Jun
27
Case Study: Brand Design and Expandibiltiy
Filed Under (color schemes, design methods, development, experience economy, interface, product design, user experience) by Amber Case on 27-06-2008
Visited 678 times, 1 so far today

Successful brands must be both memorable and expandable.

Mint Analytics is the epitome of this requirement. It has both a memorable name (http://www.haveamint.com), and a website analytics package that is tailored to that name.

Have a Mint

Why is this brand successful? It invites consumer memory by engaging multiple senses at once.

First, the brand name gives the website a natural color scheme. Mint green is an enjoyable color scheme.

The word “Mint” conjures up color: that particular pastel shade of green. There’s also the taste of mint. Peppermint. Wintermint. Mint gum. Minty breath. There’s freshness and newness. And then there’s the fact that mints are where money is made. That conjures up an entirely new set of images.

The word Mint is a Lego brick, because it forms the base component of a dozen different words. Because of this, it also invites memorable modules and extensions. In other words: expandability. Peppermill is the name of one extension that’s been programmed into the software. Some of the other module names include Prank, a module that provides Page Rank data, and Crushes, like the peppermint kind.

A service must be packaged in a user-friendly format. The user experience of Mint goes above and beyond my standard user experience with Google Analytics. The brand invites me to enjoy a delicious environment while I view statistics, and this makes doing web analytics faster and more profitable to my employers.

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Comments

Drew McKinney on 29 June, 2008 at 2:05 pm #

Big fan of Mint and it’s other products. We used Mint as an inspiration for (currently offline) PayOwe.com.

Anyway, I think you’re spot-on with Mint’s (and the Mint Analytics) branding; inviting logo, consumable design and extendable naming.

It should also be noted that Mint clearly puts a lot of emphasis on their user experience/interaction design in how they brand themselves (much like Apple). Their products are consistently intuitive and I, as a consumer, can *count on* Mint to deliver the same level of delivery with future releases. Stickification -> Mint’s got it figured out.


Amber Case on 11 July, 2008 at 5:07 am #

Thanks for the comment, Drew! Let me know if PayOwe.com comes back online. I’d love to check it out — it sounds like very solid design.


Hazelnut Tech Talk Portland Internet Marketing Events | internet marketing tools on 19 June, 2009 at 12:03 pm #

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