Creating A Corporate Design For Your Website, Advertisement And Marketing Materials

By Author: Kai Thorpe
Total Articles: 11
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Every area of a company’s communication with clients and the public, including advertisements, websites and marketing, are critical. After all, corporate design reflects your brand. Design, colours and typefaces leave a lasting impression of your business, and it is your responsibility to ensure that this impression is of a strong brand. This guide discusses the main areas to consider when contacting an agency for graphic design, branding, marketing or web design in Kent or across the UK.

Logo

You might immediately consider a logo the most important piece of corporate design. This may be true, but it is often overlooked that a logo is merely shorthand for the brand’s image. Other areas of corporate design define the quality and ‘feel’ of your company, and the logo is a trigger in people’s memories for this image which has already been created from these other sources. Don’t visit an agency for graphic design, branding or web design in Kent or anywhere else in the UK with plenty of ideas for your logo but no idea about the other aspects of design. Likewise, don’t waste the majority of your budget ...
... on a logo. A good logo alone doesn’t get a company anywhere.

Colours

Your corporate design agency will have the ability to choose colours which are visually appealing, match each other and match their purpose. However the brief you give to your designers creates the foundations, affecting how strong a completed design is. You understand your clients and customers better than anyone, so give your corporate designers a thorough idea of who their work is targeted at.

Colours evoke strong feelings in people. Did you know, for example, that women prefer designs featuring yellow than those featuring orange, whereas men prefer orange to yellow. Your designers should have an in-depth knowledge of the various effects of different colours, but they won’t put this into use unless you fully explain your target audience. Blue invokes the view of faithfulness, trust and quality, but women prefer red to blue so if your target audience is women you may find that an overly blue design will miss the mark.

Typography

Graphic designers are often passionate about typography. Personally you may feel consciously indifferent about what fonts are used, as long as they are sensible and successful at doing their job. But subconsciously your mind is making assumptions for every piece of text you read, based upon its typeface alone. Tell your corporate design company what impression you want your fonts to leave.

Young companies, or companies which want to appear fresh, trendy and up-to-date are generally choosing sans-serif typefaces such as Helvetica, a favourite among designers. Traditional serif fonts however, such as Times New Roman, will generally leave the impression of a long-established and reliable business. Typography is equally important whether you are sourcing web design in Kent, advertising in Kent or any other area of corporate design.

Design

Design in general covers many other features. Your designers will be able to create a design which reflects your brand, but it is your job to ensure that design never stands in the way of usability. This applies to any area of design, be it web design in Kent, advertising in Kent, marketing in Kent, or any other design service across the globe. Don’t be afraid to tell your designer if you feel that their work needs changing, you know your business better than anybody.

Understanding your target audience will help you to ensure your corporate design agency is making profitable decisions which reflect your brand in the way you want. Thinking about the areas mentioned in this article will help you to create a clear design brief for a successful corporate design.