Misunderstandings one: only prick the enterprise
Visual research is often misunderstood as: it is a special challenge to enterprises. In fact, a whole set of scientific visual diagnosis is not related to prick, but objectively analyzing and studying brand vision, and finally finding out the problems that hinder brand development. Of course, we must encourage and carry forward the advantages of development. The only way to do business is to ignore the real situation of enterprises and one-sided subjective thinking will prevail. Even careful research can be a problem.
Only to prick the enterprise is equal to the past brand visual development has been sentenced to death. There are two kinds of results: first, too many prick, good visual performance is likely to be denied, all the judgments will be lost fair, the standard is difficult to settle down, lingering entanglements to stop, may not be in a few years to change. Second, totally negate, revisit, lose more research and lose once again, every time it may be a new image without inheritance.
Misunderstandings two: visual level
The light and shadow society, Zhang Hui, believes that no strategy is not visual. The problem of brand vision is often not a matter of vision itself. In most cases, there is a deviation in brand strategy. Therefore, the brand vision, not for visual and visual, what is our ultimate goal? Not good - looking, but ultimately for the brand service, this is critical. According to many years of practice, enterprises usually do aesthetic work when they create vision. We can not kill a stick, at least half done. First consider whether the brand strategy is the right way. To do the right first, and then to do the beauty, that is the truth.
Misunderstandings three: only study the past
Objectively speaking, in the process of brand visual research, it is only the first step to study the past visual status of the brand. What kind of strategy is the brand in the past? What style of performance? What type of communication? What kind of brand influence? These are the most basic research. Before, it was called the past type of study.