graphic design

A Successful & Minimalist Print Ad

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Incredible design work in this ad. Simple. Clean. No bells and whistles.

Beautifully rendered it creates a Venn diagram out of two minimalist images of two well-known animals. Both possess features that represent the product.

In the middle where the two animals meet is the product itself, showing that it is the best of both worlds. Jeep, the prowess of the wolf with the capacity of the camel. Both hunter and pack animal.

The ad itself in all of its simplicity communicates the brand thoroughly.

Very well done.

Selling A Book By Its Cover

A Book By Any Other Cover…

They say you cannot tell a book by its cover but do not ever doubt that you can sell a book by its cover.

You cannot judge a book by its cover. Evidently you can sell pile of them though.

You cannot judge a book by its cover. Evidently you can sell a pile of them though.

This screen shot depicts the overall sales of Jane Austen’s Pride and Prejudice based on five different cover designs and spanning 20 years. This provides a clear look at the power behind design, marketing and understanding the current market.

Sales for this literary classic hit a small peak of sorts in 1995, but overall remained fairly low until 2009 when it surged in popularity netting more than double the sales in a single year.

Why? What happened in 2009?

The Great Pride & Prejudice Surge Of 2009

The Pride & Prejudice film was released in 2005. Which means that this probably did not factor largely in to the 2009 releases success. If anything one would have expected a surge in sales to occur within the next year.

Instead we see that four years later, in 2009, demand for this novel more than doubled within twelve months. What was it about 2009?

Every market surge has a history. There may be many contributing factors to a sudden sales onslaught but one can always trace the reasons. This can often be a complicated process and one may wind up with many dead ends before coming to a reliable conclusion as to the cause, but there is always a cause.

In the case this surge in 2009 it is not so complicated. Have a look at the cover that sold so well.  The cover couldn’t be the sole reason could it? Design doesn’t make that much of a difference right?

Wrong. It is all in the design. The 2009 release happened to coincide with another novel series which just happened to be gaining steam at the time. Perhaps you have heard of it. It involved an angst ridden teenage girl and her love affair with a vampire and a werewolf.

The Twilight Saga had recently become a huge hit. It had been hitting the theaters and was discussed everywhere.  Low and behold if we look at the cover design of the re-release of the Twilight series what do we see?

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Well now look at that. Something familiar about those colours and the overall feel isn’t there? What an odd coincidence…

Make no mistake. This was 100% intentional and from a marketing and sales standpoint, it was brilliant. The brains behind the 2009 publication of Pride & Prejudice knew their market. They knew the consumer zeitgeist. They knew what people were reading and they moved on it.

Does Pride & Prejudice share any similarities with Twilight? Well the lead character is a girl and Mr. Darcy is a bit of a wolf… but otherwise to lump these two into the same category would likely cause Mrs Austen to roll in her grave. Yet the design of the book managed to subtly do just that. The four books published in the Twilight series used three key colours and several basic design elements. This is obvious when comparing the four of them side by side as we do in the image above.

The demographic that Twilight was marketed to had, had their eyes trained – trained to look for this specific colour combination and style, thus any other book with similar traits would automatically grab their eye. What is more, the design team behind the 2009 version of Pride and Prejudice increased its book size to match the size which Twilight was published in. The result was a book that looked, for all intents and purposes, like it belonged to the Twilight series – one that could sit beside them and not look out-of-place.

Customers would be looking through the shelves of books and their eyes would automatically flicker what they knew and recognized. Perhaps some of them even thought this was a fifth edition to the series.

This is the essence and foundation behind branding and that is exactly what went on. Stephanie Meyer’s Twilight series was branded with a very obvious aesthetic look. 2009’s Pride and Prejudice printing simply hopped on that band wagon and rode its coattails to success.

Design & Sales.

All too often there appears to be an underlying disrespect for solid design work. Few people – especially in the small business market place – realize the increase in sales that good design will get them. Instead the see the price tag that comes along with it and they balk at it. They cut corners, call in favours, hire rookies or try to do it themselves with all the “free online tools”. The result is shoddy and unprofessional design.

Graphic and Web design needs to be rooted in technical and artistic ability as well and an understanding of what is working in the industry today.

As we see in the example above, knowing the market and understanding design trends play a huge role in design success.

It is simple and it is truth. Good graphic design increases sales. Good design is worth the price. 

Transition-Marketing-Services

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

KKK Teaching Piano? Or Just A Marketing Fail?

Good design highlights crucial and positive elements of a brand or business. Bad design.... well it does the opposite.

Good design highlights crucial and positive elements of a brand or business. Bad design…. well it does the opposite.

We don’t even know what to say.

  1. Why would anyone choose to take on a name with an acronym that is so synonymous with racism.
  2. What designer would possibly be foolish enough to HIGHLIGHT said acronym as a point of focus?

Now we cannot be sure that it even crossed this persons mind that “KKK” may not be the best suited acronym for piano lessons. In fact it is probably a given that nobody involved in this even realized what they were doing.

But that itself is a problem is it not?

First of all, a proper marketing consultant would have immediately noticed this issue and either advised against it, or found some means of circumventing the obvious problem with this name. That is what Marketing Consultants do, they look at the big picture with all of the variables included. They then devise an image and a strategy to project that image to consumers.

Second of all, a good designer would have worked with the consultant to devise a brand image that highlighted the positive elements of the brand/business, while removing or downplaying any negative elements. That is what *GOOD* Graphic Designers do. They create the aesthetic elements of a brand based off that brands strengths. They design a visual stimulus that evokes positive emotions and associations. Colours, shapes, concepts, font types, every possible angle of the design is cultivated deliberately. It can make the difference between drawing in leads and having to chase them down.

It is worth every penny to hire on the *PROPER* people for the job. It can make the difference between failing, just surviving or succeeding.

[View Some Great Branding Concepts Here]

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

 

Great Design Makes A Difference!

Italian Graphic Design Makes Waves!

Perhaps it is just us, but it seems like Europe is always raising the bar on beauty. Their ancient architecture and art, their cuisine and even their clothing.

We were surprised however when we came across a series of covers for Italy’s official NBA magazine, Rivista Ufficiale NBA. For one we did not realize the even HAD an NBA magazine, much less that the sheer beauty of the design far outstripped our own Canadian and even the American versions. Below are several examples of the raw, out-of-the-box and typography inspired design work by Francesco Poroli

Design Speaks Volumes.

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

Covers designed for Rivista Ufficiale NBA, the official NBA magazine in Italy. by Francesco Poroli

We have always said that good, quality design speak volumes. Investing in bold and beautiful design that grabs the eye, can double the impact of your marketing. Why spend money on an ad or website that does not grab and engage the consumer?

Marketing and advertising are, after all, all about getting the attention of the consumer and drawing them to your brand / business. Poor or cheap design will never do this, it will be marketing dollars dumped down the drain. Instead invest in good, solid design and you will see strong results. You will get your money’s worth. Never go half-baked on your marketing.

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.