I dedicated this past month to digging in on branding and breaking down the elements. I hope you enjoyed the posts on my Instagram and Facebook pages as well as the previous blogs. Let’s do a little wrapping-up before we head into May (and warmer weather - yay!).
Designers don’t just make pretty things for clients. We have to use our marketing brains while creating. When I say “pay attention to the elements,” these are the things I’m talking about:
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 fits that group. For instance, if the demographic for your client is men in their 50s, choosing a range of pinks as a color palette isn’t going to work well.
Color palettes - work with your client, their personality, and the elements of their business to determine your color palette. Look at their competitors and your client’s general industry 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 gauge the appropriateness - 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 a person needs to know their branding before moving ahead with anything, including design. I have two suggestions for 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 a colleague who does and have your client come back to you when the branding is completed. I realize this is probably not the answer you want to hear but designing without clear branding is like trying to drive a car with your eyes closed.
If you have questions about this blog, branding, designing, or my work, feel free to contact me here. Happy designing!