When you are promoting a business through business cards, exhibition stands, banner stands, retail displays, brochures and other advertising mediums, it is important to never underestimate the power of their design. The design of these promotional materials is the first thing that your customers will notice and it will affect their first impression of your company.
Every company has a unique “personality” made up of many different factors including the approach to business, the values, the mission statement, the style of service and more. For example, you might be a youthful and innovative online start-up, a community-minded heartfelt charity organization or a restrained and sophisticated luxury brand.
When you are designing these materials you must ask yourself, do they reflect the personality of my company?
When the wrong style of graphics is used to depict your company, it could leave customers guessing about what you are actually about. For example, imagine a reserved and professional law firm using a display or a brochure in a playful font with humorous images. This does not reflect the personality of their brand and would seem very unprofessional. On the other hand, a company which organizes children’s birthday parties might not want a reserved and elegant graphic design style because it would not reflect the fun and playful image they would want to project.
Here are a few things to consider when developing the graphic design style of your brand:
Choose a font which works harmoniously with the rest of your design and consider the image that the font gives. Is it playful or serious, old fashioned or modern, feminine or masculine? Make sure that the font is not too ornate or strange to the point where it is difficult to read.
Colours make a huge impact on how your graphic designs are interpreted. Every colour invokes an emotion, such as red representing passion and blue having a calming effect. There is also a difference between bold and vibrant colours and subdued or pastel shades.
When you are creating a display, business card, poster or any other professional graphic, think about how you want to arrange the elements of text and image on the page. Do you want the design to be text and graphic heavy with a lot of things happening, or simple, sleek and elegant? Your choice should also reflect the personality of the company.
These are just a few things to keep in mind to make sure that your graphic design accurately reflects the personality of your brand. Graphic design makes a powerful first impression, so make sure that it reflects the personality of your business.
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