“You can’t pull the wool over someone’s eyes”
(anymore)!
The amount of choice the average consumer has these days is immense… so how do we design our products with a competitive advantage?
According to ‘The Naked Brand’, the essence of a great brand is TRUST. Now that people (not corporations) have the upper hand, advertising is not as effective as it once was – so basically, we used to trust what ads told us, now we don’t! Let’s think of a few examples here…
We have the lowest levels of trust in corporations in history.
Social media has changed the world. With regards to corporations, it exposes unethical behaviour and reveals things about what we decide to buy. People share their opinions and experiences online now, in the form of ‘the review’. How about these statistics….
- 90% of consumers trust reviews
- 20% of consumers trust advertising
Consumers these days are advertising-adverse.
So, what do we do about this? Here’s an idea… what if advertising was about making consumers happy? Making a positive image for corporations? What does this make…
Design Practices: Identity 