Graphic Aspect of Brand Analysis

The fact is that we cannot live without brands today, as the pace and style of life do not allow it. Brands accompany our everyday life, no matter where we are. Just look around a bit; everything ** we wear, ** put on our feet, ** drink** and ** eat** is a brand or part of a chain it encompasses. It is easy to prove the ** importance of appearance**; if we have two identical products with the same content, the same characteristics, but we distinguish them only by their exterior, in the end we will choose the one that attracts us or, in plain terms, the one that is more beautiful. Therefore, visual appearance is crucial, as it convinces people.

Problem

The fact is that we cannot live without brands today, as the pace and style of life do not allow it. Brands accompany our everyday life, no matter where we are. Just look around a bit; everything ** we wear, ** put on our feet, ** drink** and ** eat** is a brand or part of a chain it encompasses. There is no possibility of avoiding the influence of now heavily commercialised brands.

Brands are visible to everyone, they are tangible and real. They enable us to have a certain communication with the world, to show what we ourselves are, and this is most easily done through brands. What we wear, what we buy, what we drive and similar things give our society a superficial, but sometimes reliable explanation of ** what we really are**.

Visuality is only one of the aspects that a brand offers us, as through it we can more easily express emotions in the modern world. Visuality helps us distinguish something good from bad, something of quality from something less so. That this is merely about the importance of first impression, which, as was discovered in the diploma thesis, is a key factor in all our decisions, not just decisions in the case of brands.

Results

It is easy to prove the importance of appearance; if we have two identical products with the same content, the same characteristics, but we distinguish them only by their exterior, in the end we will choose the one that attracts us or, in plain terms, the one that is more beautiful. Therefore, visual appearance is crucial, as it convinces people. Today, many a product in our households is there solely because of its appearance and not so much its purpose.

When a company achieves this purpose, that their visual product sells better than the actual economic purpose, then they are at their peak, as they are no longer selling products, ** but emotions**. Thus people become attached to a particular 'franchise' and identify with it, swear by it and generally do not replace it. This is the main goal of sales and also of visual appearance.

Also in the survey that was conducted, respondents answered that they sometimes decide to purchase a product not because of its use value, but solely because of its visuality – if I can explain this in a different way, every brand is created to tell a story through it. Whether this story is beautiful or not depends on the final appearance of the overall ** graphic image**. The ** logo ** is its main part, through which they communicate via different channels, the most influential being the visual channel, as it is the most convincing, 'if you see it, then you believe it'.

The graphic designer has a demanding task, as they must present the story in a simple and convincing way, but this is the most difficult thing to achieve.