Your design should align with they way your clients use and perceive your products and/or services. It is not just a visual representation of your brand; it is the emotional connection with prospects and current customers. Design should act as a communication means to your clients.
The best way to understand design is to position it against art: art is an expression, design is an impression. An artist takes the lead on an artwork and what it communicates; a designer will work in collaboration with the business to ensure that a design creates the right impression of the organisation. It is therefore important to find a designer who is in sync with your business: ask questions and look at their portfolio to get a grasp on their style and determine whether it fits your brand.
One of the biggest barriers in the relationship between marketing and design is the top-down approach in which the marketing department dictates what a designer should produce without supporting that brief with organisational vision and values. You may not know exactly what your end result will look like, but you should have an idea of how you want it to make your customers feel and what values it represents for your brand. You hold the vision – design is the tool to achieve it.
Marketers also need to recognise design as a journey. A designer will never get it right the first time, but throughout the process your feedback will lead them to the desired destination. The more involved you are, the better the end result will be. You can’t expect a designer to come back two weeks after an initial meeting with the perfect result – you need to spend time shaping their ideas into what you want your brand to be. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com complete marketing solutions for a FREE no obligation quote.