get very frustrated when confronted with examples of poor
don't suppose that I am alone. A particular pet hate of mine is a 'logo' where the company name is laid out in a swirling script and I
can't make head nor tail of what it actually says. Is that
an R or is it a C? A typical case of form triumphing over
Here are a few tips on how to make sure that design helps make your company look good.
is a business investment, like any
the design 'tail' wag the business 'dog'. Treat design like
any other business investment and make sure that it earns it's
keep. That means keeping absolute clarity on what the function
is that you are trying to achieve, then let the form follow.
Always go back to your original specification to check that the
design is working effectively. And don't be afraid to measure
the return on the design spend over time. It will help
you improve the process next time.
you can improve how you brief your designer. The more
information you can give them about what the business needs are, the
more functional their designs will be.
And if you
don't have a genuine business need, then don't do the design
work. Just because you are bored with your company logo
doesn't mean that you should change it. Is it still doing
its job for your business effectively? If yes, then leave it
designers are the same
worked with many designers over the years and they all have their
own approach and style. Choosing which one to work with can seem hard. The most reliable way that I've found is, just like your friends, choose a designer, or designers, that you get on with at a personal level. Designers that have empathy with you, your
business, your customers and your goals.
which college or university they went to, which other clients they
have, whether they use a PC or an Apple Mac and so on. Just
focus on whether you feel that you share a common understanding of
what is needed to be done. Then give them their freedom to come
up with a range of ideas. Don't restrict their thought processes with
your own prejudices of what 'good design' is. It is their job
to be creative.
that the purpose of the design is to impress existing and potential
customers ... not you or your colleagues. So, if you are ever
unsure about which designs might work best, you can always ask the
experts ... your customers.
Thinking and working pragmatically like this will help you to make your marketing work better for you in a more memorable way. This means that your target customers will be able to differentiate your products and services from those of your competitors and clearly see the value in buying from you.
If you would like some advice on memorable marketing techniques for your own business, or you know someone at another business who might need help, then please contact us. The sooner you start, the sooner you will benefit.
Importance of Design
Download this handy guide which explains how to
get the best from your design investments in order to
improve effectiveness in the market.
the Chartered Institute of Marketing as part of
their Directors' Briefing series, this document makes easy
reading for business people of all experience
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)