41. Branding is not a logo
Je suis le
meilleur
Croyez-moi,
c’est le
meilleur
Je suis le
meilleur
Je suis le
meilleurJe suis le
meilleur
Je suis le
meilleur
Je
comprends
que tu es
le meilleur
Marketing RP Publicité Branding
47. Let’s recap
1. Ideas mean nothing, execution is what makes
the difference
2. Copying is good
3. Branding is personality, not logo
4. Design is visible AND invisible
57. What about the medium
Bonus
Always wonder why
you choose a medium
over another
Always wonder why
you choose a medium
over another
Book / Magazine / app / website / text service / Restaurant…
62. Methodology
It’s always better to have people ask for more
than have them overdose
A good way to figure
out if it’s too much
A good way to figure
out if it’s too much
64. Methodology
Keep It Stupid Simple
You would be amazed how
stupid users can be…
You would be amazed how
stupid users can be…
Minimum distraction, maximum simplicity
68. Methodology
Avoid generic visuals as much as you can
Your visuals need to echo the spirit of your project
and be consistent throughout the experience
73. Methodology
IN A NUTSHELL (1/2)
• Killer Opening slide
• Stick with a color scheme (and a couple of fonts max)
• Use quality imagery (or none at all)
> quality meaning hi-def and when possible relevant / genuine
(If you need to show graphs / tables > explain what you’re supposed
to see)
• Avoid overdose (try to avoid >30% text)
74. Methodology
IN A NUTSHELL (2/2)
CRAP acronym : Contrast
Repetition
Alignment
Proximity
Padding, whitespace…
Stick with a layout if it works (habituation)Stick with a layout if it works (habituation)
Elements that go together should be togetherElements that go together should be together
78. Crafting the identity
of the project /
STYLESCAPES / GRAPHIC GUIDELINES
Document guidelines of visual identity to insure brand
consistency in a variety of contexts
MINIMUM
VERSION
Logo Colors Typographies
79. Crafting the identity
of the project /
CHOOSING TYPOGRAPHIES
A typography with a strong personality
A more neutral typography with at least 2 weights
2 to 3 max !2 to 3 max !
For body copy
and good legibility
For body copy
and good legibility
For headings,
titles and attribution
For headings,
titles and attribution
Serif : use to be for print
Sans-serif : use to be for displays
80. Crafting the identity
of the project /
EXPLORA by edhec
Explora by Edhec is a Disruptive and Fast-track
Digital Training co-designed with Blue Chip Digital
Companies and Start-up
EXAMPLE
81. Crafting the identity
of the project /
WHERE TO FIND
TYPOGRAPHIES
fonts.google.com
fontsquirrel.com
dafont.com
behance.net
freebiesbug.com
graphicburger.com
adobe typekit
HOW TO KNOW WHICH
FONTS TO MATCH
fontsinuse.com
typewolf.com
fontface.ninja
82. Crafting the identity
of the project /
CHOOSING COLORS
Select a maximum of 2 colors
(black/ white and grey not being colors)
you’ll use variations of those colors
if more colors are really needed
More than 2
= school science fair
More than 2
= school science fair
Try one main
and one « accent »
Try one main
and one « accent »
83. Crafting the identity
of the project /
COLOR PSYCHOLOGY
harmony / rest / passivity / infinity / performance
cold / melancholy / friendly / peaceful…
hope / tolerance / nature / health / youth
trust / fresh / toxic ...
passion / love / strength / courage /
warmth / joy / hate / danger / wrath / erotism ...
Do not overthink…
but do not ignore!
It’s all about context /culture…
Do not overthink…
but do not ignore!
It’s all about context /culture…
84. Crafting the identity
of the project /
HOW TO KNOW WHICH
COLORS TO USE / MATCH
color.adobe.com
dribbble.com
colourlovers.com/palettes/most-loved/all-time/meta
chrome inspector
85. Crafting the identity
of the project /
CRAFTING A LOGO
Think about : Context
Legibility
Differenciation
.
.
.
Originality
87. Crafting the identity
of the project /
CRAFTING YOUR LOGO
Search for inspiration, copy, combine, transform.
In case you don’t know where to begin,
you can start with 3 options :
TYPO / CALK / ICON / ABSTRACT
88. Crafting the identity
of the project /
EXAMPLES
3 letters
overlapping in a
serif font
Redraw of an
archive box from
a picture
Abstract version
of a sunrise
(just a circle w/
gradient + cut out
lines to symbolise
water ripples)
89. Crafting the identity
of the project /
SEARCHING FOR
VISUAL IDEAS
dribbble.com
behance.net
----
thenounproject.com
tailorbrands.com
HAVE SOMEONE DO
THE WORK
HAVE A ROBOT DO
THE WORK
dribbble.com
behance.net
---
fiverr.com
creativemarket.com
market.envato.com
91. Crafting a product /
Sketch or mockup
as QUICKLY
as you can
You don’t really know
what you’re doing until
it’s done…
You don’t really know
what you’re doing until
it’s done…
92. Crafting a product
Start thinking in terms of funnels
& user stories
If your product is made for one purpose,
each step should be a step towards expected goal
93. Crafting a product
Measure where users
encounter problems or
quit the funnel
Measure where users
encounter problems or
quit the funnel
Study your usersStudy your users
95. Crafting a product /
Be aware of UX patterns
Safe Exploration
Instant Gratification
Satisficing
Changes in Midstream
Deferred Choices
Incremental Construction
Habituation
Microbreaks
Spatial Memory
Prospective Memory
Streamlined Repetition
Keyboard Only
Other People’s Advice
Personal Recommendations
EXAMPLES OF BEHAVIORAL PATTERNS
+ FUNCTIONAL PATTERNS + COGNITIVE PATTERNS
How things workHow things work How your brain worksHow your brain works
96. Crafting a product /
pttrns.com
nicelydone.club
GETTING INSPIRATION
uxpin.com/studio/
ui-patterns.com/patterns
LEARN MORE ABOUT UI - UX
marvelapp.com
invision.com
popapp.in
CRAFT PROTOTYPES (NO CODE)
ui8.net/categories/ui-kits
pixelbuddha.net/freebies/tag/ui-kits
START FROM A KIT
97. Crafting a product /
Always track what your users do
particularly at the beginning
And no matter whatAnd no matter what
google analytics / mixpanel / amplitude