Color, Brands, and the Layering of Experience, Memory and Recognizability
Some say — “stop calling the FT pink!”
According to the color standards at the Times, the real color is a “so-called” Salmon Pink. But being an inveterate traveler, and persistent worker in airline lounges all over the world, I can spot the newspaper from afar, the FT, simply by the play of its color.
The point might be to thinking about brand layering — that any experience of a brand proposition might be from the perspective of the most obvious, the power of its color, even if that’s a tint. And then, the layers of impressions in the spherical nature of touching a brand — it’s story, its actions, its accountability in live presence.
Giving a talk in Pasadena, I talked about our work at The Disney Institute, for Michael Eisner — partnering with his development team, Richard Hutton, Bette Zaret and others — and the thoughtful design of touch-points and visualized storytelling.
Afterwards, a woman came up to talk to me about her memories of being in that place. I was shocked to find that her memories focused on the smallest details, things that we’d designed, yet were so minuscule I was surprised to think that anyone noticed.
But layers count in impression. People see in, and beyond the expected, deeper into the heart, and the soul of brand: touch and recognizability in experience design.
Details count in mind and memory, stories held by guests, subconscious and psychic impression-making.
If they love it,
they will
hold it.
And holding is the key to any relationship.
……
Tim | San Francisco | Girvin offices
WHY BRANDS ARE LOVED:
Girvin strategies of memory +
enchantment = audience engagement
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