THE INTERCONNECTION BETWEEN DESIGN AND MARKETING

For any agency, Design and marketing are two sides of the same coin. There is good design and then there is a design that fits well in all marketing parameters. However aesthetically good the design maybe, if it fails to achieve its goal or desired outcome then it is of no good to the brand.

It’s very important for any designer to understand the aim of the design before he/she gets going on the given task. The framework of designing is research. Understanding the product well, researching about it and deeply understanding the consumer behavior, their likes –dislikes is the ideal process that should be followed. If you don’t understand your target audience how will you deliver your message and get desired outcome.



In such cases, agencies play a very vital role in deciding the fortune of the brand. Just satisfying the brand aesthetically doesn’t work. The agency needs to have expertise in marketing the brand well than just artistically designing creative’s for them. At the end of the day, the emphasize is on the outcome of the creative. The difference in work lies between two agencies again ie a creative ad agency & a brand design agency.

A creative ad agency would work to please you through a beautiful ad but a brand design agency would work to not create good but an effective ad or marketing collaterals for the brand. By an effective ad I mean an ad that strategically create good brand value and reaches the right audience at the right place. Analysis and strategy together take a good design long way. Creating a good design with the correct content but not placing it in front of the correct audience is an extreme wrong way of marketing.

For eg. Marketing a luxurious hand bag brand at local Bus Stand

Or

A mechanical spare part producer putting up an ad in a beauty and lifestyle magazine, is a severe case of marketing disaster.

The idea behind any marketing collateral design should be reaching its target audience. So a deep thought should be given about its target audiences, their whereabouts. In fact in print media ie in the highly read newspaper also, placing your advert strategically is very important. Placing a leisure trip advert on a city crime page is a blunder.

One such unfortunate thing seemed to happen in today’s Newspaper. Negligence of the agency let to the downfall of the advertisement and eventually the brand.

Right side advert of a Travel agency unfortunately placed right next to a crime article that states city’s fraud travel agent that duped money from its customer and denied them basic facilities like food on the vacation.

A case of sheer carelessness by the agency of placing a leisure travel companies ad on a city news crime sheet. Lack of strategy and research work leads to such unfortunate disasters. The agency designed a good ad but failed to strategically place it.

At Optimist Brand Design we understand the brand needs and hence work accordingly. We are the top brand design company, advertising agency and Digital marketing agency in Pune.

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