Ch6 - Complete Graphic Designer

In the final chapter of The Complete Graphic Designer branding is discussed. Branding is described as how something is perceived by the viewer. Today branding is very important in order to establish yourself, company, or client as a reliable and accurate representation of your product. The way your brand us perceived can also give you great financial results. An example used in the book was the difference between a .49 cent cup of coffee and a $3.00 cup of coffee. The way that a company such as Starbucks has built upon their brand has allowed them to charge more, not only due to the quality of the coffee, but also because of the experience that the customer has come to expect from the brand. Another important aspect of this chapter was the different kinds of brands. These include: Monolithic brands (brands with a dominant presence), subsidiary brands ( parented beneath a larger brand), Endorsed brand (a product or division of a larger brand) and Pluralistic brands (a large brand that is a sort of container for established brands). The next important piece of information in this chapter is the importance of market research. This can be done in many ways. First, market research can be obtained by gathering specific information with surveys and interviews with consumers. Focus groups are another form of obtaining market research information. This is when a small group is gathered with similar age, race and income are gathered and asked similar questions in order to obtain valuable information. Next up there is mystery shopping. Mystery shopping is a way for the client to gather information without the audience even knowing often times. This way employees and customers are not put on the spot to gather information, but they are observed. Finally, there is usability testing. This uses groups similar to focus groups to involve the consumer with giving feedback in many ways by using the desired product before its release. This can be anything from design to ease of use to its functionality. The chapter wraps up by describing many other ways of promoting your brand such as interior and exterior signs and package design that must remain consistent throughout in order to maintain an established identity.