{"id":54125,"date":"2017-05-24T19:37:29","date_gmt":"2017-05-24T19:37:29","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=54125"},"modified":"2019-09-06T09:26:01","modified_gmt":"2019-09-06T09:26:01","slug":"mcbrand-standards-food-for-thought","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2017\/05\/24\/mcbrand-standards-food-for-thought\/","title":{"rendered":"McBrand Standards: Food For Thought"},"content":{"rendered":"

[vc_row row_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ shift_y=”0″ css=”.vc_custom_1497648223444{margin-top: 2.5% !important;}”][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text text_lead=”yes”]<\/p>\n

Earlier this week, a member of our team did a double \u00a0take at this piece of direct mail: (see right)<\/span><\/p>\n

[\/vc_column_text][vc_column_text]<\/p>\n

\n

Something didn\u2019t seem right. The information she was reading didn\u2019t seem clear, the colours were meshed, and what exactly is a \u2018Terminal\u2019? McDonald\u2019s \u2013 c\u2019mon!<\/span><\/p>\n<\/blockquote>\n

McDonald\u2019s has gone through a massive billion-dollar rebrand in the past 10 years. We will be the first to admit that this redesign has worked to positively change our brand perception. McDonald\u2019s has done an exceptional job with their bold colour choices and really modernizing the brand overall. So why didn\u2019t this strong brand standard translate to the direct mail piece?<\/span><\/p>\n

Here are are some reasons along with our tips:<\/span><\/p>\n

[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image media=”54540″ media_lightbox=”yes” media_poster=”yes” media_width_percent=”100″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”2\/3″][vc_column_text]<\/p>\n

Rule #1 Give your readers all of the information<\/b><\/span><\/h4>\n

The very first word we see when we look at this ad is the large and bold word at the top that says \u2018Terminal\u2019\u2026. huh, where? Terminal is a word that is related to the end of a route or an illness. It doesn\u2019t register that \u2018terminal\u2019 is referencing a place.<\/span><\/p>\n

The line that appears after \u2018Terminal McDonald\u2019s\u2019 appears to be a thin grey text saying ‘is hiring’. This doesn\u2019t stand out to us at all and it\u2019s an important piece of information to know\u2026 but we will talk about this later on.<\/span><\/p>\n

\u00a0<\/b><\/span><\/h4>\n

[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text text_lead=”yes”]<\/p>\n

Rule #2 Know thy brand<\/b><\/span><\/h4>\n

Every organization should have a set of guidelines to ensure consistency. It\u2019s how people recognize your product or business. Brand guidelines are usually a few pages in length and state elements such as the colours you should use, what you can and cannot do to the logo, and the typography that should be used on materials. McDonald\u2019s has their own brand guidelines<\/span><\/a> that we found online, and it outlines everything you need to know to stay on-brand. Let\u2019s take a look at item 2 and 3 on McDonald\u2019s brand list of do\u2019s and concerns, we couldn\u2019t agree with these items more.<\/span><\/p>\n

This particular ad has a whole lot of font weights, which makes it difficult on the eye for audiences. It confuses the reader\u2019s brain because it doesn\u2019t know where to look first and last \u2013 which leads us into the next point.<\/span><\/p>\n

[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image media=”54369″ media_lightbox=”yes” media_poster=”yes” media_width_percent=”100″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”2\/3″][vc_column_text]<\/p>\n

Rule #3\u00a0Educate yourself on Visual Mapping<\/b><\/span><\/h4>\n

As North Americans, we have trained our brains to naturally look at design and copy from the top left and then we scan to the bottom right. It just happens. We learn from a young age to read from left to right, so we naturally observe art that way too. This is a design element called visual mapping, where a designer will strategically place elements that flow with the reader\u2019s scanning path.
\n<\/span><\/p>\n

[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text text_lead=”yes”]Take a look at this example from creativebloq.com which best describes how this scanning path functions: (see right)<\/p>\n

Looking back at the direct mailer now, everything is left justified \u2013 which is fine but not strategic for the information they are trying to provide us with.<\/p>\n

The McDonald\u2019s brand guidelines state that everything is aligned in a box shape to match their standards. It\u2019s difficult to naturally direct your eye with this ad because you have
\n\u2013 Typography of different size, shape, colour and weight
\n\u2013 Distracting graphics at the bottom
\n\u2013 A large Twitter logo at the bottom<\/p>\n

Designers and marketers have figured out a way to create a hierarchy of information using this visual map, which gives the information a placement in the order of importance that the brand is trying to communicate.<\/p>\n

So that\u2019s visual mapping 101.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image media=”54372″ media_lightbox=”yes” media_poster=”yes” media_width_percent=”100″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text text_lead=”yes”]<\/p>\n

Rule #4\u00a0Ask for help<\/b><\/span><\/h4>\n

Use Pinterest for inspiration, read blogs, and educate yourself on basic design skills. It is never a bad thing to look to experts.<\/span><\/p>\n

This is where we come in. At Glacier Media Digital, we know design and we\u2019re pretty excited about it.<\/p>\n

Food for thought: don\u2019t let this mistake happen to you. Take the stress of design off of your plate and let us do the work for you.<\/p>\n

[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image media=”54346″ media_lightbox=”yes” media_poster=”yes” media_width_percent=”100″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_use_pixel=”yes” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″ width=”1\/1″ column_width_pixel=”1000″][vc_row_inner][vc_column_inner width=”1\/1″][vc_column_text]<\/p>\n

The Big Reveal<\/b><\/span><\/h4>\n

To show you how easy it is to transform the message of your marketing piece, we took on the task of following McDonald’s brand standards to show you how a few changes can make it easier to understand the message you are trying to tell.<\/span><\/p>\n

[\/vc_column_text][vc_single_image media=”54561″ media_width_percent=”100″][vc_column_text]Now who’s ready for a McFlurry?\u00a0\ud83d\ude4b[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

C’mon McDonald’s. Let’s get critical about Information Hierarchy, Brand Standards, and Visual Mapping.<\/p>\n","protected":false},"author":13,"featured_media":54287,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-54125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-branding"],"yoast_head":"\nMcBrand Standards: Food For Thought -<\/title>\n<meta name=\"description\" content=\"McDonald\u2019s has gone through a massive billion-dollar rebrand in the past 10 years\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.lodestardigital.ca\/index.php\/2017\/05\/24\/mcbrand-standards-food-for-thought\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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