Design is a hot buzzword, but what is "design"? It means:
-to invent something for a specific purpose or effect
-to create or execute in an artistic or highly skilled manner
-a graphic representation of a systematic plan
Your marketing design determines whether your business communicates well, and attracts the right or the wrong audience.
Design is a hot buzzword, but what is "design"? It means:
-to invent something for a specific purpose or effect
-to create or execute in an artistic or highly skilled manner
-a graphic representation of a systematic plan
Your marketing design determines whether your business communicates well, and attracts the right or the wrong audience.
10 Dos and Don'ts of Marketing Design
DON'T
1. Cut corners. Professional, high impact design is remembered long after the price is forgotten.
Brands are easily damaged through lack of consistency and clarity in marketing materials.
2. Make your designer guess the brief; this wastes time and energy. Understand your target segment, and what action you want them to take next. Tell your agency what hasn't worked for you previously; provide examples of what you do and don't like, and of competitor materials. When creative concepts are presented to you, assess them against your written brief.
3. Attempt to do too much in one piece. Skilful text, with strong typography and layout, is key. Have one key message, and don't try to include all your favourite fonts and images.
4. Go head to head with a competitor's strength; instead, position yourself differently to exploit their weaknesses.
5. Neglect your internal marketing materials. How your team feels about your brand forms your company culture, which either strengthens or destroys your external efforts.
DO
1. Know your desired outcome and how to measure it.
Are you trying change awareness, attitudes, or actions? Set S.M.A.R.T. objectives.
2. Invest in expert print management. Print quality, stock and effects either enhance, or ruin, the design you paid for. It is in the designers' interests to get the best possible result for their work, so let them be responsible for the proofing and management of this high risk area.
3. Invest in expert media strategy, placement and management. Fantastic creative will be ineffectual if it is used in the wrong way or in the wrong media channels.
4. Test, Test, Test - but with your target market, not just your friends (who may not totally represent your customers). Your agency will help you profile the whole spectrum of your market, on more than just demographic criteria, and keep reviewing trends and influences. In a rapidly changing world, knowing how to position yourself to stay "hot" with your market is tricky, but vital.
5. Build a relationship with an agency who can advise throughout your marketing process. Marketing and communication is all about building relationships. Treat your design agency as a marketing partner, not just an order taker; the best results come from relationships built on mutual trust and respect. Find an agency that offers you a range of skills, experience and tools - because if your only tool is a hammer, everything will look like a nail.
For a fresh and practical perspective on designing your marketing communication,
contact WOW Creative Ltd. info@wow.co.nz www.wow.co.nz