Why you should optimise your branding for mobile-first customer journeys

With the transition of most of our attention away from the outside world (especially over winter and in the last few years of the pandemic) towards social media, streaming content, and maybe soon – the metaverse, the reach of traditional marketing platforms like billboards is slowly dying off.

The internet has global reach, and the rise of websites has risen to over 1.8 billion (source: Statista) and diversified into every single niche interest people have. With it, the way that companies market themselves has also had to change.

With the rise of smart phones over the previous few decades also, there is now almost 2 of them for every single person on earth (source: Statista)

Companies are aware of this, and taking action to increase the speed of recognition of their branding – by shedding the styling that we saw in the early 2000s of excessive detailing, gradient tints, and a lack of negative space in a logo, to a much more simplified offering. Where they may once have had ample space in a print advert or on a billboard, has disappeared, in favour of a congested phone screen that’s quickly scrolling through websites and social media to get to the information the user wants to find;.

Take a look at your favourite brands and see how legible they are on your smart phone.