Graphic Design

Great Design Adds Value Faster Than it Adds Cost

At Identity Namebrands, our experience has thought us that great designs are the result of fine engineering. Art can enhance design but the design itself is strictly an engineering problem. Design, for our purposes, is about making tradeoffs. When we're designing, we are often given a lot of conflicting constraints.

Let’s design a brochure or flyer for your next mailing campaign. Using a templated piece is an option but you already know it doesn’t work well. You need a custom design. Let me give you some design constraints. It has to be large enough so that it has a strong visual impact and stands out from the crowd, yet small enough so that it’s not overwhelming.

Every design decision involves tradeoffs, whether it's finding space for all your services, picking the optimal balance of font size and information density, or deciding how best to use the limited space to insert the ideal photos or promotions. Don’t forget the folding, it can make it easier or difficult for the viewer to find decision-making information but it also affects how the information is laid out. It’s not about simplicity; it’s about resolving all of these conflicting goals.

It’s about making the right judgement to include the information that matters to the viewer, having an effective call to action, the right slogans to connect emotionally, and the ability to communicate the benefits from the reader’s perspective, not yours. It’s is our ability to make those judgements on your behalf that make our designs better than our competition. It’s a skill that we have acquired through experience, industry knowledge and marketing expertise.