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Corporate Logos That Contain Subliminal Messaging

DW Blog
May 18th, 2016

Some of you may be unaware that a brand’s logo speaks to its viewers on many levels.

The presentation of the logo is essential as it creates an identity for the brand. A main concern that brands have would be the running of risk of logos being glanced over without conveying it’s brand’s message. This could occur if a logo is too complex or appears to be unrelated to its brand.

With that said, modern logos are now swayed towards bold, simplistic and futuristic designs. A closer look of some logos may reveal subtle marketing tactics.

1. FedEx — Can you find the hidden arrow within its negative space? This award winning logo portrays thoughts of forward, speedy and precise motion. As FedEx is a courier company, forwardness is crucial in their field and the arrow  brings across this notion.

fedex--the-fedex-logo-hides-an-arrow-in-its-negative-space-even-a-glance-subliminally-inspires-thoughts-of-efficiency-and-forward-motion

2. LG — Some think the LG logo is a Pac-Man reference (requires a bit of imagination). The smiling, winking face is more apparent (but only slightly). What do you think?

lg

 

3. Tostitos — It’s design identifies feeling of togetherness while sharing chips and salsa, bringing groups of people closer through the pleasure of food.

tositos4. Amazon — A rather interesting and meaningful logo, with the arrow pointing from a to z – refers to being able to find anything on its website. With different vendors selling a myriad of items, consumers can shop with a wide variety through their website. We believe that they wanted to enforce customer satisfaction, hence the smile across (with a dimple).

amazon--the-cleverness-of-this-logo-is-twofold-the-arrow-points-from-a-to-z-referring-to-all-that-is-available-on-amazoncom-and-it-doubles-as-a-satisfied-smile-with-dimple

5. NBC — Spot the peacock subtly featured in their vibrant logo. In 1956, the colourful feathers was birthed because they had just introduced new-colour broadcast. This officially became NBC’s logo in  1979.

nbc

6. Baskin Robbins — Introduced in 2005,  they have cleverly made use of the company’s initials to advertise its 31 flavours of ice cream. With the use of bright colours, it conveys the fun and energy of the brand.

baskin-robbins--this-logo-introduced-in-2005-cleverly-uses-the-companys-initials-to-advertise-its-number-of-ice-cream-flavors-31

7. Vaio — This cool logo for Sony’s computers represents the brand’s integration of analog and digital technology. The ‘VA’ is designed as an analog waveform, the ‘IO’ is binary code.

vaio--this-cool-logo-for-sonys-computers-represents-the-brands-integration-of-analog-and-digital-technology-the-va-is-designed-as-an-analog-waveform-the-io-is-binary-code

8. Tour de France — The logo is slightly more abstract than the other examples, where you will be able to spot a well-integrated biker.

tour-de-france--slightly-more-abstract-than-the-other-examples-the-tour-de-france-logo-contains-a-well-integrated-biker

9. Coca-Cola — The soda brand’s campaign in Denmark points out something you may have missed; the Danish flag (with a bulge) embedded in the white script.

coca-cola--the-soda-brands-latest-campaign-in-denmark-points-out-something-you-may-have-missed-the-danish-flag-with-a-bulge-embedded-in-the-white-script_png

10. Toblerone – Started in a city famously associated with bears; Bern Switzerland, there’s a dancing bear in the midst of the mountain print.

toblerone--see-the-dancing-bear-in-the-mountain-the-design-is-a-tribute-to-the-swiss-town-where-the-chocolate-was-developed

Credit: Text and Pictures from https://sg.finance.yahoo.com/news/corporate-logos-that-contain-subliminal-messaging-152827219.html


The Role of Book Cover

DW Blog
April 14th, 2015

Book Cover

A book cover is an invitation — a way of creating interest in the reader. It beckons, inviting them to enter the world of your book and dance with your characters for awhile. It makes a promise about what kind of music they’ll be dancing to. An impressive design for the cover of your book remains one of the most important steps in publishing. It is a crucial marketing tool and there is a science to getting it right. The book cover is also the start of the branding of the book. The main principles of design is the product must be bold and eye-catching and conspicuously different from everyone else’s and this applies to books too. Bookshops display books with their covers facing the reader. It’s the first thing a reader sees. Even the author can be recognised not only by the letters spelled out, but by the font, the style of cover, composition, the look of a series. Our designers typically pay careful attention to every little detail, making sure that each book cover created is both representative of the contents of the book and attention grabbing when readers are skimming the bookstore shelves.

So in conclusion, do people judge by book cover? Sadly, they do and still do!


5 Questions to Logo Design

DW Blog
April 8th, 2015

5 Questions to Logo Design

Going to get a logo for your company?

The moment you start a business, the next question is to ask how would you like your logo to look like? It is essential to get a solid understanding by asking a lot of questions to draw out as much information as possible. By doing so will help pave the way to a successful outcome to bring a vision for your company as well as to build a long lasting relationship that will result in repeat business. Here are some questions to ponder over when designing a logo…

1. About the Company

a) What is the name of your company / organisation / product?
b) Can you describe your business nature?

2. About the Target Audience

a) Who is the primary target audience or ideal clients?
b) What is the target audience’s age group?

3. Any Design Preferences

a) What colours or colour palettes do you like and why?
b) Are there any elements from the existing logo (if any) that you will like to keep and why?

4. About the Brand

a) What are the values and / or mission statement of your company?
b) Do you have a tag line or slogan that goes along with your logo?

5. Any Timeline & Budgeting

a) Do you have a deadline that needs to be considered?
b) Do you have a budget in mind for the new logo?


Web Definition and Terms

DW Blog
March 11th, 2015

Favicon
Favicon or ‘Favorite Icon’ in short is an image or logo displayed beside the web browsers. This is to show professionalism and sophistication of the company and also as part of promotional tools. It is easy to recognise if there is a long drop down list of favourite sites.

Favicon

Accordion Style Menu (Collapsible Menu)
A clever use of space. The main subject as displays in first panel and when user click on the other panels, more details appear or expand itself. When user move to the next subject panel, it closes the previous panel and open the next selected panel and so on.

Collapsible Menu 1
Collapsible Menu 2

Large Format Printing

DW Blog
September 9th, 2011

Printing is best defined as a process of reproducing text and image, typically with ink on paper. While the process of printing today has been effectively expedited via modern printing methods like digital printing, homage must be paid to the origins of printing.

Printing first existed from before 220AD and spread from China to Asean countries like Japan and Korea, then later advanced to the Middle East and Europe. Suffice to say, it is evident that regardless of method, printing is widely used and has become essential to people worldwide. Of course, we have moved on from woodblock printing (the first printing method) to more modern and efficient methods – Offset / Digital Printing.

Large format printing is generally accepted as prints with widths from 17″ to 100″, and this format of printing is best used to print large posters and banners. Hence, large format printing also has the ability to handle large volumes of data to process high-speed demands, resulting in excellent productivity and meeting of professional needs promptly.

On top of catering to businesses like event organizers who frequently require banners for their events, large format print is also vital to the fine art industry. Large format printing can create fine line reproduction, vivid colours and detailed images so much so that the printed material can look almost akin to traditional photographs.

Design Workz hopes that this brief introduction to Large Format Printing will enable readers to get a better understanding of the different types of printing methods, as well as help you make an informed choice in future should the situation arise.


File Types – JPG / GIF / TIFF / EPS

DW Blog
May 23rd, 2011

Many of us would consider ourselves tech-savvy; we have the internet at our disposal and we know the functions of Microsoft Word and Excel like the back of our hand. We know how to add on animations to our presentations so that it appears more interactive, and pictures and graphics to help enhance the reader’s understanding. Given the different file types available for use, it is easy to confuse them and end up using what is available, and not what best suits your needs.

Design Workz would like to delve a little deeper into the various file types available, so that one and all will no longer mix them up.

Firstly, we have JPG files. JPG files are also more commonly known as JPEG files, short for Joint Photographic Experts Group. As evidenced from its name, this file type is most suitable for digital photos and graphics, as it can support up to 16.7 million colours. This file type is used widely across many web-based applications due to its high downloading speed. When JPG files are compressed, the image quality is also lost as file size decreased.

Next, there are GIF files. GIF stands for Graphic Interchange Format. It is also the most common file type for graphics used on websites, as GIFs can contain up to 256 colours, and are best for images that are made up of simple shapes, or if animation is required. Another benefit of this type of file is that it supports transparency, which is ideal for graphic designer’s usage.

TIFF files refer to Tagged Image File Format, ideal for master copy imagery and usually unsuitable for web based applications due to their large size. TIFF files are good for desktop publishing, as it supports up to 16bit per channel. Known for its flexibility and multiple colour depths, this file format is hugely used by scanners and fax machines. Based on a Windows preview, the most supported file type is the TIFF.

EPS files translate to Encapsulated PostScript files, and it can contain any combination of graphics, text or images. Suffice to say, it also one of the most versatile file types. It also supports an unlimited number of colours, and files with this format frequently a preview picture of the content for on screen display. An application which is unable to interpret an EPS file will usually show an empty box on screen, but will still be able to print the file correctly. However, EPS files are slowly becoming obsolete, and are being replaced by PDF file formats.

Design Workz hopes that this brief introduction to file formats will give you an idea of which format would suit your type of work best, and aid you in making the correct choice.


Below-the-Line Advertising (BTL)

DW Blog
May 4th, 2011

Are you a new business start up needing to find more ways to publicize yourselves? Or a well-established institute whose promotional methods have not been working for you? Regardless of the trade or industry your company is in, it is a definite that marketing and/or advertising techniques will be necessary – sooner, if not later.

Design Workz would like to take this opportunity to share more on three specific advertising techniques available, namely: Below-the-Line Advertising (BTL), Above-the-Line Advertising (ATL), and Through-the-Line Advertising (TTL). We hope that the brief explanations will shed some light, as well as aid in decision making as to which method to use.

BTL refers to advertising methods that are more conventional, but no less effective. Common examples include mailers, flyers, and brochures. This form of advertising has higher likelihood of obtaining a sale as compared to ATL. As BTL advertising has a very specific target group, it is best used when you know that your product or service is relevant to this group of consumers to maximize response rate. BTL is also beneficial if you are working with a fixed budget, as payment for this form of advertising is usually transparent and upfront.

ATL advertising utilizes mass media, targeting the general population and mass markets. Timeslots will be purchased by the advertiser, and air time for said advertisements will be published on television, radio, newspapers, or even at public locations. Unlike BTL advertising, ATL advertising usually does not translate to a direct sale. Instead, it will help establish and increase brand identity. Hence, this form of advertising is particularly useful for larger enterprises, companies trying to distinguish themselves from competitors, or start ups trying to build brand awareness. ATL advertising is more intangible as compared to BTL, and hence also harder to measure.

TTL advertising employs a mix of both BTL and ATL, aiming to integrate both methods to optimize returns from either market. Hence, a company may publish television ads for a new food item, then give out coupons at a physical location to reinforce their advertisement. This is also the most commonly used method.

Design Workz hopes that this brief introduction will be useful to one and all, as well as help provide an insight into the advertising industry. Should you wish to learn more, feel free to get in touch.


Fonts – OTF / TTF / PS

DW Blog
March 8th, 2011

In typography, fonts are best defined as a complete assortment of type in varying styles and sizes.

Fonts may not be a specification that is as prominent as other major components in printing and design, but it is nonetheless essential and highly relevant especially towards the overall aesthetic appeal of projects.

Design Workz elaborates on three types of fonts as follows:

Created by Adobe and Microsoft, the current standard in fonts are OpenType fonts (denoted as *.otf), which is also the newest font format to be introduced. Its fonts contain both screen and printer font in a single component, and can allow for an extremely large character set. Hence, one single file can can contain additional characters, languages and figures that may previously have been separately filed. An OpenType font file is good for use in both Mac and Windows, which make this font type particularly easy to manage and popular.

TrueType Fonts (denoted as *.ttf) was created by Apple and licensed to Microsoft, making them the industry standard. Created before the OpenType font, TrueType fonts are highly manageable due to the single files. Utilizing TrueType fonts will also allow for higher quality font display regardless of size, as there is the availability of a process which is able to determine which pixels are to be displayed. A Truetype font consists of a single file that contains both the printer and screen versions in a single file. They are also the majority in fonts, are usually come pre-installed on Mac and Windows operating systems.

Developed by Adobe, Postscript font, also known as Type 1 Font, is made up of two parts. One part contains the information to display the font on screen and the other part is for printing. In order to be printed, both print and screen versions are necessary to aid the process. While it allows for high-quality and high-resolution printing, it has slowly been replaced by TrueType and then OpenType fonts, as PostScript font files may not be compatible across different platforms, as different system versions exist on both Mac and Windows.

Design Workz hopes this brief introduction to fonts will provide one and all with better understanding of the simple, yet complex font. Feel free to approach us should you wish to know more!


Matt / Gloss Lamination

DW Blog
February 11th, 2011

Lamination refers to the process of coating the printed sheet with a extremely thin layer of plastic film, giving it a additional dimension. In general, lamination offers enhanced imaging and enhanced protection for your documents, preventing tearing and creasing. Lamination also seals in the print completely; hence areas of large solid ink are less liable to cause marking (set-off).

Matt Lamination gives off a subtle, tactile effect, but offers less protection when compared to Gloss Lamination, rendering it more susceptible to fingerprints and scratches from fingernails. Hence, Matt Lamination is primarily used for brochures, leaflets, and postcards, amongst many others.

Gloss Lamination adds a high gloss sheen to the print, providing a distinctively more luxurious touch and feel, and is the option to choose if the print in question is constantly exposed to wear and tear. That said, Gloss Lamination is generally used for menus, brochure covers, magazine covers and even folders.

Regardless of B2B or B2C, lamination of your printed documents is highly advantageous. The choice of matt or gloss however, lies in who is your target audience. B2B generally prefers Matt Lamination for its palpable outlook, and B2C will opt for Gloss Lamination for its hardy yet intricate exterior. Should you need further clarification regarding which option to choose, Design Workz will be pleased to acquiesce.


B2B / B2C

DW Blog
January 27th, 2011

B2B refers to Business-to-Business, or also known as the transactions between businesses - from a manufacturer to a wholesaler, or between a wholesaler and a retailer. When marketing is done for B2B, focus is primarily on understanding what would attract organizational buyers to purchase, and how they operate. The B2B market is thirsty for information, and effective marketing material would be those that convey messages on why and how the product or service saves time, money, and/or resources.

B2C refers to Business-to-Consumer, describing businesses or activities serving end consumers with products and/or services. When marketing for the consumer, there needs to be a focus on the benefits of the product or service. Consumers generally prefer succinct, to-the-point messages instead of lengthy but logical tactics. They also prefer convenient, aesthetically pleasing and easy to use methods.

The volume of B2B transactions is usually much higher than the number of B2C transactions due to the various processes necessary before the final product is achieved. There has also been claims that B2B transactions are based more on logic, while B2C transactions are centred around emotion.

Let Design Workz help you better understand both markets, and choose the most effective advertising style!