What does this remind you of?
Every time you visit a new site, enter an unfamiliar airport, visit an unfamiliar store, look after a new book ... the first question you ask yourself is, “what does it look like?”
At an unfamiliar airport, if it “looks like” an airport in your city, you just know what to do. It's simple. If it is completely different, you must stop, take a breath, and try to understand what is wrong.
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If the book has a cheap color separation, poor-quality gloss on the cover and the wrong shade of paper, it seems to be just a cheap samizdat and hardly something worthwhile. It does not matter what's inside, who wrote it, nothing. You have already made a decision, because the book is reminiscent of non-trustworthy books that you have come across before.
Go to the site with the colors “brown on brown”, a photo of the clam shell from the free collection, a couple of glimpses of pictures, a bunch of ryushechek and informers, inappropriate font, and you have already decided that you feel. We decided on the basis of the fact that this site is similar to other similar sites, but you did not like them.
At the conference, you met someone who was well dressed, in polished shoes and an excellent suit (but did not attach undue importance to it), and you are already inclined to trust and respect for this person ... because he reminds someone who in a similar situation can was trusted.
Obvious, right?
So why do marketers so often miss this moment? Before you do what you are going to do, find something you want to remind people about. Do not be afraid to drop this model if you intend to set the rules yourself (the iPod did not even remotely resemble Sony CD players), but discard it only if necessary. If you, for example, are writing a book, most likely your goal is not to reinvent the very concept of the book. You invent only content and ideas in it. So when it comes to the cover and the font, “steal” tirelessly. Your audience will thank you, because for her only one headache is less.
When in doubt, ask colleagues “What does this remind you of?”
At an unfamiliar airport, if it “looks like” an airport in your city, you just know what to do. It's simple. If it is completely different, you must stop, take a breath, and try to understand what is wrong.
')
If the book has a cheap color separation, poor-quality gloss on the cover and the wrong shade of paper, it seems to be just a cheap samizdat and hardly something worthwhile. It does not matter what's inside, who wrote it, nothing. You have already made a decision, because the book is reminiscent of non-trustworthy books that you have come across before.
Go to the site with the colors “brown on brown”, a photo of the clam shell from the free collection, a couple of glimpses of pictures, a bunch of ryushechek and informers, inappropriate font, and you have already decided that you feel. We decided on the basis of the fact that this site is similar to other similar sites, but you did not like them.
At the conference, you met someone who was well dressed, in polished shoes and an excellent suit (but did not attach undue importance to it), and you are already inclined to trust and respect for this person ... because he reminds someone who in a similar situation can was trusted.
Obvious, right?
So why do marketers so often miss this moment? Before you do what you are going to do, find something you want to remind people about. Do not be afraid to drop this model if you intend to set the rules yourself (the iPod did not even remotely resemble Sony CD players), but discard it only if necessary. If you, for example, are writing a book, most likely your goal is not to reinvent the very concept of the book. You invent only content and ideas in it. So when it comes to the cover and the font, “steal” tirelessly. Your audience will thank you, because for her only one headache is less.
When in doubt, ask colleagues “What does this remind you of?”
Source: https://habr.com/ru/post/42187/
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