Traditional Design is Still Relevant
These days, most businesses spend the majority of their resources in the digital space. As a result of this, graphic designers have had to shift their focus away from traditional media and put most of their attention on the digital space. They take the time to design a great website, post meaningful content on social media, and discover their ideal content marketing strategies. While this is definitely important, it doesn’t give the whole story.
While digital marketing strategies have started to rule the marketing space, traditional design, which was used to create collateral, such as business cards, printed materials, package design, and other offline elements, seems to have taken a back seat.
However, it is important to understand that branding a business is about more than just creating an online presence for a brand. It is about developing the whole picture. Here’s more information about why traditional graphic design is not only still relevant, but it has been expanded:
Understand the Philosophy of Design
The sole purpose of any graphic designer is to connect ideas with visual design. With the emergence of the digital space, this role has shifted slightly. While print media once ruled the marketing world, the digital space has taken over. Despite this shift, the main task of a designer has remained the same. No matter if the designer works on digital or print, the philosophy still remains the same. The ultimate goal is to always find a way to express ideas through digital content.
Importance of Visual Branding Will Never Change
When it comes to marketing, the importance of visual branding has never changed. However, because of the role the internet has played in changing the game, the role of the graphic designer has also changed. Now, visual branding extends beyond graphic design and also includes brand voice, tone, and overall content. Also, most of the designing will be done in the digital space.
Design and Branding
However, it is important to understand that the basic tenets of design are the same no matter if the designs are displayed online or on print. When creating a brand, it is an error to only focus on the digital piece of your brand. You need to consider things from a big picture perspective. Where is it important to express your brand? The answer is, everywhere. Here’s a list of some of the areas you might need to design your brand elements:
- Online. This includes your website, social media, advertising, and your logo.
- Offline. Your brand should be visible offline such as business cards, brochures, and trade show displays.
- Storefront. If you have a storefront, you will also want to express your brand through your product displays, packaging, and your storefront.
The role of any graphic designer is to find ways to connect your ideas, brand, and marketing elements together through cohesive design elements. The role of traditional design has not been diminished. Rather, it has been increased. The internet has created more opportunities for graphic designers to use their skills to help companies create the best visual elements for their needs.