SightEffect Webinar: Look and Feel for Brands
Consistent visual styles usually don’t fail because of the team, but because of the specifications. In the free webinar «The Importance of Look and Feel,» SightEffect founder Per Kasch explains why look and feel are two separate levels—and what that means for the use of AI.
SightEffect Webinar on "Look and Feel" Before the Summer Break
Before SightEffect takes its summer break, a final “Look and Feel” webinar will take place on Thursday, July 16, at 12:00 p.m. The topic is why visual consistency is strategically crucial for brands—and why it’s so rarely achieved. The one-hour online session is free and is aimed at anyone responsible for visual brand communication.
It's not the team's fault; it's the target.
Every brand wants a consistent visual identity, but hardly any manage to achieve it. According to SightEffect, the reason is rarely the team and almost never the tool—it’s the guidelines. Most companies describe their look with varying degrees of precision. The “feel,” on the other hand, is left to gut instinct.
With the use of generative AI, this becomes a structural problem: The machine doesn’t know the difference between “look” and “feel.” It simply replicates what it’s given—generic input, generic output. An image that anyone could have belongs to no one.
This distinction is also legally relevant
This isn’t just a matter of brand recognition. Some courts are already allowing AI-generated replicas of generic photos, making distinctiveness a crucial factor—not only strategically but also legally. Those who fail to define a unique visual language risk not only confusion with other works but also the loss of their right to protect their own visual material.
Clarity Instead of Gut Feelings: What the "Look and Feel" Webinar Covers
In the webinar «The Importance of Look and Feel,» SightEffect founder Per Kasch breaks down exactly that: why “look” and “feel” are two distinct levels and should be treated separately, how clear guidelines ensure consistency across all channels—and why the ideal AI prompt resembles a good brand guideline.
The webinar lasts one hour, allows plenty of time for questions, and is free of charge. You can register at:
For more information about SightEffect and its visual brand communication services, please visit the website: sighteffect.com
