Guinness: Black Shines Brightest
“Fortune Favors the Bold”
As a famous beer brand originating from Ireland, Guinness has been famous all over the world for its unique flavor and profound history since its establishment. The brand is known for its dark beer “Guinness Draught.” The beer is crafted using a unique brewing process that results in a full-bodied black appearance and a rich, creamy head.
Guinness’s website and mobile application follow the brand’s long history, profound culture, and elegant design, showing its significant difference from many ordinary casual beer brands in terms of practicality, brand communication, aesthetic effects, and content quality. Their UX features optimize the user experience, achieve the brand’s business goals, and increase user awareness and loyalty to the Guinness brand. Let us understand the advantages of its UX in detail from the following aspects.
Design, Aesthetics, and Brand Message
Whether on website or mobile, Guinness has adopted black and gold as their brand colors, reflecting their main product categories: dark and light beers. This design bring me a high-end and noble visual experience. When I click on their website, what appears on the front page is a dynamic image of their unique Irish draft beer, reflecting the denseness and superior quality of the beer. At the same time, the website is easy to operate, and the layout of the pictures does not affect the reading of the text. High-quality images and icons also enhance the user experience and brand image.
The iconic logo of Guinness beer is Irish Harp. It is the national emblem of Ireland and a representative of the pursuit of art and high quality. Guinness’s website and mobile phone interface have this logo everywhere, reflecting the deep origin and cultural background of its products with Ireland, as well as its brand characteristics of high-quality products, classic manufacturing techniques and a long history. The design gives Guinness unique identity and visual appeal, helping the brand stand out from the market.
Purpose, Usefulness, and Ease of Conversion
Usefulness and Purpose: Guinness’ website and mobile app showcase brand essentials, event promotions, and interactive experiences such as game sessions like the “Perfect Pint Challenge” or product on-site search features like the “Guinness Network.” These features effectively led me to complete conversion actions such as learning more about a product, finding a nearby bar or retailer, and possibly even facilitating an online purchase. Such UX adds value to the user experience in addition to enabling users to easily find the information they need. This will help realize Guinness’s brand promotion and product sales, thereby enhancing brand value and market share.
Content
The app and website showcase the different features of each product, detailing the brand history and brand story. It makes me feel shocked by the history behind it, and at the same time deepens my interest in exploring the brand persona. Their content not only shows the difference between Guinness and other casual beer brands, such as bud light, corona and other beer brands, but also increases user loyalty.
Tradition and elegance, classic and fashion, Guinness highlights its unique selling proposition. As a brand that combines strong historical heritage with exquisite and elegant appearance, Guinness has a successful reputation and brand recognition among the world.
