The ONLY Marketing Video A Graphic Designer Needs To See! — Transcript

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1. 0:00people often ask me what skills they
2. 0:02need to become a great graphic designer
3. 0:04and one of the main things I always tell
4. 0:05them is to have at least a basic
5. 0:07understanding of marketing and there are
6. 0:09very good reasons for this which are
7. 0:11soon going to find out about in today's
8. 0:13video the very first and most
9. 0:15fundamental thing a graphic designer can
10. 0:17do is to shift their thinking and their
11. 0:19mindset now often a beginner or a rookie
12. 0:22designer will be swept up in the
13. 0:24Aesthetics of graphic design it's that
14. 0:26urge to make something that just simply
15. 0:27looks good these two designs are fine as
16. 0:30just graphic designs however the design
17. 0:33on the left is only really good from a
18. 0:35technical point of view and by that I
19. 0:37mean that it uses crisp imagery good
20. 0:39color schemes the layout is okay and the
21. 0:42typography and hierarchy are good too
22. 0:44but the design on the right takes things
23. 0:46to the next level with a concept that
24. 0:47drives the message of the design even
25. 0:49harder it is more functional than the
26. 0:52design on the left and that's because it
27. 0:54goes beyond just Aesthetics on the
28. 0:56design the delivery service is seen to
29. 0:58be fast and that's that's because of
30. 1:00smart and obvious marketing thinking in
31. 1:03the design on the right sure this isn't
32. 1:05actually that bad when you think about
33. 1:07it but as advanced and more professional
34. 1:10graphic designers we want to adopt a
35. 1:12completely new mindset we shift our
36. 1:15minds from Aesthetics to more
37. 1:16functionality and marketing impacts but
38. 1:19you might be asking yourself what does
39. 1:21it actually look like in real life on a
40. 1:23graphic design well let's take a website
41. 1:25design for a coffee shop as an example
42. 1:28before we shift our mindset the the
43. 1:30initial design might focus on visually
44. 1:32pleasing elements using trendy colors
45. 1:34stylish fonts and high quality images to
46. 1:37create a modern and Visually appealing
47. 1:39online presence now this can work but
48. 1:42after the designer has shifted their
49. 1:44mindset they might conduct research and
50. 1:46identify that the local coffee Shop's
51. 1:48target audience includes both local
52. 1:51residents and tourists seeking a cozy
53. 1:53and inviting atmosphere somewhere they
54. 1:55can enjoy their quality coffee the
55. 1:58website redesign then aligns with the
56. 2:00coffee Shop's branding using warm and
57. 2:02inviting colors to evoke a sense of
58. 2:04comfort and Community but actually this
59. 2:07is only merely scratching the surface
60. 2:10which you will soon see there are three
61. 2:13main basic rules that you can educate
62. 2:15yourself on when it comes to applying
63. 2:16marketing Theory to your graphic
64. 2:19designs understand your target audience
65. 2:21thoroughly before starting any design
66. 2:24project knowing your audience helps you
67. 2:26tailor your graphic designs to their
68. 2:28preferences their behaviors and their
69. 2:29need needs it ensures that your design
70. 2:32resonates with the people you're trying
71. 2:33to reach making your work more effective
72. 2:36and more
73. 2:37engaging and later we are going to go
74. 2:39into more detail on this because it
75. 2:41might be the most important thing when
76. 2:43it comes to Marketing in graphic design
77. 2:46always always align your designs with
78. 2:48the overall branding and messaging
79. 2:50strategy of the client's business
80. 2:51organization that you're working for
81. 2:54consistency across visual elements
82. 2:56including color schemes typography and
83. 2:58imagery helps to reinforce brand
84. 3:01identity now aligning with the messaging
85. 3:04strategy ensures that your designs
86. 3:05communicate the intended messages and
87. 3:08contribute to cohesively overall
88. 3:10marketing
89. 3:11objectives the third rule is to
90. 3:13emphasize Clarity and readability in
91. 3:16your designs designs that are easy to
92. 3:18read and easy to understand have a
93. 3:20better chance of getting your message
94. 3:21across now whether you're working on
95. 3:23something for print or something for
96. 3:25digital media making it clear helps your
97. 3:28audience quickly understand why you're
98. 3:30trying to say and what you're trying to
99. 3:31say this is super important in marketing
100. 3:34and graphic design and it's where you
101. 3:35want people to get the message or take
102. 3:37action at an instant I mean just look at
103. 3:40this marketing poster for a glasses
104. 3:42brand it couldn't be more clear and more
105. 3:44obvious what the Design's message is and
106. 3:47that's without any typography or
107. 3:49additional elements that could be
108. 3:50confusing this is clever marketing
109. 3:52within a graphic design the next thing
110. 3:55we're going to talk about is quite
111. 3:56Advanced when it comes to marketing and
112. 3:58graphic design and and not everybody
113. 4:00will be able to do it or shall I say not
114. 4:02everyone has the access or the resources
115. 4:04to do it we're talking about kpis or key
116. 4:08performance indicators businesses and
117. 4:10brands use kpis to measure how well the
118. 4:12business is actually doing one example
119. 4:15would be CTR or click through rates of a
120. 4:17website or an online advert as a
121. 4:20designer if you can get access to the
122. 4:22kpis of your client say for example that
123. 4:24click through rate expectations and
124. 4:26current metrics you can then tailor your
125. 4:28designs to improve that metric and make
126. 4:30things more
127. 4:32functional other common kpis are time
128. 4:35spent on a website brand recool which is
129. 4:37how memorable a brand is social media
130. 4:40Impressions and so
131. 4:42on now earli in the video I said that
132. 4:45the most important thing you can learn
133. 4:47in marketing is to know your audience
134. 4:50this is true but I'm about to give you a
135. 4:52really important Golden Nugget bit of
136. 4:55information about this we want to
137. 4:58understand why a consumer conser or
138. 4:59audience wants a service or a product in
139. 5:02their life but we want to find out the
140. 5:04deeper
141. 5:05why now initially the Assumption might
142. 5:08be that the consumer buys a chef's knife
143. 5:11for practical cooking needs however if
144. 5:14we dive into the deeper motivation
145. 5:16behind buying the knife we might see a
146. 5:18deep motivation for sophistication and
147. 5:20cooking expertise Beyond functionality
148. 5:23and this is very very important armed
149. 5:26with this Insight the graphic designer M
150. 5:28Taylor marketing m materials to appeal
151. 5:30to the consumer's aspiration for cooking
152. 5:32Mastery visuals highlight precision
153. 5:35craftsmanships and the elevated
154. 5:37experience of using highquality tools
155. 5:40featuring stylish kitchens and confident
156. 5:42chefs emphasizing features contributing
157. 5:45to Mastery like maybe a comfortable grip
158. 5:48or Ultra finished an ultra sharp Blade
159. 5:50enriches The Narrative the designed
160. 5:53materials go beyond showcasing features
161. 5:56instead they also tell a story that
162. 5:58resonates emotionally to for the
163. 5:59Audience by associating the chef's knife
164. 6:02with accomplishment and cooking Mastery
165. 6:05the marketing materials connect with the
166. 6:07audience influencing purchasing
167. 6:08decisions based on the deeper why this
168. 6:12application of marketing Theory and
169. 6:13graphic design enhances the campaign's
170. 6:15effectiveness and strengthens the brand
171. 6:17to Consumer
172. 6:19relationship now here's another prime
173. 6:21example to sync your graphic design te
174. 6:24into so someone's eyeing up a Sleek
175. 6:28minimalistic laptop
176. 6:30it's not just about needing a machine
177. 6:32for work because almost any laptop these
178. 6:34days would do what most people need it
179. 6:36to do it goes far deeper than that the
180. 6:39buyer might crave a sleek and organized
181. 6:41lifestyle kind of like a digital zen
182. 6:44master if you will they want to be seen
183. 6:46as someone who's got everything together
184. 6:48in both work and life and they also want
185. 6:50to appear cut in Edge and modern as a
186. 6:53graphic designer you tailor the visuals
187. 6:55to capture the aspirational vibe of this
188. 6:57person so picture sleep workspaces
189. 7:00streamlined workflows and someone
190. 7:02confidently breezing through their tasks
191. 7:04you might emphasize the laptop's design
192. 7:06features that contribute to that
193. 7:08organized put together kind of
194. 7:10Lifestyle your marketing design for the
195. 7:12laptop will go beyond showcasing just a
196. 7:15Specs you're spinning a narrative that
197. 7:17resonates emotionally of course and by
198. 7:19linking the laptop with an image of the
199. 7:21digital sophistication and a well
200. 7:22organized life your materials will
201. 7:24strike a cord with this
202. 7:27person people connect with a brand on a
203. 7:29far deeper level making purchase
204. 7:31decisions based on that profound why it
205. 7:34is designed with a purpose upping the
206. 7:37campaign's impact and tightening the
207. 7:39bond between the brand and its Savvy
208. 7:41consumers this is the power of marketing
209. 7:44when it comes to your designs and you
210. 7:46can include into your projects and your
211. 7:48briefs in a small amount or a big amount
212. 7:51depending on the situation but the key
213. 7:53takeaway from today's video is that you
214. 7:55should understand the power of marketing
215. 7:57and you should be looking to incorporate
216. 7:59it into into your workflows in some way
217. 8:00shape or form and this is especially
218. 8:02true or relevant when we're talking
219. 8:04about corporate graphic design and
220. 8:06speaking of graphic designs I've
221. 8:07recently launched my new service critico
222. 8:10where we actually have a team of
223. 8:11professionals and we look at your
224. 8:12graphic designs and we give professional
225. 8:15deep in-depth feedback there are three
226. 8:18tiers of 1,000 2,000 5,000 words and
227. 8:22your feedback will be given in a high
228. 8:24quality PDF and the PDF isn't just word
229. 8:27related it will have diagrams and IM
230. 8:29different things on there as well so if
231. 8:32you really want to get a professional
232. 8:33viewpoint on graphic designs do consider
233. 8:35checking out the link in description box
234. 8:37below and in the pin comment of today's
235. 8:38video but if you want to learn about the
236. 8:40psychology graphic design and what
237. 8:41really makes people tick just click that
238. 8:43video on screen but until next time guys
239. 8:45design your future today
240. 8:51[Music]
241. 8:57peace