A Guide To Graphic Design For Business

6 Jul 2020 | Insights

Design plays a vital role in not only the creation of a brand but the success of its delivery across every facet of a business. So, how does your business use graphic design?

Design with purpose. That’s our philosophy here. We are often approached by businesses who have a very clear idea of what they need from us not necessarily why they need it. Whenever we are told that a client needs to have a website or new brochure, our first question is always, why? What are you looking to achieve? Knowing the answer to that question helps us provide a better service and we can even recommend an alternative solution that could be more cost-effective. This got me thinking. Could I provide a clear breakdown of the purpose of each category of design to help clients navigate myriad of design services out there? Maybe this could help explain the purpose behind each brand asset to help businesses better manage the marketing tools they have available to them.

So, I put together this little guide as something of a thought experiment. A guide to graphic design for businesses. I hope that it helps provide some clarity on the different types of design and their purpose as part of your brand’s marketing efforts. Perhaps you might end up re-evaluating the way you’re using your own brand assets or maybe there’s something I’ve mentioned that you haven’t considered. In any regard, I hope you find this guide interesting at the very least, and of course we’d love to hear your thoughts in the comments section below.

Branding is the art of influencing the perception that the consumer has of your business in order to boost the success of your sales and marketing. This is achieved through good design, creating a brand made with a purpose. What industry are you in, what locations do you cover, who are your competitors, what services do you offer, who is your target audience, are you luxury, niche, or mass market, what values or unique selling points does your business have? Branding is more than just your logo. It’s the top-down big-picture view of your business.

Business Stationery may seem unexciting, but their importance should not go unappreciated. They are often the most direct interaction the customer has with your business. Whether that’s handing someone your business card or sending them a letter or invoice. They may not be flashy, but these micro-impressions all contribute to the perception of your brand. When you leave someone your business card, it becomes your sales pitch. How good a job does it do when you’re not around?

Business Marketing is the informational hub of your business. From websites to brochures, they provide the consumer with greater insight into your products or services, aiming to turn that lead into a conversion. They need to look good, sell the value of your brand, and guide the consumer through the information effectively in order to convince them to spend.

Advertising Materials are top level marketing tools that exist to grab the attention of the consumer, promote your brand, event, or campaign, and drive interest to find out more. Whether digital or print, as a posters or billboard, they have a simple clear message, so even if you’re in a rush, they get their point across. Don’t ask them too many questions though. They are simply there to build awareness and generate leads. They need to make an impact, but is your advertising grabbing attention or going unnoticed?

Point of Sale needs to draw attention and convince the consumer to make a purchase then and there. It’s experiential. Packaging is a great example. It needs to be clear about what it is, fight to get your attention, and upon inspection needs to be able to convince them that it’s a worthwhile purchase. When there’s so much to choose from, why should I buy your product over every other brand in this aisle?

Editorial design makes print or digital publications attractive and easy to read. It draws the reader in, guides them through the content, and highlights the key pieces it wants them to pay attention to. This doesn’t just apply to a magazine or catalog. If you’re trying to tell your business story, it needs to be worth reading. Are you showcasing your content effectively and is the reader paying attention?

Presentation is all about the delivery of your pitch. They play a supportive role to the speaker and whether you’re trying to win business or convince the audience of your credentials, without them, your presentation is diminished. Slide decks are low resolution, supportive materials that follow the speaker, using graphs and infographics to deliver key points in a neat package. A pitch document is the exact opposite. It’s a high resolution detailed breakdown of information that provides evidence and case studies to support the statements of the speaker. With both, you are able to make a very compelling pitch and when you’re finished you can leave them with your client to remind them why you were the best. Which of the these do you rely on more?

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