Tim Zuidgeest, Lead Consultant
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Even if you've never heard of the Halo Effect, chances are you are unconsciously influenced by it every day. The Halo Effect refers to the psychological phenomenon where a positive impression (for example, about someone's appearance) automatically leads us to judge unrelated matters positively (for example, someone's intelligence).
Every advertising campaign begins with an insight or idea. In this early stage, this idea is transformed into an initial campaign concept suitable for production. To truly bring this concept to life, it is often cast into a (moving) storyboard or animatic.
When rebranding, you give your brand a new look. This can range from subtle adjustments in the house style to a complete overhaul of the logo, design elements, and slogan.
No matter the scale of your rebranding, it is always an exciting process. It carries inherent risks. Will customers still easly recognise your brand? Will they still find your brand attractive? Does the rebranding bring you closer to your core values, or further away?
Thorough research can answer these answers. In this blog, we outline the three most important research questions every brand should ask before, during, and after the rebranding process.
Brands have various reasons to revamp their logos. The goal of a rebranding might be to keep an outdated brand up-to-date or simply to make the logo more versatile and easily applicable in unforeseen uses, such as app iconography.
The power of logo design is undeniable, and a good logo design can create enormous brand awareness. Poor logo design, on the other hand, can be confusing, damage brand recognition, and ultimately affect sales. Therefore, a rebranding is always an exciting moment: will the new design still resonate?
In this blog, we discuss the 5 worst logo redesigns of recent years.
The Case of the Dutch National Cinema Voucher
When the Dutch National Cinema Voucher assessed the effects of their 2018 campaign, they had to blink twice at the results.
Does the user find the main menu logical? Is there too much text on a page? Is there information missing that one expects? In this blog, discover which specific Eye Tracking gaze patterns you should pay attention to in order to answer these questions.
“Order a product and clearly articulate your thoughts at each step.”
In the past, respondents in usability research were frequently subjected to this method of 'thinking aloud'. Every step and thought had to be systematically expressed in words. What makes this classic approach so problematic for gaining insights that improve your UX and conversion?
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