The role of design is to help a brand ‘talk’ to the consumer. Visually, the design should be impactful and strive for uniqueness in the marketplace. Effective design helps to build a product’s identity, evoking emotion while conveying messages of necessity and function.
A brand can be successful when these elements work in harmony and are applied to a great product. A successful brand identifies a specific niche in a category and applies strategic design.
Authenticity creates trust which results to loyalty.