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Do you love it?

By Christine Dubyts, President, Dubyts Communications Inc.

This question or a variation thereof is uttered whenever we present a new marketing concept to a client. Whether its a new logo, an ad, or a website design. We ask, and then wait in silent anticipation as the client ponders. They examine the color, font, white space, copy, images, etc., everything that contributes to the overall look.

When it comes to design and what you like or dislike, its a bit like asking a person their preference in artwork. Some like watercolor, some like oil, some like mixed media. Some like scenes, some like portraits, some like abstract. The response to a piece of art is based on a persons point of reference and personal preference.

Similarly, in graphic design whether a person likes or dislikes a logo or an ad or other type of design is based on their preference. They may or may not like the color red, they may have an affinity towards triangles. Whatever their reasons for liking an disliking something it's their personal opinion.

BUT there is a BIG difference between evaluating artwork and evaluating marketing design. In artwork, one is not necessarily better than another. It's really is a matter of opinion. But in marketing design, there are technical aspects that do make one design better than another. Also, the objective is to design for the target audience. Who are you trying to connect with? Is it men, women, children or elderly? Are they business people, moms or joggers? If you have a clear understanding of your target audience create your marketing tactics to resonate with them. And while you might be a 35 year old male and you don't like the color pink. If your target audience is girls between the ages of 2-8, you'd better incorporate some pink into your design!

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