BRANDING IS FRAMING

Branding is a process of creating a unique image of a person, organization, product or such alike in the minds of people. It creates distinction from other similar brands. But more significantly, it positions the subject according to specific set of frames. So how does happen?

One of the important components of branding is visuals. It involves utilizing specific sets of fonts, colors, graphical design elements and such to create an impression. There are subtle differences between using one specific font and another, one shade of color and another, and so forth. It can so subtle that it can easily be discounted, but studies shows that it may count, significantly. How significantly? Let's have a look.

In a popular research project, Google designed an interesting experiments. They wanted to test which shade of blue color creates more clicks on the advertisement links, which is its main source of revenue. How many shades did they test? Actually they tested 41 shades. This might seem a lot, but that's how serious Google take it. The result? $200 million extra ads revenue, only by switching to a different blue. There's something behind that, which is the frame it creates.