These are just raw notes on design in general. They aren’t necessarily organized in any specific way, this is more of a board to place things I learn about design. I used to have these unorganized within the notes app on my phone, but by placing them here I hope that someone else can use them too. If you have any questions on the notes or a question on a particular snippet feel free to reach out to me using the form at the bottom of this page.
A brand is the set of expectations, memories, stories, and relationships that taken together, account for a consumer’s decision to choose one product or service over another
Components of a brand:
- graphic language
When the slope of letterforms is greater than 10 degrees, it should be shaded to the right.
Don’t confuse the hamburger icon with the logo.
Parts of a Creative Brief:
- Background – who is the client and what is their current situation?
- ex: Maggie is a self taught, New York City based wedding photographer. Her current brand identity does not reflect her unique perspective or personality
- Objective – what are you tyron to accomplish?
- ex: to reposition the Maggie Photography brand so that it more accurately reflects Maggie’s unique personality and approach
- Target audience – who are your clients’s ideal customers?
- ex: educated professional men and women aged 25-35 who appreciate an attention to detail and are seeking a very personal photography experience.
- Message – what is your client trying to say?
- ex: With a genuine appreciation for true love, Maggie will provide you with more than the typical photography experience. She will be a calming presence and bring the comfort of a friend to your wedding day.
- Competition – who are your client’s biggest competitors?
- ex: Other New York City based wedding photographers.
- Distinguishing Characteristics – what makes your client unique?
- ex: Will bring the touch of a friend to your wedding day and to your photos
- ex: Wants to make a personal connection with each couple, learn about who they are as individuals and a couple
- ex: Loves love
- ex: Final product will show couples the beautiful way she sees their love for each other
- Creative Considerations – does the client have any specific directives that should apply to the work?
- ex: Avoid black and white as main colors
- ex: For color palette: stick to greens, grays, deeper teals, “Brooklyn bride” palette
- ex: try logo both with and without photography label
- ex: try logo design options within a container
- Tone / Key Words – what personality does the client want to project to their audience
- ex: always use adjectives – genuine, romantic, vintage-modern, friendly, sophisticated
Another way to go about the creative brief:
- Describe the business
- Describe the audience
- List their assets
- List their limitations
Start with three colors. A primary color, a secondary color, and a neutral color (faded colors close to grey)
Our users are the type of users to be on facebook and facebook does it this way so we have evidence to support that users will do it the way facebook does it
@joekotlan on X