Page 1 - Researching the Client's Industry and the Competition

Categories that should appear on page 1

1. Researching the competition
2. Competitor Logos in color

Page 1 - Example

This is an visual example of how I might layout page 1. Remember your design principles and elements, and remember to use white space effectively. When I laid out my first page I was thinking of all the other pages in the book and how they would look on the same design. Remember continuity from your design fundamentals class? Use it to lay out your booklet pages. Continuity means that all you pages follow the same lay out and are continuous. This greatly improves readability and consistency for your viewer. They know where each page's information is going to be before they start reading. It also reduces your viewer's workload trying to find things on each page. Consistency and continuity makes your booklet look more professional and it helps deliver your content in an efficient and clear manner.

 

1. Researching the Competition - What is everyone else doing?

In order to create original design work for your clients, you must first educate yourself on the client’s industry and competition. You cannot create something new unless you know what everyone else is doing. During your research you will also come across design and marketing strategies and trends that will keep you (and your client's projects) fresh, appropriate and up-to-date. You do not want to create something that you think is original only to find out that it looks just like your client's competition. Your client will not be impressed.

Before you begin your own research for booklet 1, let's decide what you should research for your client.

Step 1 - Define Your "Essential Branding Elements"

What "Essential Branding Elements" do designers use when they create a strong brand identity?

To find out, let's start with the following:

1. Read the web page on Branding.
2. Review the pictures below. As you look through them, ask yourself… Why are these brands so well known and successful? How Do Companies Build and Maintain Strong Brands? What do their graphic designers know that I don't? What design principles and art elements are used to design brand?
3. Search the Web for answers to the questions in number 2.
   
4. Make a list of your group's "essential branding elements." Print out enough copies for the class and instructor. Prepare to present them to the class and explain your list.

 

 

 

 

 

 

 

 

Step 2 - Choose a client to use for your first booklet (review the list I suggested)

You must decide who your client will be. Which client or industry is best for you should be decided by you. Which service or idea interests you? I want you to choose because you will have to spend eight weeks creating a brand for your client—and I want you to like working on it. Eight weeks is a lot of time to spend on one project, so seriously consider what you like and dislike about each option before you finalize your decision.

Once you have decided on a client, you will research their industry and competition to educate yourself. Clients love designers and marketing people who care enough to research and learn about them. Many advertisers, marketers, and designers will switch to a client's products or services once they take on their account. They "immerse" themselves in their client's brand to better understand its benefits and possibly its shortcomings.

Step 3 - Research your client's competition

Page 1 must have at least ten competitors that you research. Start with their web site and see how well each competitor did or didn't use your list of essential branding elements. If they have a retail store nearby, visit them and experience their "brand culture" for yourself.

Be sure to look for the following while you are researching the competition:

• How does the brand “feel.”
• What colors do they use? Why those colors? Are they appropriate for the message/brand?
  
• What/who appears in their photos? (People? Products? Themes? Imagery?)
  
• What kind of art elements do they use? (Illustrations? Computer art? Loose sketches?)
  
• What kind of design elements do they use? (Borders? Large color blocks? A grid layout?)
  
• What typefaces and type styles do they use? (Bold? Decorative? Colorful? Cluttered?)
  
• Do they use a unique design style? (Cutting edge digital? Industrial? White space? Abstract?)

Step 4 - Design page 1 and visually present your competitor research to the client

Create a table (or some other cool visual) to display how the competition did or didn't use your list of essential branding elements.

Look through the samples of marketing booklets and see how other students have designed page one. There is no one way to display your research findings, just make sure that that the information is clear, easy to read and understand, and designed professionally.

2. Show the competitor's logos in color

I suggest taking screen captures of all the competitor's logos that you researched and place them on your page. It makes an easy-to-view and understand presentation for your client. It also helps you to see what similarities and differences the logos have.