competitive-visual-audit

# Competitive Visual Audit Frameworks

Quick reference for competitive brand analysis that informs visual identity decisions. This skill auto-activates during visual phases to ensure competitive insights guide design decisions.

> "When others zig, zag. Radical differentiation is the surest path to relevance." — Marty Neumeier

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## Key Statistics

- **55%** of brand first impressions are visual
- **90%** of snap judgments are made on color alone (depending on product)
- **80%** boost in brand recognition from consistent visual strategy
- **86%** of customers say authenticity is a key reason they buy

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## The Good/Different Chart (Marty Neumeier)

Plot brands on two axes — "Good" (customer value) and "Different" (novelty/surprise):

```
                DIFFERENT (Novel, Surprising)
                       │
      ZONE OF          │         ZONE OF
      IRRELEVANCE      │         DOMINANCE
      (Different but   │         (Good AND Different)
       not good)       │         ← THE GOAL
                       │
───────────────────────┼───────────────────────
                       │
      ZONE OF          │         ZONE OF
      MEDIOCRITY       │         COMMODITIZATION
      (Neither good    │         (Good but
       nor different)  │          not different)
                       │
                GOOD (Customer Value)
```

**Score each competitor 1-10 on both axes**, then plot their position.

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## The Only-ness Statement (Marty Neumeier)

Format: "Our brand is the only [category] that [differentiation] for [audience] in [market] who [need or belief]."

**Test**: Can competitors complete the same statement truthfully? If yes, you're not differentiated enough.

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## Zig vs Zag Decision Framework

### When to "Zig" (Follow Category Conventions)

- Category requires trust/safety signals (healthcare, finance, legal)
- Customers use visual conventions to identify legitimate options
- Entering an established market needing initial credibility
- Differentia