Graphic Design & Branding

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  • 1. Graphic Design and Branding for Print and Web A brand is not a LOGO. A brand is an experience.Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 2. The Key Concepts }} objective of design is to promote products, T  he services and causes effectively. }} best designs and brands flow from a T  he thoughtful and creative marketing plan.  Know your audience(s) and your goals. }} }} design should connect with your T  he audience(s) instantly using both words and images. }}uidelines for web and print G  design have differences. }}se your website to track and  U  measure the effectiveness of your designs and marketing. }} on choosing a design company. TipsCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 3. Know Your AudienceCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 4. Know Your Audience}}now how to listen to different kinds of people. K }}reate profiles of your target audience(s) – C  stresses, interests, preferred styles, culture, problems.}}escribe your company relationship D  with your target audience(s).}}escribe this relationship from D  the audience’s point of view. ?}} out your competitors’ F  ind relationship to your audiences. L  ook for any problems or blind}} spots with your audience relationship. Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 5. Objectives of Marketing What Are Your Goals? Direct product sales}} Generate more leads}} Requests for information}} Phone call or contact form}} Email opt-in}} Support complex sales}} Knowledgeable customers}} Build Word-of-Mouth}}}} have multiple touch points That}}et the stage for warmer S  sales calls Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 6. Objectives of Marketing }}our web site and internet marketing tools should Y  be on the job even when you’re not.Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 7. The Branding ExperienceCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 8. A brand is not a logo. A brand is an experience.}} branding experience is the relationship between a A  company or organization and its audience.}} branding experience integrates all the ways you relate A  to your audiences: customer service, website, catalog, advertisements, brochures, e-newsletter, web video, social media, radio, TV, etc. Track your company’s branding experience over time. }}}} branding experience can give a simple icon like the Nike T  he swoosh it’s emotional connections and meaning. L  ogos can be words, images or both arranged in a unique}} way. But an image is more memorable.}}hoose a logo that connects with your audience. Don’t base C  your logo design on your personal preferences. Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 9. Logo Designs by WebTrax Studio Board GameCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 10. Logo Designs by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 11. Elements of Effective Print Design}}learly communicates your objectives and goals. C }} akes an instant connection with the target audience. M  States a bold message without clutter -– less is more.}}}}as unique and engaging H  headlines that grab attention. I ncludes people, places and}} styles that the target audience understands and appreciates.}}ses humor, drama, fun, love, U  suspense, curiosity and other emotions in a creative way.}}reatively combines verbal C  and visual ideas. Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 12. Print Designs by WebTrax Studio large postcards booklet coverCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 13. Print Designs by WebTrax Studio uide The Startup G The Startup Gu manual idecover and section Wellness Ac s Activitie tivities Wellness Nutrition Chang ion es ity Promot Nutrition Chan dividers Campaign tiv The WellFeds S PLOYEE Physical Ac ges FEDERAL EM ng Well! lthy…Worki Active and Hea cy Worksite Physical Ac A Federal Agen ual Program Man edsCampaign Wellness TheWellF tivity Promotion Well! thy...Working SActive and Heal FEDERAL EMPLOYEE ncy A Federal Age llness Worksite We ual Program Man Emotional Wellness Wellness Activities Emotional Wellness Lifestyle Changes Wellness Activiti es Lifestyle Changes Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 14. Print Designs by WebTrax Studiomagazine cover small bridal brochure magazine cover page Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 15. Print Designs by WebTrax Studio tour booklet cover Energy Illinois Solar Association PRESENTSplanningmanual Sponsors Company Na me trade cover Company Na Co me mpany Name magazine cover Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 16. Effective Website Home Page DesignCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 17. Effective Website Home Page Design}} any print design tips apply to a website’s home page. M  E  ssential elements at top and visible without scrolling.}} Website name and tagline are at top and logo at top left.}} Short description of your buisnerss or organization.}} Calls-To-Action links should be prominent.}}}} slideshow or video packs information A and emotional appeal into a small space. I nteresting links directed to all your}} audience types.}}pecials, promotions, discounts. S }}ser-friendly navigation tabs U  can be horizontal or vertical. Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 18. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 19. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 20. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 21. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 22. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 23. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 24. Website Design by WebTrax StudioCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 25. Website Design Beyond the Home Page}} lower portion of the home page is really a separate T  he page and can include non-essential information.}} search engine optimized site will appear higher in a A  Google search and result in more site visitors.}} Content Management System (CMS) allows you to A  update and expand your site’s content and is an essential to an effective website.}}onsistent user-friendly navigation C  tabs should repeat on all pages.}}pecial “landing pages” from ads, S  blogs, websites, direct mail and other marketing tools will help track your success. Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 26. Testing Your Effectiveness E  very design you try is a test. Even great logos and}} brands can be improved. T  racking and testing success is ongoing since the}} needs of your audience are constantly changing.}} private test of a design A  among staff, friends and clients can set you on the right path.}} public test on your A  website with Google Analytics is more accurate and useful. Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 27. Tips for Choosing a Design Company Interview several design companies.}}}} feedback from some of their clients. Get}} they understand your audiences and goals? Do Design aesthetic – Do you admire their work?}}}} ork process – Can they meet deadlines? W  Accountability – What will you get? When will you get it?}} Transparency – Who will do the work?}} Costs – What are the costs? Are there hidden costs?}}}} the company help you measure results? Will}} they take on small jobs like new business cards? Can Contract have deadlines, deliverables, fees and policies?}}}} they local? Are face-to-face meetings important? AreCopyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 28. Presented by WebTrax Studio www.webtraxstudio.com}} ebTrax Studio is a unique collaboration of successful W  marketing and design professionals who serve small businesses and nonprofit organizations with everything you need to grow your audience. Strategic marketing: aligned with your business goals}} Website design: development and implementation}}}} eb marketing: strategy, web advertising, search engine W  optimization, social media, training}} & web graphic services: design, illustration, photos P  rint}}ommunications: writing, website C  content and media relations  Multimedia: video production,}} animation and slideshows Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
  • 29. Presenters and Credits Estelle Carol, print and web design, }} www.webtraxstudio.com ecarol@webtraxstudio.com, 708-386-7197 }}very Cohen, internet marketing services and training, A Metrist Partners, averycohen@metrist.com, www.metristpartners.com, 312-772-5945}}alani McClendon, resource and constituency N  development for businesses and organizations, nalani.mcclendon@gmail.com, 847-363-2140 Michelle Elizabeth Kaffko, photography, }} www.findmichelle.com, 312-952-5911Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com