It’s no secret that American consumers have adopted an equation for their shopping success. For years “Form Over Function” had become the acceptable ‘norm from retail designers and product engineers alike. Brands and advertisers have set the bar for aesthetic appeal so high that we have sacrificed even the most basic function of products and services. Why am I buying a seasonal jacket with buttons that don’t attach and no zipper? Simple, because it looks cool and was marketed correctly. Thankfully like most trends this fad is fading.
Recently we have seen a tip in the scales. Technology has begun to play a bigger part in the way functionality is portrayed. Recognition for usability in products is growing on the daily, and beyond that even functional packaging is making a come back and playing a big part in the way marketers reach their goals. As we begin to experience high end quality products bleeding together with organic requirements, a beautiful relationship between trendy visual appeal and modern purpose is formed.
What does this all mean for your business? it means you need to find the right reason to create your marketing. Okay, “duh!”, so you’ve got that part down. Whether it be the brand design, product packaging, or the product development itself, creative marketing needs to be an influence and based on the ultimate usability experience. And the days of sporadic, off the wall, unjustified advertising are behind us. Your marketing ideas need to support your product or service by way of function.
So let’s get smart, let’s recognize trend, and combine that with the reason your brand exists. Let’s get down to the roots of your product or service. We’re here for you when your ready,
contact Concept Envy Creative & we’ll show you why aesthetics & function are perfect for each other.
Source: Concept Envy Creative
Zach Beaman | Co-Founder, CMO, & Creative Director