What’s your type?
What’s your type? Choosing typefaces. A couple of questions that people have asked me: 1) What’s that got to do with my company’s identity? A lot. 2) Can it influence how people see it? Yes, definitely. With thousands of potential fonts to choose from, it can’t just be a case […]
Consistency is king!
“It’s incredibly important because consistency in itself is also a brand promise you are always delivering on – it’s also part of the identity, so it has to be clear what the brand is all about.” Björn Von Matérn, vice-president of corporate communications at The Absolut Company.*http://aton-mebel.ru Let’s be honest […]
What is research for?
Graphic design companies spend a lot of time (or should be) ‘doing research’. Some people, critical of what creatives bring to business, might argue that this is ‘money for old rope’ – paying designers to think and not ‘do’. This attitude is plain old rubbish, because paying designers to think is exactly what clients […]
The communications gap
The communications gap. This is the most important consideration for any design or marketing communications activity, with the principles going far beyond graphic design. So what is it? Quite simply, it’s the gap between what customers think (or assume) about you, and what you want them to think. It’s the […]
Reverse Design Tip 6: The Table Test
Теплая штукатурка своими руками Here’s a quick tip. What can you do to check the health of your brand and its communications? Try the ‘Table Test’… What’s it for? It’s a simple, quick way to analyse the effectiveness and consistency of your marketing materials. How’s it done? 1) Gather all of your branded […]
90% of design isn’t design
90% of design isn’t design.Watch Full Movie Online Streaming Online and Download This was the title of a presentation by Tom Lovell. Tom was formerly a student at the University of Lincoln, and returned a couple of years ago to give a talk to students about his life as a […]
Reverse Design Tip 5: Reading order
#ReverseDesignTip 5: Reading order In marketing materials, there is little time to get our point across to potential customers (Go on, impress me! You’ve got 3 seconds). This means that you should prioritise your content to ensure that your audiences see the most important pieces of information first. Simple enough? Yes, but too […]
Reverse Design Tip 4: Save money – start a bank
veroxybd.com Start a bank? I’m sure you’re wondering whether I’ve finally lost all my marbles. Well, not just yet. I’m referring to one of those areas that seems to cause small businesses a lot of headaches. It also costs them more money than it should. I’m talking about obtaining images – […]
Reverse Design Tip 3: Go on, impress me! You’ve got 3 seconds
Такелажные крепления You – and your branded collateral – have a very limited amount of time to make an impression on potential customers. How limited? Check this out: So, make those first impressions count… On your literature, make sure that there’s a relevant and interesting message on the cover – […]
Behaviour. That’s what brands are all about.
When giving talks to small business networking groups or design students about branding, I always say ‘…brands are not about logos. Brands are about behaviour’. It’s clear to me that people know this to be true, but their behaviour often belies the fact. When I ask business owners about their brand, they […]
Reverse Design Tip 2: Just because…
Навес из дерева своими руками Just because… you can use hundreds of typefaces, doesn’t mean you have to use them all at once. In one document. Use of lots of typefaces, particularly when serif and sans-serif are mixed, can look messy. Remember, typography is about two things: encouraging people to […]
Do make us laugh
As part of my current teaching stint, I’ve been discussing communications hooks with my design students. I mentioned to them that I consider myself almost immune to the techniques of advertisers, I rarely watch TV advertising with the sound turned up.rpk-tramplin.ru What does get me reaching for the remote control […]
