusted by consumers.
Striking the balance can be difficult, but worth it.
Navigating the delicate balance between standing out and helping users identify with your organization can feel like threading a needle but the effort can pay huge dividends. Utilizing it as a strategic tool can differentiate your brand, while ensuring it remains true to industry expectations and builds a lasting and memorable brand.
Achieving this balance is not only worthwhile but essential. It requires a thoughtful approach to design that considers both the distinct identity of your brand and the prevailing trends of your industry. This might be challenging, but the potential payoff in brand recognition and customer loyalty is immense.
If you’re looking to enhance your brand’s visual identity but aren’t sure where to start, Juxt Marketing is here to help. Our team of expert designers understands the intricacies of effective branding and can tailor a design strategy that aligns with your unique market position and industry standards. Reach out to us today to make sure your brand not only stands out but fits perfectly within its landscape. Let’s create something memorable together.