According to Bill Gardner, of Gardner Design, you get one chance to make a first impression and if you’re a brand, you better get it right.

At AMA Wichita’s luncheon, Gardner’s speech “Image Counts: What Top Brands Understand About Great Design,” he explained how companies that are designed-centered earn a higher return on investment because they understand the power of a strong visual presence.

He highlighted the rebranding work of several nationally recognized logos and emphasized how design changes can influence the consumer’s perception of a company. For example, he said companies such as Coca-Cola, Chobani and Formula 1 have reevaluated their brand identities and successfully deployed revamped logos and messaging.

Gardner noted that intentional design and a well-developed marketing campaign can drive consumer behavior.

“As creatives, we spend a lot of time looking at visuals, but what is the general consumer’s impression?” Gardner asked. Whether the consumer is buying a commodity such as a soft drink or a laundry basket, they often purchase because of the product’s thoughtful, differentiated design.

Throughout his presentation, Gardner repeated two words: visual vocabulary. Effective design should represent the brand’s identity and extend beyond the logo and make its way on everything the brand represents.

Related Posts

Luncheon Recap

Recap: “Trademark 101: How to Hate Trademarks in 437 Easy Steps”

When should you register for a trademark? It depends. Presenter Sam Foreman, a business attorney and Special Counsel with Wichita law firm Fleeson Gooing Coulson & Kitch, presented on trademark law and how business owners pursue Read more...

Luncheon Recap

Recap: Finding Your Voice: How to Authentically Engage and Retain

The Fat Plant Society’s Kasey Riley offered tips and advice to help both new and experienced writers up their content game. In a noisy world with constant information overload, Riley emphasizes authenticity and quality as Read more...

Luncheon Recap

Recap: “Authentic Marketing: New Strategies for Reaching Millennial and Gen Z Audiences” with Jeff Butler

Speaker and passionate millennial, Jeff Butler of San Francisco, spoke at AMA Wichita’s recent luncheon at Wichita State University and addressed how to use digital marketing strategies to nab the attention of 21-29 year olds. Read more...