Please direct your attention to the three icons in the top window. Healing Hands. Perfect Acupuncture. Misaligned Spine.
Wait. What? Yep, that spine is misaligned. It struck me as odd too, specifically because the other icons are showing the treatment, whereas the last item for chiropractor shows the problem. Immediately my mind went to “Nope, don’t want to see that guy. My back is bad enough already, maniac!”
“Hyperbole!” you shout. “It’s just a stupid icon!” you say, shaking a fist. Sure, but am I wrong?
Whether we consciously notice these things or not is different from person to person. I will posit however, that everyone registers this inconsistency subconsciously, and it may have an impact on a buying decision–you need to first trust before you buy. Do you trust the chiropractor in this case?
I’m comfy with the massage (Who doesn’t want laser hands?), and the acupuncture (Vertical arrows! Seriously, so cool!), but the chiropractor leaves me uneasy and feeling off. Don’t break my spine please.
From a design and presentation perspective it’s fine: all the circles are the same size and weight, the typography is the same size and weight, the size and weight of the icons are agreeable, and as a bonus you can read it easily from across the street.
From a brand presentation perspective it loses, and makes me feel bad for the chiropractor because perhaps they had no say in this. Maybe it was some cool avant garde designer wearing a beret not thinking clearly that day; or maybe it’s part of a plot set in motion by the United Massage and Acupuncture Syndicate™ to upset the balance of power in the Chiropractic world?!! Who’s to say?
I will say that it’s wrong. Fix that spine please.
These are the random brand | strategy | design thoughts of Michael Dean Dargie, take ’em or leave ’em, and feel free to leave a comment