Brands and Simplicity

A new report quantifies design and marketing’s most deceptively elusive quality.

Recently “simplicity” became something that everyone is talking about, and it feels like every brand should be simple and have very simplistic approach to marketing. It might be true to some extent.

But the Siegel+Gale Global Brand Simplicity Index attempts to actually define simplicity by polling more than 6,000 consumers on the brands they find most simple (from the clarity of promotional materials to the usability of websites to the actual experience with the company’s products). The report then quantifies simplicity’s dollar value across industries. Their findings are enlightening.

This top 10 represents some incredibly successful companies. Consumers actually are prepared to pay more  for simpler experiences–an average of 3-4.1% more, or what could theoretically equate to $30 billion in revenue.

But what may be even more telling is that social media, despite its meteoric rise to prominence in popular culture, was rated horribly. Twitter fell 23 spots to #93 overall. And Facebook is ranked #118 out of 125 brands, actually dropping 31 spots from last year’s branding index. One of the most recognizable brands in the world is getting destroyed in terms of creating a comprehensible product.

Users say they’re frustrated by Facebook’s ‘incomprehensible’ personal privacy policies, frequent changes to the interface, and a lack of usability in general,” summarizes the report authors.

So simplicity does look like a way to go with branding, design, and marketing. And even Facebook should comes up with some clear and simple profile pages.

via FastCoDesign

 

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