The Elements of Design
Every company today needs a logo, a tag line, branding, print design, a web presence, and a social media presence. Following is a primer on those elements of design, why you need them, and the process of how we help you create them.
Choosing Direction. The first step, before beginning a graphic design or media job, whether a logo, a brochure, a web site, or a whole marketing campaign, is to discuss the project and its goals. The more focused and clear a business is on its direction and goals, the clearer we can be to develop what you need.
Identity. Every company needs a logo. Your logo is your identity, your stamp, your brand. A logo can be a type treatment, or an originally designed image. It represents your company. The logo is always the first step in creating a company brand image.
Description. A tag line describes what you do in one sentence, or maybe just two words. The goal of a tag line is to succinctly communicate what your business does. A tag line is always recommended.
Placement. Once you have a logo and tag line, you are ready to brand all of your media materials. Branding makes you clearly identifiable. Essentially, branding means applying the company colors, the logo, the company name, the tag line, and your contact information on any and all of your media materials—making your business instantly recognizable.
Illustration and photography. These images may come from stock image sites, or may be created as original pieces by professionals. This depends on your project, and your budget. Original images are always preferable because you won't see them anywhere else unlike a stock image which you may see being used over and over again by other companies. When hiring an illustrator or photographer, style, subject, medium, and process are always considered. VisPer hires and art directs specialized illustrators and photographers as necessary, and also handles stock illustration research and acquisition.
Writing and editing. The copy writer writes the text, and the copy editor edits it for typos, grammar, punctuation and sentence structure. In particular cases, such as medical or technical texts, a writer who specializes in that particular area is hired. Unless a job is very large, the copy writer may also take on the copy editing responsibilities. In some cases a company will write the first draft and only require copy editing. VisPer will help facilitate your copy writing, and hire copy writers and editors when necessary.
Organization and Compilation. The Design, whether web, print, or other medium, combines all of the elements to create a visually user friendly, cohesive, and legible, press or web ready media piece that reflects a client goals and style. A good designer can adapt to any medium because design is an organization of all of the elements in a visually pleasing and functionally efficient manner. It is here that form and function should meet. With experience in all types of design media, VisPer has the advantage of understanding both print and web processes. VisPer offers services in both print and web design, because every company needs both, and all of a company's materials need to reflect the same brand identity. Choosing a design company that can handle both types of media is the most beneficial way to maintain your brand identity, intact, across all mediums.
About the Process:
Concept development and focus. Developing the concept and guiding the development process to ensure the concept is followed throughout all of the company's media materials, and that the flow of information on all media materials is instinctual and easy to navigate, is an important element and function of putting a piece or a campaign together. The Creative Director can also be the art director and graphic designer, or can oversee talent in those functions.
Translation. The function of Art direction is to translate the creative concept, oversee the design, and manage the process of putting together all of the elements: design, illustration, photography, copy, vendors, and any other talent or work necessary to produce the final product. The Art Director must be fluent in photography, illustration, web and print design, as well as understand production processes.
Organization and balance. The graphic designer will create original work and also combine the elements of the content developed by others (copy, photography, illustration, etc.) to create a cohesive visual design in a specific format (print, web, presentation, packaging, etc.). The designer will design new elements, pull together all of the elements, and make them look good. The graphic designer is a master organizer, and a master of the computer programs necessary to get the job done, and will create final files ready for press or web. A good designer will know both print and web processes.
Form and Function come together on the web. Web design should not be confused with web programming. They perform two different functions that overlap and work together. The programmer makes sure the web site functions properly (i.e. codes the site). Programming is the engine that makes a site work. The web designer makes it look good, maintains the brand look, or creates one, develops concepts and modes of communication, with a focus on useability and navigational issues. With today's technological advances and new tools for web building, it is becoming more prevalent for the designer to manage the complete web site. But for very large, robust and complex web sites which have particular and extraordinary functions, a supportive programmer may also be necessary.
User Experience (UX). Design, copy writing, and programming are all elements of User Experience from three different perspectives. They must function in unison to create the best UX. Depending on the size of a business and its web site, VisPer will put together an appropriate team.
Connecting on line. Social media is a must for any business today. Whether that means simply connecting your site to a map with directions so people can find your place of business, or creating a more complex interactive social media platform. Social media can be simple or complex, depending on your business model. VisPer will help you decide which types of social media will benefit your business, and can help you create and maintain it too.
Ongoing maintenance. Online VisPer manages and oversees web site hosting, updating, SEO best practices, social media. In print VisPer manages and oversees press runs, hires vendors, or works with your preferred vendor.
Search Engine Optimization (SEO)
Best Practices. At VisPer we follow SEO best practices as closely as possible to help your clients/customers find you on the web.
VisPer Clients include:
High Tech Companies
Although using stock images may seem like an appealing alternative because they are easy to find and can be less expensive than original work, be aware that stock images, icons, and logos, are resold multiple times, so chances are you will see them being used by other businesses.
VisPer draws from a network of creative professionals and vendors, when necessary, to deliver the best quality materials. If you are a creative professional and would like to be included in the VisPer network, please click here. Please include, or send a link to, samples of your work.
The Creative Director,
the Art Director,
and the Graphic Designer, may be one person, or they may be divided into three or more functions and people, depending on the size of the job. A Creative Director can do it all, and hire additional talent if necessary.
VisPer is your