The year 2020 will mark sixteen years since the birth of Facebook, now totaled at approximately 2.4 billion users. 2020 will also indicate almost fifteen years since Twitter, ten years since Instagram, and nine years since Snapchat. TikTok’s popularity has emerged this year. Consumer preference for various forms of social media, compared to traditional media, has climbed at an unfathomable rate. Social media platforms are used by one-in-three people globally, and more than two-thirds of all internet users. Regardless of which platforms consumers gravitate towards, they’re wrapped up in more content than ever before. Social media has the unique power to spark curiosity and even change perceptions about a brand and their services. Now is an important time to reflect on consumers’ absorption of content through these channels. In order to become (and remain) memorable, brands need to take calculated steps to refine their image and curate relevant content on social media that complements overall user experience. Here are some ways to do it. Understand Target Audience Before a brand is able to make a…
In the series, we will analyze specific brand strategies that use experiential tactics as an innovative tool to maintain relevance and boost profits. It seems that almost every month, another legacy “big box” store closes its doors due to lack of sales, failure to achieve brand relevancy, or even both. Gone are the days of quantity over quality. The large majority of consumers are shifting priorities away from products to experiences, and many brands are having difficulty keeping up. Brands that neglect this change in preference are paying the price, literally. “Experience” isn’t just a popular buzz-term anymore. Rather, with the new decade approaching, embracing experience has become an essential philosophy to guide effective branding, web design, and communications strategy. Adapting to Consumer Shifts When considering the number of brand categories that have struggled to adapt to the need for experience, over the last few years, Retail has taken arguably the biggest hit. It’s easy to think of Retail as being product-centric. Department stores can offer several reputable brands from similar categories, some of which…
The Swoosh. The Golden Arches. Tony the Tiger. A brand’s identity is only as strong as the characteristics representing it. The world’s most successful brands are able to spark an immediate association with the modern consumer through pronounced attributes that speak to them on an emotional level. Whether this association is positive or negative, these are the attributes by which consumers will define the brand. Although the average person is exposed to more than 5,000 brand messages per day, a brand’s key attributes will help foster recognizability in consumers while, hopefully, causing them to listen. There are several ways in which meaningful attributes can enable brands to build powerful recall and also separate from the clutter of competitors. Strategic Color Schemes Color schemes contribute to the wide range of emotions that consumers will feel upon engagement with a brand. Maybe more importantly, color schemes play a significant role in shaping consumer perceptions of a brand because of the instant differentiation (or lack thereof) that may be detected from this theme. Color schemes also carry the…
Designing and developing a powerful user experience is more than just choosing exciting colors and creating dynamic, meaningful graphics. Additionally, user experience design focuses on the workflow of internal processes that deliver impactful results for a brand. When evaluating creative partners to collaborate with, it’s important to learn about how agencies manage their internal team practices and workflows with the client. Understanding how a company prioritizes tasks will help determine if a creative partnership will work out favorably for both parties. Workflow Best Practices Selecting an agency to collaborate with can be daunting, as there are many factors to consider like asking the right questions, interviewing the right people, and setting proper expectations. Having specific processes in place ensures the client (and the agency) consistency and reliability. With every client bringing a unique challenge to the table, each individual project requires a different way of thinking to be successful. Specific tools like Monday.com or asana better assist with internal project management tasks that improve productivity and, ultimately, strengthen workplace practices. Long-Term Creative Sprints There’s a misconception in most…
The term “user experience” has grown in popularity over the last decade. As we near the end of 2019, reflecting on the term and where it started gives us guidance on how it will continue to evolve in the new decade. Research suggests that the emphasis on experiences over products cannot be underestimated by brands. While both of these tangible elements of the user experience play a role in unlocking consumer loyalty, experiences are proving to be more effective for tapping into the modern consumer’s drive for inspiration and meaning in their purchases. Generational Shift in Values From generation to generation, several changes in values and trends have impacted consumer habits and preferences, Not only does this affect brands in most categories, but it also influences the spending behavior patterns of consumers across the globe. One of these shifts in values is consumers’ gravitation towards Experiences versus products where 76% of international consumers prefer spending on the former compared to the latter, according to a recent survey. This trend can be attributed mainly to Millennials, who…
It’s no secret that brands’ pursuit of consumer loyalty has become an increasingly tricky proposition as the marketplace gradually clutters with competition in search of a piece of the market share. A majority of consumers have held relationships with specific brands for 10 or more years, validating the idea that this elusive consumer loyalty is often times a journey rather than a destination. Trust and an emotional connection to a brand is what fuels this journey. This trust from the consumer cannot be achieved without a brand first establishing credibility through an element of personalization. This personalized approach, whether through design or marketing, sparks interest then action from the consumer because they’ll be more likely to gravitate towards a brand’s message. It’s imperative for brands to analyze data so that they can take calculated steps when trying to engage consumers. Key Components to Successful Brand Campaigns Consumers have proven to be volatile with regards to the brands they choose to align with. Flip-flopping has become common, as more than half of modern consumers are likely…
To design and development an impactful website, there must be specific design elements, calls to actions, and interactions that engage the user dynamically and engagingly. Good design is in the details, and creating a user experience that will excite, resonate, and convert users to the brand’s service or product is a best practice solution and overall goal. Influential Journeys and Pathways When creating a journey and pathway that will engage the user throughout a website is done through specific design details and development elements that the user experiences. By placing certain design elements, such as iconography and even the typography, these details impact the totality of the brand. Statically curating these specific elements to engage the user throughout the website, is done through user testing analysis and identifying key user personas for the brand. Content Hierarchy The content throughout a website is placed and created to tell a story. When reading a book, the book begins by setting the scene, not jumping right into the story arch, which is how developing a content hierarchy works…
Cision PR Web features ArtVersion in two articles by SoftwareDevelopmentCompany.co. ArtVersion was highlighted as The Top Outsourcing Software Development Companies of 2019 and as one of The Top 5 Services That Custom Software Development Companies Provide. SoftwareDevelopmentCompany.co is a B2B marketplace connecting brands with software developers, researched the best outsourcing software developers who can build professional custom software solutions for businesses around the world. Cision PR Web is the leader in online news distribution and publicity. Cision PR Web distributes online press releases to a powerful online syndication network, targeted lists of industry-specific journalists and your brand’s integrated social media networks. Read More…
When beginning the process of interviewing and vetting out possible creative partners to design or refresh your website, it is important to think about certain details and factors that could impact the process. From researching platforms, content management systems and placing proper long-term goals and priorities for the website that are critical to a successful website and collaborative collaboration with an agency. Research Platforms Take into account what the overall function and conversion expectation of the website. What is the return on investment for this project? Taking into consideration if a brand is B2B, B2C or C2C, as this helps determine what platform to be on and how to create a optimal user experience. Begin by researching what platform your current website is on, and what other platforms you think might work for your company. For example, if your company is an eCommerce business, platforms such as Shopify might be a solution to your business as Shopify is a great resource for eCommerce solutions. Content Management System “A content management system, often abbreviated as CMS, is…
Implementing targeted and curated Call to Actions (CTA) is important to engage the user to navigate and explore the interface. Commonly, we see this for a discount in exchange for an email. A pop-up for a brand would prompt the user if you would like 10% and content would follow with “No thanks, I want to pay full price” which puts the action into perspective for the user. There are three main types of CTAS, which include: Basic CTA — This is a call-to-action that does not change based on any attributes of the visitor. It’s the same for every visitor that sees it. Multivariate CTA — These are similar to Basic CTAs, but instead, there are two or more CTAs being tested against one another. Traffic is typically split evenly to each variation and then you can select a winner based on which CTA converts better. Smart CTA — These are CTAs that are tailored to an individual. There can be numerous ways CTAs like this adapt to a visitor, such as their location, browser language, whether…