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11.02.06 | Posted by Scott Pryor
Even the minutia
needs attention.
More often than not, the difference between good and great brand design is a level of detail few care to understand. |
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Take a moment and think about the last time you stayed in a hotel. After visiting the website you traveled to the hotel, checked in at the front desk, took the elevator to the fifth floor, walked down the hall, entered the room, set your bags down and made yourself at home.
Along the way, you had countless impressions ranging from interaction with hotel staff, to any on-premise branding/design sightings, to digesting the space of the hotel itself. The sights, the sounds, the smells, everything is building an impression. It's the design of an experience. Right down to the roll of toilet paper in the bathroom–you know, when the roll is fresh and the corners of the lead sheet are folded over and turned down? That's the minutia detail I'm talking about. We all notice it. And it must all be cared for.
Detail is often what separates the good from the great. And the brands that embrace the detail and respect the investment in it will surely reap the benefits. Attention to detail means many things; it's making sure the dialogue with your audience is consistent, relevant and creative, at every touch point; it's making sure the application of the brand identity doesn't deviate from one medium to another; it's making sure that, over time, the system doesn't lose effectiveness and get watered-down by slight changes. And, most importantly, it's caring deeply about the detail from the beginning.
There are quite a few brands in the marketplace today that respect such attention to detail, but there are countless others that don't respect it, and you can tell. If I were to pick one prime example, it would be Apple. They worship the detail. Just the mention of the brand name and you can picture in your head the logo, the white space and smartness in all of their materials, the care that's taken with everything they've ever packaged. There are other brands that sit beside Apple in every category, on every shelf and in every medium. But they don't care about the detail like Apple does. And this detail has turned into a level of awareness and brand kinship that has created a following that is unmatched.
So, are the corners on your roll of toilet paper folded over and turned down? •
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