Alright, so let's say your new client is an author. And they want you to design . . . . a bookmark! In an earlier post we touched on designing a bookmark as a promotional piece, but let's take it a step farther tonight. In the book industry these days there is REALLY stiff competition. Do you have what it takes to stand out amid the chaos? You better.
Continuing our series of "What Is It's Purpose?" this post will deal with the Purpose of Letterhead and Letterhead Design. As we've mentioned before let me recap by saying,every design we create serves a purpose. Is it up to us to determine that purpose? Or does each piece innately have a purpose? I think there is truth in both. Our job is to amplify the innate purpose for each piece. Confused? Don’t stay that way, let’s examine one of the pieces we create on an everyday basis and the function they should serve.
In today's digital society does letterhead even still have a place in the industry? I believe so. A traditional formal letter still has it's importance and uses. Businesses use letterhead for Thank Yous and other otherwise "form" letters that they must send out. It's also useful for subtly reminding your customers or constituents that you still exist and what services you offer. Wait? Can it really do this? Yes. Let's jump ahead and look at some of the things you might want to include on your letterhead: Remember, you can’t possible include EVERYTHING. So you’ll have to pick and choose:
Part advertisement. Part display piece. All information. The poster when created correctly can accomplish all these tasks in a single stroke. Sometimes the most overlooked piece in a marketer's arsenal, posters are often assumed to be present but denied the forefront of attention. Why? Maybe because they ARE common. But if you’re a designer working with a client you want to push the limits of your poster design while STILL providing the basics that are required. As the designer it’s not always up to you to decide which information should be included but it IS up to you to determine HOW it can be included to best represent your client and provide as the Heath brother’s (Author’s of "Made To Stick") would phrase it, "Stick-Ability" in the mind. (You want the customer to remember it!). Let's examine some of the basics that will need to be included SOMEWHERE on your poster for it to be informationally effective.
I've got a confession to make. Of all the pieces that make up an identity package, my favorite by FAR is the business card. Why? The sheer flexibility it offers. There are NO limitations to what you can DESIGN with a business card. Any style, any shape, any color, and outlandish thing you can imagine can actually WORK as a business card. There is no other single design piece I've found that offer's so much flexibility. We've talked before about fakefinishes design tricks and cheap ways to make a big difference, but let's look at some ideas that you can use to display your text. Text. We know that a business card HAS to contain information, and more often than not, it has to contain LOTS of information. Information that is ESSENTIAL to a strong business card. This alone, may sound like an overwhelming task, but what it REALLY is, is an overwhelming opportunity to do something great. Let's look at some inspiration for just such an occasion: