What is marketing design?
Marketing design is the graphic design (logo, branding, content, collateral, advertising, just to name a few) that contributes to your business. When done effectively, this branding can transcend the efforts of your design team and reach a familiarity that allows your consumers to also help define your own brand.
Effective Design VS Bad Design
Bad design is not only ugly, but costs more in the long-run.
Great design paves the way for a return on your investment. Packaging design, for example, may seem like an afterthought to some but it’s one of the most important—if not the most important—element of your product’s marketing.
(And your logo serves as the foundation for the aesthetic of your packaging.)
If your product’s packaging doesn’t grab the attention of your consumer, then it doesn’t matter how much you have invested—your product will not sell as well as it could. Even if it’s the best product in the market, people will always instinctively judge a book by its cover.
That’s why people don’t need to be professional designers to know what beauty looks like. It’s intuition. You instinctively like this packaging design over another, you may not know the technicalities of why, but…
Beauty is not in the eye of the beholder.
It is objective.
Beauty exists without your acknowledgement of it.
Professional graphic designers understand that good design is beautiful, and it also makes for more effective design. When your advertising design successfully targets your main audience, stands out in the competitive market, and looks beautiful… wonderful things happen for your ROI.
The Importance of Effective Marketing Design
Branded advertising design defines your company.
Effective marketing design is branded to your company, consistent across all channels, and allows your audience to recognize and relate to your brand instantly.
Example: Salt Life Brand
For example, the term “SaltLife” is not just a company, it’s a brand. They have branded their marine sport clothing, activewear, and beachwear. If you have driven nearby Miami’s beaches, it is likely that you have seen at least one “SaltLife” car decal on the road. What makes people pay for a brand, and proudly place a branded decal on their own car? It’s not because they enjoy advertising for that business. It’s because they are now part of a community. The brand is now more than a company—it’s something exclusive to be included into. It’s not what the company sells, it’s how the customer feels about it. The apparel and decals are just collateral design.
Collateral design for your company works either for or against your overall branding (how your customers perceive your business).
Branded collateral includes, but is not limited to:
Posters or Flyers
Catalogues and Documents
Any Visual or Media Used to Promote Your Brand
Any Communication Item is a Collateral Item
With time, if done effectively, the audience begins to develop your brand for you.
(It’s time for my branding to be done right!)
Written by Victoria Zade