OUGD601 / Synthesis

The concept of the practical brief explores the interconnection between style and corporate symbols through the use of an app that shows how style engages the consumers on the surface. 

In my dissertation I looked at the role of logos and how they play a huge role in the consumer’s mind as they’re usually easily recognisable, Instead of looking for the brand name or tagline, as consumers are familiar with, and look for, corporate “symbols as visual shortcuts”(Selame, 1988). The app test’s this theory by pushing a brand core image by altering certain visual elements and seeing if the consumer can still recognise the brand just by the colour, layout and type. This shows consumers how important style is and how successful brands use style to stand out from their competitors as brands are a part of everyday life. Logos are, therefore, highly important company assets that firms who spend a lot of money and time promoting (Anson, 1998). However certain brands are harder to recognise when certain visuals elements aren’t seen so my app allows big brands and new brands to find out information about their visual identity through consumer who input certain answers into my game. The game allows the consumer, the opportunity to be rewarded by the brands that sponsor the game making it only fair for both sides of the game. 

In my paper I explored how consumers want to spot a brand and more importantly a favourite brand from a mile away through visual colour “colorer research in a journal in 2002 outlines ads in colour are read 42% more often than the same add in black and white”. The app explores this by creating a level page based on colour and seeing how certain iconic brands like Ikea don’t need the brand name to be  recognisable however brands like nike do.

The practical side of the model shows how style is perceived through the use of aesthetics styles as it’s a sophisticated method of communication that we have developed. My app has explored this potential by allowing the consumer to still recognise certain brands without having the full brand identity in front of them, If the brand isn’t recognisable by a large amount of consumers the 

the brand will see a percentage of how many people can’t recognise the identity and will be given a notification of concerns.