This past month we focused on branding and all that it entails. We hope you enjoyed our Instagram and Facebook posts, as well as our previous articles on branding, and we hope you found them useful. Before we head into May, let's go ahead and do a little wrapping-up.

Pay attention to the elements

Designers don’t just make pretty things for clients. When crafting designs, they have to tap into their marketing brains. Here's what we mean when we say you should pay attention to the elements:

Demographics - what is the age range of the audience your client serves? Keep this in mind at all times so that your images, colors, and overall look caters to that group. For instance, if your client's target audience are men in their 50s, choosing a range of pinks as a color palette probably won't work well.

Color palettes - work with your client, their personality, and the elements of their business to determine the color palette you should use. Look at your client's competitors and their industry in general to get a feel for what’s out there. You don’t have to stick with the tried-and-true, but you don’t want to do candy shop colors for an insurance agency, either.

Pull it all together and consult with your client to see how appropriate everything is - once you’ve got it all lined up, look at it holistically. You may even want to create a mood board before fully diving into designing.

What if the client doesn’t know their brand yet?

This is a tough question with a tough but straight answer: it’s not time to design yet.

The bottom line is that the client needs to know their branding before moving ahead with anything, including design. There are two things you can do in this situation: 1) help your client with their branding as a separate service before designing; or 2) if you don’t do branding, direct them to someone trusted who does and have your client come back to you when the branding is completed. This may not be the answer you want to hear but designing without clear branding is like trying to drive a car with your eyes closed.

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