VisualSnare

Simon says

 

"...red, green, red, red, blue, yellow"

I always hated this game. Not because I was bad at it, but because it felt so demanding. "Press this color, and this one" and then if you don't it beeps loudly at you. Because you didn't follow the directions.

Who follows directions anymore? (or ever has)

You're customers don't. And much like the game, they don't want to navigate your experience with the fear of their misstep being alerted to others.

Seth talks about an experience like this where a customer/barista misunderstanding leads to an embarrassing ending (and a bad impression of that store I'm sure).

So how do you go about leading customers in the right direction without literally telling them what to do?

You cater to them. Listen to them. And, most importantly, you make them feel comfortable. For when they feel comfortable they will be much more prone to explore your brand and offerings with more confidence. This might relate to boldness in spending, but at the very least it will start building a consumer trust with your business, which pays back in full with referrals and future purchases.

So, which business would you rather be? The one dictating -or- the one comforting? I think you'll make the right decision. -Reed

The [wrong] office preception

Why do so many companies use these ubiquitous, stock office pictures to describe their office environment?

It's pretty sad that in their attempt to "look" sophisticated (and good looking), they're actually dumbing down their external perception of the brand.

The typical formula for these pictures is: modern, ultra clean office environment, business attire (neutral grey of course), some sort of social interaction, and then here's the kicker... everyone is smiling or in the case of this picture, giving their undivided attention to what's going on (or presented).

Here's what I'd rather see: a messy conference room (because it's being used so much for fun, engaging brainstormers), with people in all sorts of attire (bonus points if they're not matching or a tie is undone or shirt untucked), with some people scribbling notes (or drawings) and others drifting off in some wild thought (relevant or not), and finally, expressions that befit the experience. If they're smiling, the picture better show why. Otherwise, it seems fake.

And, I think this is the most important takeaway from this post: don't hide what makes you unique. Because it's this uniqueness that translates into authenticity... and consumer trust (and engagement) in your brand.

So, forget about the beauty contest, and let your true business shine through. It'll at least garner some fun pictures! -Reed

Back from the [Past]

Timing is everything.

And, Stephen Wynne is going to prove it by re-releasing the 80's cult-icon Delorean to the public.

Why does he think that the time's right? And how will he succeed where the infamous John DeLorean failed?

He answers this in the latest Intersection Auto:

"So I had everything laid in place, and basically all I've done is just slowly built up the market, built up the credibility, worked on the brand. And what's happened is, to my advantage, this '80s retro things has kicked in, where now is the time for me to do this."

Perfect. Slowly build your brand's reputation with your customers and then leverage it with new offerings. Better yet, because you're so in tune with your customers, start anticipating what they want and create products they didn't even know they wanted.

When you're in a meaningful conversation with your customers, timing is less reactive and more proactive. And, your offering can be a direct response to your customers demands, not a shot in the dark.

I have high hopes for Stephen and his re-worked DMC brand. Mainly because I want to drive a Delorean someday! -Reed

Dealing in absolutes

This video scares me.

I'm sure some people get done watching this, and take this concept as the only way of designing a logo. Sure it's seductive learning a new, well packaged idea, but we have to learn that there are no absolutes in the creative space. It is an ever evolving conversation that needs to reflect the worldviews of those your trying to talk to.

Just because something is deemed beautiful or appealing because of it's proportions does not mean it will be a successful logo. Sometimes, a logo needs to be off-balance to relay it's primary message. Or, it might have two conflicting colors or shapes or whatever. The important thing is that it looks just like it needs to be to tell a story, not meet up to some proportional standard.

I took a philosophy class in college on ethics. It was engaging, applicable to life, and just darn fun... and I think part of the reason that I found it that way was that there really was no right answer.

The creative field is exactly the same. Where do you think the "think outside the box" cliche started? Our core job description is to find some unique, interesting way of solving a problem. You just can not do this if you box yourself in with absolutes. -Reed