Third in a series of posts highlighting the importance of strategic design in today’s economy. It is inspired by the book “the Strategic Designer” by David Holston. Charles Eames, one of the most influential designers of the 20th century, stated that effective design cannot depend solely on a designer’s preferences. Instead, it should be strongly influenced by business goals and customer needs. This of course seems obvious. However, it takes research to determine what those goals and needs are.
I came across an article online from Inc. magazine today about great logo designs. There are some incredibly good points made in this article. I’ve been creating logos for almost 25 years now and I’ve learned a lot of things during this wonderful journey. And this list summarizes some of top items. Take a look:
Online media is certainly a cost-effective way to reach new customers. The interactive nature of online media gives you rich insights into your website traffic and marketing effectiveness. The design and metrics employed on your website and other online media can determine online brand recall and behavioral responses. The influential effects of clear, effective and visually-outstanding online media: can make viewers desire certain products or services believe in certain principles or causes make educated purchasing decisions We can help you and your company or organization with creating clear, effective and visually-outstanding online media as well as print media. By choosing … Continued
Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented and fabulous? Your playing small doesn’t serve the world. There’s nothing enlightened about shrinking so that other people won’t feel insecure around you. As we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.” —Marianne Williamson.
A brand is more than just a logo. It is the sum total of everything a company does that creates an identity in the consumer’s mind. However, the logo can be the key linchpin that keeps the wheels of the brand rolling in the same direction. And if your logo does not stand out from those of your competitors, your sales will suffer. Logo development may seem like a less-than-critical part of your business development, but it could result in your business never getting off the ground. It can also lead to your business going under or underperforming when it … Continued
Imagine this: try creating a story that explains what you envision for your next website, logo or brochure. I was reading an article in Inc. Magazine the other day that shared a vision statement for Zingerman’s Farmers’ Market: “It’s the longest day of the year; the sun is at its pinnacle of warmth and light. Throngs of people are milling around the Roadhouse parking lot, amazed and excited at the abundance of locally produced goods, ranging from several gorgeous varieties of tomatoes to handmade soap and artisan crafts, to herbs and plants, plus a very strong synergy of Zingerman’s items—cheese … Continued
I received an email from Xerox this afternoon with some tips for standing out from your competition. To me, they seemed quite worthy of consideration if your considering launching a new sales/marketing project. Whether you’re contemplating a website, brochure or ad campaign, I think these tips will help your project succeed. (source, with slight revisions)
Email marketing can give you a ROI that exceeds any other marketing channel — $43 in return for every dollar invested. For a comparison, non-catalog direct mail returns about $15 for every dollar and catalog direct mail returns about $7 (according to DMA’s Power of Direct economic impact study). For tips and in-depth email marketing best practices, listen to this podcast that includes email experts from ReturnPath, Constant Contact and Smith-Harmon: http://www.box.net/shared/nmkz98ilki At Evolv Design, we can help you develop an email campaign that will tie into your current brand, if you have one, or help you build your brand … Continued
I was recently reading an article in Entrepreneur magazine that had some useful advice for small business marketing in a downturn. I’ve borrowed some of the suggestions and changed a few that I felt missed the mark. Below are five suggestions to consider: 1. Value, not price, will make you stand out. Cost is paramount in the minds of many consumers. But, it’s not as overriding as you might think. The worth of something compared to the price paid or asked for it is the most decisive part of the sale. For example: If your buyers believe your price is … Continued
This was the subtitle of a book I was reading this morning: “Speak Human: Outmarket the Big Guys by Getting Personal”. Here’s an excerpt: Small businesses in the United States alone “produce 13 times more patents per employee than large patenting firms” and “create more than half of nonfarm private gross domestic product.” They’re a huge economic driver, and they add to the cultural fabric and diversity of our communities. But for some reason we tend to think they should all try to get bigger. Systemize, grow, franchise, retire, and get a boat somewhere; is this really all there is … Continued