INTRONameDesigner for 13 yrsStarted in agency, architecture firm, long stint – johnson bank, now on my ownWord+Design – started as a business selling scriptural art work, now all encompassing since word & design are two major components of communication and LIFGETTING GRAPHICWas excited about the opportunity since this is what I live and breatheUnder the gun: Tried to make a clever title/then tried to put clever graphics to the title Ended up playing off the Explicit/Parental Advisory warning which could give the impression that whats in this presentation may have a negative impact on it’s audience.In fact, I hope the opposite is true…and I hope I’ve maintained some level of credibility in spite of the title debacle. Back to why I’m excited to talk about this subject: Obviously, we’re surrounded by graphics and images daily, they’re integrated into every area of our livesHowever, not everyone’s aware of their impact on consumersSpectrum of experts who are passionate, design-savvy consumers who get-it on a surface level, and those who are oblivious to it.I’m going to discuss the subject on a 101 level, not to be condescending or doubt your expertise, but b/c there truly are just a few basic principles of good design. If you ‘get those’ and employ them in your companies communications, you’re golden. Problem is many companies either don’t ‘get’ them or don’t employ them due to the many objectives they’re trying to meet and the backseat that design may take to those other objectives
Not showing this video to get into the mac pc debate. (which is where it’s fame comes from), plus microsoft seems to evolved with Zune (suspiciously like apple)It helps to illustrate that scenario of when other objectives override good design. - It’s not wrong to want to infuse branding.- It’s not wrong to want to give information about your product.List third party endorsements In fact, smart design will help to meet those objectives…
What are the main points of this video that I’ll hit on??
So where do we start? With understanding the importance of the start. Anyone can finish an ad a brochure, a website, etc. But, where you start will determine it’s effectiveness for building your brand and increasing your sales. Don’t want to get too far into branding itself (whole other topic), (defining archetype, understanding the space your competing in, etc.) but have basic knowledge of competitors, what makes you different, make sure that’s clear to your audience and underpins all aspects of communication incl. graphics- Identify key brand attributes to use as plumbline- Helps to eliminate opinion based discussions on graphicsShow example of Johnson Grid
- Get customer insight if possible- Online research, databases or focus groups- Intersection of knowing who you are and knowing your audience = “why they should care”, “what’s in it for them”(graphic on this?)
Important on the larger level of branding – how do you want people to think of, recognize you ………People build relationships with brands (think of your own relationships, what do you want to stand for)- Also important with specific communications – what do you want them to do?
- Would include your traits, design elements- EDUCATE – help people understand that consistency in brand personality builds trust- Get internal stakeholder input upfront …makes advocates
PYRAMID- Identity – no flexibility- Branding – should be very consistent stay close to brand guide- Sales should tie to branding, have it’s own flavor due to message and medium- Events…more flexiblility from the outsetmore flexible as you go downtop ones set the tone visually
DISCUSSION objective, message, audience, how usedUse creative brief as guide (if they don’t know answers…have them get them)IDENTIFYING where it fits on pyramid sets you on a path creatively. (helpful for efficiency with designers) CREATIVE BRIEFFill out creative brief (be BRIEF) and use as follow-up to meeting to be sure you’re on the same pageWhen presenting ‘graphic solution’ refer back to the creative brief
LESS IS MORE– Helps stand out, be memorableMystery + Clarity of where they can go to learn more = experienceIf you think of the most well-loved, you’ll realize their graphics are simple. McDonald’s, Chipotle, Lexus, Nike, Tiffany’s, Kohler
Hierarchy– bad exampleThink about the elements of design in order of importance…in an ad, it’d probably be headline, CTA, logo, imagery, etc. Think about how you want someone’s eye to move through the ad and what you want them to see in 2 secondsThe size of something and the white space around it gives it prominence- Everything can’t be big (if everything stands out, nothing stands out)
Hierarchy – Good exampleIt’s best when one takes the front seat and the other the backBut that they compliment and punctuate each otherKind of like melody and harmonyThis photo sets a beautiful mood, but the text takes the front seat. One other quick thing about photos…the quality of the photo makes a huge difference+ Professional (shoot your own if possible, or if you’re using stock, go for – current, simple, moody, believable)
Potowatomi – great example of consistency of brand, not trying to get every message into one medium
People want inspiring buy according to how they want their life to beColors, imagery, fonts that convey certain things > security, fun, adventurous, progressive, smartPeople want authentic and trueThey don’t want to be sold, readbusinessy jargon, etc.
STARTING BACKWARDS- “we need a brochure”, “we got a deal on an ad”, “we need to do video”back up to objectives, decide on messages, audiences and best mediums/approachesTRYING TO DO EVERYTHING AT ONCE- (ipod vid) exampleIntegrated channels often best Spread out messages across touchpoints
Getting Graphic: Understanding the impact of graphic design on branding and sales