In India’s dynamic consumer landscape, where preferences are constantly evolving, aesthetics play a pivotal role in shaping perceptions and driving purchase decisions. Consumers are not just buying a product; they are investing in an experience, an aspiration. Therefore, the visual identity of a brand must resonate with their aspirations, values, and lifestyle.
Presentation is equally critical. How a product is presented – be it through packaging, advertising, or digital channels – significantly influences consumer perception. It’s not just about conveying information; it’s about evoking emotions, building connections, and fostering trust.
In the Indian context, where culture and tradition hold significant sway, design patterns inspired by indigenous motifs can evoke a sense of familiarity and resonance among consumers. For example, brands like Fabindia have successfully incorporated traditional Indian patterns into their designs, resonating with consumers who value heritage and authenticity. When determining the essence of your brand and its offerings during the process of defining the brand vision and spirit, there exist numerous approaches to identify the core message
Color usage also plays a crucial role in shaping consumer perceptions. In India, colors carry symbolic meanings deeply rooted in culture and tradition. For instance, brands like Britannia and Amul use vibrant colors like red and yellow in their packaging, evoking feelings of energy, warmth, and happiness, which resonate with Indian consumers. importantly colours plays a significant role in identification, another outstanding example is Frooti, where their playful and color-heavy design language effectively communicates emotions through vibrant colors.
Layouts are another key aspect of design that can influence consumer perceptions. Brands like Tanishq and Titan use clean and elegant layouts in their advertising and packaging, conveying a sense of sophistication and luxury, which appeals to discerning Indian consumers.
Fonts, too, can contribute to building brand perception. Fonts that are legible yet distinctive can help brands stand out and communicate their personality effectively.
An exemplary demonstration of effective color and font utilization can be observed in Indigo Airlines. Their use of stylized fonts coupled with their distinct color scheme exemplifies a solid brand identity, reflecting their dynamic and spirited persona with great finesse.
Bringing in Maslow’s Hierarchy of Needs model, beyond addressing physiological and safety needs, lies the realm of human esteem needs. In a growing and aspirational India, where individuals strive to add unique dimensions to their identities, it becomes imperative for brands to exude a solid and inspiring appeal. Aesthetically pleasing branding can effectively cater to consumers’ esteem needs by elevating their self-esteem and sense of accomplishment. Brands that convey sophistication, exclusivity, and prestige through their design and presentation resonate with consumers’ desire for recognition and status, thus fostering stronger connections and brand loyalty.
Moreover, appeal is what sets a brand apart from competitors. In a crowded market, where consumers are bombarded with choices, brands need to stand out and entice consumers with their unique appeal. This could be through innovative design, compelling storytelling, or a distinctive brand personality.
About Author Darpan Sharma
After navigating three college suspensions, toeing the line of rustication (a college saga akin to a PTM), Darpan Sharma emerged as a distinguished alumni. Presently helming DigiStreet Media Private Limited in India as an entrepreneurial CEO, the company stands as an autonomous Marcom powerhouse. Acknowledged by Silicon India and Insight Success Magazine, their top 20 ranking and recognition as a valuable startup validate their industry prowess. Notably, their campaigns have graced MOM and prestigious publications like ET, Business Standard, Financial Express, Campaign India, and Ad Gully, etching their footprint across esteemed platforms
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