Performing some competitive intelligence research for a new client, we were pleasantly surprised by the level of design IBM has put into some of the supporting graphics on its website. They caught our design eye immediately, but will they tickle the fancy of buyers?Менеджмент
It’s great to see a big company opt out of stock photography (not completely, mind you), and an illustration style that is as bold in eschewing light flares and reflection effects as it is in its use of color is an aesthetic feast for the senses.
But does it make sense for IBM?
To our minds, it’s a little forward for Big Blue. Corporations don’t choose IBM to be on the cutting edge – they choose it because of its reputation for solidity and reliability. In isolation, we love these graphics. But, while eye-catching, they don’t help underscore those attributes that are fundamental to the IBM brand.
On the other hand, maybe they’re part of an effort to help IBM be a little less safe and a little more innovative? Possibly, but it’ll take some advanced technology products and services and a good amount of time – not just nice graphics – to help IBM reposition itself.
Decisionmakers take heed: when you’re looking at the design that will accompany your company and its products and services, forget about what you like. Instead, think about what that design communicates. Or, even better, do some research and find out what it communicates. That’s how you get design that helps solve business challenges.
What’s not to like about that?