How Do Humans Respond To A Brand? - OUGD401

Branding strategies

In an article over at 'TechEBlog', they have an interesting post relating to products if you'd have "Ever looked at a bottle of Nutella or a package of Pringles and wonder what the packaging would look like if Apple had designed them?". They have included some great packaging re-designs to illustrate the statement:

Red Bull

Toffifee

And my personal favourite, Nutella

There are more available @ http://www.techeblog.com/elephant/photo.phtml?post_key=162255&photo_key=51526

This adds to my idea of established brands. If a brand is well-known, it gives you the freedom to be able to shave unnecessary visual aids, whilst still maintaining the brands recognition through repetition, thus effectively establishing itself with the consumer as it would have with its original more complicated branding.

I consider myself a modernist. So I'm all for only giving whats necessary for the consumer to establish the connection between a logo and a brand, which takes around 400 milliseconds (source: http://www.slideshare.net/brandstory/how-your-brain-sees-a-logo-design) During this time, a lot of things happen, you will first identify with the colour of the logo, you will then recognise the shape and form of the logo, this information is then stored in the visual cortex of the brain, where all logos you have identified with previously are stored. This means once you've seen a logo and associated it with a brand, when you see it again, the process is simplified, you will then begin to match visual patterns with previous experiences with the same pattern stored in your memory.

A test shown that logos can change behaviour - "When scientists showed an Apple logo (subliminally) to some students, and an IBM logo to others, the students that saw the Apple logo performed better on a creativity test.". With the test only being subliminal, it is amazing that because one logo looked different from another can trigger different emotions in us without even knowing about it.

This just goes to show, a brand as simple as Apple can cause so many complicated reactions such as the above. Impulse kicks in and the consumer will be more inclined to purchase from a company that has a brand which makes you feel positively.