“I think graphic design is just about making marketing materials look “pretty”.
Is that what you do?”
All too often I hear this feedback about my trade. While I whole heartedly agree that it’s important to have your marketing materials reflect the value you have to offer in a visual sense, it’s just as important, if not more important, to make sure your materials have purpose.
“Design Strategy” is a popular industry buzzword, but do you know what it really means and how it can really help you? I’ll help you understand so that you can utilize design strategy to elevate your work beyond just looking “pretty”.
Strategy is defined as a plan for how to achieve a goal. It is what a company develops to differentiate itself from competitors’ actual or predicted moves. It’s essential tactics that should drive every decision a business makes.
The goal of design strategy is to merge business and creative objectives in a meaningful way that moves design beyond just an aesthetic exercise. A design strategy should address:
- Existing problems and ongoing challenges
- Current benefits and successes to be leveraged
- Unmet client/customer needs
- Changing client/customer behaviors and attitudes
- Emerging ideas and trends
- Opportunities to differentiate
So the next time you need a flyer, invitation, or any other promotional piece, ask yourself, “What is my design strategy?” and the answers should bring you an abundance of clarity towards your marketing goals.
Thanks for spending some time with me today!
Katy Geary
Owner + Creative Director
Geary Graphic Design
