The Power of Underdesign
Last week I was sitting here with my wife while she was trying to find a Yoga class online. A very interesting remark of hers caught my attention, she said that she got many recommendations for triyoga and was very disappointed after practicing there. According to her the “Branded” environment of the studio was too much for her and took the spirit out of the yoga practice. “It felt like a gift shop and not like a yoga studio” she said. After some other recommendations and more web searches she found astangayogalondon, a very modest and professional studio according to her. After hitting their website for the first time she told me that it seems like a much friendlier studio, and I thought…yes maybe it is much more professional, maybe the owners of this place are interested in practicing Yoga and not in branding themselves, or…maybe its the functionality, this website does not try to sell me an experience it just try’s to give me the information. However this is also not true, they picked a color, they have a logo, they have a picture of someone posing Yoga, but it just looks like it wasn’t designed by a branding agency. So is the strength of the image of astangayogalondon and the “real feel” of it based on the fact that its design is less contemporary than triyoga’s design ? And if the answer is yes, is that a method that branding agencies might start using in order to capture our heart ?