Graphic Design uses visual compositions to communicate ideas through typography, imagery and colour. There is no one way to do that and that is why there are several types of Graphic Design that is specialized. At times, each type of Graphic Design may overlap, but each type of Graphic Design does require a specific set of skills and techniques, and many Designers specialize in a single type. Because of this, the industry is constantly changing and designers must be adaptable and be lifelong learners so they can change or add specializations to their careers.
1. Visual Identity Graphic Design
A brand is a relationship between a business and its clients. A brand identity is how the business communicates its personality, tone and essence. Visual identity design is exactly that, the visual elements of brand identity that act as the face of a brand to communicate with clients. Visual designers create assets like logos, typography, colour palettes and image libraries that represent a brands personality. In addition to the standard business cards and corporate stationery, Graphic Designers often develop a set of visual brand guidelines that describe the best practice and provide examples of visual branding applied across various media. Visual designers but possess general knowledge of all types of Graphic Design in order to create design elements that are suitable across all media.
2. Marketing and Advertising Graphic Design
Companies depend on successful marketing efforts to tap into their target audience's decision-making process. Great Graphic Design engages people based on the wants, needs, awareness and satisfaction they have about a product, service or brand. Since people will always find visual content more engaging, Graphic Design helps businesses promote and communicate more effectively. Marketing and advertising Graphic Designers can work alone or part of an in-house or creative team. Graphic Designers can specialize in a specific type of media (for instance vehicle wraps or magazine ads) or create abroad assortment of collateral for print, digital and beyond. Marketing Graphic Designers must be proficient with production and online environments.
3. User Interface Graphic Design
4. Publication Graphic Design
Publications are long-form pieces that communicate with an audience through public distribution. Think books, newspapers, magazines and catalogues. Graphic Designers that specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, which includes photography, graphics and illustration. Publication designers must possess excellent layout and organizational skills.
With today's technology, when we need something we turn to our mobile devices or computer and head to Google, then we browse the results and learn about whatever it is we need at the moment. From a marketing perspective, we want to get noticed by potential clients and hope we come up high on the right search engine queries. We hope people will visit our Website, like what they see and order something or at least give us a call.
How can we get more action from our Website?
With instant access to thousands of businesses, people are moving faster through Websites and spending less time on Websites they visit. This means we have to focus on getting people's attention and giving them easy ways to learn more, and quickly!
An important Website metric that gets overlooked: Duration of a visit.
If clients find and visit our Website and they find information that is both interesting and gives them what they need, this will lead to more opportunities and sales. The longer the potential client stays on the Website, then chances are bigger that sale opportunities will increase. Here are a few strategies to help increase session duration on your website:
1. Create a simple and eye-catching Website
2. Add videos
3. Add engaging and high-quality images
4. Update your blog with relevant information
5. Utilize internal linking
1. Creating a simple and eye-catching Website
First impressions matter, even if clients already visited your website. Every time people visit our Website, we have to grab their attention. Use attractive graphics and colours along with easy-to-read fonts that are large enough to read. The Website has to be easy to navigate and geared towards people looking for what they need as they are looking for something that will catch their attention and meet their needs at the same time.
2. Add Video
People hate to read, this is why video works well, but it has to be short and interesting, less than a minute if possible. Visitors are getting a lot of other information and making quick decisions about you and your organization from videos they watch. The impression you make from your video is larger than the information in the video.
3. Add engaging and high-quality images
Images speak a 1000 words, and since we already know people don't read, use high quality, engaging images to place your message into the heads of your clients, or to pique curiosity. Be creative with your images. Make sure the images you use are not of someone else and that you have purchased stock images.
4. Update your blog with relevant content
Your blog or news page is a powerful tool to give your visitors informal, topical information. Be sure to write topics that are receiving the most attention and visitors.
5. Use internal linking
Internal links are not used enough. Internal links are links on one of your Website pages that links to another of your Website pages. Using these links helps people move smoothly around a website, following what interests them the most. When you mention something in your website or blog, link it elsewhere on your website (or blog) as a way of adding to or slightly changing the subject at hand. This is a way to give visitors more access to information.
There are over 2.3 million searches performed on Google every second, and the majority of the search results include Google Ads. Google Ads is a paid service, and can be extremely effective in driving relevant, qualified traffic to your website when people are searching for tour products or services your business offers.
Google offers advertisements which appear in the search results with the use of Google Ads or through other websites as Display Ads. The search results appear with a green "Ad" label, any results below this is then referred to organic results. Display Ads uses an extensive collection of third party websites that have partnered with Google and agree to serve Google Ads. Display Ads can be text, images, videos, or rich media format, and can be targeted differently. This includes Remarketing Banner Ads as well.
Why Google Ads Appear
The Google Ads auction is focused around keywords. Advertisers choose a list of keywords that are relevant to their business offerings, words that people are most likely to use when searching for a product or service. They then bid on these keywords, basing each bid on how much they are willing to pay Google for users to click on their ad. This bid, combined with a Quality score assigned by Google based on the quality of the proposed ad, determines which Google Ads appear on SERP. When a user clicks on the ad, the advertiser pays a certain cost which is calculated with a formula determined by Google.
The Adwords Auction
AdWords works on an auction system, which takes place every time a user performs a keyword. To "win" with Google Ads Auctions and see your advertisement appear for a relevant keyword, you will need to optimize your Quality Score and Bid Amount. The higher your quality score, in conjunction with your bid amount, the better your ad position will be. The following factors (among others) affect your Quality Score
1. The relevance of your Google Ad to the search query
2. The relevance of your Google Keyword to your Ad Group
3. The relevance of your ad to its landing page
4. The historical Click-Through-Rate (CTR) of the ad and its ad group
5. Overall historical account performance
There are overall benefits of having a high quality score
1. Lower costs - Google rewards advertisers with High-Quality Scores by lowering their Cost-Per-Click, helping improve ROI
2. Higher exposure - When you have a high-Quality Score, your ad will appear more often, in better positions. This enables you to get more clicks and conversions without having to raise your bid.
When it comes to finding a business to help you with your requirements, we unknowingly place a ton of value on the web design of the websites we visit. The web design plays a major role in the customers' decision to use you as a company, as well as the ability to keep the customers to come back.
Think about the last five or so things you have purchased or needed services on. Was it done based on logic? Your car was out of petrol, so you fill up. You where hungry, so you bought food. Or did you buy something to treat yourself? This is done through emotion, you simply felt like buying it.
There are two sides in the buying decision, the rational and the psychological. Buying rationale can involve economics, risk, strategic fit, compliance and politics. Buying psychological can involve hopes and fears, emotions and ego, experiences and expectations, attitudes and beliefs, behaviours and styles and social and political.
But, regardless if an individual purchases something out of necessity or desire, their emotions will always play a role in their purchasing decision in one way or another, and your web design is important to trigger the right emotions, as logic can often take a backseat when it comes to purchasing a product or service. Your web design must make your customer feel good.
Increase engagement and conversion with persuasive web design. It is the process of designing products or marketing materials in a way that positively influences your visitors and persuades them to take a specific action. How to implement persuasive web design depends heavily on what you have to offer. There are five core principles to persuasive web design.
1. Clear information - the modern consumer wants to know what your website is all about, more than anything else. Within seconds of landing on our website, your visitor should understand who you are, what value you provide and why they should care. Anything more and you risk losing them from the get-go.
2. Visual Appeal - this is secondary to clarity of copy simply because providing clear information is necessary to keep visitors engaged and moving forward in their decision. With that said, visual appeal is what hooks them in the first place.
3. Strong visual hierarchy - this is the practice of making the element you want visitors to engage with the most to stand out above anything else. There are a few simple ways you can add visual hierarchy to your web design, eg. making certain elements of your site larger and more detailed. You can also use colour, or you can simply use whitespace to make your target elements "pop".
4. Attention-grabbing and keeping - you want your visitors to become so engaged with your site that for the duration of their stay, they completely forget everything else around them. The main thing to keep in mind is that your web design needs to give visitors an experience, make it memorable.
5. Singular focus - every single page of your website should exist for one reason. Your pages should not pull visitors in more than one direction. Whatever you want your visitors to do on a certain page, that's what you should focus their attention on. This does not mean that everything else on the page is unimportant, everything else on the page should serve the client to direct a visitor to take the specific action you want them to take.
Web design your site with your audience in mind. Understand your target audience's behaviours and expectations. It is important to know how your visitor ended up on your website, this information can provide you with valuable insight into the mindset of your visitors when they arrive. Survey or interview current customers to determine why they came to your site in the first place, how they rate their experience on the site and if they have suggestions or improvements. You can't please everyone so don't follow client suggestions blindly, use them to gain an understanding of what the may need and want.
So simply put, web design matters. If your web design is an afterthought, you are missing out on a ton of business.
Be careful what you ask for, is very sound advice, and this advice can be applied to almost anything, even when briefing your new website design agency to create a new website for you.
The consequences of the briefing can stay with you for some time, and the result of assumptions for the wrong focus can be costly to fix once you realize your new website does not work. When we do a Website Design, we always give our expertise, but in the end, it is important for us to also give our clients what they want.
Briefs normally go wrong for a very simple reason, the brief normally starts of focusing in the wrong place, and the list of requirements for a new Website Design is usually framed around "we need our website to....". The we in question is normally the business wanting a new Website Design. This is the normal mindset when agencies are briefed, but it can also be a completely wrong focus. If your new Website Design starts off with asking for the wrong things, don't be surprised if it does not deliver the ROI you hoped for.
Here is a better way of thinking about your new Website Design
A simple change in the way you think about your new Website Design and how you brief your new Website Design agency, can lead to a stronger ROI. Instead of thinking "we need to....", thing instead "our customers need to...". This simple shift in mind set can change the entire project.
If everything you ask for in your Website Design brief is based on what you believe your business needs, where does that leave your customers? Business goals matter, but you need your customers to reach your business goals. Having a clear understanding of the final results on your new Website Design, and in your business in general, will have many benefits.
Customers are your business
Your goals can only work through the behaviour of your customers. When you last briefed your Website Design agency, how much thought was put on your customers? What they want to do, what they may like, what may turn them off? Do you have reliable insights on these? The challenge of focusing on customer intent is that there are no shortcuts so there is no room for assumptions, generalisations and misplaced optimism and this can result in low conversion rates and poor returns. To understand your customer you need to place more effort in research and observation in how your customers react in what you are already doing. The benefit of going the extra mile is that your new Website Design will deliver better user experience (for the customer).
Already have a Website Design?
You and your new Website Design agency can learn a lot from your current website before dismantling it. The start of a new Website Design should always include investigation into the existing site to find its strengths and weaknesses before creating a new wireframe. If you alienate your existing customers, there is also a change they will leave, so a good balance between the old and new should be found.
So are you ready to brief your new Website Design agency?
• Can you clearly articulate what different users will want to do on your site?
• Do you know how you need to speak to your customers? Can you tell what they will want? This question will tell you a lot of what language to use and what imaged you need to engage and persuade them
• Are you perhaps able to list five things your customers most value or hate about your current site?
• Are you able to determine the end goal of your site? Do you want to sell a product, is it to give your clients more information?
If all of this sounds too difficult and you do not know where to start, contact your Website Design agency, Gotfunk and we will guide you in the right direction.