The document provides an overview of marketing communications and graphic design. It discusses key concepts like marketing, graphic design foundations, color theory, typography, branding, and how ethnography can inform design. The speaker aims to explain these topics to help people better understand marketing, design, and the design process.
Based on the template described in Aarron Walter's book Designing for Emotion. It's in Word format for easy editing.
https://abookapart.com/products/designing-for-emotion
I hear more and more agencies and marketing folk these days tell clients about "True North" and so I started thinking about what that really means. What's behind the creative sales jargon? This is a high-level overview, but hopefully these slides map out a clearer message. A more easily understood path towards finding your brand's “True North”.
Created a business strategy and identity to an Interior designer .
the play book was something that will help reach goals in the future and will direct the right acts to this goals.
Presentation Komfo webinar 'How to utilize the social interest graph to maxim...Vera Verkooijen
Social media has provided marketeers and companies around the globe with many benefits, but at the same time many challenges; especially within content creation and marketing to your target market. Nikolaj Boserup, Consultant at BABY, will present the importance of adopting a social first mindset. Maria Balle, Digital team leader at Trollbeads, will present how they work with content globally.
Content marketing vs Brand entertainment. The apparent opposition hides service provders interests who often confuse Brand and marketing executives as each part tries to defend own chappel and interests. reality is that both aproaches are necessary in a Content strategy that delivers both Brand culture value and conversion value. Including both categories within Brand Content has the advantage to focus on complementarities and how to best include Brand culture within content marketing for stronger singularity ( risk of optilization is standartization) and more efficient Brand culture and entertainment based content.
This was the material I produce for a little workshop I gave to administration students from the Jackson University about Marketing, Advertising and Branding.
This student are now in an internship program in Nanjing, China, some of them are about to graduate and they are looking for potential business opportunities, the idea was to introduce them and give them notions about marketing and it importance in order to position a product in the market and compete.
Exposure=Imapact: Library Marketing, Promotion and BrandingRene Erlandson
Learn how Criss Library developed a library brand and successfully marketed it to the University of Nebraska Omaha community through attractive imagery, inexpensive promotions and targeted marketing campaigns, becoming synonymous with innovation, technology and engagement on campus.
Presentation given at Brick & Click: an Academic Library Symposium, November 2012, by Rene J. Erlandson and Teonne Wright.
There are hundreds of websites lying on Internet but what is the thing that makes a website memorable or different from others.
Here, is the formula for attracting people to your Website.
This company offers services such as Amazon Consulting and Services, SEO, PPC, Photography, A+ content, and Trademark registration.
Credits of project:
Advertiser: ES Distributions
Project: Brand Identity
Software: Adobe Illustrator / Adobe Photoshop.
Art Director: Mark Zuniga
Graphic Designer: Mark Zuniga
Copywriter: Jaime Escobar
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Based on the template described in Aarron Walter's book Designing for Emotion. It's in Word format for easy editing.
https://abookapart.com/products/designing-for-emotion
I hear more and more agencies and marketing folk these days tell clients about "True North" and so I started thinking about what that really means. What's behind the creative sales jargon? This is a high-level overview, but hopefully these slides map out a clearer message. A more easily understood path towards finding your brand's “True North”.
Created a business strategy and identity to an Interior designer .
the play book was something that will help reach goals in the future and will direct the right acts to this goals.
Presentation Komfo webinar 'How to utilize the social interest graph to maxim...Vera Verkooijen
Social media has provided marketeers and companies around the globe with many benefits, but at the same time many challenges; especially within content creation and marketing to your target market. Nikolaj Boserup, Consultant at BABY, will present the importance of adopting a social first mindset. Maria Balle, Digital team leader at Trollbeads, will present how they work with content globally.
Content marketing vs Brand entertainment. The apparent opposition hides service provders interests who often confuse Brand and marketing executives as each part tries to defend own chappel and interests. reality is that both aproaches are necessary in a Content strategy that delivers both Brand culture value and conversion value. Including both categories within Brand Content has the advantage to focus on complementarities and how to best include Brand culture within content marketing for stronger singularity ( risk of optilization is standartization) and more efficient Brand culture and entertainment based content.
This was the material I produce for a little workshop I gave to administration students from the Jackson University about Marketing, Advertising and Branding.
This student are now in an internship program in Nanjing, China, some of them are about to graduate and they are looking for potential business opportunities, the idea was to introduce them and give them notions about marketing and it importance in order to position a product in the market and compete.
Exposure=Imapact: Library Marketing, Promotion and BrandingRene Erlandson
Learn how Criss Library developed a library brand and successfully marketed it to the University of Nebraska Omaha community through attractive imagery, inexpensive promotions and targeted marketing campaigns, becoming synonymous with innovation, technology and engagement on campus.
Presentation given at Brick & Click: an Academic Library Symposium, November 2012, by Rene J. Erlandson and Teonne Wright.
There are hundreds of websites lying on Internet but what is the thing that makes a website memorable or different from others.
Here, is the formula for attracting people to your Website.
This company offers services such as Amazon Consulting and Services, SEO, PPC, Photography, A+ content, and Trademark registration.
Credits of project:
Advertiser: ES Distributions
Project: Brand Identity
Software: Adobe Illustrator / Adobe Photoshop.
Art Director: Mark Zuniga
Graphic Designer: Mark Zuniga
Copywriter: Jaime Escobar
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
2. WHY IS THIS GUY TALKING TO ME? PAST LIFE/ i lived in france for a while, twice. i love french culture. small design consultancy since 2000, creativeroot.com SOME CLIENTS: Amstel Light, Discover Card, Ford Motor Company, Hard Rock Cafe, House of Blues, Island/Def Jam Records, Lexar Media, Los Angeles Times, Macy's, Michelin, Monster.com, Motorola, Pepsi/Mountain Dew, Red Lobster, Sprint Broadband and Universal Studios. SCHOOL/ university of florida (GO GATORS) MFA. teaching assistant and visiting professor ’03 - ’07. CURRENT/ LEAPware, LLC | www.leap-ware.com marketing / design / technology director (owner) catalogs, mailings, website, e-commerce... and software: leapCM.com | leapPM.com
3. GRAPHIC DESIGN + MARKETING GOALS/ I aim to help explain... 01. marketing 02. graphic design 03. ethnography / process 04. application So you can DIY or work better with designer/marketer/advertisers. HAVE FUN... AND MAKE THIS INTERESTING.
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11. COLOR WARM: suggest warmth and seem to move toward the viewer and appear closer, for example red and orange are the colors of fire. COOL: suggest coolness and seem to recede from a viewer and fall back, for example blue and green are the colors of water and trees).
12. COLOR COMPLEMENTARY: Two colors opposite one another on the color wheel, for example blue and orange, yellow and purple, red and green. When a pair of high intensity complements are placed side by side, they seem to vibrate and draw attention. INTENSITY: Brightness or dullness of a color. A pure hue is a high-intensity color. A dulled hue, a color mixed with its complement is called a low-intensity color.
13. TYPOGRAPHY ASPECTS of type: + Type Anatomy + Typeface vs. Fonts + Letter-Spacing + Leading (Line Height) + Kerning + Widows & Orphans + Ligatures + The Ampersand + Hierarchy + The Grid + Good Type
15. TYPOGRAPHY TYPEFACE: is the name, such as “Archer”. FONT: is the point size or style difference within the typeface, such as italic or bold . AND never, ever, ever... EVER use: Papyrus
16. TYPOGRAPHY L E T T E R S P A C I N G LINE-HEIGHT both let your type (((breathe))) kerning vs. ke r ning 2001 - 2002
18. TYPOGRAPHY: ligatures fi ff ffi fi ff ffi In writing and typography, a ligature occurs where two or more LETTERS are joined as a single LETTERS .
19. TYPOGRAPHY: ampersand The AMPERSAND , commonly referred to as an “and sign” is a logogram representing the conjunction "and". The symbol is a ligature of the letters in ET , Latin for "and".
20. TYPOGRAPHY: hierarchy Typographic hierarchy expresses an ORGANIZATIONAL system for content. A hierarchy helps readers scan a text, knowing where to enter and exit and how to pick and choose among its offerings. Each level of the hierarchy should be signaled by one or more cues, applied CONSISTENTLY across a body of text. A cue can be spatial (indent, line spacing, placement on page) or graphic (size, style, color of typeface). I AM A HEADLINE I AM A SUB-HEADING I am body copy... I AM A HEADLINE I AM A SUB-HEADING I am body copy...
21. TYPOGRAPHY: the grid A typographic grid is a two-dimensional structure made up of a series of intersecting vertical and horizontal axes used to ORGANIZE content. The grid serves as a FRAMEWORK on which a designer can organize text and images in a rational and easy to absorb manner.
22. TYPOGRAPHY: examples Happy Cog — note how the main menu items are incorporated in the opening paragraph.
29. MARKETING COMMUNICATION Marketing Communications is a subset of the overall subject area known as marketing. PRICE, PLACE, PROMOTION, PRODUCT (know as the four P's). PEOPLE, PROCESS, PHYSICAL EVIDENCE , when marketing services (known as the seven P's). How does marketing communications fit in to your program? Marketing communications is often “promotion”.
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31. MARKETING COMMUNICATION Marketing Communications/ + Personal Selling + Sales Promotion + Public Relations (and publicity) + Direct Marketing (phone) + Trade Fairs and Exhibitions (hmm) + Advertising (above and below the line) + Sponsorship + Packaging + Merchandising (and point-of-sale) + Online Marketing (and Internet promotions) + Branding
32. MARKETING: personal selling Prospecting. Prospecting is all about finding prospects, or potential new customers. Prospects should be “ QUALIFIED ”, which means that they need to be assessed to see if there is business potential, otherwise you could be wasting your time. In order to qualify your prospects, one needs to: 01. Plan a sales approach FOCUSED upon the needs of the customer. 02. Determine which products or services BEST MEET THEIR NEEDS . 03. In order to save time, rank the prospects and leave out those that are least likely to buy. LISTS?
33. MARKETING: public relations Public Relations is a broad concept. Public Relations is any purposeful communications between an organization and its publics that aim to generate goodwill. Public Relations is proactive and future orientated, and has the goal of building and maintaining a positive perception of an organization in the mind of its publics. This is often referred to as goodwill. Yes it is difficult to see the difference between marketing communications and PR since there is a lot of crossover. EXAMPLE: BLOG’s and PUBLIC SPEAKING
34. MARKETING: advertising Planning for advertising An advertising plan should address the following stages: 01. Who is the potential TARGET AUDIENCE of the advertisement? 02. WHAT do I wish to communicate to this target audience? 03. Why is this message so IMPORTANT to them? 04. What is the BEST MEDIUM for this message to take? 05. What would be the most appropriate TIMING ? 06. What RESOURCES will the advertising campaign need? 07. How do we CONTROL our advertising and monitor success?
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36. BRANDING Branding is a marketing strategy. Brand occupies space in the PERCEPTION of the consumer, and is what results from the totality of what the consumer takes into consideration before making a purchase decision. So branding is a STRATEGY, and brand is what has MEANING to the consumer. There are some other terms used in branding. Brand Equity is the addition of the brand's attributes including REPUTATION , SYMBOLS and ASSOCIATIONS . Finally, the financial expression of the elements of brand equity is called BRAND VALUE .
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38. BRANDING A brand is a cluster of values: Google is reliable, ethical, invaluable, innovative and so on. A brand is a vision: Here managers aspire to see a brand with a cluster of values. In this context vision is similar to goal or mission. A brand is added value: Where the consumer sees value in a brand over and above its competition for example Ford over Chevrolet, and BMW over Audi - despite similarities.
39. BRANDING A brand can include several components: Body Shop International encapsulates ethics, environmentalism and political beliefs. A brand is an image where the consumer perceives a brand as representing a particular reality , for example Stella Artois Reassuring Expensive. A brand is a relationship where the consumer REFLECTS upon him or herself through the experience of consuming a product or service: 01. What does this say about me? 02. What does this mean to me? 03. Status? Starbucks? Labels? Cars?
40. BRANDING: semiotics The study of sign processes, or signification and communication, signs and symbols, both individually and grouped into sign systems. It includes the study of how meaning is constructed and understood. Semioticians classify signs or sign systems in relation to the way they are transmitted. This process of carrying meaning depends on the use of codes that may be the individual sounds or letters that humans use to form words, the body movements they make to show attitude or emotion, or even something as general as clothes they wear. How is this visualized?
41. BRANDING: logos LOGOFORM/ This is a compelling and uncomplicated image emblematic of a company or product. They use imagery that conveys a literal or abstract representation of your firm. Symbols are less direct than straight text, leaving room for broader interpretation (not good?). Should conform to these standards: INSTANTLY RECOGNIZABLE, MEMORABLE and CLEAR WHEN SMALL. LOGOTYPE/ This is commonly known in the design industry as a "word mark", incorporated your name into uniquely styled type. Type come in thousands of possible variations, each conveying a different impression upon your intended audience. Script type = formality and refinement . Thick type = strength and power . Slanted type = motion or movement . Again, of prime consideration is legibility and ease of recognition.
42. BRANDING: logos COMBINATION MARK/ Combination Marks are graphics with BOTH TEXT AND ICON / SYMBOL that signifies the brand image that you wish to project for your company or organization. CONCISE TEXT can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about.There are INTEGRATED and stand alone combination marks. For instance, Starbucks logo has the text with the graphic integrated, whereas the AT&T logo has the icon separate from the text.
44. BRANDING: slogans A slogan is intended to be a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an IDEA or PURPOSE . Slogans vary from the written and the visual to the chanted and/or vulgar. Often their SIMPLE RHETORICAL nature leaves little room for detail, and as such they serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience.
51. People and culture are incredibly complex. Ethnography offers a way to make sense of this complexity. It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context — patterns that we can understand both rationally and intuitively . MARKETING: ethnography
52. Ethnography helps discover meaning. People have a need for meaning in their lives. Ethnography provides rich insights into how people make sense of their world. For example, people incorporate rituals into their lives—but some rituals are large and public while others are small and private. By examining the artifacts that reflect people’s lives, we learn what they value and hold dear. As a result, we can design products and services that evoke meaningful experiences for them. MARKETING: ethnography
53. Ethnography helps understand norms. Cultural norms influence design decisions. Ethnography reveals the ways in which cultural norms shape people’s perceptions. For example, some cultures emphasize the shape of the body and seek ways to accentuate it, while others try to minimize it. The role and use of color can also vary greatly from place to place. By examining how people express themselves through style and ornamentation, we gain insight into how people define themselves within a group or a community. As a result, a company’s brand and products will resonate with customers instead of striking a culturally off-key note. MARKETING: ethnography
54. Ethnography makes communications powerful. Things need to be understood. Ethnography helps us learn how to communicate more effectively with target audiences, in a language and way they really understand. For example, a poorly designed communications piece can create confusion or anxiety. By observing how people process information, we learn what words and design elements evoke desired reactions. We also discover whether people miss information completely. As a result, the message comes across more clearly. MARKETING: ethnography
55. Ethnography Observe reality. What people say is not what they do. Ethnography highlights differences between what people perceive they do and what they actually do. For example, while people say they eat in a healthy way, they sometimes make less than healthy food choices. By observing what people do (rather than taking them at their word), we learn more about the choices they make and how they perceive and filter their own actions. As a result, we can create environments or messages that connect with people’s real emotions and intentions. MARKETING: ethnography
56. 01 State the Goals (Define the problem)/ What are the issues? The team may have very specific questions or just a general sense that more information is needed about a topic. They put the problem into words to give it structure and to nail down the objective. This serves as the “creative brief” in the quest for insights. 02 Find the people/ Who are the people that will most likely shed light on the question? Is it somebody who uses certain products or acts a certain way? Is it somebody who changes or impacts how others act? Are they people who live in a certain environment, culture or geographic location? MARKETING: ethnography
57. 03 Plan an approach/ Figure out a game plan for observations and interactions with respondents. Create a set of questions to ask consistently. Include opportunities for people to show what they own, what they value and how they do things. 04 Collect data/ Meaningful insights don’t come quickly. The process involves slowing down, taking everything in, using all five senses and being curious. Attitudes, mannerisms, vocabulary and group dynamics are all important. Of particular interest is how what you observe supports or contradicts what people say. Take photographs, video, audio, handwritten notes and sketches. MARKETING: ethnography
58. 05 Analyze data and interpret opportunities/ This is the most challenging part of any research. A trained ethnographer brings deep contextual and cultural understanding to analysis, and gets beyond the obvious insights derived from casual observation. Analysis is time-consuming, but links findings to a concrete direction. The outcome of the analysis may include design principles, models, personas, user scenarios and/or experience frameworks. Once the data have been analyzed, the team should be able to tell that story to multiple audiences, and should have a clear set of “aha’s!” and next steps. MARKETING: ethnography
59. 06 Share insights/ The insights that are generated through ethnographic research are useful to the whole team and to the client’s whole organization. Storytelling and information design can be used to communicate the value of the work and the possibilities it holds for creating something wonderful. Information that is presented in a visually compelling way is more likely to intrigue, inspire and engage. The ethnographer and the designer together have the ability to make others see and believe. MARKETING: ethnography