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What to do when every shelf and screen is full of options? Your brand needs to do more than just be visible; it has to glow. Exceptional design is an important way to shine. It goes beyond colors and logos and becomes a story, a feeling, an unforgettable moment. It’s not just about aesthetics, but about using design as a strategic tool to cut through the noise and as a conscious strategy to disrupt the status quo.
My first startup, Jukely, featured excellent design. My co-founder was an incredible designer, one of the first designers on Kickstarter. Through his design vision, we launched a movement through innovation in a stale space and created the world’s first concert subscription service. Our product has been recognized multiple times as one of the best apps in Apple’s App Store, which gave us credibility.
At the heart of this investigation is the belief in the power of design to change perceptions. In this article, I explore how challenger brands can stand out through eye-catching design and draw a clear line between them and incumbents.
Related: 4 Ways Brands Can Educate Their Customers and Win Hearts
Striking: The only real thing
Navigating today’s crowded marketplace is like finding your voice in a roaring concert. Every brand is vying for attention and hoping to leave a lasting impression. This challenge requires more than just traditional advertising or an eye-catching logo. It requires a strategic design approach – a method that combines aesthetics with function to create an experience that resonates with consumers.
The essence of standing out lies in the ability to combine visual appeal with storytelling, ensuring that every interaction with the brand is not only seen but also felt. This approach converts casual visitors into loyal customers and encourages them to choose your brand from a variety of options. In this context, design acts as a silent ambassador for your brand that speaks volumes without saying a single word.
Keep it simple
Today’s consumer is bombarded with a multitude of choices, making the decision-making process increasingly complex. In this chaos, simplicity becomes a beacon of clarity and security. Brands that master the art of translating their message into clear, innovative design attract attention and gain trust.
Rituals demonstrate this beautifully by leaving out the unnecessary and focusing on what is essential. By introducing a clear, minimalist bottle that showcases the equally transparent capsules, Ritual invites consumers into a visual and physical experience of openness and honesty. Their minimalist packaging is a testament to their philosophy and highlights the quality and care of the contents. It’s a bold statement in an industry often littered with claims and counterclaims, sending a clear, unambiguous message about the brand’s values and its commitment to transparency. This simplicity extends to the user experience, making the journey from discovery to purchase seamless and straightforward.
Related: Why Brands Are Simplifying Their Logos and Visual Identity
Connecting on a deeper level
The power of design goes beyond mere aesthetics; It has the potential to evoke feelings and create emotional connections. When a product goes beyond its utility and becomes part of the consumer’s identity, it has achieved something remarkable. Brightland’s approach to olive oil packaging illustrates this perfectly.
By commissioning artists to design visually stunning labels, they transform each bottle into a collector’s item, a symbol of beauty that stands out among the monotony of kitchen staples. Every bottle becomes a conversation piece, a medium through which consumers share their tastes and values. I have seen numerous reviews where the reviewer was drawn to the brand because of how the bottles would look in their kitchen. This deeper connection turns first-time buyers into brand advocates and creates a community of users who not only use the product, but love and advocate for it.
Related: How to Design an Eye-Catching Website That Really Captivates Your Audience
Storytime by design
A well-crafted design not only pleases the eye; It serves as a window into the soul of the brand, inviting consumers into a narrative that captivates and enchants. Onyx Coffee’s award-winning packaging is a masterclass in this art of storytelling. Each bag is carefully designed to showcase the unique story of its origin, processing method and flavor profile. This narrative approach transforms the act of buying coffee into an adventure of discovery, inviting consumers to experience the journey from farm to cup. The packaging serves as a prelude to the product itself, raises expectations and creates anticipation.
This level of commitment ensures that Onyx doesn’t just sell coffee; It offers an immersive experience that begins at the point of sale and continues until the last sip. It’s a testament to how thoughtful design can elevate a brand and transform everyday transactions into meaningful interactions.
The lesson here? When brands are bold in design, they demonstrate their ethos to the world. And in a market full of choice, that courage to be different determines the future of our relationship with what we buy. Looking ahead, it will be the brands that embrace this mix of innovation and authenticity, turning everyday choices into gateways to discovery.