The impact that a well-planned graphic design plan can have on a business is an often-ignored fact by most businesses and in the market, branding and the components therein of any business can go a long way in sustaining its viability and retaining the customer base. What a business intends to offer to its customers is heavily reliant on the design scheme it incorporates and its systematic application to the branding and design process of the company. The particularity of a business’ design scheme not only differentiates it from its competition but is also vital in creating a positive perception and a sense of trust in the customers.
The colours, typography, logo which comprise the core of the process of building a brand identity are crucial in establishing the purpose, position, and personality of the business. Brand personality is an especially important thing to consider as it will subsequently impact every part of the brand identity. Brand personality has a huge impact on the voice and tone used in the marketing materials and other communications. If a personality isn't established, customers will get mixed messages and have trouble connecting with the brand.
Keeping in mind the brand identity and personality, there are certain principles that should be adhered to in the graphic design process. As a full-service branding agency, we here at Grapdes are always committed towards –
Value. The design scheme should be indicative of the value proposition of the business. How the company intends to offer something of value to the customers should be effectively conveyed by the graphic design scheme. This is done by creating an assurance in the minds of the customers through the graphics incorporated in the branding process.
Simplicity. Designing is a time-consuming process that requires the consideration of several factors. What most businesses often overlook is that in pursuit of great designs, it is the simple designs that are more easily understood and remembered. Simple does not refer to a ‘barebones’ design per se but implies a design that can be easily maintained in the long run. Simple designs are also far easier to implement when a business has a vast product line.
Vision. A business’ purpose or vision in terms of its offerings to the customers is derived from the design scheme adopted by the business. The vision and mission statement is a big reason for the business’ existence. Brand positioning is the naming of who the product is for and why your product is a better option than the competitors. The design plan should take into account how the brand wants to be initially perceived by the customers and what it seeks to offer to the customers (its purpose). Our recent branding project for Frozentales, a milkshake brand, perfectly represents how a vision can be incorporated into the design of the brand.
Understandability. The design scheme should not only represent the vision of the business but also ensure to be implemented in a way that makes it decipherable and easily understood for the customers. The design should be specified with an eye on the consumers. In other words, the design should keep in mind how the consumers will end up utilizing the product.
Sustainability. A design plan with a long life has more value. In the market today, it is easy for a design to become outdated and obsolete in a relatively short period of time and be trumped by competitors. This can be prevented by creating a graphic design scheme that is sustainable and versatile enough to not only survive but help the business prosper in the face of cutthroat competition for a long period of time.
Reusability. The sustainability and reusability of the design go hand in hand. If a design plan is made with a view to sustaining its use into the future, it not only leads to savings of time and effort but also lends reusability to the design. A great amount of forethought and planning in this regard are essential. The most important component of the branding process for ensuring the memorability of the brand is the logo. A clear brand strategy should come first, followed by a logo that matches, compliments, and enhances that brand. When a logo is simple, it becomes an open canvas that the customers can fill with the positive experiences they have with the brand.
Clarity. Having a cluttered design scheme with elements seemingly out of place can hamper the business’ effectivity in carving out a brand identity and conveying the brand message. It is important to ensure that there is proximity and balance between the different elements involved. Proximity implies the nearness of the design elements with the business’ products or services. Balance gives a design its form and stability and helps to distribute the elements evenly throughout your design, demonstrating a certain professionality in approach to the consumers.