I’ve talked about the need for any representation of your business to be easy to understand. Clear and concise. While this may seem obvious, it’s obvious by what I’ve noticed around me, that it’s not. That said, I want to move onto another equally important issue…design.
While what you are putting out may be appealing, is it clearly understood by your target audience? I have found several instances where the design was unique and eye-catching, but the message was unclear and the intended target audience didn’t seem appropriate either.
There’s certainly value in creativity. I absolutely love anything that gets my attention and makes me want to know more, but not at the cost of clarity.
Every business is different and likewise, so is every message. As you work to create a look that communicates your brand, you must see the process as a complete package. You need the structure (which might comes from a plan, with goals and objectives aimed at your specific target audience), the message (that will likely involve some call to action), and it should all be “wrapped” with visual elements that blend with the message and the goals of the brand. of course, there’s research that goes into all of this that should also be part of the design and word-smithing process.
I guess my reason for posting on this is simply to remind you to be thorough, well-researched and careful not to overlook basics. Oftentimes, I seems that businesses can get caught up in the specific elements and forget about the big picture.