axis - what is design
DESCRIPTION
This presentation goes through the questions of what is design and marketing and how do the relate? It discusses how creativity is used for business promotion, what areas of business can benefit from design creativity and how different businesses utilize creative marketing. Lastly it ends with some AXIS visual samples.TRANSCRIPT
www.ax i s v i s ua l . com
Note: For use in SlideShare we had to eliminate all the animations that made the presentation a little more fun. But you’ll get the idea.
WHAT?What is Marketing?
WHAT?What is Marketing?
Marketing is the strategyand the tactical implementationthat inspirespeople to
think in a new way about a product, service or company.*
*usually thatthey want orneed it.
WHAT?What is Graphic Design?
WHAT?What is Graphic Design?
Graphic Design creates a visual "package" for a company, product or service and is intended to
motivate the potential customer to respond*.
*usually to buy something
HOW?How Do Marketing and Graphic Design Relate?
HOW?How Do Marketing and Graphic Design Relate?
Closely!
Simply, in a linearwork flow marketing is done first with research and strategic development.
That information is then passed on to the design professionals where a verbal strategy is translated into a visual message.
HOW?How Do Marketing and Graphic Design Relate?
Closely!
Simply, in a linearwork flow marketing is done first with research and strategic development.
That information is then passed on to the design professionals where a verbal strategy is translated into a visual message.
HOW?How Do Marketing and Graphic Design Relate?
Closely!
Simply, in a linearwork flow marketing is done first with research and strategic development.
That information is then passed on to the design professionals where a verbal strategy is translated into a visual message.
HOW?How Do Marketing and Graphic Design Relate?
Closely!
Simply, in a linearwork flow marketing is done first with research and strategic development.
That information is then passed on to the design professionals where a verbal strategy is translated into a visual message.
WHY?Why do they work?
WHY?Why do they work?
WHY?Why do they work?
WHY?Why do they work?
WHY?Why else do they work?
WHY?Why else do they work?
WHY?Why else do they work?
WHY?Why else do they work?
WHY?Why else do they work?
WHY?Why else do they work?
It’s human nature. We observe, we evaluate, we make choices.
WHAT?What visual languages does design use?
WHAT?What visual languages does design use?
WHAT?What visual languages does design use?
WHAT?What visual languages does design use?
WHAT?What visual languages does design use?
WHAT?What visual languages does design use?
WHAT?What visual languages does design use?
WHERE?Where does design fit into business?
WHERE?Where does design fit into business?
WHERE?Where does design fit into business?
Does effective design require risk?RISK
Does effective design require risk?RISK
There is risk in trying to stand apart from the crowd... But there is a greater risk in getting lost in it.
RESULTS
–
+
All companies want resultsfor their marketing
RISK & COST
RESULTS
–
+
All companies want resultsfor their marketing
RISK & COST
COST+–
CRE
ATIV
E RI
SK
+
–
But what about Cost & Creative Risk?
Companies using defensive marketing strategies• Protecting existing customer base• Higher cost / higher mktg. volume• Lower creativity • fear of upsetting existing audienceCOST
+–C
REAT
IVE
RISK
+
–
RESULTS
–
+
RISK & COST
COST+–
CRE
ATIV
E RI
SK
+
–
RESULTS
–
+
Companies using offensive marketing strategies• Obtaining new customer base• Lower budget / lower mktg. volume• Higher creativity needed to be noticed
RISK & COST
RISKCan you take too great a creative risk in marketing?
YES!RISKCan you take too great a creative risk in marketing?
Conservative Creative
Sales
YES!RISKCan you take too great a creative risk in marketing?
Conservative Creative
Sales
Every company has a marketing sweet spot
YES!RISKCan you take too great a creative risk in marketing?
Conservative Creative
Sales
Every company has a marketing sweet spot
YES!RISKCan you take too great a creative risk in marketing?
Conservative Creative
Sales
Every company has a marketing sweet spot
YES!RISKCan you take too great a creative risk in marketing?
Conservative Creative
Sales
However, Few companies make an erroron this side.
Every company has a marketing sweet spot
... Should marketing be “fun?”
FUN
... Should marketing be “fun?”
Fun entertains and holds our attention. This time can be used to deliver a message and an emotional connection about your business or product.
FUN
... Should marketing be “fun?”
Fun entertains and holds our attention. This time can be used to deliver a message and an emotional connection about your business or product. HOWEVER, the amount of “fun” needs to be in line with the subject of the material. Promoting cancer drug therapy is very different from promoting a local night club. So, to answer the question “Should it be fun?” YES, but...
FUN
HOW?How are Projects developed?
HOW?How are Projects developed?
1 Learn about the client, product and the competition2 Think (Analytical and Emotional)3 Think again4 Sketch... a lot! 5 Edit sketches down the best6 Evaluate & modify (always)7 Polish ideas8 Deliver to client9 Revise (But keep the integrity)10 Client approval11 Final production12 Evaluate (or sit back and enjoy the results)
Not necessarily a “one-step” process here.
WHAT?What can be designed?
ANYTHING
Corporate IdentityPrinted Promotional MaterialsAdvertising (Print or web)Product DesignTV ExperiencesWeb ExposureIllustrations / DiagramsDisplay DesignStore InteriorsSoftware Interface
WHAT?What can be designed?
WORK SAMPLES
A company’s first impressionCORPORATEIDENTITY
A company’s first impressionCORPORATEIDENTITY
Marketing Strategy
Medical Services
CORPORATEIDENTITY
Software & Web based applications
CORPORATEIDENTITY
Golf Resort
CORPORATEIDENTITY
Homeless shelter
CORPORATEIDENTITY
Homeless shelter
CORPORATEIDENTITY
Homeless shelter
CORPORATEIDENTITY
Loud speaker manufacturer
CORPORATEIDENTITY
SpecialtyFood Store
CORPORATEIDENTITY
SpecialtyFood Store
CORPORATEIDENTITY
Cigar company
CORPORATEIDENTITY
PRINTEDPROMOTIONAL
MATERIALIntroduction or Staying Visible
PRINTEDPROMOTIONAL
MATERIALIntroduction or Staying Visible
Event poster for Art Director’s Club of Philadelphia
Trade show materials
PRINTEDPROMOTIONAL
MATERIAL
Trade show materials
PRINTEDPROMOTIONAL
MATERIAL
Trade show materials
PRINTEDPROMOTIONAL
MATERIAL
Trade show materials
PRINTEDPROMOTIONAL
MATERIAL
Trade show materials
PRINTEDPROMOTIONAL
MATERIAL
Trade show materials
PRINTEDPROMOTIONAL
MATERIAL
Marketing Materialsfor Software Company
PRINTEDPROMOTIONAL
MATERIAL
Marketing Materialsfor Software Company
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Brochure Designs
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper company Target audience: 20-28 year old graphic designers
PRINTEDPROMOTIONAL
MATERIAL
Pharmaceuticalcompany brochure cover
PRINTEDPROMOTIONAL
MATERIAL
Direct Mail Campaign
PRINTEDPROMOTIONAL
MATERIAL
Direct Mail Campaign
PRINTEDPROMOTIONAL
MATERIAL
Direct Mail Campaign
PRINTEDPROMOTIONAL
MATERIAL
Direct Mail Campaign
PRINTEDPROMOTIONAL
MATERIAL
Direct Mail Campaign
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Promotion for paper companyTarget audience:Designers ofannual reports
PRINTEDPROMOTIONAL
MATERIAL
Pharmaceuticalpromotionalmaterial forMS drug
PRINTEDPROMOTIONAL
MATERIAL
Pharmaceuticalpromotionalmaterial forMS drug
PRINTEDPROMOTIONAL
MATERIAL
Pharmaceuticalpromotionalmaterial forMS drug
PRINTEDPROMOTIONAL
MATERIAL
Direct Mail promotion for a research product
PRINTEDPROMOTIONAL
MATERIAL
INTERNETEXPOSURE
Quick information or entertainment?
INTERNETEXPOSURE
Quick information or entertainment?
IT network, administration and strategy company
Loudspeakerdevelopment company
INTERNETEXPOSURE
Public Relationscompany
INTERNETEXPOSURE
Marketing and promotionalcompany
INTERNETEXPOSURE
Software developmentcompany
INTERNETEXPOSURE
Marketing strategycompany
INTERNETEXPOSURE
ADVERTISING
Getting on the soapbox
ADVERTISING
Getting on the soapbox
4 page ad insert for a paper company
ADVERTISINGFor floor polish chemistry
ADVERTISING
Pharmaceutical.Post surgery bruise reduction
ADVERTISING
Martin guitar ad proposalOption 1
ADVERTISING
Martin guitar ad proposalOption 2
ADVERTISING
Martin guitar ad proposalOption 3
ADVERTISING
Ad series for targeted marketing company
Wil l iam Mi lnazikwww.ax i s v i s ua l . comb i l lm@ax i s v i s ua l . com
Please feel free to contact for your design and marketing needs