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DESIGN is the silent ambassador of your brand —Paul Rand

If you scan social media for your business, what stands out to you in the posts that seem to work? Are they screaming SALE SALE SALE? Probably not. I would venture to think that some of what attracts you to read is first the image, then the tagline. If you like what the topic is, you read on. But more subliminally, there is some trust in the brand before you even come upon the post. Paul Rand’s quote, “Design is the silent ambassador of your brand.”, speaks to the psychology of design. Most do not understand why they are attracted to certain images, yet they are drawn to make a judgment based upon what they see.

Good design uses all elements available to create an emotion and to lead the viewer in a specific direction. Let’s use my post graphic shown here:

• The use of ample white space around the words implies open space, and the type, small to large, implies depth within that space.
• All caps point to the very important word, DESIGN, while the quote is broken into separate lines accentuating three separate thoughts; DESIGN; silent ambassador; your brand.

But design gets even deeper when it has an extended message.

• Accentuating the words from the top and the bottom line pulls the viewer first to see “DESIGN your brand” before they even see the middle line of the quote.

Simple, yet effective. This works very well in flyers, postcards, and websites. Hiring a professional designer who can manipulate your images and text into a pleasing layout attracts the viewer and supports your brand. But if you are serious about sending strong messages, have a conversation with the designer about the placement of your text and graphics to optimize the effect.

Let’s set up a free appointment to discuss your brand.

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