Article: Getting the Design Right
By Steven Rendall, Ocean Design
Our sector has moved a long way in recent years and in today’s over saturated image-led world trying to get your message seen as well as read to an increasingly visually sophisticated audience is challenging to say the least. Coupled with a much tougher environment, particularly in light of the current economic downturn what can we do to effectively promote and market our campaigns?
Audiences are not only bombarded on every level but they too, are time poor when it comes to accessing them so all our marketing efforts can be lost.
Steven Randall is a hands-on graphic designer (and owner of graphic design agency, Ocean) who has worked for a number of membership organisations including the RIBA, the Royal College of Veterinary Surgeons and the College of Optometrists. We asked him “How can we get the design right?”
“Building credibility for members through the strong, consistent use of brand design has its merits and having a good set of corporate style guidelines which will include the use of a colour palette, font styles and sizes, exclusion zones around logos and other acceptable ‘do’s and don’ts’ will all help give standout, consistency and instant recognition. But there are other opportunities which can really make a BIG difference? Specific targeting of different audiences, the use of arresting images and limiting the amount of printed work could be a way forward.”
“Don’t forget that effective design goes beyond standard membership guides/brochures and should be embedded in all external facing communications including all print and digital formats including e-newsletters, signage, and exhibition stand design.”
Steven will be elaborating on this topic (and imparting some tips and tricks to make your communications get noticed and your newsletters get read) at the forthcoming Recruiting and Retaining Members During Challenging Times conference taking place on 5th March 2012, One Whitehall Place, London.
"In my session I will be discussing the merits of building credibility for members though the consistent use of brand design with examples from the RIBA the College of Optometrists. The focus will be more than the use of the company logo and its positioning but will also look at the merits of photography, typefaces and colour. I will also show you some tips and tricks to make sure your newsletters are read by your members with examples from the Royal College of Veterinary Surgeons and the RIBA. And finally if time allows, making sure you are getting value for money from you design team."