Branding and Design: The Power of Influence
The Impact of Brands on Our
Decisions
Brands have a profound
impact on our actions and even our physiology. Take Tylenol and generic
store-brand medicine, for example. They have the same ingredients, so they
should work the same. But they don't. If one of the pills costs more, it will
be perceived as more effective. Even the colour of a pill and its packaging can
dictate how effective it is. It's all in the branding and design.
But the power of branding
goes beyond just medication. Wine tastes better when poured from a heavier
bottle, and food tastes better when plated beautifully. The mere presence of a
MasterCard logo can trigger customers to spend 30 per cent more than they usually
would. Companies understand that brands are like placebos. They use all sorts
of mind tricks to get us to see what they want.
Brands are no longer just
selling products; they are selling a tribal group identity. They reel us in
with clever branding and beautiful design. But how do they do it, and is this a
good thing?
The Nuances of Branding
Branding is a complex and nuanced topic. To better understand it, let's
explore the different levels of branding tactics using the BS Intensity
Spectrum. This spectrum is based on the Saffir-Simpson hurricane scale, with
category 1 being a slight drizzle of creative liberty grounded in reality and
category 5 being a faecal tempest of deception where marketing claims and
reality are miles apart.
At the most basic level, branding involves simply labelling a product.
This practice has been around since at least 2000 BC. Artisans would imprint
symbols onto their goods to show where they came from. This labelling serves to
protect customers and hold producers accountable for the quality of their
products.
However, branding tactics can become more manipulative as we move up the
spectrum. Visual shorthand, such as toothpaste stripes or fake vents on cars,
is used to convey certain benefits or qualities of a product. While this can be
reasonable, it becomes problematic when elements are added that don't honestly
represent the product's benefits.
Brands also rely on the power of authority and social proof to influence
our decisions. By associating their products with trusted figures or popular
opinion, brands tap into their instincts to follow the crowd. This can be
manipulative and subtle, depending on how it is used.
Scarcity is another tactic brands use to create value and demand. By
creating a sense of limited supply, brands can trigger a primal feeding frenzy
mindset. This can be seen in limited edition products or exclusive releases.
The pinnacle of branding manipulation lies in the unity principle.
Brands that align themselves with a specific cause or social movement build a
tribal group identity. By tapping into our sense of belonging, brands create a
loyal customer base and foster community.
The Ethics of Branding and
Design
While branding and design can be powerful tools for influencing consumer
behaviour, it's essential to examine the ethics behind these tactics. Are
companies genuine in their messaging or simply manipulating us for profit? It's
a difficult question to answer.
Many companies have conflicting goals, and pursuing profit often takes
precedence. Employees may genuinely care about doing the right thing, but fear
and the pressure to meet financial targets can lead to unethical
decision-making.
As designers, we must constantly evaluate our behaviour and ensure that
we educate rather than manipulate consumers. Manipulation involves influencing
someone for our benefit without their consent, while education involves
controlling someone for their benefit with their consent. We can create
meaningful and ethical branding and design by striving for transparency and
authenticity.
Ultimately, the power of branding lies in the meaning we attach to
products. Brands tell stories and create symbols that resonate with us. As
consumers, it's up to us to critically evaluate these messages and decide
whether they align with our values.
Conclusion
Branding and design play a significant role in shaping our decisions and
perceptions. From the essential act of labelling a product to the more
manipulative tactics of authority, scarcity, and unity, brands use a variety of
strategies to influence us. We need to evaluate these tactics and consider the
ethics behind them critically. As consumers, we can choose which brands we
support and to what extent we allow them to shape our identities. By
understanding the nuances of branding and design, we can make more informed
decisions and ensure that our choices align with our values.