GRAPHIC DESIGN IN BUSINESS COMMUNICATIONS
CREATIVE CLASS ELEVEN
DESIGN FOR BUSINESS COMMUNICATIONS
Graphic Design for Business Communications
The world is drowning in content
What separates the good from the truly outstanding?
It’s not the choice of lens or the allure of a phrase.
It’s design.
Think about it – in every unforgettable photograph, there’s a composition, a play of elements. In every memorable story, there’s a structure, a rhythm, a design.
As I often coach my P52 Members, “People don’t buy goods and services; they buy relations, stories, and magic.”
And what’s one of the most potent tools to weave this magic?
Design.
You might wonder, “But I’m already a professional photographer or writer; why should I jump into the sea of design?”
The answer?
Because your profession isn’t just about capturing moments or telling stories anymore.
Your job is about communication.
For business.
For advertising.
For brands.
For people.
In business, every photograph, every word, and every pixel needs to not just speak, but resonate.
With “Design in Business Communications,” we’re setting the stage for a journey.
A journey where your artistry as a photographer or writer converges with the principles of design, giving your audience not just something to see or read, but something to feel, something to remember.
In this age of infinite scrolling and fleeting attention, we’re not just creating content.
We’re creating legacy.
And design is your secret talent to ensure that your legacy isn’t just seen, but felt.
Deeply.
Let’s not just be good.
Let’s be unforgettable.
Understanding the Role and Impact of Design in Business Communications:
More Than Just A Pretty Picture
You are now artisans of emotion and craftsmen of imagery
You’ve crafted mesmerizing shots, and told enchanting tales, but have you ever wondered why some of them skyrocket while others, equally magnificent, fade into obscurity?
Often, it’s not the image itself, but how it’s told.
Enter: Design.
Seth Godin once remarked, “In a crowded marketplace, fitting in is failing. Not standing out is the same as being invisible.”
So, how do we ensure we’re seen, heard, felt?
This module unravels that very secret.
1. The Science Behind the Art: Design isn’t just about aesthetics. It’s psychology, sociology, and a dash of alchemy all combined. Learn the why behind the what. Why does a certain color evoke trust? Why does a particular layout keep eyes glued?
2. The Visual Vocabulary: Every shade, every shape, every space speaks. Decode the language of design and harness it. Understand how visual elements can complement your words and photographs to create an even stronger narrative.
3. The Business of Attention: In this age, attention is currency. Dive into the principles that ensure your communications aren’t just seen but remembered. Make your audience pause, think, and act.
4. Design-Driven Storytelling: Discover how design can be your silent storyteller. Sometimes, what’s unsaid, what’s merely hinted at through design, can shout louder than any word or image.
5. Digital Vs. Print: The Dual Dimensions: The medium matters. Unveil the nuances of designing for the digital realm and the tactile world of print. How do they differ, and where do they converge?
6. Adaptability is Key: In the dynamic world of business, flexibility reigns supreme. Master the art of creating designs that are both timeless and timely.
7. Collaboration: Uniting Words, Images, and Design: Unravel the magic that occurs when photography, writing, and design dance in harmony. It’s not about competing; it’s about complementing.
By the end of this module, design won’t just be a tool in your toolkit. It’ll be your compass, guiding every shot you take, every word you write. After all, in the grand theater of business communications, design isn’t just the backdrop; it’s the director.
How Design Has Changed in the Digital Age
Remember the early days of the internet?
Geocities pages, blinking GIFs, and the age-old ‘under construction’ signs?
Well, we’ve come a long way from there.
Today, the digital canvas isn’t just vast; it’s intricate, multi-dimensional, and ever-evolving.
Change almost never fails because it’s too early. It almost always fails because it’s too late.
In the realm of digital business, design is that change.
1. From Web Pages to Digital Experiences: Long gone are the days when a webpage was a mere information repository. Today, it’s an experience. Dive into how design has transformed static pages into dynamic stories, engaging the senses and emotions.
2. The Rise of User-Centered Design: It’s no longer about us; it’s about THEM – our audience, our users. Trace the journey from designer-driven choices to user-driven experiences. Today, empathy isn’t just a trait; it’s a design principle.
3. The Mobile Revolution: As screens shrunk, design challenges grew. Understand how design adapted, ensuring that every pixel on that small screen was not just visually pleasing, but functionally profound.
4. Interactive Narratives: Interactive elements, animations, AR/VR. Explore how design became the bridge between the tangible and the digital, making communications immersive and engaging.
5. Design Systems and Consistency: In the fast-paced digital world, consistency has become king. Discover the rise of design systems, ensuring brand coherence across platforms and touchpoints.
6. The Age of Personalization: One size fits none. Dive into the design’s role in creating personalized experiences, and tailoring content and visuals for every unique visitor.
7. Accessibility: Design for All: As the digital world became more inclusive, design took the front seat in ensuring that communications were clear, comprehensible, and accessible to all, regardless of their abilities.
8. The Confluence of Content and Design: Words and visuals ceased to exist in silos. They became inseparable allies, enhancing and elevating each other in the digital narrative.
We call this evolution.
And one truth emerges loud and clear: Design isn’t just about pretty visuals.
It’s the heartbeat of digital communication, setting the rhythm for business narratives, guiding user journeys, and sculpting digital landscapes.
Design in the digital realm isn’t mere accompaniment; it’s a trailblazing headliner.
MODULE ELEVEN
Creative Ideas:
SOFTWARE:
Photoshop
GIMP
Affinity Photo
Pixelmator
InDesign
Affinity Publisher
Scribus
Adobe Illustrator
Affinity Designer
Premiere
Premiere Express
Canva
Adobe Express
CapCut
Adobe Firefly
Chat GPT
AudioPen
Hypefury
Typeshare
Figma
Milanote
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BUSINESS ASSIGNMENTS:
Let’s dive into some hands-on assignments that’ll stretch your creativity, merge your skills, and catapult you into the vibrant world of graphic design for business
1. Photographic Typography:
Task: Choose one of your favorite photographs. Now, extract colors and elements from the photo to create a typography poster of a quote that resonates with the image’s essence. It’s about marrying words, design, and imagery!
2. Digital Magazine Spread:
Task: Design a 2-page spread for a digital photography magazine using your images. Focus on layout, typography, and the balance between text and visuals. Make the reader go, “Wow!”
3. Personal Branding:
Task: Design a logo for your photography business. Incorporate an element from one of your photos into the design. Remember, simplicity often makes the loudest statement!
4. Social Media Campaign:
Task: Choose a theme (e.g., “The Streets at Dawn”). Now, design a series of three cohesive social media graphics using your photographs. Think about the design elements that’ll make them unified and instantly recognizable.
5. Infographic Storytelling:
Task: Take a photography concept you know well (like the golden ratio or the rule of thirds). Design an infographic explaining it, using relevant photos as illustrative examples.
6. Photo Book Cover Design:
Task: Imagine you’re releasing a book of your best works. Design the cover! Remember to think about typography, hierarchy, and how your image interacts with other design elements.
7. Interactive Portfolio:
Task: Design an interactive digital portfolio showcasing your photos. Think about transitions, layout, and user experience. How can design enhance the viewer’s journey through your work?
8. Event Poster:
Task: You’ve been invited to exhibit your work at a gallery! Design a promotional poster for the event using one of your standout photographs. Consider hierarchy: what should grab attention first, second, third?
9. Album Art:
Task: Choose a song that one of your photographs reminds you of. Design the album cover art using that image. Dive deep into symbolism, mood, and visual storytelling.
10. Animated Photo Story:
Task: Pick a series of related photos (like a travel adventure or a life event). Design a short animated slideshow that tells a story. Integrate design elements to enhance the narrative flow.
And there you have it! Dive deep, experiment, make mistakes, and most importantly, have fun. Each assignment is an opportunity to not just learn but to redefine how you view the world, both through your lens and through the dynamic world of design.
WHERE TO GET ASSETS
KITTL: for image and graphic assets.
Fifty Free assets for Graphic Designers
Free Design Resources for Designers
41 Free Resources for Graphic Designers
66 Graphic Design Terms You Need to Know
Start Learning About Typography
KEY TAKEAWAYS
1. Design in Business Communications:
– Design plays a crucial role in capturing people’s attention and creating a memorable experience
– Every element in design, from color choice to layout, affects how an audience perceives the communication
2. Understanding the Role and Impact of Design in Business Communications:
– Design goes beyond aesthetics and incorporates psychology, sociology, and storytelling
– Visual elements can enhance the narrative and create a stronger emotional connection with the audience
3. How Design Has Changed in the Digital Age:
– Design has evolved from static web pages to dynamic digital experiences
– User-centered design and personalization have become key factors in successful communication
– Design systems ensure brand consistency across platforms
– Design is essential for creating accessible and inclusive digital experiences
4. Creative Ideas:
– Hands-on assignments for stretching creativity and merging photography skills with graphic design
– Tasks include creating typographic posters, designing magazine spreads, and developing personal branding
5. Software:
– Software tools like Photoshop, InDesign, and Adobe Illustrator can aid in graphic design for business communications
6. Business Assignments:
– Practical assignments to apply graphic design skills for business purposes, such as creating social media campaigns and designing event posters
7. Dive deep into symbolism, mood, and visual storytelling:
– Learn how to integrate design elements to enhance narrative flow in an animated photo slideshow.
– Experiment, make mistakes, and have fun while redefining your view of the world through design.
8. Where to get assets:
– KITTL: for image and graphic assets.
– Fifty Free assets for Graphic Designers
– Free Design Resources for Designers
– 41 Free Resources for Graphic Designers
9. Key Takeaways:
– Design is a logical process for visual creators, utilizing principles such as shape, texture, composition, and framing to evoke emotions and tell stories.
– Start with user-friendly tools like Canva and Adobe Express, then gradually move on to more advanced software like Adobe Photoshop, Illustrator, InDesign, and Affinity Publisher.
– Using a grid in design ensures consistency, readability, flexibility, and a professional finish, with alignment, consistency, occasional grid-breaking, and adaptation.
– Recommended resources for learning graphic design and building a graphic design library.
10. Design Assignments:
– Ten design assignments provided to sharpen graphic design skills, covering aspects such as photography, typography, and infographics.
FIVE FAST ASSIGNMENTS
These assignments should not take you more than an hour or so to do. They are designed to be quick and easy, and give you some good wins.
Utilize what you know, and the tools at your disposal to do these assignments and create something cool for your portfolio.
- “Postcard from a Dream”
Brief: Imagine you’ve just woken up from the most enchanting dream vacation. Your task? Design a postcard capturing its essence.
Tips: Focus on color, mood, and an iconic image that sums up your imagined destination. This isn’t just about places – maybe your dream had you floating amidst the stars or in a surreal landscape. - “Retro-fy It!”
Brief: Take a modern-day product (like a smartphone or electric car) and create an advertisement as if it were being sold in the 1960s.
Tips: Dive into the vibrant colors, fun fonts, and distinct styles of the 60s. Imagine how mind-blowing today’s tech would’ve seemed back then and let that excitement shine! - “The Two-Color Challenge”
Brief: Design a poster for your favorite book, movie, or song using just two colors (plus shades of those colors).
Tips: This assignment is all about constraints sparking creativity. Play with negative space, silhouettes, and layering to make the most of your limited palette. - “Quote-Unquote”
Brief: Choose a quote that inspires you. It could be from a famous figure, a line from a song, or even something your grandma always says. Design a typographical poster around it.
Tips: Think about how the font and layout can reflect the mood and meaning of the quote. Don’t be afraid to mix and match typefaces, but ensure readability. - “Package it Up!”
Brief: Imagine a new flavor for a popular snack (e.g., “Galactic Blueberry” potato chips or “Sundown Caramel” chocolate). Design the packaging for this adventurous flavor.
Tips: Your packaging should tantalize taste buds! Use visuals to evoke the flavor and make it stand out on shelves. Don’t forget the back – maybe add a fun little story or blurb about the flavor’s origin.