Visual Branding in the Age of Amazon - Flipbook - Page 42
Why visual brand communication
is crucial to online retail.
Consumers purchase products
that resonate with them. They use
their senses to decide if a product
will improve their life – be it a new
car or a pack of chewing gum.
All of the consumer’s senses are used in lengthy
purchase decisions or even the decision to try a
new brand of beer. Color, graphics, copy and
deeper brand meaning are all used to make the
decision to buy a product, or move on to another
one. How products are organized helps consumers
make those decisions. In retail stores products
are organized in collections having similar
characteristics. We often call this organization
brand architecture. This organization appears first
as a broad categories of brands. It then narrows to
collections. The collection level is sometimes called
the sub-brand. There may be a number of levels,
but the last layer, the one in which the consumer
decides to buy or not, is the version layer.
How products are grouped gives consumers
information about the brand. This organization is
obvious in traditional retail stores, but often
nonexistent in online channels. Brands must have
a great sales pitch at each of these layers to win
online. Randomness does not lead to consumer
understanding of your brand, and ultimately to a
decision to buy your product. There is a
boundless potential in visually communicating
more effectively with consumers online retail.
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