So often we see great design that aesthetically pleases in our industry. It looks great, uses the latest fonts that are cool and current, along with the latest ways to manipulate programmes for the latest cutting edge imagery. But is this style over substance? Having been in the graphic design midlands industry for 15yrs I have seen the Design ‘latest’ become the ‘late’ many times now and I ask myself is this marketing? Marketing that sells? Marketing that is focused on results and objectives or design focused on… well, design.
Design that sells
We believe that design has an important role to play within the delivery of a project, but for us design comes into play much later in the process after we have created the substance needed to ’sell’.
Vodafone – Truth Marketing
Above is what we regard as the perfect blend of style with substance. Design has been engaged heavily in this campaign we did for Vodafone, but not without the whole strategic process and USP directing us to do so. Therefore the design is more purposeful and directly relevant to the end consumer and sales were significantly higher.
Packaging
From brand to packaging, web to direct mail, point of sale to online marketing, advertising to sales promotion, our primary focus is of selling our clients products and services with clear strategic thinking and creative work focused on our end consumers needs. Design is then used to unite all of the marketing objectives but with clear direction born from our process. Using this direction, over use of design and ’style’ over ’substance’ is avoided, as we create highly effective marketing with the correct balance of design.
