Competitive Visual Audit Frameworks

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

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.

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
• Differentiation comes from other factors (service, pricing)

When to "Zag" (Break Category Conventions)

• Category is visually homogeneous (everyone looks the same)
• Genuine philosophical/strategic difference to communicate
• Target audience is tired of category sameness
• Can sustain the difference with real substance
• Willing to polarize some to attract others strongly

Visual Differentiation Priority

Based on impact and feasibility:

Quick Visual Audit Checklist

When analyzing competitors, capture for each:

Visual Identity

• Logo: Symbol vs. wordmark, style, complexity
• Primary Color + Hex code
• Secondary Colors
• Typography: Serif vs. sans-serif, weights
• Imagery: Photography vs. illustration, mood, subjects
• Overall aesthetic: Minimal, bold, playful, corporate

Positioning

• Tagline
• Key claims
• Only-ness assessment (can they complete the statement?)
• Good/Different Chart position (1-10 each axis)

Voice

• Tone: Professional, casual, playful, authoritative
• Personality traits (3-4 adjectives)
• Sample language from their site

Perceptual Mapping Quick Guide

1. Choose Two Axes that matter to customers and create contrast:

   • Price (Low → High) vs. Quality (Low → High)
   • Professional ↔ Friendly
   • Traditional ↔ Innovative
   • For Experts ↔ For Everyone

2. Plot 10+ competitors on the map

3. Identify White Space — quadrants with low competition

Common Visual Patterns to Look For

Color Clusters

• Where do most competitors congregate? (Many industries have a "blue problem")
• What color territories are unclaimed?

Typography Trends

• All serif? → Consider sans-serif
• All geometric sans? → Consider humanist or serif

Imagery Patterns

• All stock photography? → Consider custom illustration
• All people shots? → Consider product/abstract

Research-to-Design Bridge

Templates

See reference/templates.md for:

• Color Audit Matrix
• Typography Audit Matrix
• Imagery Style Audit Matrix
• Perceptual Map Template
• Good/Different Chart Template
• Output Validation Checklist

When to Apply This Knowledge

During Color Selection

• Reference competitive color audit to avoid clusters
• Identify unclaimed color territories

During Typography Selection

• Reference typography audit to find differentiation
• Counter-position if category is homogeneous

During Visual Direction

• Use perceptual map to guide overall aesthetic
• Apply Zig vs Zag decision framework

During Positioning Work

• Reference Only-ness Statement opportunities
• Use Good/Different Chart for strategic positioning

Key Principles

1. Map before you create — Understand the landscape before making visual decisions
2. White space is opportunity — What no one does is what you could own
3. Color is fastest differentiator — Start there for visual differentiation
4. Distinctiveness requires consistency — Different only works if you maintain it
5. Be the Only, not the Best — Neumeier's core principle

Deep Methodology

For comprehensive competitive brand audits, the brand-competitive-auditor agent contains 750+ lines of expert methodology including detailed output formats and research processes.