There’s more to visual brand language than meets the eye

Every year, thousands and thousands of new products are launched. The vast majority of them go unnoticed. Others, however, easily capture the attention of users.

But why? Is there some magic formula to stand out? Functional quality, of course – how well the product works – may have some impact, but it doesn’t guarantee success. The product that’s best in a technical sense doesn’t always find a place in shopping carts. Those who do, have ability to generate a positive emotional response. That’s because they encompass specific features that embody the brand and evoke its essence: what is known as its visual brand language (VBL).

The visual brand language is the sum of a product’s visual elements. Shapes, materials, textures, finishes, colours, and applied graphics (pictogram, UI, logo, typography). Used appropriately and consistently, they make it possible, over time, to build a permanent mental association between a brand and its users. The VBL also directly and implicitly influences the personality, values, and perceived positioning of the brand. Which makes it a key factor in developing a persuasive brand strategy and in many significant advantages.

VBL PROMOTES BRAND RECOGNITION

An effective VBL makes it easy to recognize a product’s brand at a glance, without even seeing its logo. Products that embody the brand to such an extent that they’re both the medium and the message to users. The products themselves become authentic brand ambassadors.




VBL ENHANCES USER LOYALTY AND FACILITATES THE ADOPTION OF NEW PRODUCTS

Making the change to a new product and learning how it works is easier if it shares the same codes as a product that’s already valued and understood. For a complementary or replacement product, users end to prefer what they’re familiar with and makes use of what they already know.



VBL INCREASES A PRODUCT’S SHELF LIFE

In cases where an entire product line is gradually redesigned, perhaps over several years, the VBL protects the older versions of the product against the passage of time. Its application ensures that all products, regardless of their design date, share common visual cues. This makes it possible to evolve a product line by replacing products individually, without making others look obsolete.

What’s more, since VBL design is based on in-depth study of the brand and its competitive environment, its relevance is ensured for many years on the market.



VBL CAN BE A HISTORIC TURNING POINT

In the majority of cases, the VBL derives its strength from constant and consistent application. However, it may happen that a company has a strong interest in revising the visual basics of its rand and products – for example, in the case of strategic repositioning or a serious decision to alter market perceptions. Major revision of VBL introduces a break in time and a new era for the company.



VBL FACILITATES AND REGULATES THE DEVELOPMENT OF NEW PRODUCTS

By fully embodying the values that belong to a brand, and by creating a clear visual structure, the VBL becomes both a fertile ground for ideas and a rigorous creative framework. It helps to inspire designers, while ensuring coherence and respect of brand DNA. The result is strikingly obvious: products that share a family appearance and stand out from the competition.


Although visual brand language may appear quite simple and logical on the surface, it’s really the outcome of a painstaking and detailed thought process. If you think your company could also benefit from a strong VBL, we can help you get going in the right direction.