Design Matters: An Essential Primer-Brochures, Logos, Packaging, Portfolios - Softcover

Capsule; Taute, Michelle; Keller, Maura

Softcover

ISBN 10: 1592537383 ISBN 13: 9781592537389

Publisher: Rockport Publishers, 2011

Synopsis

The design bar is at an all-time high for those brave enough to participate in the industry. Today's designers must be clear on all the steps necessary to create work that stands out in an increasingly competitive marketplace. Unfortunately, most design books only focus on type, color, and layout issues. The Design Matters series takes a more in-depth approach, allowing designers to learn not only how to create work that is aesthetically appealing, but also strategy-driven and smart.

This compilation features the best of the Design Matters series, indispensable guides to design, in one handy volume. Design Matters focuses on developing, creating and implementing brochure designs, logo designs, packaging, and portfolios. The compendium includes all the essential information needed to execute strong designs in concert with beautiful and well-crafted examples, so that designers can successfully hit the mark every time.

About this title

About the Author

Capsule specializes in brand strategy and identity design services. Since 1999, the Minneapolis, Minnesota, firm has lent its distinctive methods and perspectives to the international design community. http://www.capsule.us

A former editor at I.D., Michelle Taute has written for magazines ranging from Better Homes and Gardens to USA Weekend and Metropolis. She also regularly contributes to HOW, STEP, ASID Icon, and Dynamic Graphics. In addition, she holds degrees in both journalism and English from the University of Missouri. http://www.michelletaute.com

Maura Keller is a writer and editor. In addition to freelance writing for more than 50 publications for the past 10 years, she was a marketing communications writer for the award-winning design firm, Yamamoto Moss in Minneapolis, Minnesota. She has also written extensively on marketing and business-related topics for regional and national consumer and trade publications.

Excerpt. © Reprinted by permission. All rights reserved.

Building a Foundation

“The visual part is fun,” says Thomas Hull, a principal at Rigsby Hull in Houston. “You want to cut right to the chase quickly.” Taking the time to plan, however, is one of the most crucial stages of any successful project. Without knowing exactly what you’re trying to achieve, it’s nearly impossible to come up with an appropriate solution. So, where do you start if it’s not at the keyboard? Ben Graham, a principal at Turnstyle in Seattle, believes there are three things you need to understand right away:

1. The client: do you know who the company really is and what challenges it faces?

2. The target audience: whom does your client want to reach and what will this group find compelling?

3. The relationship between the two: what will be believable to the audience?

These three knowledge points provide the foundation for working on any project, and if you want to truly understand each one, you’ll need to spend some quality time getting to know your client. When Tim Hartford, president of Hartford Design in Chicago works with a new company, his team sits down with the key players and goes through a list of important questions. They’ll ask about the business, target audience, and competition. Most clients can provide fairly detailed information about all three. Also, asking for samples of the company’s existing materials offers further insight.

Edition details

• Publisher: Rockport Publishers
• Publication date: 2011
• Language: English
• ISBN 10: 1592537383
• ISBN 13: 9781592537389
• Binding: Paperback
• Number of pages: 448