Branding

It’s a crazy time we live in.

Something as simple as a logo change gets such buzz, then gets buzz about the buzz. Can you hear the echo?

That’s because we live in a mediated culture. A culture where anyone and everyone can react, react to those reactions and begin to create the perception of a new reality and importance.

In the case of Instagram, the perception is the change of their logo matters to their customers. I’m not sure that it does in the way folks are describing the importance of the change.

However, if we’re critiquing the before and after we need to understand why the make the change and does the result translate well.

At a high level, it appears the goal was to move the brand from something nostalgic and reminiscent of Polaroid (rainbow) and the Kodak Brownie (leather case) to a remarkably forgettable (ubiquitous free use icon). And this makes sense as their community and content are their future, not their brand. The brand was more important in the beginning when it was important to draw people to the community and make them feel they were part of something special and traditional.

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With the increasing importance of the product experience as a competitive differentiation, designers need to think about making value connections with their customers. Designing for value requires discipline. Using successful measures of value opportunity will help designers get there.

Originally introduced in 2001 by Craig M. Vogel, Jonathan Cagan, and recently cited in the International Encyclopedia of Ergonomics and Human Factors, Value Opportunities provide the best opportunity to connect with customers in a deeper more meaningful way.

When designing a product experience, consider the following Value Opportunities as a means of measurement to determine if your product experience is hitting the mark. Continue reading Design For Value and Connect With Customers

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