IN THE BLINK OF AN EYE
No matter the business idea or field, an actual person has got about a tenth of a second to form an impression of a stranger from their face, and that's according to two Princeton psychologists. In the blink of an eye - a judgement is made - and apparently longer exposures doesn't significantly alter those impressions.
With so many businesses having a first impression encounter through digital lens; websites and social media platform’s replaces that of a face. Yes content is king, quality is necessary and great service is a must. But first impressions count, so it’s vital to present your best 'virtual-face' and create a memorable point of difference in that split second.
No wonder they use the term ‘launch’ to start a business - it can feel a lot like sending a ton of material into cyber space. But after you launch, you gotta land - correctly, in your niche pocket. So does the bright pop art landing page suit the bricks and mortar somber Undertakers business market? Or take the monochromatic website and the funky bohemian fashion owner, a perfect pairing? Perhaps not.
COLOUR, ELEMENT AND SHAPE LAYERS
Before I share you’ll need to know how it works. Without getting into a deep tutorial explanation, it’s a multi layered approach that delivers the goods. If you’re a sucker for aesthetics, then you probably have spent hours pinning your favourite looks on Pinterest - but it's time to stop pinning and consider how Feng Shui ‘Chi ‘ can enhance your brand. Superbrands and household brands have been known to apply the ancient arts secrets. Your inspiration, doodles and mood boards are a great kick off point for a designer. But what if you could supply more meaning to the brand identity - subliminally if you will?
Most business owners with some assistance can match their business to their market audience but it’s their unique digital personality that's the clincher. And the distinctive ingredient can be delivered via Feng Shui. Before you start thinking, your brand is going to have a Chinoiserie esq look - think again, the results of good Feng Shui consult should be camouflaged - in plain sight, yet cloaked. (If you’re grappling for a definition of Feng Shui - check this out before you continue.) There are numerous examples of Super-Brands using these little tricks and you may not even notice them or know why you gravitate to the brand.
First off, Businesses can be categorised into feng shui elements. These five elements are - fire, earth, metal, water and wood. Each elements has a list of shapes, colours and materials which act as an expression of the element. For instance Fashion and Textiles are deemed Wood elements - so good shapes to use for a Wood classified business might be greens and some shades of blues, rectangular shapes, tall slim shapes and the actual wooden element itself. A fluid typeface could also work - elementally speaking ‘Water’ Feeds/Nourishes Wood and fluid typography could represent the water element. This is then tempered with the Person, take for example a business founder - he/she will have a group of ‘favourable' elements deciphered from their date of birth when they are proportionally assigned they bring harmonious balance and abundance for a prosperous life. Combining both personal and business ‘elements’ is the skill of a Feng Shui consultant.
Of course you could be in the pre launch stages and not decided on a target market just yet. A consult could reveal your dreams of being a florist maybe a more lucrative career to pursue at the current stage of your life. Various increments of our life are coloured by elemental years too - like I said, feng shui is a multilayered approach.
THE DESIGN PROCESS LAYER
Combining a bunch of shapes and colours is only the beginning, they are the tool box from which the designer uses to develop your brand. Factors such as the Flow of elements, the balance and harmony of the design, and even the typography can influence the over all message. Even the placement of logos on a letterhead or a website has Feng Shui meaning. Negative space and sacred geometry are also two personal biggies for me. Adding a meaningful and intriguing layer that subliminally resonates, can make a memorable feature of a brand.
UPDATE THE OLD
Note also an existing Brand and Logo, can befit from a few tweaks. By rejuvenating the look, it injects harmonious elements that reflect the owner and business alike. However just a parting word of caution - if you have a Fashion business and are thinking of throwing in a few of the above aspects for good measure. Be cautious, because the knowledge unlocked from Chinese astrology, deciphered from your D.O.B, may reveal that Wood is the very element that brings you the LEAST harmony and an entirely different set of elements maybe required as per your DOB. The best approach is a bespoke and tailored proposal, especially if multiple partners are involved in the business.
So do you think you’re using your tenth of a second wisely? Check out more info on our Brand identity services and let your brand Identity do the hard yards.....