Design by definition is the visual communication for your brand to your potential, current and aspiring audience. Very often we as businesses think that a generic logo, a template email or a basic flyer is quite simple to make up by ourselves. However, there’s a reason that a slightly misunderstood profession such as graphic design has become such an important element in the way we portray our business.
What is GOOD design?
According to Imar Krige, graphic designer speaking at the most recent GrowthXchange event, the importance of copywriting is often overlooked. Good content consists of both words and images. Typography is an essential element to design and inherent to the brand language which carries the elements that allow your customers to interact with it.
A few factors that designers consider when it comes to typography include: Balance, ratio, use of whitespace, colour, contrast alignment,scale and proximity.
A logo on its own doesn’t amount to anything. It’s application is what matters most. A designer needs to ask you more about the target audience: who they are, where they will interact with your brand most, how often and in what format will the visual language and logo be viewed?
Face realities and constraints
The design of your brand is not a walk in the park, the responsibility on a designer’s shoulders is immense; the creativity and individuality your designer creates for your business is a unique phenomenon. In light of this, all parties involved need to face realities. Timelines are an important consideration; you as a client will need to voice your maximum wait-time as well as any factors that depend on the completion, for example a conference or event where your branding will be an essential presence for your business.
Other factors include budget, existing identity and the platforms that your business is able to communicate through.Bear these tips in mind when meeting with your designer:
- Take the time to align your expectations before hand – get on the same page with your designer or design team.
- Have a themed discussion that highlights your timeline, include priority projects (ie: logo, business cards, flyers, website, social pages).
- Log your discussions so that all parties involved can be accountable for keeping track of progress.
- Ensure your designer explains the steps they will take to de-mystify the process of ‘design’.
Why should we care about graphic design?
It’s the all-important interface between your business and your (potential) customers that assures credibility, shares information and portrays the character of your business.
It is important to invest in a good graphic designer who will work with you to achieve you objectives. Someone who will continuously self-evaluate and will adhere to their own set out processes and principles. Your designer will strive to translate your needs into design.
Imar Krige of Solid Stuff Creative has established a successful creative collection that includes design, branding, photography and copywriting, collaborating with two other industry professionals.
Visit http://www.growthxchange.co.za/ to find out more about connecting with other entrepreneurs in your community to learn from each other and share advice.