McDonald’s can be characterized as conventional. It is important for to provoke predictable reactions and not impose surprises. The brand best comes into its own in a traditional environment.
McDonald’s can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
McDonald’s can be characterized as serious. The brand wants to evoke tranquility and individuality. It wants to meet its users’ need for silence and simplicity. Use of the brand enables its users to contemplate.
McDonald’s can be characterized as pleasing. It communicates likeability and invites use in a fun way. The design of the brand should put people at ease.
Nespresso can be characterized as matter-of-fact. The brand wants to make a self-assured and calm impression. in its appearance the brand wants to be forceful and unmoved.