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Heinrich Benkenstein is Senior Copy Writer for Creative Caterpillar Design and Branding Agency
+27 21 851 0606 or www.creativecaterpillar.co.za
The Meaning of Design
Good design is about more than creativity
It is about promoting business growth and transforming vision into reality with the power to create persuasive, well-crafted brand images. Real design should speak to the heart of your target audience and be able to move people to action.
In order to deliver powerful designs that will captivate and stir the emotions of clients and consumers alike, it is essential that the design undergo rigorous crafting measures to ensure that it achieves its purpose.
Design in the branding environment revolves around producing quality visual solutions for marketing related challenges. In fact, where branding is concerned, design is the driving force responsible for creating the image of the client's business. And how a client's business is perceived will to a large extent determine the success of the business. Perception is reality.
So how do we measure good design?
When discussing the meaning of design, it is important to differentiate between effective (good) and ineffective (poor) design. To assume that everything that has been designed will automatically be good is a big mistake. As a friend of mine once asked, what do you call a design student with only a 50% average? The answer: a designer. Therefore, it is important to measure design by the following:
- Does it answer the creative brief and/or marketing problem?
- Does it captivate your audience?
- Is it original and fresh?
- Does it make your heart beat faster?
A design that meets these requirements is worth more than most people realise. Just like good design has the ability to make a mediocre product a must-have item, poor design can be the downfall of an excellent product.
Design is a powerful tool. And with great power comes great responsibility.
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