graphic design
~ an overview
We are surrounded by design. Whether its on the package of cereal we open for breakfast, the ads we read in the newspaper, the chair we sit in, or the clothes we put on, design is everywhere.
When considering design, view it as a capital investment and not
a line item expense in your budget. Toillustrate this point, think
about teapots.
Both Kmart and Target sell an inexpensive teapot. They both are functional and perform as promised, namely boiling water. The Target teapot is designed by Michael Graves. You may love it or hate it, but it leaves an impression. And that’s the point. Both cost about the same to produce, but Target gets a lot more out of its teapot than Kmart. If you see one in a friend’s home, you’re likely to make some sort of comment about it. If you like it, you go to Target and buy one for $25. And that’s why Target is very profitable and Kmart was once in bankruptcy court. Target learned (after trial and error) that you can pay for great design once and enjoy the benefits for years.
Exceptional design doesn’t need to be expensive or complicated if you keep in mind that form should always follow function. Like a teapot, your design should be driven by its primary purpose, then be made to differentiate your message and provoke a response that clearly separates you from your competition. Your target audience, primary message, realistic outcome and synergy with the rest of your communications program needs to be considered as part of the design process.
Once you’ve invested in your teapot, tying your marketng communications together will be as simple as boiling water.
