The Complete Graphic Designer

The Complete Graphic Designer

156

To develop and design a successful brand, the graphic

designer must thoroughly research every aspect of

the product, service, or company. Unlike corporate

identity work in which design is primarily dictated by

input from upper management, employees, and repre-

sentatives, branding must involve feedback from the

target market or audience. Some companies think they

understand their market—which messages are most

relevant, and which type of graphics are most appeal-

ing—but may have no empirical data to support those

assumptions. Proper market research will determine

customers’ true opinions and impressions of a brand

and what preferences ultimately entice them to buy a

product or service.

Market Research

Market research is a valuable task that gathers and

evaluates market conditions and preferences. Thorough

and complete market research, which can include

face-to-face interviews, surveys about the brand, focus

groups, or mystery shoppers, can be an expensive and

Defi ning the

Brand’s Audience

Consumers gravitate toward

products with simple graphics.

Upon closer examination, the

viewer fi nds that these wine bottles

appear to be zipped, playing off of

the brand name, Bootleg. Novelty

design ideas like this often entice

new customers.

Design: Turner Duckworth

The use of black and gold combined

with s

ophisticated typography con-

veys luxury to consumers, allowing

this jeweler to demand higher prices

for products.

Design: Willoughby Design

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Branding

157

time-consuming endeavor, so generally only large ad

agencies or creative fi rms have the resources to take

on these complex tasks. To combat this, smaller design

fi rms or freelance graphic designers will sometimes

partner with a larger agency or hire an outside market-

ing fi rm to help conduct any necessary research. There

are, however, many ways of conducting research that

are less costly and can be done by even one person and

many are outlined in the book, A Graphic Designer’s

Research Guide. Regardless of the client’s or designer’s

resources, it is important to conduct as much research

as possible; the results will always be well worth the

time invested.

Types of Market Research:

1. Surveys and Interviews

Specifi c information about a potential customer’s per-

ceptions and opinions of a brand can be collected and

analyzed through surveys and face-to-face interactions.

2. Focus Groups

Customers with similar attributes such as age, ethnic-

ity, or income are paid a small fee to meet and discuss

a particular product and its features, packaging, and

advertising. Because these encounters are usually re-

corded on video, the people being interviewed may not

respond as honestly as they would in an actual shop-

ping experience, but still provide valuable information.

3. Mystery Shopping

The only way to gather true feedback regarding a cus-

tomer’s shopping habits and preferences is to observe

them in an actual retail environment. Mystery shoppers

are paid professionals who visit stores unannounced

and observe the behavior of customers and employees.

4. Usability Testing

Product packaging and design are determined through

usability testing. Usability testing involves the use

of focus groups comprised of people from various

demographics to use a product and then remark on a

product’s packaging or design, including its aesthetic

and functional qualities. This is a good way to ensure

that brands live up to their promises of ease of use,

performance, and quality.

The fi nal brand for Sheridan’s

involved the input of customers

and company executives in order

to convey the messages of fun,

hip, and cool.

Design: Willoughby Design

Jack in the Box fast-food restau-

rants use red to suggest fl ames

and heat, orange to represent good

food, and blue on their beverage

containers to infer the sensations

of cool and refreshing.

Design:

Hornall Anderson Design Works

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The Complete Graphic Designer

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For TicTac packaging used in South

America, a predominantly orange

container is used to denote orange

fl avor, green for mint, and yellow

with green streaks for lemon-lime.

When used in conjunction with im-

ages suggestive of key ingredients,

fl avor is quickly and effectively

communicated to consumers.

Design: UltraDesign

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