Freshman or introductory? Brand visual innovation under the e-commerce landscape

In the era of e-commerce, brands need a more flexible visual specification system.

There is a kind of the most expensive blue in the world, called Tiffany blue; there is a sea-like suppleness, that is the ribbon of the sea blue mystery; there is a needless slogan called “Find a job and talk to the boss directly”… Whether it is visual Image is still a brand slogan. How to create consumers’ first perception of a certain brand is the “brand memory” that major brands have painstakingly cultivated for a long time.

In her book “Visual Hammer”, marketing strategy master Laura Reese interprets brand memory as two parts: “language nail” and “visual hammer”. Simply put, it is to use language as a rivet to give consumers a basic brand recognition, and then through a unified visual presentation, this rivet is hammered into the minds of consumers, and then the brand recognition is strengthened.

The unification of brand visual norms is an important prerequisite for establishing people’s perception of brand image. In addition to traditional brand marketing, in the e-commerce industry, this importance is also becoming more prominent. Early e-commerce channels were mainly sales promotion. With the increasing demand for product-efficiency integration, the demand for e-commerce brand visual norms began to become prominent, and the EVI (E-commerce visual norms) system came into being.

Insight: The fierce conflict between e-commerce vision and brand vision

In the traditional brand visual use specification (VI), there are strict restrictions on the size, format, color, font and application scenarios of brand visual elements. Under this unified visual image requirement, brands in TVC, elevator advertising, outdoor advertising and other traditional marketing positions, due to rigorous regulations, fine layout, and the main advertising form to spread the brand’s artistic conception, the communication effect achieved is more significant.

However, with the continuous development of the e-commerce industry, the form of advertising materials is no longer limited to traditional posters and TV advertisements, and the output of content is more diversified. Even the presentation modes are different, and the number of demands has increased geometrically. In the case of multi-designer collaborative content mass production, relying on traditional VI standards, the brand’s online vision is difficult to effectively unify and it is difficult to form a clear brand imprint.

The traditional brand vision is similar to the “square style”. The media features are large and concentrated, with a certain distance from sales, and are mainly embodied in the brand artistic conception; while e-commerce is more inclined to the “street fighting style”, with the media characteristics of fast-paced, multiple carriers, and sales. The integration is stronger, so the traditional brand vision cannot be well placed on the e-commerce platform. Relying on the VI system at that time not only restricted the design style of online stores, but also made it more difficult to standardize store vision.

Freshman or introductory? Brand visual innovation under the e-commerce landscape

As the first company in China to propose EVI, Ruo Yuchen believes that EVI is a new interpretation of the brand’s visual norms in the e-commerce era. It is the unification of the brand’s online and offline visual images, which is more conducive to strengthening the brand’s consumer mind and improving marketing efficiency. .

To maintain the visual consistency of online and offline brands, more flexible brand visual application specifications are needed.

Breaking the game: the birth of the brand super symbol

As an important part of the VI system, LOGO is often the first element of visual extension. Compared with the traditional offline store’s “LOGO is bigger” design, online stores are subject to page limitations. Direct use of LOGO is not only dull but also not beautiful enough. . More importantly, not all brand logos are fully extensible and are subject to strict usage specifications. No matter how flexible the visual specifications are, it is difficult to break the natural constraints of logos.

So, how to break the visual consistency of brand e-commerce? Perhaps one of the key points is to “grow” “flowers” that are more suitable for the e-commerce soil from the existing cognition of the brand, and achieve more flexible visual application specifications.

Under the EVI rule system, the brand super symbol came into being. It relies on brand positioning, brand concept, brand vision, and diverges around multi-dimensional information such as brand keywords, products, and selling points, establishing an alternative to brand LOGO. A mental anchor point for consumers. The brand super symbol, like the LOGO, reflects the unique elements of the brand through the symbol, and uses highly malleable scene reuse to strengthen consumer awareness.

Freshman or introductory? Brand visual innovation under the e-commerce landscape

Since super symbols are more extensible than LOGO, they can be flexibly applied to various types of online and offline materials. The graphics of brand super symbols can be designed and applied to many expressions such as product packaging, titles, screen creativity, and bidding advertisements. Symbols form a unified visual norm for the brand.

At the same time, the application of brand super symbols also helped brands solve the visual consistency between online and offline, and at the same time improved the output efficiency of brand design content, effectively helping users to increase key indicators such as store views, stay time, click collections and other key indicators.

Evolution: Let vision not only be the occupation of the mind, but also the transformation of consumption

The essence of commercial behavior is consumption conversion. Without conversion, the brand is like a castle in the sky, with an unstable foundation. Under the short and fast consumption channel attributes of e-commerce , although brands have new goals for the unity of online vision, they still cannot avoid the reality of pursuing sales conversion. As mentioned above, the basic attributes of street fighting of e-commerce and the media attributes of fast-paced, multiple carriers, and stronger integration with sales are also evidence of the demand for brand consumption transformation.

Based on this, EVI brand e-commerce visual service capabilities are not only rooted in brand tonality and more malleable brand super symbols and brand new e-commerce visual system, but also combined with the brand consumer attributes of the platform, and carried out differentiated visual design applications. , Empower the consumption transformation of brand online stores.

This application path is briefly summarized into three steps: establishing a brand material library, establishing brand symbols, and extending from memory symbols to store vision.

Relying on the three-step brand visual practice methodology, Ruo Yuchen carried out a visual upgrade for a certain beverage brand’s Tmall store. At the level of material collection, multi-angle real shots were made for the brand’s products, so that it can meet various creative applications and apply various angles of composition to enhance the impact of the picture. At the level of symbol construction and application, through the application of brand super symbols, the brand’s online store’s bulletin board, navigation area, carousel area, preview area, member area, hotspot area, new product area and other dozens of visual Standardize the integrated design, create a content “shopping” ecology for its brand customers in front of thousands of people, which not only effectively converts new customers into brand fans, but also integrates the brand vision into the entire page movement to enhance the brand awareness of new customers. Finished adding fans to the store.

In a market with severe product homogeneity, consumers are increasingly inclined to the choice of values ​​when choosing products. What kind of products people have is also a kind of identity recognition. Brand personality has become an important factor influencing consumer decision-making, and these unique characteristics Elements have become an important part of shaping brand personality.

With the advent of the new retail era, omni-channel operation and full-scenario marketing have become the key words of consumption in the new era, and the brand’s mental battle in the entire domain has been fully launched. With the deep integration of online and offline, online channels are no longer just the main position for brand promotion, but also the core battlefield for branding brand tonality and seizing the minds of consumers. The resulting brand e-commerce visual norms (EVI) ) The development space will also gradually grow.

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