Design: It"s Not Just Wrapping Paper

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I've been invited to a birthday party, and I want to get a fabulous gift for the person who we'll be celebrating.
What's the best way to choose something they'll like? I can't start picking out wrapping paper colors or writing the message on the gift tag quite yet.
Think About the Recipient: I like to think about what their hobbies are.
How do they spend their free time? What's their daily life like? When I focus on them, it's easier to find a gift they'll enjoy.
Once I've purchased a gift, it's time to wrap it.
I can't wrap the gift until I've thought about who it's for, and I've purchased it, right? I have to know who I'm giving it to, and what I'm going to give before I look for a box and pick out the wrapping paper.
That's the way it is with design, too.
Don't Wrap it Before You've Picked It Out: Before you pick colors and typefaces and start to design your layout, you have to spend some time thinking about who you're talking to.
Once you're clear about your target market, think about their lives and problems.
What are their challenges? What are their daily lives like? When you understand these details about them, you'll have a better idea how to speak with them, and what kind of message to send to them.
First Craft Your Message, Then Work on Delivery: The wrapping for your marketing message will be influenced by who you're giving it to, and what you're delivering.
That's the way it should be: get your message straight and the rest will follow.
When you know who you're addressing, and what you want to say, you'll find it's easier to pick the right colors and typefaces.
Finding the right wrapping for your message will be easy.
Designers Don't Just Make It Pretty On The Outside: A good designer doesn't just pretty up your message on the outside.
When you're putting together your own materials, you shouldn't do that, either.
Don't leap ahead and start buying wrapping paper before you know who you're giving a gift to, and what you're going to give them.
Focus first on formulating a marketing message that will resonate with your audience.
Then, and only then, think about what color paper and what type of bow you'll use to wrap it in.
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