Tag Archives: Design

Graphic design – get graphics done

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What does the logo say about your business?  Does your website design and images make your business look attractive to the readers?  Are you sweating on a big presentation, but the text-based version just does not cut it?  Chances are unless you are artistic yourself, you are going to need some help. This guide will look at some graphic design options to help you improve your image and get graphics done.

Graphic design is the process of visual communication and problem-solving using typography, photography, iconography and illustration. The field is considered a subset of visual communication and communication design, but sometimes the term “graphic design” is used synonymously. Graphic designers create and combine symbols, images and text to form visual representations of ideas and messages.
They use typography, visual arts, and page layout techniques to create visual compositions. Common graphic design applications include corporate design (logos and branding), editorial design (magazines, newspapers and books), wayfinding or environmental design, advertising, web design, communication design, product packaging, and signage.
(Source Wikipedia)

WHY is graphic design important?

They say a picture is worth a thousand words. If you were going to the most important face to face meeting of your life, would you wear a dirty shirt, ¾ pants, and sandals? No, because you would not be creating the best impression.  Similarly, you want your business to make the best impression and no matter if it is your logo, website, business card, brochure, Facebook post, presentation, or the sign on the side of your workplace.

We want your business image to be impressive, and we also want it to be memorable.

The use of graphic design can help with this. If we use the example of a logo, it allows customers to identify your company. A good design will be simple and memorable.

WHAT do I need to understand about graphic design?

Graphic design has gone through an evolution over the last few decades, starting from being done by hand with paper, pencils, crayons, and paint. Then came the introduction of computers and specialist software for those same artists to work within this new technological medium. Today cloud-based tools are made available at a low cost that allows anyone to be a designer, supported by many helpful templates.

A template is a predesigned image that you have the right to use and manipulate to suit your needs.  Templates are available for many needs today but for reference, think of a template for a social media post or advertising flyer.

A really important concept to understand is the usage rights of templates and photos.  You can use many free templates and photos, but some are licensed.  This means you cannot simply copy them. Rather you must either seek permission or, in most cases, pay to use them, possibly for a set period in a fixed geographic location.  The more famous/better the photo, the more expensive.

If you wanted to design a logo, for example, these are possible steps you might follow:

  1. Think about why you need a logo
  2. Define your brand identity
  3. Find inspiration for your design
  4. Look at and compare what the competition is doing
  5. Choose your design style
  6. Find the right type of logo
  7. Pay attention to colour
  8. Pick the right typography (arrangement of the image)

HOW can I get graphic design help?

What help you need will depend on your capabilities and what you need to do.  For example, if you want a company logo designed, you will probably need help, but if you’re going to improve your presentation slides, there are simple tools that can make a world of difference for the novice. Your options for graphic design include:

  1. Outsource – On the internet, there are many services to get quotes for and find graphic designers. 
  2. Add on services – If you need to get business cards printed you will often find the printer or retailer will have a design service available as an additional service. This can be a cost-effective method.
  3. Graphic design business – Seek out a graphic design agency or freelancer directly
  4. DIY graphic design  – Will the help of templates and simple to use tools the average person can now produce amazing results. A great Australian cloud-based company offering this solution globally is “Canva”.
  5. Stock photos – If you require photos for your marketing needs many internet-based repositories are offering a free, subscription, or peruse option. For example, Shutterstock offers a free trial.
  6. Templates in your apps – Applications like those discussed in the Office Applications guide such as PowerPoint or Slides offer various free templates to use in your presentations.

HINTS

Before choosing a designer, make sure you see a portfolio of their work.

It is better to get a fixed cost for design work rather than pay by the hour as the hours can easily blow out.

Remember, everyone’s tastes are different, so get a few people’s opinions before deciding on a design.

Understand a graphic designer might know more about graphic design than you do.

SUMMARY – improve your image

Good graphics representing your business will make a good impression and help you build your brand identity.  Graphic design will help your image and can be done yourself using templates and tools right through to having the assistance of an expert.

Digital marketing – online targeting

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As a small business, if you want to attract customers you have the option to run advertising.  If you sell cosmetics and you advertise in a local paper you advertise to 50% of the population who has no interest in your cosmetics.  Namely men.  In this guide, we will look at how we can use digital marketing to target only those customers who are potential buyers of your product or service.

Digital marketing, Online advertising, internet advertising is the use of the internet, mobile devices, social media, search engines, and other channels to reach consumers.
Digital advertising is a targeted, data-driven advertising strategy for reaching consumers in every stage of the buying journey from early consideration through to comparison and purchase.

WHY should I use digital advertising?

Australian’s use of the internet grows every year. Every night most Australians have a smartphone in their hand as they watch TV.

We advertise to let people know you exist, to show a benefit or to promote a compelling offer. Digital advertising has specific advantages:

  • Customers can be targeted based on location, age, sex, income, interests and past search behaviors
    • Targeting can be done to only the audience you are interested in and not the ones you are not.
  • Instant real-time result allows you to measure success
  • Messages can be targeted rather than one message suits all
  • Start or stop advertising instantly

Using our cosmetics example we can decide to advertise today to women aged 19 to 35 who have an interest in fashion.  We can immediately see how many in our target audience have been reached and how many clicked through to your website.  It is also possible to track how many of those people ended up buying a product on your e-commerce store.

WHAT are the different types of digital marketing?

Before you endeavor on a Digital media purchase we strongly suggest you build a marketing plan as discussed in our Marketing Guide. The types of digital marketing options include:

  • online advertising  
    • banner ads – an advertisement that appears on a web page
    • keywords – spending money so your business will appear on the first page of a browser (Google) search
    • retargeting – serving a digital advertisement to someone who has already searched for your product or similar. For example, you search Toyota and keep getting ads for Toyota
    • native – an ad that is a sponsored post rather than a hard sell ad
    • video – use of a video advertisement in a digital arena like YouTube
  • online streaming
    • Podcasts – placing advertising in a pre-recorded radio type program
    • Video on Demand – this could be catch-up TV or Foxtel where video advertising is allowed.
  • social media advertising – use social media as the platform to advertise
  • mobile app advertising – free apps survive by including advertising
  • email marketing – a direct mail piece like you would have traditionally received in your letterbox but via email

HOW do I go about doing digital marketing?

Unlike traditional forms of advertising like TV, radio, and newspapers, digital advertising is much easier for the everyday person to do versus having to use a specialised media buying business.

It can be as simple as entering your credit card details.

Assuming you have a plan including having marketing objectives, a definable target market, and a decision on marketing levers (see our Marketing Guide) you are almost ready to advertise.

It is important to have some creative content that will actually convey your message and resonate with a customer. You need to ensure there are a customer benefit and call to action.  That is, why should the customer be interested and how can they get in contact with you.  The final part is to make it visually appealing.  See our guide on Graphical design to see how to do this simply.

Not that these are the right solution for your circumstances, but the most popular means to deliver a digital advertisement is through Google or Facebook.  Both these organisations have tutorials, guides, tools, etc. to lead you through the process and pay with a credit card to start the advertising.

Google https://ads.google.com/intl/en_au/getstarted

Facebook https://www.facebook.com/business/ads

HINTS

Whilst using digital marketing makes bold claims around specific targeting and measurement the reality is not always quite as accurate.  Errors do occur and you should always use actual sales improvement as a true measure of success.

While the internet is a powerful medium, you can benefit from using a mix of traditional advertising like direct mail, radio or outdoor and digital marketing to reach your target audience.

Digital advertising is bought in an auction environment.  The more buyers for the same digital assets drives prices up.

SUMMARY – better targeting of customers

Digital marketing or advertising uses the internet to target only those customers you specify.  It is possible to track those customers through to a sale which helps you determine if you should invest any further money in the same approach.  Digital advertising can be specific to your local area or enable you to reach a global audience. It is very data-driven and if used correctly is a very powerful marketing tool.