{"id":931,"date":"2011-08-11T13:47:27","date_gmt":"2011-08-11T13:47:27","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=931"},"modified":"2020-07-24T21:22:44","modified_gmt":"2020-07-24T21:22:44","slug":"brand-consistency-its-key-just-ask-your-brain","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/brand-consistency-its-key-just-ask-your-brain\/","title":{"rendered":"Brand Consistency \u2013 It\u2019s Key, Just Ask Your Brain"},"content":{"rendered":"

[PATTERNS] REFLECT ONE OF THE BRAIN\u2019S OLDEST AND DEEPEST NEEDS\u2014TO FILL THE WORLD WITH LIT PATHWAYS AND OUR LIVES WITH A DESIGN.\u201d \u2013DIANE ACKERMAN, AN ALCHEMY OF MIND<\/em><\/h4>\n

Humans are creatures of habit, and our behavior, the way we dress, our daily rituals, the way we play a certain sport are all orderly, patterned and predictable.\u00a0 It\u2019s our brains coping mechanism for handling the infinite information we expect it to process all the time. It would be impossible to store and recall everything the brain ever encountered, so the brain creates and identifies patterns, casts a wide net, and predicts the probable based on stimuli. This notion applies seamlessly to brand recall.\u00a0\u00a0 When it comes to creating a line or brand extension, leveraging an already established pattern is paramount. Be consistent with forms, design, and hierarchy of information for maximum recall.<\/p>\n

Brand consistency creates and reinforces visual patterns that the brain can instantly recognize. The brain is a pattern-crazed being. In a world filled with information vying for attention, it is constantly looking for ways to categorize and neatly file away this information, ready to pluck it instantly from the archives when we want to recall it. By creating one visual language and building on it, you make the brain\u2019s job a lot less difficult\u2014thus it can recall a brand with greater ease.<\/p>\n

Rather than identifying two totally different looks, it recalls one<\/strong>, and picks up on the subtlest of tie-ins<\/em> with your line extension.\u00a0 So if you think that consumers won\u2019t pick up on color differentiators for flavors, or different utility, you\u2019re wrong. The brain has already stored away<\/em> the information of one package, and applied the pattern to your new package design<\/a>.<\/p>\n

LET\u2019S TAKE A LOOK AT SOME SUCCESSFUL EXAMPLES:<\/h4>\n

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Vita Coco has made a name for itself as a natural alternative to sugary sports drinks.\u00a0 When it extended the product line to include flavors, it utilized the same hierarchy of information and design language strengthening the brand recall and, in turn, the salience of the product.<\/p>\n

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Not only do these chapsticks use color to delineate flavor, but they\u00a0 perfectly mimic the beverages they were inspired by.\u00a0 This creates excellent recall, even when extending into a new category.<\/p>\n

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Herbal Essences created an iconic bottle and to make the most of this memorable shape, by applying the same treatments to each package, regardless of product utility.<\/p>\n

Reinforcing patterns for the brain and creating subtle differentiators have made these brands successful in their extensions.\u00a0 Next time you feel like a radical packaging design change, consider the brain, and all the groundwork it\u2019s already done to etch your brand into its memory.<\/p>\n

Amina AlTai is the Marketing Director for the Imagemme New York City office.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

[PATTERNS] REFLECT ONE OF THE BRAIN\u2019S OLDEST AND DEEPEST NEEDS\u2014TO FILL THE WORLD WITH LIT PATHWAYS AND OUR LIVES WITH A DESIGN.\u201d \u2013DIANE ACKERMAN, AN ALCHEMY OF MIND Humans are…<\/p>\n","protected":false},"author":2,"featured_media":935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40,36],"tags":[],"class_list":["post-931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-package-design"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21.jpg",564,851,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21-199x300.jpg",199,300,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21.jpg",564,851,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21.jpg",564,851,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21.jpg",564,851,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/iStock_000015766240Small21.jpg",564,851,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":317,"uagb_excerpt":"[PATTERNS] REFLECT ONE OF THE BRAIN\u2019S OLDEST AND DEEPEST NEEDS\u2014TO FILL THE WORLD WITH LIT PATHWAYS AND OUR LIVES WITH A DESIGN.\u201d \u2013DIANE ACKERMAN, AN ALCHEMY OF MIND Humans are...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/931","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=931"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/931\/revisions"}],"predecessor-version":[{"id":936,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/931\/revisions\/936"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/935"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}