TOPIC / Design Management
Visual communication represents an important moment of truth in your
customer's perception of your organisation and what it offers them. Before
they get to the point of decision to transact or commence a business
relationship with your company, they will encounter the various forms of
visual communication which you have put in place.
Your customers or public may be exposed to your identity in a building sign
or vehicle livery; they may encounter your product packaging or branding
presentation in an advertisement; they may read your brochure or leaflet,
poster or banner; they may have the opportunity to see the interior decor of
your reception area or the uniform of your employee. Or more likely in these
times, they will get a picture of your organisation from their search of your
Thus a cohesive and well-coordinated visual communication program is an
important tool to ensure the right perception in the minds of those in your
target market. It can serve as a door opener to stimulate and attract people
to know you better and eventually try your service or product.
The execution of a well thought through communication strategy requires a
conscious and concerted effort. It is not uncommon for different parts of an
organisation to create different versions of the identity and image of the
organisation, as they interpret and understand it. Rather than have each item
of written, printed or visual communication enhance all the other items coming
out from your organisation to remind the audience of your key message of who
you are and what you represent, what comes across is at best, inconsistent,
at worst, a muddle, which creates doubts about you, your strengths, and the
quality of your products and services.
But visual communication is only a part of your image building. No matter how
well-conceived and executed your visual communciation program, if your product
or service does not meet your customer's expectations, if your people choose to
be rude or display a lack of know-how, your organisation's success cannot be
Investing in a visual communication program that works will be your crucial
decision. And it is just the beginning.
At Wordmaker Design, we strive to gain a full understanding of your key
communication objectives before we will even begin our creative process. We will
work together with you to find a visual solution for achieving these objectives. Our
task as designers and our claim as professionals in the work of visual
communications is to ensure that your audience understands your message,
clearly and correctly.
We see that as the foremost duty of good design. The aesthetics of the design
serve that duty, and is not an end in itself. In other words, design must first be
right before it can be beautiful.
That's what we mean by thinking design.