EFFICIENCY IS OVERRATED. BRANDS NEED FRICTION.

Written By Edward Campbell Studio

The design industry worships efficiency. Seamless UX, frictionless journeys, everything optimized for speed. But here’s the problem: frictionless often means forgettable. It doesn’t always works in all cases.

The Cult of Efficiency
Brands obsess over removing barriers. But barriers are sometimes the very things that create meaning.

Why Friction Matters

  • Ritual builds loyalty.

  • Surprise creates memory.

  • Struggle makes reward sweeter.

Designing Friction Deliberately
Think Easter eggs, brand rituals, quirky moments that make users pause and smile. These aren’t inefficiencies, they’re connections.

Friction isn’t failure, it’s flavour. And in branding, flavour is everything.

Edward Campbell Studio

A modest, but passion-driven creative studio, Edward Campbell Studio strives to serve its clients by providing clarity in their voice and guiding them with quality brand strategy and visual design processes to fulfill their market needs.
Edward Campbell Studio is a magic maker who sparks perception, positivity and progress.

https://edwardcampbell.studio/
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