Folks Had been Upset Over Amazon’s New App Icon. The Firm’s Response Is a Good Instance of Emotional Intelligence
I wrote final month about Amazon’s new app icon that had begun popping up in several components of the world with a software program replace. At the time I argued it was a wise transfer as a result of the brand new icon capitalized on the goodwill folks affiliate with receiving a package deal from Amazon.
Others, nevertheless, noticed the icon otherwise. Particularly, they identified how the icon bore an unlucky resemblance to the signature mustache of 1 notably unpopular historic determine.
They weren’t fully fallacious. You could possibly actually discover an allusion to a sure World Battle II-era German dictator in the event you wished to, even when it is in an icon that was clearly meant to resemble the facet of an Amazon field with its signature smile and blue tape.
I nonetheless thought the general redesign was a good way for the corporate to capitalize on its simplest and worthwhile model asset–its brown bins. On the time, I wrote:
The factor about purchasing on Amazon is to get the field. That is the bodily expertise. Opening your entrance door, bringing a brown field with blue tape, and opening it up. The field is the expertise as a result of it represents the factor you wish to have.
The purpose is, you do not use the app to fill a purchasing cart, you employ the app to get the field. Everybody likes getting a field from Amazon. The brand new app icon form of says, “Need that feeling? Faucet me.”
On Monday, nevertheless, Amazon rolled out the app icon with an replace. This time it had a small tweak that was virtually actually in response to the backlash. Rather than the sq. piece of tape with a ragged lower edge, it now includes an extra squared-off piece with a folded nook.
We’ll put aside that the brand new app icon is sort of assured to set off these of us who’s an obsessive-compulsive response to imperfect packing tape (it is an actual factor, go away me alone). The brand new model is good precisely as a result of it exhibits the corporate is listening.
In actual fact, it jogs my memory of one thing Jeff Bezos mentioned in an interview in 2018.
“First, look in a mirror and resolve in case your critics are proper,” Bezos mentioned. “If they’re, change.” That seems to be precisely what Amazon did. It acknowledged that its effort to replace its icon would possibly give some folks the fallacious concept, noticed that it wasn’t priced digging in on, and altered the icon.
That is not all the time straightforward, and it is a fantastic instance of emotional intelligence. The most recent model nonetheless communicates the very same sentiment that I described beforehand in regards to the field, now with no blended connotation. It isn’t typically that big corporations make modifications like this, and the truth that Amazon made a delicate tweak is pure advertising and marketing genius.
Take into consideration how a lot of profit they obtained from probably the most minor of modifications. Certain, you’ll be able to argue they need to have seen it earlier than, and by no means launched the earlier model. That is honest, I suppose, although I might argue that the earlier model was actually simply high-quality. It was very clear that it was meant to resemble a field and tape and the ecommerce firm’s brand.
Then once more, I suppose whenever you’re one of many largest, strongest corporations on the planet, and going through criticism for the quantity of management you could have over the on regular basis life of Individuals, it is best to keep away from any allusion to smirking dictators.