Design Rangers Camp Blog

What is the role of design in marketing?

Design can be used to enhance the visual appeal of a product or service. It can be used to organize complex information or give meaning to abstract concepts. Sometimes design is used to make a bold statement or to evoke a specific emotion.

Design can do all of those things and more, but the underlying quality always remains the same — to strengthen clear communication.

When USA Cycling approached us with the opportunity to design their High Performance Plan (HPP) presentation, clear communication was the driving force behind the entire project. The HPP weighs in at around 135 pages of information ranging from high-level to technical, broken into 15 sections. We were told that the bulk of the content had changed little from year to year. Our challenge? To make it easy for the reader to digest and quickly grasp the key concepts within the plan. Past attempts had been too busy and not consistent with the USA Cycling brand.

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I haven’t seen a lot of Coleman’s “The Original Social Networking Site” T.V. spots but every time I do, I love them more and more.

What an amazing message and a big, bold statement. We often push our clients to make the big, bold statements. It takes guts though and not all clients are willing to put it all on the line. I’m proud of Coleman and their marketing guts. Errr… I was proud until I did some research.

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Sometimes the end result of a design project is a single, focused piece for a specific use – a brochure, trade show signage, an infographic, etc. But sometimes, the final deliverable is just a jumping-off point to allow a design to take on a life of its own.

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Design Rangers has the pleasure of posting this article written for us by Tammy Oler – our dear friend and awesome wordslinging partner. Enjoy!

Between blogs, Facebook, and Twitter, there are more ways than ever to connect with your customers.  But direct marketing still works – and email newsletters can be a powerful way to reach out.  The key to success with an e-newsletter is cutting through the clutter of your customers’ inboxes, and giving them good reasons to click through to your content.

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