This presentation goes through the questions of what is design and marketing and how do the relate? It discusses how creativity is used for business promotion, what areas of business can benefit from design creativity and how different businesses utilize creative marketing. Lastly it ends with some AXIS visual samples.
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Axis - What is Design
1. w w w. a x i s v i s u a l . c o m
Note: For use in SlideShare we had
to eliminate all the animations that
made the presentation a little more
fun. But you’ll get the idea.
3. Marketing
is the strategy
and the tactical
implementation
that inspires
people to
What is Marketing? think
in a new
WHAT? way about a
product, service
or company.*
*usually that
they want or
need it.
5. Graphic Design
creates a visual
"package" for
a company,
product or
service and
What is Graphic Design? is intended to
motivate
WHAT? the potential
customer to
respond*.
*usually to
buy something
7. Closely!
Simply, in a linear
work flow marketing
is done first with
research and strategic
development.
HOW?
How Do Marketing and
That information
is then passed on to
Graphic Design Relate?
the design professionals
where a verbal strategy
is translated into a
visual message.
8. Closely!
Simply, in a linear
work flow marketing
is done first with
research and strategic
development.
HOW?
How Do Marketing and
That information
is then passed on to
Graphic Design Relate?
the design professionals
where a verbal strategy
is translated into a
visual message.
9. Closely!
Simply, in a linear
work flow marketing
is done first with
research and strategic
development.
HOW?
How Do Marketing and
That information
is then passed on to
Graphic Design Relate?
the design professionals
where a verbal strategy
is translated into a
visual message.
10. Closely!
Simply, in a linear
work flow marketing
is done first with
research and strategic
development.
HOW?
How Do Marketing and
That information
is then passed on to
Graphic Design Relate?
the design professionals
where a verbal strategy
is translated into a
visual message.
32. There is risk in trying
to stand apart from
the crowd... But there
is a greater risk in
getting lost in it.
RISK
Does effective design require risk?
33. All companies want results
for their marketing
–
RE
SU
LTS
+
RISK & COST
34. All companies want results
+
for their marketing
CREATIVE RISK
–
But what about Cost & Creative Risk?
RE
SU
–
LTS
+
– +
COST
RISK & COST
35. Companies using defensive
+
marketing strategies
CREATIVE RISK
– • Protecting existing customer base
• Higher cost / higher mktg. volume
RE
SU
– • Lower creativity
LTS
+
– +
COST • fear of upsetting existing audience
RISK & COST
36. Companies using offensive
+
marketing strategies
CREATIVE RISK
– • Obtaining new customer base
• Lower budget / lower mktg. volume
RE
SU
– • Higher creativity needed to be noticed
LTS
+
– +
COST
RISK & COST
38. Sales
RISK Conservative Creative
YES!
Can you take too great a creative risk in marketing?
39. Every company has a
marketing sweet spot
Sales
RISK Conservative Creative
YES!
Can you take too great a creative risk in marketing?
40. Every company has a
marketing sweet spot
Sales
RISK Conservative Creative
YES!
Can you take too great a creative risk in marketing?
41. Every company has a
marketing sweet spot
Sales
RISK Conservative Creative
YES!
Can you take too great a creative risk in marketing?
42. However,
Few companies
Every company has a make an error
on this side.
marketing sweet spot
Sales
RISK Conservative Creative
YES!
Can you take too great a creative risk in marketing?
44. Fun entertains and holds our attention.
This time can be used to deliver a message
and an emotional connection about your
business or product.
FUN
... Should marketing be “fun?”
45. Fun entertains and holds our attention.
This time can be used to deliver a message
and an emotional connection about your
business or product. HOWEVER, the amount
of “fun” needs to be in line with the subject
of the material. Promoting cancer drug
therapy is very different from promoting a
local night club. So, to answer the question
“Should it be fun?” YES, but...
FUN
... Should marketing be “fun?”
47. HOW?
How are Projects developed?
1 Learn about the client, product and the competition
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down the best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
Not necessarily
9 Revise (But keep the integrity)
a “one-step”
process here. 10 Client approval
11 Final production
12 Evaluate (or sit back and enjoy the results)
49. Corporate Identity
Printed Promotional Materials
Advertising (Print or web)
Product Design
TV Experiences
Web Exposure
Illustrations / Diagrams
Display Design
Store Interiors
ANYTHING
Software Interface
What can be designed?
WHAT?
130. Ad series for targeted
marketing company
ADVERTISING
131. Wi l l i a m M i l n a z i k
w w w. a x i s v i s u a l . c o m
billm@axisvisual.com
Please feel free to
contact for your design
and marketing needs
Notas del editor
AXIS visual
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
2)
WHAT
What is Design?
Graphic design creates a visual "package" for a company, product or service and is intended to motivate the potential customer to act (usually buy)
To Do - Add photos
3)
WHY
Why does it work?
It Communicates
3)
WHY
Why does it work?
It Communicates
3)
WHY
Why does it work?
It Communicates
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
4)
WHY
Why else does it work?
It’s human nature. We Observe, we evaluate, we make choices.
5) What
What Languages do we use?
Typography
Color
Photography
Illustration
Concept
Symbolism
5) What
What Languages do we use?
Typography
Color
Photography
Illustration
Concept
Symbolism
5) What
What Languages do we use?
Typography
Color
Photography
Illustration
Concept
Symbolism
5) What
What Languages do we use?
Typography
Color
Photography
Illustration
Concept
Symbolism
5) What
What Languages do we use?
Typography
Color
Photography
Illustration
Concept
Symbolism
5) What
What Languages do we use?
Typography
Color
Photography
Illustration
Concept
Symbolism
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
6) Where
Where does design fit into business
1 Cool Business Idea
2) Build the Business
3) Develop Prototype
4) Acquire Funding
5) Prefect the product
6) Promote the product
7) Sell the product
8) Gain Capital
9) Invest in product development
10) Start again
9)
What makes it fun
• The opportunity to solve a problem
• Developing a completely new answer.
• Helping other companies
• Making something beautiful
• Experimentation
• Learning
• 2+2 doesn't always equal 4
• Positive Feedback
9)
What makes it fun
• The opportunity to solve a problem
• Developing a completely new answer.
• Helping other companies
• Making something beautiful
• Experimentation
• Learning
• 2+2 doesn't always equal 4
• Positive Feedback
9)
What makes it fun
• The opportunity to solve a problem
• Developing a completely new answer.
• Helping other companies
• Making something beautiful
• Experimentation
• Learning
• 2+2 doesn't always equal 4
• Positive Feedback
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
10)
How is Design Done
1 Learn about the client and their product (ask "why.")
2 Think (Analytical and Emotional)
3 Think again
4 Sketch... a lot!
5 Edit sketches down to 3-5 best
6 Evaluate & modify (always)
7 Polish ideas
8 Deliver to client
9 Revise (But keep your integrity)
10 Client approval
11 Final production (Know how it is being produced
12 Sit back, have a beer and bask in your own brilliance
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
7) What
What can be designed?
Corporate Identity
Printed Promotional Materials
Advertising
Product Design
TV Experiences
Web Exposure
Illustrations
Display Design
Store Interiors
Software Interface
13) Identity
A companies first impression
Acute Strategy