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Design and Marketing. Do we Need Each Other?

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  • Design and Marketing. Do we Need Each Other?

    Do I need a designer in the state or can I use the services of external specialized companies or freelancers? Can the designer help the marketing department? I will try to describe the answers to these and some other questions in this article.

    Undoubtedly, original design is an integral component of marketing in any company. The development and coordination of the design of any pos-materials, logo, hall design is a direct issue of the marketing department. Naturally, one cannot do without a designer here. In general, the role of a designer in any company is enormous. Let's look at the market leaders, a key element of their success is excellent design. Design also underlies any brand.

    In principle, it is clear that any advertising campaign, the creation of a logo or brand book can not do without designers. For example, you need to draw pointers for a seasonal sale, or prepare a banner for a billboard, and maybe take a creative flyer. Who can do it - only designers. After all, designers are practically the only caste of specialists capable of creating graphic masterpieces. Of course, you can study not very complex programs like Photoshop or CorelDraw, as well as a couple more programs, a way of layout and many other nuances. You can study this and any marketer, I think, is able to cope with it. Although why there are designers.

    Do I need a designer in the staff of the marketing department?

    The answer to this question depends on several factors:

    First, how often in your company the help of a designer is needed. If you hold a marketing campaign once a year that requires printing a leaflet or a poster, then in this case you don?t need your own designer. One-time third-party designer services will cost much less. However, if you constantly need to develop a new design, various booklets, flyers, banners and navigation, as well as many other interesting things, then a full-time designer who understands the specifics of your business is simply necessary for you. Payment for the development of design layouts will be much more expensive than the monthly salary of a specialist, while your employee can be assigned several different responsibilities, not related to design, but very useful for marketing even for agency

    Secondly, there is a huge dependence on the coordination process and on how often the mood of a manager changes. Independent designers provide, as a rule, a limited number of options and make a maximum of a couple of adjustments to the adopted layout. In the future, if you decide to change something, then for the appropriate fee. Sometimes it happens that the approval process is delayed for several weeks or even months of stormy discussion and introduction of new edits. As a result, the original layout can be changed beyond recognition. And the changing mood of a manager is an unpredictable thing. Such a disposition simply obliges you to keep the designer on the staff of the marketing department.

    Thirdly, why the designer is desirable in the staff of the marketing department. Marketers as well as designers are creative people - ideas arise unexpectedly and often. And the presence of a designer who is always there is simply very convenient. And it?s easier for a designer to understand what these marketers want from him.

    Can a designer help marketers?
    Sure. A designer with long-term experience in one company develops a certain understanding of how the picture should look. Based on the request, a qualified designer who knows his business can immediately say what is appropriate and what is not. When the designer is ?at hand?, you can spend a lot of time not knowing whether the proposed marketer's idea will go or cut it off and think in another direction right away.

    As it seems to me, the designer is just an invaluable employee of the marketing department. Although the price is still there - it is a monthly salary. But the help you can get is difficult to assess.

    About designers for now, probably, is enough, but it has lauded strongly. I would like to make a small announcement. In the near future I will begin a series of articles on competitor analysis. Where to look for them, how to evaluate, why analyze competitors at all. Not to miss subscribe to blog updates. The first article will be very soon.
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