New survey reveals “simplest” brands - Slice Design | Branding and Packaging Design Agency | Slice Design | Branding and Packaging Design Agency
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Simplicity is key; especially when it comes to brands and consumer engagement.

In a recent survey conducted by Siegel+Gale, 14,000 respondents across US, UK, Germany, Sweden, China, Middle East, India and Japan ranked 857 brands in terms of simplicity. 

The results revealed that 64% of consumers were willing to pay a higher price point and 61% would recommend a brand because of a simpler experience.

So, who are the winners and losers?

The Top 10 are as follows:

  1. ALDI
  2. Lidl
  3. Google
  4. Netflix
  5. IKEA
  6. Amazon
  7. KFC
  8. YouTube
  9. McDonald’s
  10. SUBWAY

Aldi has held the top spot title for the 4th year running. Go Aldi!

“Aldi was recognised for its simple, consistent store layouts alongside affordability and a stress-free customer experience, while Google was recognised as having a pristine and no-nonsense homepage and an intuitive user experience. Its changing logo also demonstrates  personality and a sense of humour. Ikea was recognised for its “minimalist” designs and variety of products, while Amazon was noted for its two-click online user shopping experience.”

At the bottom of the list were brands including AXA, followed by Aviva, Bupa, Linkedin, Avis, MetLife, Hertz, HSBC, Ryanair and Budget.  Results from the report suggested consumers perceived these brands to be complex and confusing.

Interestingly, brands such as Co-op and Kodak have recently reverted back to their former logos for a more simplistic and straightforward approach. So, is this the way forward?

Howard Belk, chief creative officer at Siegel+Gale says the research shows that “brands that embrace simplicity are more profitable”.

The Simplicity Index reveals what brands can do to deliver more simplicity to consumers:

  • Empower people
  • Reimagine experiences
  • Remove fiction
  • Save time
  • Provide unity

To visit the full report click here 

Do you agree with the top 10 list? Let us know brands you think are the most simplistic below.  Amazon tops the list for Charlotte, our account manager at Slice.

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