10 Things Advertising and Graphic Design Have in Common

From DMAC.edu Digital Media Arts College in Florida - 561-391-1148

It seems no matter where you look, advertising and designs created for advertising are everywhere. Just take a quick glance and you’ll find everything from book covers to street signs have been designed by someone for a specific reason. Because most businesses cannot thrive without marketing and advertising, designers are in high demand. Here are 10 items Advertising and Graphic Design have in common.

1. Build Awareness2. Inform3. Contrast and Comparison4. Retention and customer loyalty5. Persuade6. Influence7. Morale for current employees and staff8. Generate a wider reach9. Competition10. Demographics can change overnight.

Building awareness of a particular brand can be very challenging. Both advertisers and designers know this as a ‘true all’ statement. It’s the advertiser’s responsibility to devise a campaign that will be the most effective in getting the word out about a particular product. Graphic Designers creating everything from brochures, to ads, to a business card must always keep this in the back of their mind when drafting a design concept to final delivery. One letter off can create a whole new meaning to a business name, the message of the campaign etc.

Both advertisers and designers are always thinking alike when it comes to building awareness.

In order for a person to purchase goods and services they have to know about them. By putting together new assets for a product launch you are informing the public or whoever the targeted audience is that a new product is available and any other details necessary to communicate the product or service and its benefits.In today’s mobile world, people are doing an online search for a product or service and comparing with multiple businesses that offer similar or the same products. An advertiser will know and understand who the competition is and what they form of advertising they’re using to promote their business. Graphic Designers, Art Directors and sometimes Account Executives will often times see how someone else used a font, graphic or color scheme to see how they can make their product stick out.

Elements like the weekly ads and other forms of advertising helps to keep the client loyalty for a particular product or service. Take for instance the auto industry, they are constantly running ads for their cars….. And why? So they can stay in the forefront of their customer’s mind since the average customer upgrades every 36 months. Designers know these types of elements and may include what worked before, but give it a new twist.Persuade and Influence are pretty close to the same thing. You’ll find that copywriting falls hard into these categories. A good copywriter will push the audience with strong and powerful messages with a Call to Action, that directs the client down the rabbit hole. Designers are always looking for techniques to serve this purpose.

Influencing and motivating a company’s staff may seem odd. But, oftentimes a company will help motivate their sales staff and other key personnel with a new look and possibly help to re-brand altogether. Advertisers position themselves in ways they can help to solve a problem. Designers are usually in line with this concept.Advertisers are looking for ways to generate more business. By advertising, they cast a larger net without relying on word-of-mouth sales. Graphic designers need to think in these terms as well. If the majority of men are color blind to dark blue, then why would you use that in your design color scheme? Designers oftentimes have the answers the advertisers are looking for.

Competition is high in both advertising and graphic design. This is also vital to understanding your client’s competitors. If they don’t advertise, they lose business to someone who is. Advertisers and Graphic Designers have to compete. But, competition is good. It helps to set prices, and keeps the economy moving. It’s up to you to advertise your skills and creativity in order for you to obtain work. Advertisers have to compete with other ad agencies and they tend to stay up on the current technologies, etc., that will keep them in the forefront of best practices.

Demographics are changing overnight. A shift in the housing market is a good example here. Banks and mortgage companies were focused on selling mortgages to people needing to re-finance their homes. Today, mortgage companies are looking toward Millennials as their targeted audience due to the overwhelming number of the younger generation stepping into first time buyers. Advertising is always changing with your clients and designers must know that as well.

So when it comes to advertising and graphic design no matter if you’re launching a new product or re-designing an old one, it’s important to keep the customer informed and to always show them with fresh new ways of looking at the same product. Things like customer loyalty are key to any brand's success and it’s up to both the advertiser and the designer to make new customers and to keep them.

By following these same rules, you’ll be ahead of your game throughout your designing career.

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