Missing the mark on good design

Your business is moving in new, exciting directions. You need to get the word out, selling clients and employees on improved services and products to make it all work. That is when you marketing goes into high gear, only to suddenly stall? What happened? Somehow, subjectivity slipped in and got in the way of good design. Instead of focusing on what audiences need to hear and see, the message now keeps missing the mark. Stakeholder and marketing decision-makers simply became distracted by their own creative preferences, overlooking what others will need to make a personal connection with the brand. By treating design like “window dressing”, it can no longer do its job – what design is by it’s very design should accomplish.

1) Design uses the conceptual shifts within a company to guide creative and visual choices. To build awareness the design must “reboot” expectations with audiences and shift current brand perceptions. If the design still looks like what you have done before, why would anyone accept your company is accomplishing something new and important?

Bisys responding to recent mergers and changes in management tunes into a vision to solidify the brand

Bisys establishes new standards for all marketing templates to focus on new programs and services

2) Design must balance the vision with the visual. When promoting a new vision its more important to point users quickly in the right direction to find out more information. Your conversions depend upon it.

Sears exploring expandable banner ads, providing users detailed product information before the "click"

3) Design, the form, always follows a function. The marketing “event” brings it all home. Let the design open up the brand into personal exchanges that build employee enthusiasm and customer loyalty. You might just learn something along the way.

Ford using entertaining themes and attractions to "super charge" employees and clients participation at shows and events

Bottomline: The design capturing the brand experience is not there to make you happy – its belongs to the audience, and serves them. The purpose of design is to provide signs so people know what your company is about, where it’s going and allowing them to choose how and when to come along for the ride. The final marketing treatment must first and foremost make meaningful and sustainable human connection with audiences before it can accommodate the “individual taste” of management:)