Say Yes to Stringent Brand Guidelines
There are a range of brand guidelines. Some are meant as “guides” to be used loosely, while others are “rules” that must be followed exactly.
Packaging guidelines are good examples of when you must say yes to the most stringent use of guidelines. Yes to an exact size of the logo. Yes to the same style and placement of photography. Yes to the distance between information.
Following these rules can be challenging at times, especially when the size of the packaging changes. However, when there’s consistency, it’s easier for consumers to find what they are looking for on the shelf.
The following examples show that, even with color changes, the products clearly belong together. Without guidelines or “rules” I’m afraid to know how inconsistant and unshoppable these products would be. Would consumers know that a specific product comes in multiple flavors or with different options? They might simply buy the first product they see or recognize — a missed opportunity either way — or even skip over that brand altogether if they couldn’t easily find what they wanted.
Guidelines or “rules” and the consistencies they offer can directly affect a brand’s ability to sell multiple products to the same consumer. Who knew that a set of rules could hold so much power?
Clorox image courtesy of McLean Design
Lays and Tostitos images courtesy of Landor Associates
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June 17th, 2009 at 12:09 pm
[...] On the subject of compliance: Consider how literally you want your guidelines to be interpreted. For example, if your guidelines call for the brand mark to be placed vertically on the left side of the page, what should a person do when there is a very horizontal tactic? Isn’t the most important thing to make sure the brand mark is highest in priority on the page? Would it make sense to use the brand mark horizontally and larger rather than vertical and small? Sometimes the answer is yes — and sometimes it’s no. [...]