Thanks to Wendy at our research & information partner Scherer Cybrarian for passing along this link: www.makemylogobiggercream.com. Oh, and if you haven’t signed up for their Research Redux 3-minute newsletter, you probably should! It’s a great read!

Makemylogobiggercream.com is a site that makes light of the fact that one of the more common knee-jerk reactions to creative concepts by clients is “my logo is too small.” Their fear is that a consumer is going to glance at the ad and not see the logo of the company that has produced the ad. To that I say, they are grossly missing the point. Allow me to explain…

The point of an ad is to communicate. But not just the company’s logo, because after all, who doesn’t have one? Instead, our goal with an ad is to drive home a message–it might be a general brand awareness message or a more specific ad message that touts a feature or service. Either way, the message comes first.

The hope is the ad quickly captures their attention with a strong visual and copy and begin to persuade them that the company offers something that they want. Once we have their attention and only THEN, will the consumer naturally look for the place they can go purchase this product or service–it’s usually at the bottom right of an ad. An oversize logo pointless and actually a bit conceited…

What I like about this site is that although it is clearly done in a humorous manner, it makes a very clear point as to why it’s so important to hire a talented group of creative professionals to communicate your brand. Otherwise, you end up with starbursts, puppies, no white space, florescent colors and a massive logo in the bottom right hand corner of your ad–and research suggests that consumers are too smart to be fooled by these tactics. I’m a true believer in this.

So if you’re looking for a Baltimore-based design + brand communications firm that supplies Make My Logo Bigger Cream, we’re probably not a great fit for you. But if you’re looking for one that considers the psyche of the consumer as they create marketing materials, Orange Element can certainly help you! Give us a shout: garret [at] orange-element [dot] com.

Garret Ohm
www.orange-element.com

This entry was posted on Wednesday, May 7th, 2008 at 12:36 pm and is filed under Blog Posts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.