The bet on bold design

Bold design is a marketing approach that diverges from conventional visual norms. When applied effectively, it accomplishes two feats: attracting attention and being memorable.

In a world where we are constantly bombarded with all kinds of visuals-advertisements, social media, product packaging, websites, billboards, store displays (and the list goes on)-our brains are literally saturated with images and information. An atypical visual thus allows us to stand out in this sea of daily images and differentiate ourselves from the competition. Once attention is captured, an original and striking design will have a higher retention rate among consumers, thereby reducing the chances of being forgotten.

Although this strategy can suggest qualities such as creativity, innovation, or adherence to new trends, it must be used cautiously. In certain industries, eccentricity can be perceived as a lack of seriousness or professionalism, producing the opposite effect of what is intended. Therefore, it is imperative to have a solid understanding of the market, competitors, and clientele in order to develop an optimal visual strategy.

Finally, it is essential to ensure that the visual, as original as it may be, achieves its objective. Whether to convey a message, inform a user, generate a click, or support an application, the functionality of the design must take precedence over its eccentric appearance. A good design will successfully combine these two aspects, allowing for a touch of whimsy while remaining effective.

A recent example of this well-executed strategy is our new website. The unusual color combinations, bold typography, and striking photos create an atypical and rarely seen ensemble. We opted for a design with vibrant colors, completely breaking away from the traditional visual codes of agencies that often favor black and white. This contrast with the habits of an otherwise creative industry allows us to stand out.

Was this eccentric appearance a risky bet? Perhaps, but it was a carefully planned wager.

Bold design is not just a matter of aesthetics; it plays a key role in the overall perception of a brand. It reflects a commitment to innovation and differentiation while creating a deeper connection with an audience that increasingly seeks authenticity and originality. When well executed, it can lead to a lasting and memorable impact.