Whether you are a part of a small business or large corporation, creating eye-catching artwork for your promotional tools or simply brainstorming effective ways of marketing your company can be exhausting. In order to generate marketing campaigns and printed signage that accurately reflects your brand and does not go unnoticed by your target audience, take some guidance from the experts and think like a graphic designer!
In her article “How to Lead with Design Thinking,” Natalie Nixon describes how you can be a powerful and thoughtful leader by taking some direction from those in the design field. Nixon explains the notion of “design thinking” as a means of solving problems that is borrowed from designers and applied to broader concepts, experiences and services. Not only can you generate new advertising ideas with this line of thinking, but you can also create eye-catching and concise printed brochures, promotional flyers and advertising signage as well! Follow these tips to get into the mindset of a professional designer:
- Focus on People: Your audience should be the focus of every marketing campaign or promotional tool. Effectively targeting your customers begins with a people-centric mode of thinking that answers the question, “What problem am I solving for my audience?” and keeps the answer to this hypothetical inquiry at the center of all marketing strategies.
- Consider the Worm’s Eye Point of View: Instead of guessing who your clients are and what they want, get out and put yourself in their shoes. By immersing yourself in your audience’s culture, including where they live and what they think, you can better identify what would catch their attention with your printed banner designs and marketing tools.
- Learn from Failure: Just like each new design for a professional designer, not every marketing venture will turn out to be successful. Share what has worked and what hasn’t within your business and learn from these experiences.
- Create a Story: Telling a story adds a unique and personal touch to any design or promotional tool. Instead of focusing on the products your company sells and the services your brand provides, tell a story that promotes values that can be relatable to a vast number of people. This will pull in your viewers on a printed banner or handout and make your business memorable long after the trade show or event is over.
- Consider the Underlying Question: It’s not just about conjuring up questions that your clients might ask, but rather inquiring if you are in fact answering the correct question with your artwork or marketing plan.
- Request Internal Feedback: Don’t just rely on yourself or the rest of your marketing department to create effective designs or promotions. Request internal feedback throughout all areas of your company in order to create a well-rounded strategy that encompasses different facets of your brand or business.
- Experiment and Think Outside the Box: It might take numerous tries to get your marketing initiatives right. Just like a designer’s rough draft, creating prototypes and experimenting with different versions of one project can result in an overall more effective finished product. Not every idea may work but learning from these experiments will undoubtedly be useful down the road for future projects.