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: Super Bowl Ad Review Panel

At the February luncheon, Jeremy Luginbill of Lifeboat Creative, Jonathan Wood of Howerton+White and Jennifer Cole of depICT Media shared behind-the-scenes insights and critiques of commercials from the Super Bowl. Aaron Wirtz of CurveBreak led the Read more...

Luncheon Recap

Recap: 2019 Wichita Marketing Awards

Thank you for making last week’s event the most attended AMA Wichita Marketing Awards!  What a great opportunity to celebrate so many worthy projects. Our entertaining emcee, Christina Long, kicked off the event with our Read more...

Luncheon Recap

Recap: 2020 Super Bowl Ad Panel

On February 6, the AMA Wichita Chapter gathered at the Petroleum Club for the annual Super Bowl Ad Panel. Moderator, Jillian Carrol, Good Day, Kansas Host for KSN News, did a great job of keeping Read more...