Graphic Design & Branding

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

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

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measure the effectiveness of
your designs and marketing.
}} on choosing a design company.
Tips

Know Your Audience


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.


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


Objectives of Marketing

}}our web site and internet marketing tools should
Y

be on the job even when you’re not.


The Branding Experience


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.

Logo Designs by WebTrax Studio

Board Game


Logo Designs by WebTrax Studio


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,
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suspense, curiosity and other
emotions in a creative way.
}}reatively combines verbal
C

and visual ideas.


Print Designs by WebTrax Studio

large
postcards

booklet
cover


uide
The Startup G

The Startup Gu
manual

ide
cover 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


magazine
cover

small bridal
brochure magazine
cover page


tour
booklet
cover
Energy
Illinois Solar
Association
PRESENTS

planning
manual Sponsors
Company Na
me
trade
cover Company Na
Co
me
mpany Name magazine
cover


Effective Website Home Page Design


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
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can be horizontal or vertical.


Website Design by WebTrax Studio


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,
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blogs, websites, direct mail and
other marketing tools will
help track your success.


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.


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?
Are

Presented by WebTrax Studio
www.webtraxstudio.com
}} ebTrax Studio is a unique collaboration of successful
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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
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optimization, social media, training
}} web graphic services: design, illustration, photos
P
rint
}}ommunications: writing, website
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content and media relations

Multimedia: video production,
}}
animation and slideshows

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, 312-952-5911


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