How Does a Graphic Artist Know What to Design?
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It’s More Than Identity and Visual Messaging
Graphic design is an individual process. For example, a technology start-up isn’t going to have the same branding strategy as an educational institution. In fact, you could take two technology start-ups and place them side-by-side; chances are, they’re not going to have the same branding strategy. (If they are, that’s certainly a problem.)
Design has to be as much about identity and visual messaging as it is about aesthetics and clarity. Since every business differs in that unique stew of value proposition, target audience, company history, and service/product offering, it’s important that the design speaks to those elements in an effective manner. Our team of professional graphic artists begin their design process with a detailed client intake session. The answers given during those sessions help determine the direction and strategy of the design. These questions cover a wide range of customer information, including topics such as:
- Company history
- Design and branding goals
- Target audience
- Earlier designs and brand iterations
- Customer preferences
Design is a collaborative process, and as such, initial visual layouts are just the beginning. Through feedback and iteration, the design team and the client help to shape and mold different aspects until the finished product is unveiled. The result is customized artwork ready for usage in branding and identity pieces.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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