Good brands are good to look at. Better brands instill a spirit of curiosity in the observers, making good use of human nature to keep the people intrigued and engaged with your brand. Branding is a serious business after all.Instilling a sense of curiosity in your brands is important. In these days of shrinking attention spans, it becomes all the more integral for businesses to weave an interesting and emotive message from their campaigns, one that relies on the emotional component.
‘Critically when we consider the attention span of an individual when visiting a site is probably 20 secs, it is absolutely vital in my opinion to create intrigue and ensure their visit to the site becomes more of an experience rather than just a quick stop.’ – Lucy Racktoo, Creative Digital Designer
Curious design reels you in, sets you off in a path of discovery and exploration. This can be accomplished by an understanding of color theory and its psychological aspects on the human mind.
Colors play a prominent role in creating curiosity. So do images. That’s why premium brands settle on luxurious color choices like gold. Or choosing red to indicate passion. That’s why you see NGOs highlighting social issues in a gray monochrome image to convey a sense of somberness and seriousness.
‘… Emotional attachment must come from color (mood setting) and – perhaps too obviously – the visual presentation of the product or service done in a way as to touch the ego of the viewer.’
Ronald Meier, Graphic Artist
However, for a brand to be successful, the message should be clear and satisfying for the audience. Today’s consumers have sophisticated tastes, has better knowledge and prefers credibility and trustworthiness from their favorite brands. If a brand evokes curiosity just for the sake of arousing curiosity, people might be turned off if their experience isn’t deemed rewarding enough.
‘Curiosity requires questions and answers. But those questions and answers need to be satisfying enough to continue down the rabbit hole.’ – Jeremy Davis, Freelance Industrial Designer.
