Written by Administrator
Wednesday, 13 April 2011 01:41
We love great commercial art. With the amazingly powerful tools of the computer age, the world is experiencing a new Renaissance. Wonderful expressions of creativity are all around us. However, when someone with a marketing budget is paying for the creativity, the purpose should never be forgotten. The whole point of commercial art and design is to communicate something.
Every design project should start with clear marketing objectives. It is rarely as simple as "sell more." Some examples:
Position the company an industry leader Get the names of prospective customers Position the company in a particular price range Build name recognition Introduce a new concept Educate the market Increase market share
Before a design is approved, it should be evaluated for how well it does in communicating the key messages.
In the case of packaging design, a product can come across as a quality item or budget-priced item. The price alone does not establish its position. In the case of exhibit design, the objective can be to attract the attention of every passerby or to be more low key and sophisticated. With a logo design, you should decide whether you want to look like a major company or communicate what you offer. You may be able to accomplish both.
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