Graphics Reference
In-Depth Information
ALERT!
Because branding is such an extremely large subject that requires much
more in-depth explanation than I could fit into this topic, I have only
given a very high overview on the subject.
Brand It
Raising the public
s brand makes them
feel comfortable with it. It gives them something to identify with
and at the same time it says,
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s awareness to your client
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m here. Remember me.
Remember me when you see these images. Remember me when
you see these fonts and these colors. Remember me when you
think about __________.
“
Hey, I
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In addition to asking people to remember
the brand, raising awareness also means that you
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re trying to evoke
or solidify an emotion or feeling within them. As I mentioned
before, that feeling may be comfort. However, the emotion/feeling
that you actually want to call upon could also be something much
different like excitement or curiosity. The simplest explanation of
branding is that it consists of beautiful imagery, your client
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s logo,
and some short but sweet message that appeals to the targeted
emotions (possibly your client
s tagline).
Designing for brand awareness can take on different levels of
difficulty depending on the consumers
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current view of the brand
itself. If the public already has good thoughts and feelings about
the brand, then the efforts that are currently in place are doing
their job, and you
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ll simply need to stay within those design stan-
dards. However, a client may have sought you out to change the
public
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s thoughts of their brand. Although there may be questions
as to what caused the brand to develop an undesired image, the
design process for a new brand direction can be a fun and challeng-
ing one. When a brand needs a new image, it needs to shine. This
means that the brand design standards are usually very loose or
even completely out of the window in favor of the new direction.
For both of these scenarios, there can be challenges. In the case
of continuing successful brand awareness, it can be a challenge for
some to stick within the strict (but again, successful) design stan-
dards. And when it comes to changing the public
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sviewona
brand, some may find it difficult to have such an open design field
to play in.
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Sell It
Selling your client
s product through online banner ads requires a
different approach than raising brand awareness. For starters, your
viewers are (hopefully) already familiar and comfortable with the
brand. This works in your favor because they may only catch a
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