graphic design & branding

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Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com Graphic Design and Branding for Print and Web A brand is not a LOGO. A brand is an EXPERIENCE.

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Page 1: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Graphic Design and Branding for Print and Web

A brand is not a LOGO. A brand is an exPerience.

Page 2: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

The Key concepts

The objective of design is to promote products, }}services and causes effectively.

The best designs and brands flow from a }}thoughtful and creative marketing plan.

}}Know your audience(s) and your goals.

The design should connect with your }}audience(s) instantly using both words and images.

Guidelines for web and print }}design have differences.

}}}Use your website to track and measure the effectiveness of your designs and marketing.

Tips on choosing a design company.}}

Page 3: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Know Your Audience

Page 4: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Know Your Audience

Know how to listen to different kinds of people.}}

Create profiles of your target audience(s) – }}stresses, interests, preferred styles, culture, problems.

Describe your company relationship }}with your target audience(s).

Describe this relationship from }}the audience’s point of view.

Find out your competitors’ }}relationship to your audiences.

Look for any problems or blind }}spots with your audience relationship.

?

Page 5: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Objectives of MarketingWhat Are Your Goals?

Direct product sales}}

Generate more leads}}

Requests for information}}

Phone call or contact form}}

Email opt-in}}

Support complex sales }}

Knowledgeable customers}}

Build Word-of-Mouth}}

That have multiple touch points}}

Set the stage for warmer }}sales calls

Page 6: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Objectives of Marketing

Your web site and internet marketing tools should }}be on the job even when you’re not.

Page 7: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

The Branding experience

Page 8: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

A brand is not a logo. A brand is an experience.

A branding experience is the relationship between a }}company or organization and its audience.

A branding experience integrates all the ways you relate }}to your audiences: customer service, website, catalog, advertisements, brochures, e-newsletter, web video, social media, radio, TV, etc.

Track your company’s branding experience over time. }}

The branding experience can give a simple icon like the Nike }}swoosh it’s emotional connections and meaning.

Logos can be words, images or both arranged in a unique }}way. But an image is more memorable.

Choose a logo that connects with your audience. Don’t base }}your logo design on your personal preferences.

Page 9: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Logo Designs by WebTrax Studio

Board Game

Page 10: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Logo Designs by WebTrax Studio

Page 11: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

elements of effective Print Design

Clearly communicates your objectives and goals.}}

Makes an instant connection with the target audience. }}

States a bold message without clutter -– less is more. }}

Has unique and engaging }}headlines that grab attention.

Includes people, places and }}styles that the target audience understands and appreciates.

Uses humor, drama, fun, love, }}suspense, curiosity and other emotions in a creative way.

Creatively combines verbal }}and visual ideas.

Page 12: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Print Designs by WebTrax Studio

largepostcards

bookletcover

Page 13: Graphic Design & Branding

Wellness Activities

Physical Activity Promotion

Physical Activity Promotion

Emotional W

ellness

Wellness Activities

Emotional Wellness

Lifestyle Changes

Wellness ActivitiesLifestyle Changes

Nutrition Changes

Wellness ActivitiesNutrition Changes

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Print Designs by WebTrax Studio

The Startup Guide

The Startup Guide

TheWellFedsCampaign

FEDERAL EMPLOYEES

Active and Healthy…Working Well!

A Federal Agency Worksite

Wellness Program Manual

TheWellFedsCampaign FEDERAL EMPLOYEES Active and Healthy...Working Well!

A Federal Agency

Worksite Wellness

Program Manual

manualcover and

sectiondividers

Page 14: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Print Designs by WebTrax Studio

bridalmagazine

page

smallbrochure

cover

magazinecover

Page 15: Graphic Design & Branding

Illinois Solar Energy

Association

PRESENTS

Sponsors

Company Name

Company Name

Company Name

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Print Designs by WebTrax Studio

tourbookletcover

planningmanual cover

trademagazine

cover

Page 16: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

effective Website Home Page Design

Page 17: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

effective Website Home Page Design

Many print design tips apply to a website’s home page.}}

Essential elements at top and visible without scrolling. }}

Website name and tagline are at top and logo at top left.}}

Short description of your buisnerss or organization.}}

Calls-To-Action links should be prominent.}}

}}A slideshow or video packs information and emotional appeal into a small space.

Interesting links directed to all your }}audience types.

Specials, promotions, discounts.}}

User-friendly navigation tabs }}can be horizontal or vertical.

Page 18: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 19: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 20: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 21: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 22: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 23: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 24: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design by WebTrax Studio

Page 25: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Website Design Beyond the Home Page

The lower portion of the home page is really a separate }}page and can include non-essential information.

A search engine optimized site will appear higher in a }}Google search and result in more site visitors.

A Content Management System (CMS) allows you to }}update and expand your site’s content and is an essential to an effective website.

Consistent user-friendly navigation }}tabs should repeat on all pages.

Special “landing pages” from ads, }}blogs, websites, direct mail and other marketing tools will help track your success.

Page 26: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Testing Your effectiveness

Every design you try is a test. Even great logos and }}brands can be improved.

Tracking and testing success is ongoing since the }}needs of your audience are constantly changing.

A private test of a design }}among staff, friends and clients can set you on the right path.

A public test on your }}website with Google Analytics is more accurate and useful.

Page 27: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Tips for choosing a Design company

Interview several design companies. }}

Get feedback from some of their clients.}}

Do they understand your audiences and goals?}}

Design aesthetic – Do you admire their work?}}

Work process – Can they meet deadlines?}}

Accountability – What will you get? When will you get it?}}

Transparency – Who will do the work? }}

Costs – What are the costs? Are there hidden costs? }}

Will the company help you measure results?}}

Can they take on small jobs like new business cards?}}

Contract have deadlines, deliverables, fees and policies?}}

Are they local? Are face-to-face meetings important?}}

Page 28: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Presented by WebTrax Studiowww.webtraxstudio.com

WebTrax Studio is a unique collaboration of successful }}marketing and design professionals who serve small businesses and nonprofit organizations with everything you need to grow your audience.

Strategic marketing: aligned with your business goals}}

Website design: development and implementation}}

Web marketing: strategy, web advertising, search engine }}optimization, social media, training

Print & web graphic services: design, illustration, photos}}

Communications: writing, website }}content and media relations

}}Multimedia: video production, animation and slideshows

Page 29: Graphic Design & Branding

Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com

Presenters and credits

Estelle Carol, print and web design, }}www.webtraxstudio.com [email protected], 708-386-7197

Avery Cohen, internet marketing services and training, }}Metrist Partners, [email protected], www.metristpartners.com, 312-772-5945

Nalani McClendon, resource and constituency }}development for businesses and organizations, [email protected], 847-363-2140

Michelle Elizabeth Kaffko, photography, }}www.findmichelle.com, 312-952-5911