User-Centric Branding: A Boon or a Bane?
BUT!
Should User-Centric Design principles universally apply to every design initiative? A recent discussion with a student sparked an intriguing debate, especially when it comes to branding. Unlike UX design, which revolves around identifying and solving user problems through a comprehensive process—including understanding user needs, analyzing competitors, and leveraging user psychology—branding serves a different purpose.
Branding: Conveying a Story, Not Solving a Problem
This phenomenon results in brands that look similar because they are overly tailored to perceived user preferences, thereby losing their unique story and voice. Consider this scenario: When every brand conforms to user likes, distinctiveness fades, and a bland uniformity takes over. This homogenization is vividly apparent when comparing modern logos designed to appeal universally—often they lack the character and distinctiveness of more traditional designs.
The Case of Movie Posters: A Lesson in Branding
Historically, movie posters often shared a uniform layout featuring headshots and titles, reflecting a user-centric approach that prioritized what was assumed to be the audience’s desires. However, the film industry has witnessed a shift towards posters that honor the essence of the movie rather than just its marketable features. Modern posters are more truthful to the genre, focusing on storytelling rather than merely showcasing the film’s unique selling points.
Conclusion
While user-centric design has its merits, its application in branding must be approached with caution. Branding should be about expressing the true essence of a brand rather than bending to fit user preferences. Like the evolution seen in movie posters, sometimes, prioritizing the story over user experience not only preserves the brand’s uniqueness but enhances its appeal.
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