Issue No 149 June 2005

Design for impact

Psychologists often say that when something looks good people perceive it to be better. You may have a great product, but if your business brand and printed collateral looks old fashioned, it will be difficult to sway customers into thinking you are a modern company.

So, how do you get a well-designed product that incorporates your message and conveys what the product is about? First, before speaking with design companies, have at least some concept in mind of what you're looking for. Look in magazines and at other company's printed collateral — get an idea of what you like and have it ready to show a designer. Your ideas will let a designer know your personality and what type of design you want. It is also important to know exactly who your customers are, and what they like, as your product and the new design needs to appeal to them.

Then get a quote. Ask around or look in the Yellow pages. Ask for references and request several samples of completed work, ideally for products or services related to your own. It is important to brief a designer well so you get what you envisage, though remember to take into account their suggestions and advice, as they are experts in the field.

When a designer embarks on a new design, issues such as paper type and thickness, colours, sizes and photography can be addressed. It is a good idea to let the designer know an idea of your budget as these issues will affect the overall cost.

Points to look for in a new design.

• Branding is very important. Does the new design incorporate a good logo, simple colours and typeface? Does the 'feel' of the design carry through in all the collateral — is the branding and 'look' consistent?
• Is it clear to read and understand?
• Does it reflect your business and product/s?
• Do you like it, does it appeal? Ask friends and family if they like it.

Tracey Gordon
Decipher Design