I live in New Delhi, India, in of the best suburbs with posh markets just a couple of minutes away and all at access, I was driving down one of the lanes yesterday, when something caught my eye.
I have been seeing design and how it affects the consumer perception
Well, I saw an entire stretch of road, almost a kilometer long, with amazing looking installations. (Will share the pictures soon). Now these are metallic poles of about 8 feet in height and have a tranparent glass installation at the top, with in built LED’s for lighting. Though there was nothing inside the glass installations, (no advertisements), the design captured the eye!
The message catches even if you are zipping past
Simple and elegant! Uncluttered and a well defined shape. Nothing very new that would make you think, but good enough that would make the advertisement inside the installation, catch the eye of anyone, zipping past the installation while driving as well.
Glass gives the whole look and feel a very elegant look and its simple, its something that we see everyday!
Brand Recall!
Well, these installations are there after every few steps, thus elegant lights in the dark, when youa re strolling past the market, catch your eye and you are tempted to see the message!
But there is a potential flaw which I feel the designers have overlooked
The installations have not been placed at the right spots in the market. Even during the night time, there is ample light and so many glaring lights and big billboards glaring at you (being one of the hottest markets in Delhi). Thus being unique, this installation could catch the eye for once, but I think will merge into the whole environment so quickly that it will lose its appeal!
The design seems intelligent but positioning is NOT! Its the same problem which many of the clients come upto me with, when they say, that we have a good brand, the recall is good as well, but there is something that is not working. Our message is not reaching out. I tell them the fault may not be in the message but how you position it.
