One tradition I learned from Japanese culture is a custom to change elements of a house with the changing of the seasons. The change of decor would also represent the time of the year accordingly. I was told it was a way to refresh and stimulate mind as well as reflect upon and appreciate the world around you. In the industry of design and advertising, this basic concept can also benefit your brand and stimulate potential customers from brand name boredom. This is often done in conjunction with holidays, and can give little boost thought the year by changing things up.
However, like most things, don’t go overboard. In many cases a little can be all you need. Too much can become “tacky” or worse. Here are a few things to watch for or consider with seasonal brand design changes:
What is the purpose for your change? General awareness? New product? Special sale event? Why are you are changing your colors or promotion? This very simple guideline can lead you in making appropriate decisions, and coming up with the most impactful ideas for
Don’t be afraid to change something. A different color to match the time of year or holiday? With summer coming up one suggestion might be to use brighter colors like yellow, blue and greens. Can your imagery be swapped out for a time to create a new “blip” on your publics radar? Changes can be scary. The unknown is not always the place we naturally want to head towards. Remember however, change is how trends are made and all the new stuff you are astounded by was a direct result of someone intentionally making a change.
Stay true to your brand. It can be easy to go overboard sometimes and make some intense changes. Remember who you are and what your brad stands for. You want your brand to stay on message no matter what the occasion.
Emotional connection. Can what you do create that feeling or engage an emotion in someone to connect with your message. A beautiful photo of a mountain landscape invokes memories of camping in the summer? Perfect! If the product has to do with summer and you can incorporate the essence of a heatwave trough the typography and colors chosen? Gold star for you! Be creative in your choices, hooks to both past and present, imagery that takes you away to that favorite vacation can bring that powerful connection.
Take a note from the world around you. As the seasons change so can what you are designing. As this season changes try something you never considered. Don’t worry if it isn’t perfect, another season of metamorphosis is just around the corner.