Communication Design For Corporations
September 17, 2013
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The old expression, “putting your best foot forward,” has always represented the concept of doing your best when undertaking a new project or presenting your best impression to new acquaintances or associates. When it comes to the combined disciplines involved with communication design, however, the expression is better as “putting your best feet forward,” especially when it comes to corporate design, marketing and communications.
In the burgeoning field of communication design, many disciplines come together to create a united presentation that represents a business entity. Content creation and strategic generation, graphic design, website usability standards, illustration and photography, animation and video, logos and audio all work together to present a unified and cohesive message for a business. The integrity and preservation of the corporate brand is of utmost importance within communication design, as is strategic planning for how to use all these design elements in various online, broadcast and print media to represent the character of the corporation accurately and successfully.
One could say that communication design for corporations is one part textual content, one part visual design and architecture, one part graphic design, one part media systems, and one part public relations communications – and you would be correct in that assessment.
How can corporations use communications design to their best advantage? How can businesses make sure that they are leveraging the many components of communication design fully?
A few strategies to keep in mind when it comes to communication design for corporations include:
- Be prepared for collaboration. Designers today may work in different departments and be responsible for differing deliverables, but they all should help further the “big picture” synthesis of the company. Communications between designers is thus very important for maintaining a cohesive brand strategy.
- Anticipate obstacles down the road in terms of future design problems outside of “traditional” mediums. Responsive design for websites that display well on cellular devices is an example of this strategic planning.
- Be immersive. Today’s digital world in particular offers many more avenues for promotion and branding than existed even ten years ago. Social media, marketing automation, QR codes, and Internet video – these are all relatively recent inventions that can add and build brand awareness. Communication designers need to be aware of all the tools that have at their disposal and how to use them to represent their brand well and evenly at all times.
- Communication designers are like film directors. Harkening back to point number one, a director on a film works with many different people in many different disciplines to achieve a finished product. Your company’s message and image is that finished product in communication design.
Consistency, diligence and knowledge of the best practices in communication design can go a long way towards brand excellence in this growing field. Education in these disparate design areas is recommended.