Category Archives: Design

Product info in AV format – Beatroute

Did a video for a client sometime back. Concept, design and development by Team ICS.

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We delivered!

Big Boys Design & Build site delivered by Team ICS.

It was a learning curve with so many modules to work on but we did it.

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Branding exercise for startups

Should Startups Worry about creating a brand?

When you launch a company, you are likely to be busy with raise funding, figuring out what products to build, and recruitment. So when should you start thinking about creating a brand?

Erica Burnett, a designer at Zaarly said, ‘Focus your time and money on the most important and long-lasting pieces of your brand’.

So what are the most important and long-lasting pieces of your brand?

What are brand elements?
The problems you solve, the experiences you create, people you hire, valued attitudes are the core of your brand.

Focus on Improving the Customer Experience and solving real problem and try to find loyal future customers by building a product that offers real utility.

There are many pieces of your brand identity that your design will create before you launch? Your logo, your site, tagline, color selection, fonts, and countless other things. But make sure your team stays focused on what matters most before you launch, finding loyal customers. Once you validate your product and identify your customer demographic through engagement metrics, you can spend more time developing your brand.

Many a times startups worry about “Unimportant Brand Elements” before establishing a credible value proposition. By “Unimportant Brand Elements”, the reference is being made to anything that doesn’t create a better customer experience. Like printing t-shirts, caps, etc. before launch, it can be a huge distraction and will very likely be a waste of money.

Once you launch your product, you will probably realize that you were wrong about your target audience, and everything you designed will require revisions. Save your money until you solve a real customer problem and identify your core demographic.

“Important Brand Elements” create a superior customer experience and are responsible for driving repeat purchases or usage. The best example of “pre-product branding” is Lyft. Everything they did to prepare for their launch was genius. Lyft needed to differentiate themselves from other ride sharing providers and their brand defined the company on launch day.

Love it or hate it, the Pink Mustache serves as a “real life” feature that helps passengers identify their cars. Pink mustache is just a symbol of Lyft’s quirky, fun, confident, inviting brand. Your brand, in many ways, determines the problem you’re trying to solve. Lyft’s one of the most defining brand feature, ‘Pink mustache‘ improved the customer experience by making it easier to identify your car.

This is how you should prioritize brand development at early stage companies. By thinking about how you might improve the core Customer Experience. It was a fantastic and a memorable decision.

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Colors and Brand Identity

Consumers identify a brand with several key visual elements; logo, design, name, and color, but often Logo and Identity are used interchangeably. However, logo is only the tip of the iceberg when comes to Brand Identity, color must be an important consideration while developing the brand identity.

Research shows why and how color plays a major role in our visual experiences.

Research conducted by the secretariat of the Seoul International Color Expo 2004 documented the following relationships between color and marketing:

92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.

When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products.

Research revealed that people make subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

Brand Identity is important for companies selling and marketing products and services and here are a few reasons why color is important in identifying a Brand.

Color increases brand recognition!

Apple brought color into a marketplace by introducing the colorful iMacs. The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in two years. Then the rest is all history …

Color makes memorable impact!

If a picture is worth thousand words, a picture with natural colors may be worth a million, memory-wise. Psychologists have documented that “living color” does more than appeal to the senses. By hanging an extra “tag” of data on visual scenes, color helps us to process and store images more efficiently than colorless scenes, and as a result stays longer in mind.

Color Engages and Increases Participation!

Ads in color are read up to 42% more often than the same ads in black and white (as shown in study on phone directory ads). Tests indicate that a black and white image may sustain interest for less than two-thirds a second, whereas a colored image may hold the attention for two seconds or more. People cannot process every object within view at one time. Therefore, color can be used as a tool to emphasize or de-emphasize areas.

A Midwestern insurance company used color to highlight key information on their invoices. As a result, they began receiving customer payments an average of 14 days earlier.

Color and Senses!

Although the senses was human being’s most important source of input in the pre-historic era, sight became the most important means of survival. Furthermore, as hunters and gatherers in the early days of evolution, we experienced a variety of colors and forms in the landscape.

In our current state of evolution, vision is the primary source for all our experiences. Current marketing research has reported that approximately 80% of what we assimilate through the senses, is visual.

On the basis of the above research and facts, we now know the importance of color in Brand Identity. Therefore, it’s extremely important for companies that their brand colors are well defined and managed in order to ensure proper Brand recognition by consumers.

Share your thoughts, input, feedback with us here.

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Brand experience can make or break a brand’s image

I am sure you have read a lot about brand and its importance to any businesses or personality related to it. Today, we shall discuss about brand experience, I have found that without good user experience your brand is forgettable. But what is it actually? Its most basic definition is the sum of the experiences that a person has with a company or organization. Best way to think about user experience is as the core of a brand, which is real. Brand experience is inevitable for any brand because connecting with the audience is the ultimate goal for a long lasting brand effect.

User experience is important for a brand as its logo, product, or day-to day business. Let me tell you, user experience is a result, a goal for a brand. User interface involves tools and methods used to create a good user experience. All of our design efforts are focused at accomplishing a task and providing the consumer with a positive experience. To be precise, no two clients’ problems are approached the same way, nor can we hope to solve their user experience issues in the same manner. This is where we need to implement the equation of branding. Unfortunately, many designers think of user interface as unrelated to branding, that is also the reason many brands fail to connect.

Branding is a broad ideal which encompasses a multitude of elements, for instance identity, customer service, delivery, after service and follow on. Your job task is to responsibly affect significant number of these elements. If you hope to develop a great user experience using interaction design you must understand that interaction is always with the brand and not with any individual or entity.

Any company that is interacting with customers has an inherent approach that permeates their whole business. This is the brand’s promise. The brand promise is not something to live up to but the zeitgeist of the business culture. It drives purpose, ideas and passion of the organization. The smallest details and most subtle points can have incredible effects on the overall experience. For companies who only interact with customers using Internet enabled websites, applications, and devices, it is crucial to understand how to imbue an effective brand promise into your interaction design.

Designing interactions and guiding experience is more than interface design or usability tricks. Every piece of interaction will speak to the user. Every detail, every piece of marketing copy, image, icon, drop shadow, layout placement, or button contributes to the user’s associations and judgements about the company they are dealing with. Good usability or interface design doesn’t change bad offerings into good service. It is key that you align an interface design with the business.

For example, if you go to a fast food restaurant expecting cheap but tasty food, then you will leave happier than if you expected a gourmet meal. The idea is to achieve overall expectation of the consumer and at the same time consumer relates to the promise of the brand.

In fact, brand communicates the company’s promise, but for a powerful impact on the users it is necessary to create a memorable time spent.

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