Written by Trolljegeren10
In today’s society, design and branding is everything. You can have a killer business idea and a great product, but if your logo, branding and overall design doesn’t live up to the standards of today’s design quality, people most likely will prefer other brands to yours. This applies especially to brands targeting the younger generations, and the gaming industry is no exception.
Razer is a global gaming hardware manufacturing company established in 2005. They specialize in quality gaming products and classify themselves as “the world’s leading lifestyle brand for gamers”. They’ve made a massive fan base all cross the world, and their triple-headed snake logo has made a footprint in the industry.
As well as amazing hardware quality, their well-rounded design profile and their consistent way of showcasing and commercializing their products are a lot of the reason why they’ve become one of the leading companies in gaming hardware. Famous for their sleek, matte designs combined with their advanced light system “Razer Chroma”, they consciously utilize the same design elements in all their marketing.
And this is what I think great and effective design is all about. Making people recognize, love and often prefer your brand to others based on their thorough use of consistent design elements. Regular tracking studies carried out by the UK Design Council even shows that brands who use design out-perform their rivals consistently. It will help the business grow, and it will help people recognize the company based on what they see, experience and their emotions towards the branding.
This is where Razer has done an exceptional job. They bring the branding into the products, but also the products into the branding. They’re showcasing their branding through their products. The use of the product ends up playing an important role in what becomes the consumers’ understanding of what the brand is about. Their whole design profile becomes well-rounded and it allows the consumer to engage with the brand on another level. Bringing the product into the branding invites the consumer to interact with the brand through a journey. And this is where Razer as a company reign. They take their costumers on a journey that gives them a feeling of belonging and affection that makes them loyal to the product and company.
Sources:
Preddy, S. (2017). How to Run a Successful Design Business: the New Professional Practice. Routledge.
Hestad, M. (2016). Branding and product design: an integrated perspective. London: Routledge, Taylor & Francis Group.
Making sense of art and design industries 