Why is Type Important?

Type is everywhere, whether you notice it or not. Type is 95% of design and It’s the driving force of all visual communication. Selecting the right type can influence the effectiveness of communication and how it is perceived. Choosing an appropriate type is fundamental for helping set the tone of a piece you are creating.

Why is Type Important

Type has the potential to emit targeted emotions towards an audience that reinforces the entire piece you are working on. Many times type can be looked over because the initial thing that might pop out is the colors used or any illustration treatment, there must be a harmonious balance of all the elements.

Things to consider when choosing a typeface

1. Does it come in a variety of weights?
2. How readable is it?
3. Does it pair well with other typefaces?
4. Is there a clear hierarchy between typefaces (if you are using more than one)?
5. Does it set the right tone and mood for the piece?

Type Classification

A typeface can fall under two general classifications; serif or sans serif.

Serif typefaces are most often used for body copy in print documents, as well as for both body text and headlines. Serif fonts are known to be more traditional and classical.

Sans serif typefaces are called such because they lack serif details on characters. Sans-serif typefaces are known to be modern and clean.

Type Manipulation

After you have chosen a typeface, there are a number of ways to manipulate it even further to create a desired mood. One of the simplest of ways is through the tracking (the space between letters). You could put a significant amount of tracking between each letter to make it easier to read and visually appealing to the eye or you could also eliminate the tracking between letters so that they are close to one another to cause tension. Some other ways to manipulate the typeface include various distortion techniques, such as arching the type so it’s not on a straight plane, but arched over an illustration or using distortion as a squeezing mechanism to help draw the audience’s attention to a certain aspect of an illustration that you find most appealing and important.

There are many ways to evoke mood with type. The key is to explore and discover what that mood or perception is for you, and keep it in mind while choosing what typeface to use for your designs. When you look at your design focus on ALL of the elements that make it unique and weigh-in on them all, not just the illustrations or colors. A strong typeface is an incredibly crucial part to your design.

Advertisements

Importance of Color in Branding

Color is very important in branding and marketing because it’s where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences. There are meanings behind various colors and for companies choosing a color scheme it can affect their business, it may either make or break them.

Why is Color Important?

A brand’s aesthetics are a very essential part of its story, heightened by the fact that the brain processes visual stimuli faster than text. The design and color combination of a brand’s logo, website, product packaging, etc. form a visual representation of its identity. These elements should give insight into a brand’s personality, story, and values.

Even though consumers might not always be aware of this, many marketers use color psychology to invoke different emotions and responses. New brands should embrace hues that distinguish them from their competitors, so they have a better chance of standing out and making an impact.

For example: Facebook, Samsung, and American Express have all channeled the color blue to promote reliability and responsibility to their clientele. Despite having completely different services and products, they share a common goal of providing a sense of security to it’s customers by their use of serene color.

Colors and Their Meaning

RED – Creates a sense of urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains.

BLUE – Provides a sense of security, curbs appetite, and stimulates productivity. The most common color used by conservative brands looking to promote trust in their products.

GREEN – Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

PURPLE – Stimulates problem-solving as well as creativity. Frequently used to promote beauty and anti-aging products.

YELLOW – Yellow is the color for vibrancy and optimism. It can also be motivating and captivating, that’s why some tag prices are in this color because it helps get the attention of customers.

ORANGE – This color can be effective for children because of its cheerful, friendly and fun feeling.

BROWN – This shade elicits simplicity and stability. It also looks very down to earth.

BLACK – Black promotes a serious or classic campaign. There is also sophistication and exclusivity in this color which works well with expensive products.

WHITE – This color looks very plain but when used, it shows purity, cleanliness and is very enticing to the human eye.

Factors to Consider When Selecting the Right Color For your Brand

Aside from the meaning of different colors, business owners should also be aware of the other factors that they should consider in choosing a color scheme, here are some:

Appropriateness

Business owners should know what message they want to convey to the public given the kind of business they have, in that case, the message could be matched to an appropriate color shade.

Target market

It is also important for business owners to know their target market and to whom they offer their services or products so that the color will also be appropriate to the kind of encouragement needed for the target customers.

Consistency

Consistency in the color scheme of a brand strengthens its identity in the market. It also helps the brand to stand out and rise against the tight competition in the industry. Further, consistency also gains the trust, loyalty, and familiarity of customers.

Properly choosing colors will define your brand’s value, strengthen and support your brand positioning, enable greater awareness and customer recall, and distinguish your brand among its alternatives. Color should not be underestimated because studies have already proved that this element has a connection to human behavior and in the long run this color will represent the company in the coming years.

History of Vehicle Graphics

In the last decade, vehicle graphics have transformed from an activity normally utilized by businesses with fleet trucks to a popular option for consumers and their cars, trucks, and SUVs. Companies have been using graphics to advertise on their vehicles for more than a century, and the first known examples of automotive advertising occurred around the turn of the last century.

How it All Started

In February of 1900, Milton Hershey became the first to use an automobile to advertise by painting his Lancaster, PA Hershey brand on a vehicle. Later, more embellished designs like Kolb’s Red Label Bread came to surface, incorporating different type faces and imagery. Originally, the only choice was to use paint, but soon something more durable, flexible, and with more design options hit the scene. Paint reigned supreme in the graphics world, and kept its exclusive place for over 50 years. But by the late 1950’s and into the 1960’s a new material began to emerge on the scene and changed the world of graphics forever: vinyl chloride.

Vinyl for Advertising

At first, only large clients like the U.S. Air Force could afford to use self-adhesive vinyl graphics, but by the 1980’s vinyl production costs and die-cutting technology became affordable enough for small businesses to be able to letter their vehicles without paint.

By the early 1990’s, colorful die-cut vinyl had become the primary method of marking vehicles with lettering and logos for big businesses, while paint remained the choice for customizers and enthusiasts.

In the late 1990’s, new technologies emerged that allowed printing vinyl with a wide format electrostatic printer, but like die-cut vinyl before it, only the largest companies could afford to use it and its capabilities were extremely limited in design, color and image quality.

As the 21st century arrived, an advance in technology happened that not only made it possible for startups to purchase the equipment necessary to print on large format vinyl, but also to make the designs more striking than ever. With piezoelectric inkjet printers, large format graphic design software and computers that could handle over a gigabyte of data, the vinyl wrap was invented.

Today, vehicle wrapping can be seen everywhere! The industry continues to innovate with better products, strategic printing and installation practices, and more sophisticated designs. If you’re interested in an advertising vehicle wrap for your business, contact Graphic Communications today!

 

Constructivism

Constructivism is an artistic and architectural philosophy that originated in Russia beginning in 1913 by Vladimir Tatlin. The movement was in favor of art as a practice for social purposes. Constructivism had a great effect on modern art movements of the 20th century, influencing major trends such as the Bauhaus and De Stijl movements. Its influence was widespread, with major effects upon architecture, sculpture, graphic design, industrial design, theatre, film, dance, fashion and music.

Main Ideas of Constructivism

– Constructivists replaced art’s traditional concern with composition with a focus on construction. Objects were to be created not to express beauty, or the artist’s outlook, or to represent the world, but to carry out a fundamental analysis of the materials and forms of art.

– Constructivist art often aimed to demonstrate how materials behaved, for instance, what different properties had materials such as wood, glass, and metal. The form of the artwork would be dictated by its materials .

– Constructivism art is a symbol of the modern era. The International movement influenced by the Russian avant-garde movement focused on the idea of art as an object and used new materials to highlight advances in technology and industry.

Vladimir Tatlin

Vladimir Tatlin is often hailed as the father of Constructivism. He had collaborated on the preceding Cubo-Futurist movement. His interests changed during a visit to Paris in 1913, where he saw a series of wooden reliefs by Picasso. Tatlin appreciated that the reliefs were not carved or modeled in a traditional manner but composed in an entirely different way, and put together from pre-formed elements. On his return to Russia, Tatlin began to experiment with the possibilities of three-dimensional relief, by using new types of material and exploring their potential.

Pablo Picasso Mandolin and Clarinet 1913

In 1919, Tatlin had achieved some prominence as a representative of different paths for the Russian avant-garde. At “0.10, the Last Futurist Exhibition of Painting”, Tatlin unveiled his Corner Counter-reliefs. The latter were suspended in air across a corner of the room, instead of being attached to the flat surface of a wall, and their abstract forms defied the traditional idea that relief should depict a figure or an event. Instead, the Reliefs allowed the viewer to focus on the types of materials used, and how forms were arranged in relation to each other.

Vladimir Tatlin Corner Counter-relief 

It wasn’t until Tatlin exhibited his model for the Monument for the Third International that Constructivism was truly born. More commonly known as Tatlin’s Tower, the unusual spiral-shaped building was designed as a government office building. It was planned to rise higher than the Eiffel Tower, this triumphant commemoration of the Russian Revolution was to be modern, functional and dynamic. The project proved an inspiration to the artist’s contemporaries, who quickly came together to debate its consequences, and hence Constructivism came to life.

Vladimir Tatlin – Model for the Monument to the Third International.

The Revolution of Constructivism

What stood at the root of the period was a desire to express the experience of modern life. Similarly to the Italian Futurism, the focus was on the demonstration of dynamism and the creativity was seen as a tool for re-invention. Developing after the World War I, Russian constructivism pushed towards the art that would serve social change and inspire people to rebuild the society in a Utopian model. Concerned with the use of ‘real materials in real space’, the movement used art as a tool for the common good, much in line with the Communist principles of the new Russian regime. The art in service of the revolution needed to be bold and stripped of any emotions. This way of thinking was greatly diffrent from the standpoint of the Suprematism, which was using abstraction to break free of the expectations and limitations of the physical world and to connect with something more pure or spiritual.

White Space

A strong design requires careful attention to both what’s there and what isn’t there. White space is important because it tells our brains which elements in the design are the most important. It helps us process these elements, both on their own and as part of the overall image.

What is White Space?

White space refers to the space left in between elements of your design. It is also often referred to as negative space. It is essential for a balanced and harmonious layout and without it your design would look cluttered and overcrowded. While the term used is white space, it does not necessarily mean it is white. The space may be any color or texture that represents the negative space in your design.

Types of White Space

Passive White Space

This is the white space that occurs naturally, such as the area between words on a line or the space surrounding a logo or graphic element.

Active White Space

 This is the space left blank intentionally for better layout or structure. Active white space is often asymmetrical, which makes the design look more dynamic and active.

Why is White Space Important?

Improves readability and comprehension

When text and images on the page are cluttered and overcrowded, it can make your design quite difficult to read and comprehend. Adding white space allows the reader or viewer to focus on the key message or design in front of them. This applies to both text and design elements. White space allows the reader to easily read and understand what they are viewing.

Highlights a key message or design element

White space is a creative and powerful way of drawing the reader or viewer to a particular element of the design. It is also a powerful way to create a certain mood or look in a design piece. It can create focus and highlight design elements by offering visual cues to which elements belong together and which are separate.

Increases visual appeal

White space creates focus, balance and reinforces quality and professionalism. It is visually appealing and creates a clean, relaxing visual effect.

The general rule of thumb is less is more. Don’t overcrowd your design in an attempt to push your marketing message through. Strategic and thoughtful use of white space is important and will offer a more professional representation of your brand.

Rebranding

Like anything in life, brands evolve with the times as their target audience changes or they have grown to offer new services. When first starting a company it can be difficult to know exactly who your future customers will be. You learn as you go along so your brand must evolve to meet your customer’s expectations.

When is it Time to Rebrand?

The decision to rebrand is usually made when a company feels that their brand does not match the company that they have become. Whether it is because you are no longer reaching your target market or because your brand has become dated. 

To reach a new audience

Your current brand may not be attracting the customers or clients you want. 

Values have changed

If your brand values and overall philosophy have changed leading you to take a different direction with your company, your brand should reflect these values. 

Outdated

If it’s been decades since you have updated your brand’s identity it may be time to determine what changes can modernize your look. These changes can be minor to major.

Refresh or Total Rebrand?

If you’ve decided that the company would benefit from rebranding, it’s time to determine the scale of this effort.

A Refresh

This is a lighter and more targeted effort. A simple refresh makes sense if a specific element of the brand could use a more contemporary take, as in the logo or product packaging look dated; or if there have been developments to the business, as in new products have been released.

Google’s logo has gone through several refreshes throughout the years, all of which are relatively minimal. 

Total Rebrand 

This is a wide-reaching and high-effort brand overhaul. If a critical part of the business has changed—for instance you’re pursuing a completely new market, targeting a different demographic, selling a new core product, or are undergoing a merger/acquisition then it might make sense to do a total rebrand.

Doritos newest logo gives a more action-oriented vibe. They have been promoting themselves as ‘bold’ and this logo reflects that sentiment. 

Rebranding Process

Define

Determine if a rebranding is needed and identify the specific reasons. 

Develop

Devise a plan to rebrand. Once you’ve identified the reason for the rebrand, you need to come up with an outline of how to achieve your goal. Include projected costs and a timeline indicating important targets.

Design

Visualize the Future. Developing the design includes testing for quality and functionality of the logo, font, and icons. They are developed inconjunction with the brand statement, story, and tagline in mind. This may take some time spent positioning all the elements of the design and tweaking it to perfection. 

Deliver

Implement the brand changes. Transition your brand to the new logo, product, etc. in accordance with your established plan. Update your business cards, letterhead, website and social media profiles as needed.

Rebranding is a big decision. The decision should be made with as much care as you took when you started your company.  Though your customers are changing, they still crave the comfort of familiarity. By mindfully taking advantage of your years of experience and paying close attention to your target market, you can navigate your business into the future. 

Redesigning Your Website

Nowadays, it’s extremely important for any business to have a nice looking and easy to use responsive website. Many people, while doing their research, check your company’s online presence along with your competitors before they contact you. Your company website is an essential element that users base their first impression on. iI done right, your website can be your 24/7 salesperson.

Outdated or Un-appealing

Companies go through a website redesign process for different reasons, but the main one is because it is an old looking site. You will not believe how many companies still have websites that look like they were done decades ago. Even people with no experience in web design can tell they’re outdated. This can hurt your business, especially if users are choosing between several competitors. Consumers will most likely go with a company that has a nice looking and easy to use website because it provides the assurance that the company is growing and on top of the latest trends and technologies.

Not Mobile Friendly or Responsive

It was easy for companies to maintain their desktop-only sites several years ago when people didn’t use their mobile devices to shop, order food, do research and connect with their friends. Now more than 17% of all web traffic comes from mobile devices and 1 out of 4 internet users only access the internet on a mobile device. So, if your site isn’t responsive yet the chance you’re losing leads and maybe even customers are high. By incorporating responsive design into your website, you’ll be able to reach a larger audience.

Having a responsive website design means that your website has been built so that the structure, content, and images of the website all appear the same on any device. This means that customers will be able to easily use your website no matter the device they are using.

A website has about four seconds to make an impression before users hit the back button. When visitors reach your website, they want to quickly find the information they are looking for without too much digging. If it is too difficult for users to navigate through the different pages on your site, they will quickly become frustrated and turn to other sources for what they are trying to find. Ask yourself these questions when looking at your website:

• Can you quickly sum up your core services?
• Can you find the information you’re looking for?
• Can you easily tell where you are on the site and see where you want to go next?
• When you’re on a service or product page, is there a clear call to action to take you to the next step?

If you find yourself getting lost on your site and it takes you more than a few seconds to find the information you’re looking for, a redesign is probably in order.

Redesigning your website is a major task. It doesn’t matter if you do it yourself or hire a freelancer or agency to do it for you. A redesign not only involves time but also, an allocated budget.

Just remember, a well-designed website is one of the most effective marketing tools you have – make the most of it by keeping it fresh, up-to-date, and easy to use.