from Drew:
Marketing tip #8: Marketing is asymmetrical
Posted: 16 Dec 2010 06:10 AM PST
Maybe it's the time of year and the fact that we're having a beautiful evening snowfall, but as I watched it snow, I got thinking about the uniqueness of snowflakes. They say there are no two the same because they're all asymmetrical in their own way.
And yet, when we draw them or use them for decorations -- we can't help but draw them incorrectly, fixing the asymmetry and making them "perfect."
In our pursuit of perfection, we actually take something unique and make it common and ordinary.
And yet -- what do we want from companies who market to us? Do we want fake perfection or do we want to see them for who they really are, warts and all? Personally, I want those rough edges. They're reassuring.
Mette Mitchell wrote about a fascinating trend called Wabi-sabi (from the Japanese aesthetics concept) that is the celebration of things imperfect, impermanent and incomplete.
Check out her post (by clicking on the link) and see how Wabi-sabi is impacting packaging, retail spaces and brands.
This isn't a trend about sloppiness or not caring enough to clean up imperfections. It's actually about being brave enough to be a little lopsided.
Because lopsided is real, one of a kind, honest and puts a consumer at ease.
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