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Branding Research Report 2016 - Keep It Usable

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Have you noticed how similar websites look these days? Cover up the logo and can you really tell one from the other? How effective and identifiable is their brand once you cover up the logo? Is their identity getting lost online?
Read our research study to discover our findings.

Published in: Retail
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Branding Research Report 2016 - Keep It Usable

  1. 1. Are brands losing their identity online? A research investigation by Keep It Usable
  2. 2. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colours, and graphic elements. Wikipedia
  3. 3. Have you noticed how similar websites look these days? Particularly fashion sites. Cover up the logo and can you really tell one from the other? How effective and identifiable is their brand once you cover up the logo? Is their identity weak online? We put 11 fashion brands to the test to see if their target consumers could correctly identify their websites with the logos removed (provided separately).
 Introduction
  4. 4. Hypothesis: Fashion e-commerce sites look very similar and their brand isn’t clearly identifiable without their logo
 Aim: Understand if a sample of 11 fashion sites are identifiable without their logos Task: Match the brand with the correct website Participants: Females 15-38 years old Research overview
  5. 5. 11 Brands
  6. 6. 20 Desktop Home pages 20 Mobile Home pages 4 variations, 80 responses 20 Desktop Home pages 20 Mobile Home pages
  7. 7. The Task: Match the website with the correct brand
  8. 8. *Logos were removed from each screenshot and provided separately ? The Task: Match the website with the correct brand
  9. 9. Research findings
  10. 10. On average each person correctly matched just 3 of the 11 websites with their logos…
  11. 11. …and they found it really difficult!
  12. 12. “I should recognise it, I shop on this website, but I don’t have a clue… They all look the same.” “I don’t know why I don’t recognise Topshop, I’m confused.” “I’m confused. I recognise them, but I can’t remember what the brand is!”
  13. 13. “They all look the same!” “I thought I’d recognise them, but I can’t!” “I have no idea..
 it could be any of them…” “Most of the logos have the same squared letters.” “They should be different, because they 
 sell different things, different styles.” “It’s hard, I didn’t think it would be this hard! I don’t think I can do it.” “They should be different, because they sell different things, different styles.” “I thought I’d recognise them but I can’t!” “I have no idea… it could be any of them…” “They all look the same!” “It’s hard, I didn’t think it would be this hard! I don’t think I can do it.” “Most of the logos have the same squared letters.”
  14. 14. Very Asos Zara River Island Boohoo Topshop Pretty Little Thing Forever 21 Missguided Miss Selfridge Glamorous 8 13 14 15 20 21 23 34 45 48 50 Total Correct Matches [%] Participants correctly matched the Very logo with the website 50% of the time Results overview - Very scored the highest
  15. 15. In general brands were more recognisable on desktop than on mobile
  16. 16. Desktop 29% correctly matched Mobile 23% correctly matched Most brands performed better on desktop (vs mobile)
  17. 17. Very Asos Zara River Island Pretty Little Thing Topshop Boohoo Miss Selfridge Forever 21 Missguided Glamorous 10 18 20 10 20 13 8 33 45 43 40 5 1010 15 25 30 33 35 48 53 60 Tot. Correct Matches [%] Desktop Tot. Correct matches [%] Mobile Most brands performed better on desktop vs mobile
  18. 18. Brands that scored the least correct matches were more recognisable on mobile (vs desktop)
  19. 19. Glamorous was the least known brand to consumers and their lack of brand familiarity may have contributed to their position in this research.
  20. 20. Research Summary
  21. 21. • Surprisingly, very few brands have websites that are recognisable at first sight. • Brands that scored the most correct matches tend to have a stronger brand identity on desktop rather than on mobile. • Even when the brands presented in this research had a strong identity in the high street, their online websites were confused with other brands. This implies that brands are still stronger at what they know best, the high street, and they aren’t as strong at adapting their identity for the online consumer. What did we discover?
  22. 22. • Participants struggled to correctly match the logo with the correct screenshot, even if they were familiar with the website. • They self-reported finding the task surprisingly difficult. They expected it to be easy - they expected brands to have strong online identities like they do on the high street.
 • A different and unique layout was associated with higher quality. If a brand looks the same as everyone else, they are perceived as selling lower quality items. • Imagery was a differentiator. Websites were easier to recognise when their images had a distinct and consistent style. • Participants felt that most of the brands had very similar pictures and models, whereas they expected them to be different to reflect their different styles. What did we discover?
  23. 23. Our findings indicate that female fashion brands have much potential to strengthen their online brand identity and to differentiate themselves from competitors.
  24. 24. Would you like to know more about this research or our generation z shopping research? research@keepitusable.com

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