Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Graphic Design and Branding for Print and Web
A brand is not a LOGO. A brand is an exPerience.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
The Key concepts
The objective of design is to promote products, }}services and causes effectively.
The best designs and brands flow from a }}thoughtful and creative marketing plan.
}}Know your audience(s) and your goals.
The design should connect with your }}audience(s) instantly using both words and images.
Guidelines for web and print }}design have differences.
}}}Use your website to track and measure the effectiveness of your designs and marketing.
Tips on choosing a design company.}}
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Know Your Audience
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Know Your Audience
Know how to listen to different kinds of people.}}
Create profiles of your target audience(s) – }}stresses, interests, preferred styles, culture, problems.
Describe your company relationship }}with your target audience(s).
Describe this relationship from }}the audience’s point of view.
Find out your competitors’ }}relationship to your audiences.
Look for any problems or blind }}spots with your audience relationship.
?
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Objectives of MarketingWhat Are Your Goals?
Direct product sales}}
Generate more leads}}
Requests for information}}
Phone call or contact form}}
Email opt-in}}
Support complex sales }}
Knowledgeable customers}}
Build Word-of-Mouth}}
That have multiple touch points}}
Set the stage for warmer }}sales calls
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Objectives of Marketing
Your web site and internet marketing tools should }}be on the job even when you’re not.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
The Branding experience
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
A brand is not a logo. A brand is an experience.
A branding experience is the relationship between a }}company or organization and its audience.
A branding experience integrates all the ways you relate }}to your audiences: customer service, website, catalog, advertisements, brochures, e-newsletter, web video, social media, radio, TV, etc.
Track your company’s branding experience over time. }}
The branding experience can give a simple icon like the Nike }}swoosh it’s emotional connections and meaning.
Logos can be words, images or both arranged in a unique }}way. But an image is more memorable.
Choose a logo that connects with your audience. Don’t base }}your logo design on your personal preferences.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Logo Designs by WebTrax Studio
Board Game
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Logo Designs by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
elements of effective Print Design
Clearly communicates your objectives and goals.}}
Makes an instant connection with the target audience. }}
States a bold message without clutter -– less is more. }}
Has unique and engaging }}headlines that grab attention.
Includes people, places and }}styles that the target audience understands and appreciates.
Uses humor, drama, fun, love, }}suspense, curiosity and other emotions in a creative way.
Creatively combines verbal }}and visual ideas.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Print Designs by WebTrax Studio
largepostcards
bookletcover
Wellness Activities
Physical Activity Promotion
Physical Activity Promotion
Emotional W
ellness
Wellness Activities
Emotional Wellness
Lifestyle Changes
Wellness ActivitiesLifestyle Changes
Nutrition Changes
Wellness ActivitiesNutrition Changes
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Print Designs by WebTrax Studio
The Startup Guide
The Startup Guide
TheWellFedsCampaign
FEDERAL EMPLOYEES
Active and Healthy…Working Well!
A Federal Agency Worksite
Wellness Program Manual
TheWellFedsCampaign FEDERAL EMPLOYEES Active and Healthy...Working Well!
A Federal Agency
Worksite Wellness
Program Manual
manualcover and
sectiondividers
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Print Designs by WebTrax Studio
bridalmagazine
page
smallbrochure
cover
magazinecover
Illinois Solar Energy
Association
PRESENTS
Sponsors
Company Name
Company Name
Company Name
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Print Designs by WebTrax Studio
tourbookletcover
planningmanual cover
trademagazine
cover
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
effective Website Home Page Design
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
effective Website Home Page Design
Many print design tips apply to a website’s home page.}}
Essential elements at top and visible without scrolling. }}
Website name and tagline are at top and logo at top left.}}
Short description of your buisnerss or organization.}}
Calls-To-Action links should be prominent.}}
}}A slideshow or video packs information and emotional appeal into a small space.
Interesting links directed to all your }}audience types.
Specials, promotions, discounts.}}
User-friendly navigation tabs }}can be horizontal or vertical.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design by WebTrax Studio
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Website Design Beyond the Home Page
The lower portion of the home page is really a separate }}page and can include non-essential information.
A search engine optimized site will appear higher in a }}Google search and result in more site visitors.
A Content Management System (CMS) allows you to }}update and expand your site’s content and is an essential to an effective website.
Consistent user-friendly navigation }}tabs should repeat on all pages.
Special “landing pages” from ads, }}blogs, websites, direct mail and other marketing tools will help track your success.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Testing Your effectiveness
Every design you try is a test. Even great logos and }}brands can be improved.
Tracking and testing success is ongoing since the }}needs of your audience are constantly changing.
A private test of a design }}among staff, friends and clients can set you on the right path.
A public test on your }}website with Google Analytics is more accurate and useful.
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Tips for choosing a Design company
Interview several design companies. }}
Get feedback from some of their clients.}}
Do they understand your audiences and goals?}}
Design aesthetic – Do you admire their work?}}
Work process – Can they meet deadlines?}}
Accountability – What will you get? When will you get it?}}
Transparency – Who will do the work? }}
Costs – What are the costs? Are there hidden costs? }}
Will the company help you measure results?}}
Can they take on small jobs like new business cards?}}
Contract have deadlines, deliverables, fees and policies?}}
Are they local? Are face-to-face meetings important?}}
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Presented by WebTrax Studiowww.webtraxstudio.com
WebTrax Studio is a unique collaboration of successful }}marketing and design professionals who serve small businesses and nonprofit organizations with everything you need to grow your audience.
Strategic marketing: aligned with your business goals}}
Website design: development and implementation}}
Web marketing: strategy, web advertising, search engine }}optimization, social media, training
Print & web graphic services: design, illustration, photos}}
Communications: writing, website }}content and media relations
}}Multimedia: video production, animation and slideshows
Copyright 2011 WebTrax Studio and Metrist Partners Photography: Copyright 2011 by Michelle Elizabeth Kaffko, www.findmichelle.com
Presenters and credits
Estelle Carol, print and web design, }}www.webtraxstudio.com [email protected], 708-386-7197
Avery Cohen, internet marketing services and training, }}Metrist Partners, [email protected], www.metristpartners.com, 312-772-5945
Nalani McClendon, resource and constituency }}development for businesses and organizations, [email protected], 847-363-2140
Michelle Elizabeth Kaffko, photography, }}www.findmichelle.com, 312-952-5911