Exhibitions, Packaging & Promotions Design

Good design’s not about what medium you’re working in. It’s about thinking hard about what you want to do and what you have to work with before you start

Apple interface, icon & type designer

Creating effective promotional design is much more than simply a consistent application of your logo onto items.

As Susan Kare said, thorough thinking needs to be done.

Any branding activity aims to create or deepen the feelings of Know, Like and Trust in your customers’ minds towards your company.

Consider how the audience will interact with your promotional item. What is the end result you want? Will the interaction instil any change in their perception of you or deliver any emotional response – and if so, what feelings will it generate?

Most importantly, how will that experience and interaction align with your company values? How will it deepen the bond between your brand and your customer?

If you are planning large format items like an exhibition stand, or poster campaign then does it communicate your core message? Does it engage, intrigue or delight your audience? Is the intent to raise your profile and increase awareness or is there another outcome you are looking for?

If you don’t know what the intended result of any item is then you can not create a considered piece of design.

Consider something as basic as a branded pen. If your brand stands for quality, then a cheap plastic pen might not be the best fit for you – even as a free give-away. It might well remind people of your company name each time they use it, but the underlying associations might be a poor fit for your brand’s persona. ‘Cheap and disposable’ could be the message you convey – when you actually want to communicate quality, gravitas and professionalism. So, your free gift could ultimately damage any previous, positive brand positioning that has been achieved.

Brands exist in the minds of your customers. It’s our job as brand designers to sculpt that perception so their image and feelings they have about you and your offering match your true nature.