Graphic Design – Website Design – Search Engine Optimization

What is graphic design? from AIGA Career Guide

Suppose you want to announce or sell something, amuse or persuade someone, explain a complicated system or demonstrate a process. In other words, you have a message you want to communicate. How do you “send” it? You could tell people one by one or broadcast by radio or loudspeaker. That’s verbal communication. But if you use any visual medium at all—if you make a poster; type a letter; create a business logo, a magazine ad, or an album cover; even make a computer printout—you are using a form of visual communication called graphic design.

Graphic designers work with drawn, painted, photographed, or computer-generated images (pictures), but they also design the letterforms that make up various typefaces found in movie credits and TV ads; in books, magazines, and menus; and even on computer screens. Designers create, choose, and organize these elements—typography, images, and the so-called “white space” around them—to communicate a message. Graphic design is a part of your daily life. From humble things like gum wrappers to huge things like billboards to the T-shirt you’re wearing, graphic design informs, persuades, organizes, stimulates, locates, identifies, attracts attention and provides pleasure.

Graphic design is a creative process that combines art and technology to communicate ideas. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience. The main tools are image and typography.

Image-based design
Designers develop images to represent the ideas their clients want to communicate. Images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotions. People respond to images instinctively based on their personalities, associations, and previous experience. For example, you know that a chili pepper is hot, and this knowledge in combination with the image creates a visual pun.

In the case of image-based design, the images must carry the entire message; there are few if any words to help. These images may be photographic, painted, drawn, or graphically rendered in many different ways. Image-based design is employed when the designer determines that, in a particular case, a picture is indeed worth a thousand words.

Type-based design
In some cases, designers rely on words to convey a message, but they use words differently from the ways writers do. To designers, what the words look like is as important as their meaning. The visual forms, whether typography (communication designed by means of the printed word) or handmade lettering, perform many communication functions. They can arrest your attention on a poster, identify the product name on a package or a truck, and present running text as the typography in a book does. Designers are experts at presenting information in a visual form in print or on film, packaging, or signs.

When you look at an “ordinary” printed page of running text, what is involved in designing such a seemingly simple page? Think about what you would do if you were asked to redesign the page. Would you change the typeface or type size? Would you divide the text into two narrower columns? What about the margins and the spacing between the paragraphs and lines? Would you indent the paragraphs or begin them with decorative lettering? What other kinds of treatment might you give the page number? Would you change the boldface terms, perhaps using italic or underlining? What other changes might you consider, and how would they affect the way the reader reacts to the content? Designers evaluate the message and the audience for type-based design in order to make these kinds of decisions.

Image and type
Designers often combine images and typography to communicate a client’s message to an audience. They explore the creative possibilities presented by words (typography) and images (photography, illustration, and fine art). It is up to the designer not only to find or create appropriate letterforms and images but also to establish the best balance between them.

Designers are the link between the client and the audience. On the one hand, a client is often too close to the message to understand various ways in which it can be presented. The audience, on the other hand, is often too broad to have any direct impact on how a communication is presented. What’s more, it is usually difficult to make the audience a part of the creative process. Unlike client and audience, graphic designers learn how to construct a message and how to present it successfully. They work with the client to understand the content and the purpose of the message. They often collaborate with market researchers and other specialists to understand the nature of the audience. Once a design concept is chosen, the designers work with illustrators and photographers as well as with typesetters and printers or other production specialists to create the final design product.

Symbols, logos and logotypes
Symbols and logos are special, highly condensed information forms or identifiers. Symbols are abstract representation of a particular idea or identity. The CBS “eye” and the active “television” are symbolic forms, which we learn to recognize as representing a particular concept or company. Logotypes are corporate identifications based on a special typographical word treatment. Some identifiers are hybrid, or combinations of symbol and logotype. In order to create these identifiers, the designer must have a clear vision of the corporation or idea to be represented and of the audience to which the message is directed.

Interactive ID is a graphic design company.

Graphic Design: A Career Guide and Education Directory
Edited by Sharon Helmer Poggenpohl
Copyright 1993
The American Institute of Graphic Arts

All business owners know that the most vital part of a promotional material is the message that it communicates to the customers. That is why even the logo has to be carefully designed and created to make sure that it gives the right meaning.

In the past, there was actually no need to put logos in stores or in the products. This is because there was little competition and oftentimes, towns only have one clothing store, restaurant or general store. But today, things have changed. From everyday necessities such as toothpastes and soaps to expensive jewelries and clothes, there are literally hundreds of different suppliers and retailers. Competition is stiff, that is why most of these vendors are looking for the best way to make their products stand out among the rest.

Picture you are in a grocery store. You need some soaps and shampoos. So you went to the section where these products are displayed. You will be surprised to know that there are quite a number of brands to choose from. If you are the kind of customer who doesn’t stick to one brand you will have a hard time choosing which brand of soap or shampoo is best for you. But most customers today look for consistency and familiarity when it comes to products they need on a daily basis. Hence, a good logo will create a differentiating characteristic of a brand that will eventually become familiar to customers.

Simply put, business owners use logo because they are good stimulants that once a customer sees a particular logo they will immediately remember what brand it is. With the seemingly complex way of modern life today, people just don’t have a lot of time to research all the benefits and features of each brand. They simply take note of the logo and know immediately what these products are all about. In addition, with the advent of the Internet, shopping has never been easier. Just like when people shop in stores, they also look for familiar brands when browsing through the Internet. Hence, when you have a good logo people will not have a hard time recognizing your brand. Logos are in a way the simplest, most direct way of promoting your business. It is like an overall statement of what you are about, minus the lengthy statements. Since logos are distinct graphic images, they can easily create name recognition and easily entice your target customers.

Corporate Branding is Key to a Successful Business
Corporate branding is the process of establishing a name and image for your business. It is something, which should be done by every organization, and establishes a name for your product or service.
While you can have a successful business without the use of corporate branding, it is much harder to remain in the minds of customers when you do not have a brand or logo for them to associate your business with. Corporate branding begins with the designing of a relevant logo, website, business cards, letterheads, and any other promotional materials that you might need.

With these items in place and the corporate logo established, you will begin to see why corporate branding is the key to success.

Why is Corporate Branding so Important?

When you think about Nike, what comes to mind? I can guarantee that most of you just pictured a check mark in your head. This is because Nike has spent a lot of time and money to ensure that their logo and “just do it” motto have been set into the minds of consumers for years.

This is just one example of why corporate branding is so important. Without a brand image to quickly associate your business with, you are instantly out of the minds of consumers.

If you can on the other hand, provide consumers with a lasting memory of your brand, then yours will be the first business that will come to mind when they see that image or logo. It will also allow them to spread the word about your business much easier.

Sometimes people remember logos better than the names of businesses.

You Can’t Do It Alone

The first thing you need to understand about corporate branding before you begin selecting a logo or other merchandise, is that you can’t do it alone. Even if you could design the image, you would not be able to produce the merchandise such as business cards, letterhead, and other promotional items by yourself.

For this reason, it is important to enlist the help of professionals. Companies who provide marketing services can conduct research based on your business, and help you choose a logo, motto, and merchandise that can help you create effective corporate branding.

While you may spend a little bit of money by using one of these companies’ services, it will be well worth it when your business has a successful brand, and your traffic and sales increase. While you are new to the idea of corporate branding, these professional companies have had years of experience helping businesses get their start.

Developing a Logo

The first step that a marketing service company will introduce you to, is the development of a logo. This is the most important step in corporate branding, because it creates an image that will always be associated with your business.

A logo can be serious, humorous, or just about anything else that you like. It can communicate to consumers what type of services or goods that you offer, your quality of service, or any other important information. It is essential that you choose a logo that can’t be interpreted the wrong way.

It is also important to choose a logo that makes a statement about your company, and is not just a random choice. The more content you are with your brand image, the better your potential customers will react to it.

Completing the Image

Choosing a logo is not the last step in corporate branding. In order to effectively brand your business, you need to display that logo and brand image consistently on and in all your marketing efforts. A company’s letterhead, business cards, and any other promotional items used should reflect the logo and brand image that has been created.

If you are inconsistent, your attempt at corporate branding will fail. Corporate branding is becoming increasingly popular with local small businesses and large corporate companies as well. When you associate a specific logo, image, or motto with your business, the consumers are more likely to recognize your brand as one they know and trust.

Remember though, that it cannot be done alone and that is best to enlist the help of a professional marketing service when working on this strategy.

Author of Article ~ Aaron Howard