Accidental Graphic Design - 3: 4 things to know before you start a design project

At the core of every graphic design project is the marketing message. It’s the story. The subject. The essence. Beginning a design without clear direction is a recipe for confusion – that’s evidently how we got the platypus.

The message determines the design. Before you pick a single color or font, know your purpose.

Find the answers to these questions, then let the rest fall into place:

1) Who is your target audience? Learn all you can about the demographics. Who are you speaking to? Male or Female? Young or Mature? Empathize. How would you talk to them if they were sitting in front of you?

2) What does your audience expect? Do they already know your product? Do you need to educate them? How does your product compare to the competition? How can you enlighten your audience?

3) What is the personality of your business, or the Brand? (For the sake of creating a design, the more adjectives you can come up with, the better) How your business presents itself is a key element to making a decision on graphic elements. Be consistent with the Brand personality. Imagine that you are the Brand, and you meet a friend on the street. How do you act? How does this situation differ from when you meet a client in the boardroom? Your business should have a consistent brand standard. Know it and live it. Don’t be visually schizophrenic, like our friend Mr. Platypus.

4) What mood or image do you want this project to convey? Do yourself a service and reflect your brand personality. There’s nothing worse than having an established brand and then creating a very different piece based on your creative whim. There’s no better way to lose your audience than to turn away from your buddy, The Brand. Instead, imagine that this piece is speaking on behalf of the Brand. It’s like writing a script for an established character. If you were going to write a play about, say, Robin Hood, he would have a distinct, recognizeable personality (the Brand), but he could find himself in a myriad of situations (the Project), and would handle himself differently depending on to whom he was speaking (the Audience). "Robin Hood the Dude" has many possibilities, but "Robin Hood the Brand" must stay consistent or he risks being mistaken for another character.

When you’re clear in your direction, you're ready to start designing.



Use what you already know.

Learn what your audience already knows.

Know your purpose.

Be relevant in communicating.

Accidental Graphic Design - 1: Communicate Meaning

One of the things I hope to accomplish with this blog is to demystify the creative process to help small businesses get the most out of the resources available. Today's economy is squeezing small businesses more than ever, forcing owners to think outside the box for cost-effective solutions on all fronts.

If you own a small business, you probably don't have a huge marketing budget. You probably didn't intend to do a lot of the marketing, advertising, promotions and even page layouts yourself, but to keep operating costs down such tasks are frequently necessary for the survival and growth of your business.

You became an Accidental Graphic Designer.

For all of the small business owners looking for do-it-yourself solutions, I'm here to coach you on what you really need to know to creatively survive the marketing and design process.

1: Communicate Meaning

Space is a premium in the world, on the internet and on paper. In a matter of milli-seconds, you have to capture the attention of a prospective customer with a message that's strong enough to compel them to come to you for your product.

A strong message does not necessarily mean big, bold and red – although sometimes it doesn't hurt. Strength is communicated in relevance. How well understood is the message? Are you speaking your target customer's language? What are they looking for at this time, and are you offering it?

Communicate meaning in each and every element you create. Your logo must be appealing and understandable to your audience. It makes little difference if you personally like it, if it doesn't communicate meaning to potential customers. Your website must be logically organized to guide potential customers down the path that leads to the most important place - buying from you. Your print advertising must contain a call to action. Get people onto your website and/or into your store so you can make them your new customers.

Communicate meaning in everything you do.

If you need help getting the ball rolling, please visit our website. We can guide you through the process of creating a meaningful message.