Visual Branding in the Age of Amazon - Flipbook - Page 25
3. BE AUDACIOUS
the loudest and clearest wins
Stand out! Speak loudly about why your brand is better than
your competitor’s. It is important to view your visual brand in the
context of a packed online retail environment. A visually expressed
brand and benefit often looks great in a conference room. But
when placed in an array of similar products it looses distinction.
Simplifying design may be a current trend, but when you try to
emulate Apple with a clean white design, you will loose. Visual
omni-design encompasses all elements of design – color, shape,
media, and how your design equity is presented in your online
retailer.
KITKAT IN JAPAN WENT FROM BEING SIMPLY A CANDY BAR TO BEING A CULTURAL ICON BY BEING
AUDACIOUS WITH FLAVORS THAT CONNECT TO JAPANESE LIFE.
