When the client wants a kickass design for their beloved product, I'm a believer in adding value to the piece versus unnecessary designs to make it just pretty.
Pretty is nice and all, but what I'm interested in is how the design increases your sales, can it reach your target market and will it provide a direct link to your brand's identity. I recently read Get Noticed in a Crowded Marketplace By Challenging the Design Tropes: A new wave of craft breweries is using label design to break down gender stereotypes, shape client stories, and express more ideas with fewer graphic elements. A quick look at four projects that each have a lesson to teach us about design choices and client interaction.
Your product's look, it's identity, should follow your marketing goals. Like a best friends, your marketing goals will tell us if that design looks great not because it's really cool, but because it aligns with the values and the strategy of the business, because that's where the power and impact reside.
You can see the difference between choosing designs based on a personal aesthetic versus a business goal. In the Vincit Beer project (Marco Vincit), his design choices were made based on his personal values and symbols. The label project is a beautiful demonstration of what designers can do if they are not bound by a marketing plan.
But you want your product to sell, and of course you want the look to represent the brand's values and goals. What are your brand's goals? Who is your target market? What if you don't know? Let's dive into this in our next blog post. Stay tuned, Bizy Buddies.
Your product's look, it's identity, should follow your marketing goals. Like a best friends, your marketing goals will tell us if that design looks great not because it's really cool, but because it aligns with the values and the strategy of the business, because that's where the power and impact reside.
You can see the difference between choosing designs based on a personal aesthetic versus a business goal. In the Vincit Beer project (Marco Vincit), his design choices were made based on his personal values and symbols. The label project is a beautiful demonstration of what designers can do if they are not bound by a marketing plan.
But you want your product to sell, and of course you want the look to represent the brand's values and goals. What are your brand's goals? Who is your target market? What if you don't know? Let's dive into this in our next blog post. Stay tuned, Bizy Buddies.
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