Graphic Design & Branding for Print & Web
Download the slideshow PDF and accompanying handout for our workshop “Graphic Design & Branding for Print & Web.”
WebTrax members are available to do FREE presentations to orga- nizations on a range of marketing issues. Call us at 708-386-7197
Introduction: Dialog with workshop participants
- Whom does your business serve?
- Describe your customer base.
- Why does your business serve these customers?
- Describe how your customers see their relationships to the business.
- Are there other businesses that serve these populations?
- What markets would you like to serve?
- Do you have a logo and visual identity? Does it connect with your audience?
1: Graphic Design and Branding for Print and Web
- A brand is not a logo. A brand is an experience.
2: The Key Concepts
- The objective of design is to promote products, services and campaigns effectively.
- Know your audience(s).
- The best designs and brands flow from a thoughtful and creative marketing plan.
- The design should connect with your audience(s) instantly using both words and images.
- Guidelines for web and print design have some differences.
- Use your website to track and measure the effectiveness of your designs and marketing.
- Tips on choosing a design company.
3: 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 or organizationʼs relationship with your target audience(s).
- Describe this relationship from the audienceʼs point of view.
- Find out your competitorsʼ relationship to your target audiences.
- Look for any problems or blind spots with your audience relationship.
4: The Branding Experience
- 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 companyʼs branding experience and changes over time.
5: Your logo.
- The branding experience can give a simple icon like the Nike swoosh a rich set of emotional associations, values and meanings.
- Logos give brand name recognition and add visual appeal to any document or web page.
- Logos can be words, images or both arranged in a unique way.
- People process an image more easily than words alone which is why a logo leaves a greater and longer impact.
- A logo is a visual focal point that naturally draws a visitor's eyes on the web and in print.
- A logo can evolve like a branding experience as a company's relationship with its audience changes.
- Choose a logo that connects with your audience. Donʼt base your logo design on your personal tastes and preferences.
6: Objectives of Marketing. What Are Your Goals?
- Direct product sales, more clients, more members, increase donations
- Generate more leads
- Requests for information
- Phone call or contact form
- Email opt-in
- Set the stage for warmer sales calls
- Knowledgeable customers
- Support complex sales
- That have multiple touch points
- Build Word-of-Mouth
7: Elements of Effective Print Design
- Clearly communicates your objectives and goals.
- Makes an instant emotional 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.
8: Elements of Effective Website Home Page Design
- Many principles of good print design also apply to a websiteʼs home page.
- The eye moves from top left to bottom right.
- Put essential elements "above the fold" (the top of the page visible before scrolling down).
- Name of the website and the tagline.
- Put the logo in the upper left.
- User-friendly navigation tabs allow a visitor to find everything easily.
- Calls-To-Action links like "sign up for e-newsletter" or "Buy TIckets."
- A short description of what the company or group wants to be known for.
- Interesting links directed to all your audiences.
- Slideshow or video packs information and emotional appeal into a small space.
- Specials, promotions, discounts.
9: Website Design and Development Beyond the Home Page
- The lower portion of the home page ("below the fold") is really a separate page since scrolling is required. It can include useful but non-essential information.
- Consistent user-friendly navigation tabs should repeat on all pages.
- Making a site search engine-friendly is an essential part of the siteʼs design and content. 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 ad expand your siteʼs content. Itʼs an essential requirement of a effective website.
- Special "landing pages" for tracking ads, blogs, websites, direct mail and other marketing tools.
- Call-To-Action links can repeat on the side columns of inside pages.
10: 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.
- A unique "landing page" for specific audiences who are directed to the site by web ads, blogs, other sites, print ads, direct mail, and other tools will help you measure the effectiveness of your site and your marketing strategy.
11: Tips for Choosing a Design Company
- Interview several design companies to get a feel for their strengths and weaknesses.
- Get feedback from some of their clients.
- Does a designer understand your audiences and goals?
- Design aesthetic – Do you admire the designerʼs work?
- Work process – Can the design company 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? Number of design iterations?
- Will the company help you measure results?
- Can they take on small jobs like new business cards or a new website landing page?
- Is there a contract with deadlines, deliverables, fees and policies?
- What is the long-term relationship?
- Is the designer local? Are face-to-face meetings important to you?
Presenters and Credits
WebTrax Studio has a unique collaborative structure. We are a group of successful marketing and design professionals who have chosen to come together in the interest of serving small businesses, nonprofit groups and other service organizations who are usually unable to afford top-flight professional services. Most of our team are in the Chicagoland area.
We seek creative new ways to help our clients thrive during difficult economic times. We provide personal service and customized solutions in a low-key informal environment. You'll enjoy our teamʼs complete attention, technical expertise and creativity.
We offer the services a small business and organization need to attract an audience and be effective:
- Strategic marketing: aligned with your goals
- Website design: development and implementation
- Web marketing: strategy, implementation, training, coaching, online advertising, search engine optimization, and social media
- Graphic identity: logos and branding
- Print & web graphic services: design, illustration, and photography
- Communications: writing, website content and media relations
- Multimedia: video production, animation and slideshows
Estelle Carol, Print and web design
Avery Cohen, Internet marketing services and training, Metrist Partners
Nalani McClendon, Resource and constituency development for businesses and organizations
Michelle Elizabeth Kaffko, photography