What is your first impression when you enter a new airport? Confused, disoriented, engaged, in autopilot? The navigation of an unfamiliar place is a learning experience; we look for clues and signs to help us find our way. This concept is called wayfinding. It is how people figure out where they are and how they navigate from place to place. To compare this to navigating a website, it’s no different.

When potential customers enter a website for the first time, they see a home page message with navigation and secondary links spread out. The customers are scanning for something familiar…

What does Xerox manufacture? What color is IBM’s logo? What is brown… and what do they do? How do we know the answer? Brand recognition: instant recognition that goes well beyond a colorful logo, a jingle, or a witty tag line. Successful brands trigger customer memories of tastes, smells, experiences, and feelings. For some companies, communicating their brand successfully can be challenging.

A strong brand stimulates customer expectations. The gap between the company’s brand message and the audience’s reception can vary greatly. Closing the gap requires a total commitment and a powerful vision, which resonates from the executive level, throughout…

Dino D'Romero

Digital, Design & Direct Marketing Professional, UX / UI Designer, Artist, Mountain and Road Biker.

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