Attractiveness Bias (Principles of Design #75)

Aug 04 2017 Published by Neil Gains under design

People tend to see attractive people as more intelligent, competent, mortal and sociable than less attractive people. Thus, attractive people are seen more positively, receive more attention from the opposite sex, receive more affection from their mothers and receive more leniency from judges and juries. When everything else is equivalent, attractive people are more likely to be preferred in hiring and will earn more money in the same job. Most importantly, they tend to get more votes in elections. Read more »

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Building Muslim brands

May 30 2017 Published by Neil Gains under book review

After a recent presentation on Understanding Muslim Beauty, I was browsing in a Bangkok bookshop and came across the book Islamic Branding and Marketing by Paul Temporal. This book would certainly have saved me some time in putting together my presentation, drawing on many of the resources I had used (sometimes too heavily perhaps). Read more »

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Figure-Ground Relationship (Principles of Design #74)

May 29 2017 Published by Neil Gains under design

Photo by Toby Harriman (source: http://www.ipoxstudios.com/figure-ground-relationship-proper-use-will-define-your-subject/)

Figure-ground relationship is the design principle that any element is perceived either as an object of focus (figure) or as something else (ground). This is one of the Gestalt principles of perception, where perception focuses on a central element and others become undifferentiated in the background. This is true of other senses as well as vision (e.g., when you hear your name in a crowded party your focus switches from your current conversation to listening to another). Read more »

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Using Sound to Build Your Brand

Apr 27 2017 Published by Neil Gains under sensory branding

Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »

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Reimagining global beauty

Apr 26 2017 Published by Neil Gains under beauty

Beauty Imagined: A history of the global beauty industry by Geoffrey Jones is highly recommended for anyone interested in beauty, the beauty industry and beauty brands. Full of anecdotes and insights into the people who shaped the beauty industry, this book provides great insights into the innovations and events that make beauty what it is today. The final chapters on the modern beauty industry, and the discussion of globalization versus tribalization are very well written and are foresee many of the local cultural trends and influences I believe are shaping the industry in Asia and beyond. Read more »

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Don’t Let Short Term Thinking Kill Creativity

Oct 30 2016 Published by Neil Gains under creativity

In their most recent report on advertising creativity and effectiveness, the IPA and author Peter Field reach the startling conclusion that both creativity and effectiveness are under threat. And who are the culprits? They believe that short-term thinking and especially a focus on driving rapid sales effects, combined with the post-global financial crisis recession, are killing the creativity of advertising. Read more »

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Principles of Design #72 – Readability

Sep 25 2016 Published by Neil Gains under design

Readability is the degree to which prose can be understood, determined by word length, word commonality, sentence length, number of clauses in a sentence and the number of syllables in the sentence. It is something that is often overlooked by designers and researchers, who often believe that more complex information requires complex presentation. This, of course, is bunkum. The principle of cognitive fluency teaches us that the easier something is to read the more readily it will be understood and the more likely it will be acted on. I write this as I am preparing for a client workshop on report writing where the number 1 principle is make everything as simple as possible (but no simpler as Einstein famously said). Read more »

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The Rhyme and Rhythm of Branding: Using Sound to Build Sense, Symbol and Story into your Brand

Aug 08 2016 Published by Neil Gains under sensory branding

Sound is often the most neglected of the senses when it comes to branding, although it is only second to the visual senses in terms of its importance and has a very specific role that helps the brain to create stories from cause and effect.

There is more to using sound in branding than music and song, important as they are. Of course, music and song are particularly powerful in creating links to specific emotions. However, in the esSenseĀ® framework outlined in Brand esSense, other aspects of sound can also contribute to building a brand through the senses, symbols and stories, using the best instruments is one of the main keys, by checking The Box Tiger Music you will find the best ones.

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Building Meaning into Brands

Apr 16 2016 Published by Neil Gains under book review

I’ve just read the second edition of Brand Meaning by Mark Batey and although there is some additional material and up-to-date examples the core argument of the book is the same (you can read a review of the first edition here). Successful brands are ones that create and nurture strong meanings to consumers, and the more symbolic and value-driven that meaning is, the more powerful it becomes. Read more »

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What are Uber doing?

Feb 09 2016 Published by Neil Gains under design

What are Uber doing with their recent redesign of their identity? Whatever you may think of the original logo, it was distinctive and clear (if a little cold according to some design critics), However, the new logo is about as distinctive as a white blob in a coloured square (which it is). When the logo changed, I struggled to find it on my phone. I struggled even more to work out the meaning behind the change, but Uber have nicely provided a nice corporate logo to explain. Read more »

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