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Visual trumps verbal in creating a memorable brand identity

Strong visual design assets stick with consumers more than verbal communication. That’s why packaging plays such an important role in the marketing mix.

For Monster Energy Drink, it is the Goth font for “Monster,” with its one-of-a-kind letter “M” formed by neon green “claw marks” on a black can, that symbolizes the brand and all that it stands for.
For Monster Energy Drink, it is the Goth font for “Monster,” with its one-of-a-kind letter “M” formed by neon green “claw marks” on a black can, that symbolizes the brand and all that it stands for.

Ask consumers to envision a brand, any brand. This isn’t a meaningless exercise. The information it divulges is important, and it’s surprising that marketers don’t solicit this kind of feedback more often. Here’s the rationale: People are visual. Strong visual design assets stick with consumers more than verbal communication. That’s why packaging plays such an important role in the marketing mix. It makes the brand tangible to consumers and creates visual recall in their minds. When asked to envision a brand, quite often, consumers will call the packaging to mind. Not only that, they will recall specific visual aspects of the packaging.

Think about what happens in advertising. Products are usually depicted either being enjoyably consumed or being put into use, depending upon the category. Close-ups of product packaging are shown, often more than once, so that consumers can recognize it in retail environments. Over time, with repetition, the packaging and its visual assets are firmly associated with the brand. That’s great until these products appear in retail stores surrounded by competing brands.

Even though advertising helps to build brand recognition, purchase decisions are ultimately made at the retail shelf where competition among brands is fierce. Packaging that is visually dominant and convincing gets consumers’ votes. It sells the brand above all of its competitors’ brands. Visual cues are honed in on before verbal brand communication is, making it extremely important to ground the package design with the correct imagery, an icon or visual hook, typography, and color to deliver real impact.

Too much consumer product packaging fails to attract the eye, ensuring that every bit of verbal brand communication that might be a difference maker in purchasing one product versus another goes unread. Hence the power of visual versus verbal brand communication.

The look of visual success
Some brands get packaging right from the beginning. Do Monster Energy Drinks capture consumers with the tagline, “Unleash the Beast,” or does the product’s distinctive packaging come to mind first? It is the Goth font for “Monster,” with its one-of-a-kind letter “M” formed by neon green “claw marks” on a black can, that symbolizes the brand and all that it stands for. In spite of the explosive growth in the energy drink category, Monster continues to hold its edge; its visual impact pulls in consumers with one brief glance. Here’s the proof: If the Monster brand identity was removed from the can and only the claw marks forming the “M” were left in place, I’m betting a large number of consumers would still be able to identify the brand.

Nickelodeon uses a similar visual device in the brand identity for its popular Winx property and its brand identity. When seen on Winx toy packaging, the fanciful pink letters with the “X” shaped like gossamer fairy wings deliver the brand and all of its ethereal qualities. This brand identity is set within an oval circle. This is replicated with shiny, ring-like circles used to call attention to every important visual and verbal brand communication on Winx packaging. Legions of young girls who are Winx fans can identify the brand and call to mind its characteristics with these simple visual devices that are immediately recognizable—even from a distance.

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