Too many companies underestimate the power of their ability to win with graphic design. They think that graphic design is primarily to communicate facts to a potential buyer – like nutritional information and how to use the product. Yes, graphic design needs to do this. But graphic design can and must do much more.
Marketing graphic design is a design direction where there is a strong awareness of what it takes to get customers to buy the product. When this is an element of a graphic design project, the design direction is strongly defined by customers – for example, demographics, and their likes and dislikes.
When working with graphic design companies make sure that your design guidance includes customer perspectives that can dramatically improve your results.
1. Age demographics: the design elements that are most relevant to a millennial are very different than those that are most relevant to someone of the Boomer generation. Make sure your design company knows exactly whom you want your design to persuade to buy your product.
2. Income demographics: in many products this can be a key differentiator. For example, if it is an expensive product bought by people with higher incomes, the quality elements in the design will need to be very high.
When working with graphic design companies make sure that your design guidance includes customer perspectives that can dramatically improve your results.
1. Age demographics: the design elements that are most relevant to a millennial are very different than those that are most relevant to someone of the Boomer generation. Make sure your design company knows exactly whom you want your design to persuade to buy your product.
2. Income demographics: in many products this can be a key differentiator. For example, if it is an expensive product bought by people with higher incomes, the quality elements in the design will need to be very high.
Another very important element is making sure that there is strong guidance for branding graphic design. This can be the big picture impression you want your design to achieve. In many cases, it is the design elements that strongly and quickly differentiate your product versus competition.
For example, in the detergent aisle, Tide has created extraordinary branding graphic design equity – the orange color of its bottle. Loyal users in whatever store they go into to buy detergent are visually looking for "the orange package." In the business-to-business world, John Deere has created an exceptionally strong visual equity. It's iconic green equipment with yellow communication elements makes a product that you can immediately know even from a great distance.
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