Do they influence decision-making? Corporations spend millions on design elements within a branding project, which equates to hundreds of creative and strategy hours in choosing colors, fonts, imagery, and arrangement. While aesthetic may be ‘subjective,’ rest assured that if a brand’s aesthetic fails to connect with its target demographic, the results can be disastrous. Or, as the former CEO of Jaguar, Ralf Speth stated “If you think good design is expensive, you should look at the cost of bad design.”
If you were a child of the ‘80s or earlier, perhaps you remember the eclectic design aesthetics of the era’s QSR chains. I can recall as a child the excitement of choosing a specific location of an eatery based upon the design aesthetic. What colors did they use? What unique architectural trait did that location have that the one down the street didn’t?
In an age where visual homogenization seems to be the rule rather than the exception, the question for big brands like McDonald’s is the legacy of the past enough to stand out in the future?
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