Q: How can design analysis be less subjective and more efficient while ensuring that the most effective strategies are identified, explored, selected, and implemented?

A: Translate your brand’s core attributes into colors, shapes, textures, graphics, and typestyles that best evoke your brand’s emotional connection with your consumer.

First, develop a “visual brand essence.” Determine what unique experience your brand can own, and then look for brands that own a similar experience in a related category. Which design elements can you leverage to make them distinct to your brand?

Second, define category cues and core mnemonics. Define visual cues that your category uses to train consumers toward defining product forms or benefits. Adapt these cues to work uniquely for your brand (“fast relief” in OTC).

Third, confirm with qualitative research. Use the resulting visuals to support your brand equity and positioning research. Ask consumers to react to your visual positioning strategies before announcing your brand—or brand category—so they can react emotionally to your distinct message. Then expose them to your brand and traditional positioning statement and ask if all of these components fit.

These principles are at work with two Gillette brands, Venus and the Mach 3. Both are three-blade razors, yet their visual brand essences are very different from each other, and the packaging reflects it.

Contact Rob Wallace.

Rob Wallace
Managing Director, Wallace Church Inc., New York City