design essentials theory Promotional items such as business cards and brochures perform critical tasks. They speak about the products, services, market and ideals of the business they promote and consideration must be given to their creation. This Catalyst Media Essentials Fact Sheet is designed to help businesses determine the right look for their promotional material. Communication A designer’s job is to use their creativity and professional skills to turn information about your business into effective marketing material. Like all team efforts, this requires communication. The following tips can help you better convey your wishes to your designer:
Most importantly, choose a designer who is right for you and stick with them. Changing designers will change the look of your work and create inconsistencies.
• Seek inspiration from existing media. Collect brochures, samples of styles, websites and even paper stock before you meet with a designer.
Update and Evolve
• Have a Vision/Mission Statement prepared and know what you want people to think about your company. • Know your market. Research demographics, gender, age, cultural background, income and spending habits and any other special traits your proposed customers possess. • Think about colours you like but be open to ideas suggested by the designer. This is their area of expertise. • Ask your designer for a report after your first meeting and before any work is undertaken to ensure that your ideas and needs were understood. • Put your needs on paper too and provide information to your designer in digital format (eg Microsoft Word or Rich Text Format file).
Logo Basics An effective business logo should contain symbols that quickly communicate the company and its services. Brainstorm words that summarise your company’s abilities and qualities, such as “wellestablished”, “quality”, “traditional values”, “friendly” or “funky”. The qualities to communicate are unique for every business. Strong cultural symbols can be effective as can colours that communicate qualities. For example: red equals fast, green conveys nature and tranquility and orange portrays a modern vibe. Colour choices for logos should not be based on personal tastes alone. The use of logotypes (a company name written in a particular style) is also common. Be careful as this approach requires consistency in order to build a strong business profile.
Good design lasts one to two years. Choose a designer that can create modern graphics that will stay in fashion longer, but be aware that design follows trends and updates will be needed. If left untouched for too long, a brand can also become stale and unfashionable. Many of the most recognised brands in the world have evolved over time, even if the changes are only minor.
Know your designer If you are working with a new designer for the first time, it may take a little longer for a great working relationship to evolve. Be open minded when concepts are provided and if unhappy, say what needs to be changed. Also identify what has been done correctly. Once the relationship with your designer is established, future artwork will be produced more quickly and precisely. A good designer will do what it takes to get it right, and artwork revisions should be included in all quotes.
Checklist 1. Promotional items such as business cards and brochures are critical to business success. Give plenty of consideration to their creation. 2. Good communication with your chosen designer is important in ensuring the final result and money spent reflects your needs. 3. An effective business logo must quickly communicate your business and its services. The use of specific design elements such as symbols and colours will get your message across.
Be consistent
4. Present your company image consistently to ensure that it stays in the minds of the public.
The importance of consistency with logos and design cannot be understated. Consumers are constantly bombarded with advertising messages. Presenting your company consistently increases the chances of your message staying in the customer’s mind. You can be relaxed about particular promotions as long as your logo and standard branding elements remain.
5. Review your material annually (or more often if required) to ensure that the design and information remains relevant and fresh.
catalystmedia
6. Once you find a designer you can trust and who is on the same path you are, stick with them.
PO Box 743, Level 1 / 10 Barolin St, Bundaberg Qld 4670 • p 07 4131 9700 • f 07 4131 9797 info@catalystmedia.com.au • www.catalystmedia.com.au
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