Elly Chao

And so we arrive at an apparent paradox: on the one hand brands have the need to be different. But on the other hand, consumers want brands to behave and look the same, so they are predictable and usable. It makes them feel not so stupid. This basically means brands also have the need to be similar.

Yet any story becomes especially powerful only when it resonates with one’s needs and wants. Then, it brings satisfaction and leaves a deep emotional impact.

Should designers understand the costs, risks, trade-offs of a design decision?