Highlight The Brand And Its Message, Not The Design

brand and communication design

Brand design and communication design has to do more than just look good. 

Design is not just what it looks like and feels like. Design is how it works” – Steve Jobs. 

So what makes great design for brand communication?

Great design is invisible so that the brand message can shine through

I’ve seen graphic designers over complicate designs to convey marketing messages. The design challenge is to simplify the brand message visually in such a way that the design resonates subconsciously with the audience telling people how they’re supposed to interact with the brand. Highlight the brand and its message, not the design. "Design should never say, 'Look at me.' It should always say, 'Look at this.'" – David Craib.

Brand communication design should feel like it derives from one place

Graphic designing is an element of branding. A customer experiences brand through the product or service, that brand’s values, personality and communication among other things. So all forms of visual communication including illustrations, packaging design, point-of-sale, website design, logo design, marketing collateral etc help create a brand identity in the target buyer’s mind. Communicate the brand consistently and clearly at every touch point. It should feel like it derives from one place.

Successful design connects a brand with its target audience 

What graphic art attracts a sophisticated luxury product buyer could look too drab and dull to a flashy teenager. And what instantly catches eyeballs from rural buyer would in all probability be an instant-miss by this chic urban customer. The point is, design keeping in mind the target audience.

The original version of this post was released on Graphic Designer's Blog.

Published by OH! Design Studio - a niche branding agency based in Mumbai, India. From brand strategy to brand activation on online and offline channels, OH! Design Studio provides 360 degree creative services for launching new brands, re-branding and online promotion.