Gaphic design in brand promotion

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Gaphic design in brand promotion

  1. 1. GRAPHIC DESIGN IN BRAND PROMOTION SAKSHI BHARGAVA ~ Masters of Fashion Management(09-11) Ist SEM NIFT , Kolkata. PRESENTED BY
  2. 3. What is Graphic Design? <ul><li>The process and art of combining text and images to communicate an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication. </li></ul>Source: What Is Graphic Design-- AIGA
  3. 4. <ul><li>Elements </li></ul><ul><li>Image based </li></ul><ul><li>Type based </li></ul>Source: graphic design Wikipedia
  4. 5. Application Of Graphic Design Source: graphic design Wikipedia
  5. 6. Effective graphic design
  6. 7. Good Graphic Design Utilizes: <ul><li>Simplicity </li></ul><ul><li>Contrast </li></ul><ul><li>Emphasis </li></ul><ul><li>White Space </li></ul><ul><li>Balance </li></ul><ul><li>Alignment </li></ul>Source: www.build-it-yourself.com
  7. 8. Other important aspects <ul><li>Message content </li></ul><ul><li>Readability </li></ul><ul><li>Photographs </li></ul><ul><li>Style of Type </li></ul>Source: courses.ischool.berkeley.edu
  8. 9. Graphic Design Solution <ul><li>Five essential components of a graphic design solution </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Concept </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Execution </li></ul></ul><ul><ul><li>Production </li></ul></ul>Source: article by-Bob Hays and Donna Matteson
  9. 10. Process and Phases <ul><li>Step 1: Understand the problem. </li></ul><ul><li>Step 2: Gather information. </li></ul><ul><li>Step 3: Think by sketching (and writing). </li></ul><ul><li>Step 4: Choose your best thumbnail sketches and turn them into roughs. </li></ul><ul><li>Step 5: Choose your best roughs and turn them into comps. </li></ul><ul><li>Step 6. Production </li></ul>Source: article by-Bob Hays and Donna Matteson
  10. 11. Pre-Designing Phase <ul><li>Consider these five things before you begin to design: </li></ul><ul><ul><li>TARGET AUDIENCE </li></ul></ul><ul><ul><li>CONTENT </li></ul></ul><ul><ul><li>IMAGE AREA </li></ul></ul><ul><ul><li>COLOR </li></ul></ul><ul><ul><li>PRINTING </li></ul></ul>Source: docs.alsde.edu/documents
  11. 12. Audience analysis <ul><ul><li>Who is the audience? </li></ul></ul><ul><ul><li>What are their demographics? </li></ul></ul><ul><ul><li>Where are they located? </li></ul></ul><ul><ul><li>How long do they have to read the message? </li></ul></ul><ul><ul><li>What is their anticipated level of interest? </li></ul></ul>Source: www.marybethvought.com
  12. 13. Application Of Graphic In Branding
  13. 14. Logos <ul><li>Less is more . </li></ul><ul><ul><li>A logo is a graphical element that, together with its logotype form a trademark or commercial brand </li></ul></ul><ul><ul><li>Convey the idea as simply as possible. Few words and colors </li></ul></ul><ul><ul><li>Here are some examples: </li></ul></ul>Source: docs.alsde.edu/documents
  14. 15. Steps to design a logo <ul><li>Understand what a logo is and what it represents. </li></ul><ul><li>Apply the effective logo design. </li></ul><ul><li>Learn off from others mistake and success. </li></ul><ul><li>Establish own design process </li></ul><ul><li>Apply the software and complete the logo. </li></ul>Source: graphicdesignstudio.com
  15. 16. Logo’s improvisation Sources: Google Images
  16. 17. Website design Steps of web design: <ul><li>Figure out what the focus of the website will be. </li></ul><ul><li>What specific features do you want in the website. </li></ul><ul><li>Create a list of sections for your website and give them a hierarchy of importance. </li></ul><ul><li>Write out your content and finalize it. </li></ul><ul><li>Find a style </li></ul><ul><li>Build the website. </li></ul><ul><li>Evaluate the website and make the required changes / updates. </li></ul><ul><li>Register a domain, find a host, upload the website. </li></ul>Source: webdesign.about.com
  17. 18. Expanding web presence <ul><ul><li>1.Blogging </li></ul></ul><ul><ul><li>2.Press Releases </li></ul></ul><ul><ul><li>3.Social Media </li></ul></ul><ul><ul><li>Channels </li></ul></ul><ul><li>4.Link Building </li></ul>Source: webdesign.about.com
  18. 19. Hoarding Design tips: 1.Hoarding file sizes 2. Flash hoardings 3. Call to action 4. Keep your hoarding design simple 5. Use animation 6. Consider &quot;alert&quot; hoarding designs Source: leadingminds.co.in
  19. 20. Labeling <ul><li>Labeling </li></ul><ul><li>Providing identifying, promotional, legal, or other information on package labels </li></ul><ul><li>Purposes of Labels </li></ul><ul><ul><li>Help identify the product </li></ul></ul><ul><ul><ul><li>Display brand name and unique graphics </li></ul></ul></ul><ul><ul><li>Support promotional efforts for the product </li></ul></ul><ul><ul><ul><li>Coupons, discounts, product features </li></ul></ul></ul><ul><ul><li>Provide legally required labeling information </li></ul></ul>Sources: www.cs.virginia.edu
  20. 21. Packaging <ul><li>Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. </li></ul><ul><li>Packaging also refers to the process of design, evaluation, and production of packages. </li></ul>Source: Wikipedia
  21. 22. Packaging Objectives Protection of Product Function Promotion Imagery Product Label/instruction Product amount Customer demands .. This coffee is the best tasting coffee in the world. That’s because it’s made with 100% arabica beans, the finest beans money can buy. 12 oz. (Containment, Transit, Storage,Tampering) (graphics + color = brand mage) (Size, shape, weight) Source: Designing effective packaging-- google
  22. 23. A M U L P A C K A G E S Sources: Google images
  23. 24. Ad campaigns of UNI TED COL ORS OF BENE TTON And LEVI’S
  24. 26. :  cipher1980.blogspot.com/2009/08/united-colors ... <ul><li>Benetton Group's advertising campaigns are not only a means of communication but an expression of our time. </li></ul><ul><li>UCB ad campaign is always very well thought and manages to create impression. </li></ul>
  25. 28. <ul><li>“ It is an attempt to get away from traditional advertising in the belief that it has no power and no value anymore”. </li></ul><ul><li>UCB ads used racism, color, gender and social issues/ differences. </li></ul><ul><li>Every ad came stamped with the green “United Colors of Benetton” logo. </li></ul>Source :www.benettongroup/campaign.com
  26. 29. <ul><li>The campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that they are always a focal point of discussion and of confrontation of ideas. </li></ul>Source :www.benettongroup/campaign.com
  27. 32. <ul><li>Levi's ad campaign was titled &quot;Live Unbuttoned.&quot; It featured smiling, attractive people dancing around to jumpy pop music. </li></ul><ul><li>Levi’s jeans shows unrestrained freedom of youth and invincible. </li></ul>Levi’s-- Live Unbuttoned Source :www.levisgroup/campaign.com
  28. 33. <ul><li>The statement &quot;Everything has something to reveal. They just have to be unbuttoned“ is relevant to the brand. </li></ul><ul><li>Emphasizes on the individual and satisfies the need for adventure, rather than fashion’s latest compulsion </li></ul>Source :www.levisgroup/campaign.com
  29. 34. Levi’s– Go Forth <ul><li>It states ‘looking forward, never back. No longer content to wait for better times… I will work for better times. Because no one built this country in suits.’ </li></ul><ul><li>Levi’s also wants to “refresh </li></ul><ul><li>and reinvent the idea of a </li></ul><ul><li>pioneering spirit for the times </li></ul><ul><li>in which we live,” </li></ul>Source :www.levisgroup/campaign.com
  30. 36. Levi’s Logos
  31. 39. United Colors Benetton Levis <ul><li>Focused on the social issues </li></ul><ul><li>Focused on the Lifestyle. </li></ul><ul><li>Use images to depict there theme. </li></ul><ul><li>Used images and text </li></ul><ul><li>Holds a stronger impact on consumers mind. </li></ul><ul><li>Consumers personally associated them with the brand. </li></ul><ul><li>Its ad campaign served masses. </li></ul><ul><li>Regional campaigns are made. </li></ul><ul><li>Campaigns issues changed but logo is constant. </li></ul><ul><li>With the change in campaigns logos also changed. </li></ul>
  32. 40. Graphic Design Dos <ul><li>Use high resolution photos for print. </li></ul><ul><li>Use similar fonts in one design. </li></ul><ul><li>Use minimum color variation. </li></ul><ul><li>Don’t center everything on the page </li></ul><ul><li>Remember white space adds emphasis. </li></ul><ul><li>Use large fonts. </li></ul><ul><li>Avoid excess spaces. </li></ul><ul><li>Don’t underline or use all caps instead of italicizing. </li></ul>Source: docs.alsde.edu/documents
  33. 41. Right and wrong do not exist in graphic design. There is only effective and non-effective communication.
  34. 42. Thank you….

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