MY FAVORITE COLOR IS RAINBOW.
Mar. 20, 2019
There’s a new trend when it comes to corporate identities. More and more, brand guides are coming out with very expanded palettes. And I mean very expanded. Now, we don’t all have to be Target—even Walmart has an expanded palette beyond just blue—but when your secondary colors are upwards of 15 swatches deep, you start asking “what’s the point.”
The relationship between primary and secondary palettes has always served a specific purpose. Primary palettes are the core of the brand. It’s face without make-up. Secondary colors are what you throw on to amplify and accent what’s already there.
When every color in the rainbow is represented in your secondary and tertiary palettes, you end up with a brand that looks like Mimi from The Drew Carrey Show.
WE’RE HERE FOR THE PARTY…
Jan. 15, 2019
Every company wants to come to the social media party. And each one has approached their social strategy with the same goal—To have an epic social presence like Red Bull or Nike. Every time I want to say these marketers “Are you delusional?” But sadly, they are not.
So here’s my beef with this goal across the board. If you’re not peddling energy drinks that are surgically grafted to extreme sports and counter culture, you have an uphill battle ahead of you. Actually, it’s not even an uphill battle. You are standing at the foot of Everest wearing gear you purchased from Eddie Bauer and the guides you hired look at you and immediately quit. It’s just feudal to compare yourself to these social media giants and as long as you do, you will always be disappointed in the results of your marketing team.
Set realistic goals and understand your audience is much narrower than these brands. Don’t scoff at the fact that engagement might be incredibly low. You might only get a handful of likes on an instagram post when it comes from a healthcare system, or school, or law firm. And that’s ok if it’s still a strong strategic message you’ve posted.
DESIGNER FOMO. BEWARE!
Oct. 12, 2018
Dating back centuries, they were called “movements.” Entire galleries and exhibits have been devoted to “trends” of their own time. But somehow calling something a trend, seems to cheapen it. As if it’s as in-the-moment and fleeting as a viral video.
As design experts come out with their lists of what’s hot in the world of design and trends for next year—a word of caution. Saying utilitarian design, and stuff with 80’s-esque colors are in for 2019 makes you sound like you are about 5 years behind the trend. Designers were experimenting with glitch art ten years ago. I guess something isn’t a trend until everyone is doing it. But history celebrates those who were ahead of their time, and forgets all who contribute to the noise of the day.
All I’m saying is, be curious, experiment and don’t be afraid to get a little weird with it.