Brand consistency

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If you said Salt and Vinegar, you’re wrong – you’re a victim of “visual misdirection”.

Walkers (the European Lays), have stuck to their spud guns and resolutely said they won’t change colours to the conventional blue for Salt & vinegar, and green for Cheese & Onion.

It seems the public don’t mind. Since the 1930’s Walkers has had Cheese & Onion in a blue packet, and even though the British think it’s the wrong colour, they still know which packet to choose – the blue Cheese & Onion packet – their favourite flavour*.

This is Walkers’ identity, and even though it’s counter-intuitive, it’s engrained over time into consumers’ purchasing behaviour.

Your identity needs the same resolution. You need to pick our colours, and stay true to your decisions.

Design System:

dɪˈzʌɪn ˈsɪstəm

Noun

A design system allows teams to access a common visual language, maintaining consistency through different projects. This also allows for scalability, faster design processes and consistent quality.

By building a Design System, this makes it easier for any developer building a site to remain consistent in layout, colour, font and navigation. It’s not an easy process so it’s going to take time to build. But having a place of reference will ideally make everything we build and take to our clients, as easily recognisable as the Salt & Vinegar flavour.

It’s exciting working towards a strong  brand, and I hope the excitement is contagious. As you build more engagement with your clients, you build more trust as well.

That’s what it’s all about…

…designing through insight.