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In business, marketing is as important as the product or service itself. One advertising campaign can turn a company into a brand, but it also can send it back to square one. Therefore, choosing a final design is the breaking point, on which most later events depend. If you’re ever in doubt about how to decide on the matter or have a dilemma between several options, ask yourself a few simple questions about designs in front of you.
Does it Represent Your Brand?
Every company wants to send a message to the audience. The message is about its goals, about what it represents, or strives to represent. More simply put – it’s about the company’s values.
If the particular design is to be chosen, it has to portrait your brand to the fullest. If it doesn’t do that, the target audience won’t be drawn in. And without the target audience, you’re in for a bust.
So go for the designs that represent what your brand stands for, in color, image, and word.
Is It Simple Enough But Not Too Much?
Advertising is, in its significant part, competition for consumer’s attention. And attention has to be grabbed in a very short period before the internet user scrolls down the feed, or a person in the street walks past the billboard.
Therefore, your chosen final design has to be easily understandable, without too many elements that would overcrowd it. Applied elements have to pass clear information. Take the Nike logo, for example. A simple image with three words in the plain font is instantly recognizable all over the world. The same goes for banners, where background images must add strength to the message of a headline.
However, simplicity should be balanced out. Simple to understand doesn’t mean dull and unnoticeable. This mistake could drown a nascent company in the sea of competitors. So go for an eye-catching and memorable design.
Does It Stand Out Among the Competition?
The market is like a shark tank. For many who swim in it, it’s going up or going out. What will happen often depends on a click. So we’re back to the matter of the user’s attention.
Your chosen design should have qualities that set it apart from all others. In that matter, a choice of color or even a font can do magic.
Be careful, though, since every niche has some symbols that are associated with it. Missing such an essential element may send the wrong message to the users – that your company deals in something entirely different.
Does It Fit the Intended Usage?
Every design should be adequate for the target audience but also intended media. It’s not the same design for website banners and billboards. There are different needs if the design is intended to be read on mobile phones than on desktop computers. And so on.
The same goes for target audiences. Teenagers don’t find the same things catchy as senior citizens. All that has to be taken into account.
Flip-a-Coin Method As the Last Instance
But what happens if there is still more than one design that checks all the boxes? And you happen to like them evenly, as well. Then use the age-old trick with flipping a coin. Once the coin is in the air, you’ll surely know which side you wish to fall.
