getting graphic: understanding the impact of graphic design on branding and sales
DESCRIPTION
A presentation explaining how graphic design can help meet business objectives and build brand equity when the right creative process is used.TRANSCRIPT
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graphic design matters
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starting is more important than finishing
+ know who you are, what makes you different, unique
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starting is more important than finishing
+ know your audience, what do they value, how do they make decisions?
KNOWING WHO YOU ARE
KNOWING YOUR AUDIENCE
Answers the question
“What’s in it for me?”
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starting is more important than finishing
+ know what you’re trying to do
– What are your business goals?
– What does success look like?
– What response are you looking for?
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laying the groundwork
+ Brand guide – more than just logo do’s and don’ts
– http://brandguide.tamu.edu/
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mapping it out
+ Pyramid of Communication Graphics
IDENTITY
BRANDING
PRODUCTS OR SERVICES
EVENTS, PROMOS, ANNUALS
FLEXIBILITY
LESS
MORE
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first steps
Discussion with stakeholders
Identify where it fits in the pyramid
Creative brief
123
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keys to good graphics
+ Less is more
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keys to good graphics
+ Less is more
+ Hierarchy
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keys to good graphics
+ Less is more
+ Hierarchy
+ People want inspiring
+ People want authentic and true
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common pitfalls
+ Starting “at the end”
+ Trying to do everything at once
