(Newswire.net — July 30, 2018) — Designers and brand managers do not chance upon brilliant designs. It is almost impossible to stumble upon incredible inspirations for creativity if you have no idea how to begin a designing project. Logos, fonts, and colors are all intricate parts of a brand identity. Each element of a brand’s identity should be present on a banner, flyer or brochure for it to return value on the investment. Unlike online campaigns, the old-school offline methods including brochure printing, banner installation and vinyl poster installations, are much cheaper and permanent. Evaluating the ROI of new advertising campaigns through land-based methods is more straightforward than relying on online marketing metrics. The simplistic nature of most traditional brand awareness campaigns is their inherent beauty.
Why should you give traditional advertising and branding efforts a chance?
Entrepreneurs invest in traditional marketing techniques, even when having significant stakes in the digital market. It increases the tangibility of their brand to the familiar public, who might not have the time or means to go online every day for shopping. Even today, there are dedicated offline shoppers, who do not prefer sharing their bank details and card details with online payment gateways. When you design a new flyer or brochure, it should act as an instrument that aids brand recall. The logo, color combinations, and typography should be in line with previous advertisement approaches. The presence of consistency amidst increased brand awareness and promotional campaigns will drive higher rates of recall and conversion.
What are the fundamental questions that should lead your market research?
Any successful design requires considerable market research. Foundational questions can help you explore the brand potentials and possibilities through quantitative and quality research –
- How does your target market view your brand? What kind of services do you provide?
- Does your brand have a positioning statement? What is it?
- What kind of audience are you targeting right now? Are they digitally aware? Do they visit your website often or do they shop from your brick-and-mortar store?
- Are there specific benefits and services your brand offers to your target customers?
- Does your brand have a personality? What kind of message should the brand’s promotions convey?
What is the importance of a design brief?
A great design does not happen without a grand design brief. It should contain a detailed summary of the market research, the value objectives, current mission and brand statement, and a list of the featured products and services of the brand. The budget, product details, project schedule and file formats should also be part of the design brief that you send to the designing company. Without a summary, the designers might have a tough time understanding your brand identity and audience nature. To create a perfect brand design brief, you can refer to the services of reputable printing companies NYC.
What are the various typography options your design team should consider?
Typography choice will help you become more visible than you were, to specific target customers. Even today, most print designs, as well as website designs, rely on only four types of typography –
i. Serif
The serif fonts like Garamond and Times New Roman work well on print designs. These fonts are neat, and they appear to have small anchors on the bottom. If you want your brand to appear reliable, trustworthy, traditional and old-school, serif is the choice of fonts for you.
ii. Sans Serif
Sans serif is the one without the tiny anchors or foot. The Sans serif fonts like Franklin Gothic and Helvetica are sleeker than their more old-school serif counterparts. They are ideal for Fintech companies, retail businesses, and digital service providers, who believe in the new.
iii. Script
Script typography is one that emulates handwriting or calligraphy. Allura and Pacifico are the typical script typography fonts that add an opulent feel to the text. However, they are not easy to read. Serif and sans serif fonts are more legible as compared to script fonts. They might be perfect for personal notices, mailers and information brochures, but they are not ideal for posters and flyers.
iv. Display
You need to worry about display fonts only if you are thinking about going online right now or revisiting your digital marketing methods. Display fonts can either be very sleek and businesslike, or they can be elaborate depending on what you need. However, just like script, serif or sans serif fonts, their ultimate motive is to etch your brand image on the potential customer’s mind.
Your design team should emphasize an identity system
An expert design team usually conducts several ideation sessions. Apart from various sketches and ideas, they run their design through an identity system. That enables the designers to find out if their new plan is at par in quality and recall of the older logo designs of the brand or product. Think about the Google or Mozilla logo evolutions. No matter how much the designs have changed over the last couple of years, these brands have enjoyed high visibility and recognition irrespective of significant changes in the creative elements. Apart from colors, each brand has their distinct touch of aesthetics. Without it, any rebranding endeavor can end up a debacle like Kraft and British Petroleum.
Why is it imperative to have a monitoring team?
Once your design team starts working on your new brand identity, things are bound to become a bit complicated. It is essential to provide care and monitoring to your brand like you should to an infant. Nascent rebranding strategies can either make or break a brand. Irrespective of the customer following you have, an improper rebranding effort can take a toll on it. A new marketing strategy requires more attention and care than your current SEO strategy since it impacts the audience more directly than online campaigns. Billboards, posters, and hoardings have a higher recall value than most online banners and sponsored advertisements. Additionally, they are much cheaper than regularly boosting content online and paying for new social media engagement after each fortnight. Traditional marketing still commands significant investment from the market leaders of today.