Identifying and Communicating the Message and Image
Part of creating visual communications is identifying and understanding the marketing message and image that needs to be conveyed with our designs. Basic knowledge of marketing, copyrighting, and branding or positioning help the designer to develop visual communications that enhance rather than confuse the client's image and marketing plan.
The Role of Positioning in Graphic Design
Even if you do not deal with marketing and you are only designing visual communications, you should know some basics of marketing because your designs are still influenced by the message and the image your company or client is trying to communicate. Learn how positioning affects graphic design.
Even if you do not deal with marketing and you are only designing visual communications, you should know some basics of marketing because your designs are still influenced by the message and the image your company or client is trying to communicate. Learn how positioning affects graphic design.
Marketing vs. Advertising
Is your client asking you to create marketing or advertising materials? Marketing Guide Laura Schneider lays out the differences between marketing and advertising.
Is your client asking you to create marketing or advertising materials? Marketing Guide Laura Schneider lays out the differences between marketing and advertising.
What is Branding and How Important is it to Your Marketing Strategy?
Guide Laura Schneider explores the objectives of a good brand and teaches how a company can develop a branding strategy, brand packaging.
Guide Laura Schneider explores the objectives of a good brand and teaches how a company can develop a branding strategy, brand packaging.
Solidifying a Brand
What is a brand, anyway? Michael Hutton explains and then shows how to help a company keep its visual identity from deteriorating through misuse and misguided tweaks.
What is a brand, anyway? Michael Hutton explains and then shows how to help a company keep its visual identity from deteriorating through misuse and misguided tweaks.
Continuity: Creating An Image Greater Than The Parts
Explore the "strategy and process of coordinating all the elements of a marketing message to achieve a consistent, memorable, overall look and feel for a company, service, or product" in this Marketing feature by Jim Schakenbach.
Explore the "strategy and process of coordinating all the elements of a marketing message to achieve a consistent, memorable, overall look and feel for a company, service, or product" in this Marketing feature by Jim Schakenbach.
The Role of the Logo in Brand Marketing
As Marketing Guide Laura Schneider says, "Your logo is only one piece of your branding strategy." Discover how it fits into a company's brand.
As Marketing Guide Laura Schneider says, "Your logo is only one piece of your branding strategy." Discover how it fits into a company's brand.
Cheap and Effective Advertising Techniques
What is the First Mental Image and Last Mental Image conveyed by the ad you are creating? Learn how to incorporate a strong message.
What is the First Mental Image and Last Mental Image conveyed by the ad you are creating? Learn how to incorporate a strong message.
Counter-branding
When tasked with developing visuals that help a company or product stand apart from the competitors consider these counter-branding techniques by Roy H. Williams.
When tasked with developing visuals that help a company or product stand apart from the competitors consider these counter-branding techniques by Roy H. Williams.
Deconstructing a Great Ad
Do you know the difference between transactional and relational ads? One is much better at building brand awareness than the other.
Do you know the difference between transactional and relational ads? One is much better at building brand awareness than the other.
Position Era
Take a look at the evolution of advertising and the birth and transformation of positioning in this lengthy but fascinating article.
Take a look at the evolution of advertising and the birth and transformation of positioning in this lengthy but fascinating article.
Positioning
If you are tasked with developing an image or corporate identity system, understanding the role of positioning is helpful.
If you are tasked with developing an image or corporate identity system, understanding the role of positioning is helpful.
The Great Ad Myth
"The core message of your ad matters more..." Find out how the message relates to the ad you are designing.
"The core message of your ad matters more..." Find out how the message relates to the ad you are designing.