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Innovate On Purpose. Company Brand Identity Design. Case Study.

Date 2015 Client Innovate On Purpose Brand Innovate On Purpose Industry Consulting Scope Brand Identity Design Brochures Design Newsletters Design Website Design Social Media Pages Website...

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A Short History of Psychology for Advertising

Have you ever been persuaded to purchase something, even when you weren’t even planning to buy?  If your answer is yes, then you have probably experienced psychological advertising at its very best.  And the art of using psychology in advertising is no new thing.  Two famous American psychologists are credited as being some of the first to explain how advertising is far more effective when the consumers’ psychology is taken into account.   John B Watson (1878-1958) was an American psychologist who conducted psychological research into advertising amongst other things.   He had a controversial career, in part due to his academic work on conditioning children, and also for a scandalous divorce.  After being fired from his academic post at Johns Hopkins, he moved to the US advertising agency J. Walter Thompson.  It was a time of huge growth in the availability of products and services, and advertisers were keen to use psychology to improve their marketing success. Watson started off in door-to-door sales as he wanted to become an “honest-to-goodness working advertising man”.  Watson concluded that marketing depended not on appealing to rational thought, but appealing to emotions and stimulating desire for the product.  In fact Watson told advertisers to stir up the consumer’s emotions:  “tell him something that will tie him up with fear, something that will stir up a mild rage, that will call out an affectionate or love response, or strike at a deep psychological or habit need.” While this might be a psychologically sound way to guarantee an advertising campaign gets noticed, not many advertising agencies nowadays would recommend instilling fear or anger in consumers in an attempt to get them to purchase! However Watson headed a number of successful advertising campaigns.  His high profile Ponds cold cream adverts commonly had 3 specific elements: they evoked an emotional response they gave instructions on how to use the product the adverts had direct testimonials Testimonials were nothing new in advertising but had fallen out of favour because they had been used extensively by manufactures of ineffective and sometimes dangerous medicines.  But Watson’s testimonials for this beauty product were highly effective in persuading consumers to buy.  And indeed this trend has continued until today – glossy magazines are littered with beauty product adverts and accompanying celebrity endorsements. Another effective campaign targeted at women and evoking an emotional response was that for Pebeco toothpaste.  Watson used a seductive looking woman and encouraged women to smoke – so long as they used Pebeco toothpaste.  This advert had nothing to do with the health benefits of the toothpaste but was all about making the consumer more attractive to the opposite sex. Watson clearly saw advertising as an opportunity to sway people to buy specific products, whether they had thought about buying them beforehand or not.  His vision has led to him being credited with a number of very successful advertising campaigns in the early 1900s.   Walter Dill Scott (1869-1955) was another influential American psychologist in the world of advertising.  An advertising executive approached him in the early 1900’s who wanted to make his marketing more effective.  In 1903, Scott published his first book in this area:  “The Psychology of Advertising in Theory and Practice”.  His theory was that evoking emotions, sympathy and sentimentality via adverts could easily influence consumers. ...

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Toronto Web Design Prices

 Every company should aspire to have a strong online presence – and the most fundamental requirement is a great website. A website visitor will judge what they see within 10 seconds -today’s society demands quality information, and wants it swiftly.  But to get the best possible web design for your company, how much will it cost? Web design costs can vary enormously.  If we go back to basics, the best web designs are those that load quickly, look professional and promptly explain what the company is all about.  Their design should entice the visitor to stay and, by intuitive navigation, enable the visitor to seamlessly become a client – one that requests more information or purchases online. There are two main options for creating a new website and they have different costs. 1) Web design templates Browse the internet and you’ll find numerous companies offering website templates such as those based on WordPress, Joomla and HTML.  Some will also offer templates which are responsive and modify themselves depending on whether the viewer is using a desktop computer or mobile device. At first glance, the prices are attractive and the fact that the providers boast you don’t need a professional web designer to implement them sounds very attractive if your company doesn’t have any IT support.  However be aware of the pro’s and con’s before you commit: The Pro’s and Con’s Designs:  Many templates on offer have nice designs.  They look professional and are pleasing to the eye.  But if you use one of these templates, your website won’t be unique – any other company may be using the same template. Complexity:  The templates create simple websites which have the advantage of being user-friendly.  However if you want a more sophisticated set-up, dynamic pages or an online purchasing system, they cannot rise to the challenge. Updates: A web template allows you to directly change content so you stay in charge.  But if you don’t have the time or inclination, you have no web design support team to undertake the maintenance on your behalf. Capacity:  there is a maximum amount of space per page.  If you try to force in more content, you may alter the design. Costs Costs vary from template supplier to supplier.  But don’t think you’ll be getting something for nothing.  Here’s an example of costs. This company charges $75 and up for a single site license.  Add in the template and installation and you’ll be paying another $100 to $200.   And if you want to use the template exclusively, you’re looking at $4500 and rising. 2) Professional web design This is a whole new ball game.  When you work with a professional web design team, the fundamental advantage is that you gain a customised website – one that matches your requirements precisely.  And furthermore, the professionals will take time to understand your company, your objectives and how best to promote your services or products.  In short, they will guide you through the project, from initial ideas to a final website that appeals to the right target market by following these 4 key steps: 1) Research: investigating your market niche and website options 2) Design: preparing the web design options 3) Programming: finalising and optimizing the site 4) Testing & Launch   At this stage it’s useful to...

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Konica Minolta. National Major Accounts Program. Brochures Design. Graphic Design.

Konica Minolta approached us looking to have presentation folders /sales kits designed for their Business Solutions Division – National Major Accounts Program. Several executives flew in from the USA to meet with New Design Group’s creative team to brief us on the project. Their brochure system was designed and developed in record time; this project came together in one month which left Konica Minolta ecstatic and us feeling extremely proud.     Date 2007 Client Konica Minolta Industry Technology Capability Product Brochure...

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Logo Design: Costs versus Success

Logo Design: Costs versus Success The creation of a memorable logo that depicts a company’s personality and values, and gives a professional impression to those that see it is no small feat.  And it’s easy to assume that logo prices correlate nicely with success.  Surely those companies that have millions to spend with the best creative agencies will have a logo to catapult their business to prosperity. But maybe it’s not always so cut and dry.  When it comes to some of the world’s most iconic logos, you may be surprised to learn they were created on a shoestring budget and even the company founders weren’t sure if they would stand the test of time.  But they have, and are frequently cited as great logo success stories.  On the other hand some logos, which took months to develop and cost a small fortune, have become newsworthy for all the wrong reasons.  And they certainly have not been well received by the general public that is nowadays greedy to embrace any hot new brand. Case Study (1) Nike Cost: $35  Success *****   There’s no better place to start than with the Nike swoosh which is definitely known the world over.  However when co-founder Phil Knight commissioned a graphic design student, Carolyn Davidson, to create the logo back in 1971 and paid a measly $35, he really wasn’t sure if it would work.  “I think it will grow on me,” he’s reported as saying. Well the Nike swoosh surely grew on Knight as the company’s popularity reached the heady heights it has achieved today!  And as a nice ending to this tale, Davidson was given an undisclosed amount of shares in the company as a huge thank-you.   Case Study (2) London 2012 Olympics Cost: $625,000  Success * When the UK was successful in its bid to host the 2012 Olympics they wanted a bold logo to capture the modern and edgy side of London.   After a year of work with brand consultants Wolff Olins and $625,000 later, the logo was launched.  It may have been designed around the numbers 2012 and been inspired by graffiti artists but the resounding response from the public across the globe was a thumbs down. The London 2012 Olympics logo wins the prize for one of the most expensive logos every produced that nearly everyone hated.  But memorable?  You bet.   Case Study (3) Coca-Cola Cost: $0  Success***** Another free-of-charge design back in 1885 was that of the Coca-Cola logo created by the founder’s bookkeeper Frank Robinson who also penned the company name.  He simply used a Spencerian script which was very common for formal handwriting in the US at that time, and emphasised the two C’s.  And surely this logo must be one of the most enduring and well loved logos of all time.   Case Study (4) Kapiti Cost:  $30,000  Success** Even companies and organizations outside of the world’s spotlight are not immune to scrutiny when it comes to their logo.  New Zealand’s Kapiti region proudly unveiled a new logo designed to attract tourists to the area’s mountains and sea.  Some thought it perfectly encapsulated the region’s tourist attractions: some likened it to the Loch Ness Monster on legs; others still muttered about a lewd or even pornographic appearance.   Well the...

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Shulman Law Firm. Brand Identity Design. Logo and Stationery Development. Case Study.

  This project was a classic example of graphic design and web design for a professional business. In this case it was Shulman Law Firm, a professional corporation. Being a prominent lawyer, Ron Shulman was seekinga brand identity that would communicate the ability to protect and defend.  To communicate this statement we came up with a medieval armour style for his marketing materials. We designed a coat of arms for the logo that represents the longevity of Shulman Law Firm’s brand and satisfied the client’s initial objective to develop a family business that would endure for many, many years to come.   Date 2008 Client Shulman Professional Corporation Brand Shulman Law Firm Industry Law Capability Logo Design Website...

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AODA and WCAG: Timelines For Website Compliance

In a previous article we provided a useful overview of the impact of AODA on your website.  AODA (Accessibility for Ontarians with Disabilities Act) is far reaching although it has the simple objective of making website content accessible to all.  To help web designers achieve this, the Web Content Accessibility Guidelines (WCAG) 2.0 clearly explain what is required. WCAG 2.0 defines three levels of compliance called levels A, AA and AAA.  Unsurprisingly level A equates to basic website accessibility and level AAA is the highest level. The AODA regulations define which types of organization need to comply with WCAG 2.0 and to which compliance level.  It also defines the timelines in which compliance must be achieved: Government of Ontario and Ontario Legislative Assembly New* internet and intranet websites and web content: Compliance with Level AA by 1 January 2012 All* internet websites and web content: Compliance with Level AA by 1 January 2016 All internet and intranet websites and web content: Compliance with Level AA by 1 January 2020 Designated Public Service Organizations (such as hospitals, universities and other public bodies as listed in Table 1 of Ontario Regulation 146/10) New internet and web content: Compliance with Level A by 1 January 2014 All* internet and web content**: Compliance with Level AA by 1 January 2021 Large Organizations (those that provides goods, services or facilities to third parties and has 50 or more employees) New internet and web content: Compliance with Level A by 1 January 2014 All* internet and web content**: Compliance with Level AA by 1 January 2021 * excluding captions on live videos and audio descriptions for pre-recorded videos ** published after 1 January 2012   It’s also worth noting that new websites are those with a new domain name ( ) or existing websites that are having a complete overhaul, effectively changing more than half of the website.  Also bear in mind that the WCAG guidelines apply to not only the basic HTML template, but also to other applications or technology used on a web page such as an embedded multimedia player.   The timelines and compliance levels detailed above are mandatory, and companies which don’t comply are liable to be fined.  There may be exceptions if the company can prove the web content is not under their control or if they can show that implementation of WCAG 2.0 is unfeasible.  However these are the only exceptions to the rule.   Those companies that embrace the new challenges and ensure that their websites comply with AODA regulations will not only avoid the chance of a hefty fine, but will increase the number of visitors who can enjoy their website....

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Asthma in Children. Alberta Lung Association and Health Ontario. Brochure Design.

Date 2009 Client Alberta Lung Association Brand Asthma in Children Industry NFP Capability Brochure Design Print...

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Trust Me – I’m A Designer

When you hired a professional designer, it was no doubt because you were impressed with their portfolio of completed projects.  Their eye catching work led you to believe that they could complete your project successfully.  Their experience and qualifications reinforced this and when you spoke to them directly, they seemed to fully understand your requirements. So why don’t you trust them? Oh you may think that you trust your designer implicitly to create the most breath-taking, appropriate and timeless design for your company logo, brochure, poster and / or website.  But take a good look at your behaviour – are you truly allowing your designer’s creative juices to flow freely?  Or are you guilty of confusing and slowing down the project by what you consider to be helpful interventions? Professional graphic designers know what they are doing.  Those that work within the brand development field are masters of creating a unique and memorable visual brand identity.  They have studied hard at college to learn their trade and with time have perfected their skills.  They see the world from a very different angle compared to most business men and women.  They know all about clever use of visuals, how to use complementary colour in a design and which typography will look best.  And most importantly they can produce a final product that clearly and concisely sends out the precise message to the viewer. When you are working with a professional graphic designer to create the right visual messages for your marketing materials, make sure you don’t fall into any of the categories below.  Here follows an example for a law office, but you’ll get the jist – it could apply to any type of industry: Mr Suggestions Before the designer has even thought about the creative, this client is firing off design suggestions. “Maybe a light turquoise background for the brochure would look good – not too overwhelming. And black font on top would give a really great contrast.  I know that readability is so important.” At this point the designer will of course listen to all of the client’s suggestions – some may even have a grain of possibility. Mr Minor Changes After extensive research to understand the business, the target market and the competition, the designer will get to work, creating two or three design options that they believe visually encapsulate the company and its objectives.  And the client loves it.  Except….. “Awesome.  Really love it.  I do.  Except, perhaps you could put the image lower down the front page and the main title higher.  And while you’re at it, try it in lime green – all the rage nowadays.  And don’t you think that Helvetica font is a bit old hat?” The designer maintains their professional facade and promises to adjust the design in line with the client’s requests.  After all, the client is always right. Mr Market Research Having strayed slightly away from their original creative plans, the designer now produces the modified design.  At this stage the designer is in a bit of a conundrum. Just because lime green is fashionable, doesn’t mean it will send out the right message for a legal office.  Perhaps it’s just too modern and may put off potential clients who expect their lawyers to be branded with safe and...

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GoldWave. Logo Design. Stationery Development. Retail Booth Wrap-up Design.

    The Background GoldWave is a company which buys gold for cash.  When they required a design for a Cash For Gold Kiosk they hired New Design Group. The Challenge It soon become apparent that GoldWave had no visual brand identity and no logo.  As a starting point, New Design Group created a new logo design for the company which would then be part of the branding of their stationery and retail both. Solution Inspired by the saying that money doesn’t grow on trees, New Design Group’s graphic designer chose a gold leafed tree as the basis of the new logo for GoldWave.  People who had gold jewelry to sell could easily convert it into hard cash so for them money could just as well grow on trees! The final logo was a simple design of the tree with the words GoldWave shown below the ground suggesting strong, stable roots –  reassuring for clients who would want to know that they were dealing with a reliable company who would give them a fair deal. Furthermore the overall design is classy and eye-catching, placing GoldWave exactly where they wanted to be in the marketplace – as a quality company which would treat its clients professionally. Date 2009 Client Gold Wave Inc. Brand Gold Wave Industry Retail Scope Logo Design Retail Booth Graphics for Mall...

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