May 31

White Space is not Wasted Space

By lanmax | Graphic Design | No Comments

White Space in Design

In design white space is defined as negative space, or the absence of content. Essentially, we see white space as the space between photos, text and other elements. Although, many consider white space to be wasted real estate, it is important to remember that it should be regarded as an active design element. Integrating white space in design creates the feeling of sophistication, allows for clear content prioritization, and is essential for a visually appealing layout.

Feeling of Sophistication

A generous amount of whitespace can contribute to a high-end brand position. For example: This automotive website has a clear and engaging brand message. The use of a large amount of white space created with color, images and minimal content makes this car look more high-end.

Focus is on Content

A cluttered layout is unattractive and doesn’t make viewers want to read the content. Studies have shown that white space actually improves reading comprehension. For example: This billboard uses white space to improve readability so that the content is clear as viewers drive by it.

Providing Balance

White space supports the visual integrity of a layout because it helps to prioritize content. It will actually guide your eyes from one point to another around a printed page or website. For example: This brochure does a nice job of using white space to guide the reader through the content.

We understand, first hand, that it’s often tempting to fill up every inch of space in a brochure, on a business card, or a website. Companies have a lot to say about themselves and services. But quite frankly, cluttering up printed layouts or websites won’t make marketing efforts more effective. It could communicate a message about your brand that is not positive.

Consider keeping your layouts or websites focused on key elements (i.e. content and photos) and leave plenty of white space to allow for sophistication, clear legibility with focus on your content, and a balance that will guide your viewers effortlessly.

Is your overall brand cluttered? Contact us today to find out how we can bring balance into your brand and overall marketing message.

May 31

0

Trending in Design: Bold Color Palettes

By lanmax | Graphic Design | No Comments

Traditionally, brands follow a strict set of guidelines, especially when it comes to using a color palette. But with today’s competition the effort to be heard over all the buzz online and in stores has pushed companies to find bolder ways to get their brand to stand out from everything else. More and more companies are integrating multiple brand color schemes, and finding major success in response.

Spotify started adopting this change in branding a few years ago across all marketing efforts and brand standards. They found inspiration from diving into music history. In fact, designs from album covers from the 60’s influenced the duotone graphics they are so well known for today.

Ebay defined a new language for user experiences. They released the logo from its four-color treatment, designing a system where the logo could become a symbol of how diverse ebay is.

Spotify does a nice job of balancing color palettes when applying this trend. They don’t complicate it with endless color combinations and use this simplicity to allow their messaging to take the spotlight. Ebay has the best execution with this treand. Their guidelines supply a grid system and mood color palette options for a more modern twist. One thing these two companies do well with this trend is that they have created a diverse brand that has allowed their logos to become symbols, all while standing out in a vast sea of marketing efforts on digital platforms and more.

Is your brand getting lost in the sea of marketing in your area? Contact us today to find out how we can bring your brand into the digital age.

May 08

0

Three Things You Should Know About Generation Z

By design | Consulting, Graphic Design, Marketing | No Comments

Generation Z is quickly rising in financial, cultural and social power in the U.S. and more and more companies are starting to shift their marketing to gear towards this new generation. By 2020, 40% of all consumers will be Generation Z. This generation represents 23 million Americans (ages 13-24) with a combined buying power of $43 billion and an additional influence on family spending to a tune of $600 billion.

If you focus on the following three things you need to know about Generation Z you will better understand and effectively target this major group of new LASIK patients.

Where to find Gen Z.
This demographic of LASIK patients was born into a digitally dominated world. An alarming 72% of Gen Z display symptoms of emotional distress when they are separated from their electronic devices. Most of them are actively connected within only an hour of waking up in the morning. The most common sites you can find them on are Twitter, Instagram, Snapchat, SoundCloud, Spotify, Musical.ly, Triller, We Heart It, and Tumblr.
Gen Z are more cautious than Millennials.
If we really think about it Gen Z have grown up witnessing Millennials lose their jobs, move back in with their parents and not be able to own a home or even their own car. This explains why Gen Z is more focused on building a plan for success. They are realistic, practical and more focused than their older siblings.
Video rules their lives.
Gen Z now turns to how-to videos on YouTube, instead of reading tutorials. This platform simplifies articles, is more engaging and more in-depth. In fact, 93% of Gen Z visits YouTube at least once a week and 33% of them watch lessons online.

Gen Z is still young and a little contradictory. They will go to extremes to stage the perfect selfie or Snapchat, and yet demand brands to be authentic. They want the most exclusive products… however they look for them to be broadly available. Just remember, Gen Z is still young and very impressionable. Beginning to understand them now will set your practice up to successfully target this new generation of LASIK patients.

Apr 05

0

Spring Cleaning: Keep Your Brand Fresh & Modern

By social | Consulting, Graphic Design, Marketing, Social Media | No Comments

The birds are chirping, the flowers are blooming, you know what that means… it’s time for spring cleaning. Your business may be doing amazing, but it’s never a bad idea to take a look internally and make sure your company is up to date and attracting new leads.

Trends are ever changing and you want your company to keep a modern look and feel. Here are a few quick things to check out, to make sure your brand is looking good and running smoothly.

Social Media

Keeping up to date with social media platforms is a great way to keep your company relevant and draw in potential business. Almost everyone has some sort of social media presence these days, so it’s always a good idea to stay current and on top of what people are drawn to. The best thing you can do is make sure your social media profiles come off as personal and human. One of the biggest errors brands make, is keeping their social media presence too corporate. This comes off to people as very dull and uninteresting. Make sure you add in human elements, such as celebrating birthdays and anniversaries or getting involved in the community. You want your social media platforms to have value and give your followers a reason to view and share your posts.

Photography Trends

It’s also extremely important to stay on top of the latest photography trends. Brands can no longer get away with using ANY type of stock imagery, your audience wants images that are engaging and interesting. In our society almost everyone has a camera within close reach, in their purse, briefcase or pocket. With the standards in smart phone cameras increasing, there is a much higher criteria for great photography by amateurs as well as professionals. Anyone can snap a photo of group of people smiling, but not everyone has the ability to capture the raw emotion of what you really want to portray. People are drawn to candid images, full of spontaneity, movement and raw emotion. These images are more relatable and capture a moment that your audience can relate to. Make sure the imagery you are using throughout your business reflects these things.

Brand Colors

Another great way to clean up your brand is by freshening up your brand color palette. It doesn’t have to be a huge make over; it can be just as easy as brightening up your color palette or even just adding another accent color to give it a little something extra. Either way it’s always a good idea to make sure your color palette is modern. This year, bright, organic colors are all the rage. People are drawn to things that have a naturalistic/organic feeling to them.

These are just some of the little things you can keep in mind to make sure your company is still moving forward and staying ahead of the curve. Comment below and let us know how you are spring cleaning your brand this year!

Mar 08

0

White Space is NOT Wasted Space

By design | Graphic Design, Marketing, Web Design | No Comments

Unless you have been living under a rock, you have most likely heard the term “white space.” In design terms, white space also refers to negative space, or the absence of content. Essentially we see it as the space between photos, text and other elements. Although, many consider white space to be wasted real estate, it is important to remember that it should be regarded as an active design element. Integrating white space in design creates the feeling of sophistication, allows for clear content prioritization, and is essential for a visually appealing layout.

White Space in a nutshell:

1. It creates the feeling of sophistication.

A generous amount of whitespace can contribute to a high-end brand position. For example: In this brochure the practice’s brand message is clear and engaging. The use of a large amount of white space created with color, images and minimal content makes this practice look more high-end.

2. It puts focus on the content.

A cluttered layout is unattractive and doesn’t make viewers want to read the content. Studies have shown that white space actually improves reading comprehension. For example: This practice’s website uses white space to improve readability so that the content is clear.

3. It provides balance.

White space supports the visual integrity of a layout because it helps to prioritize content. It will actually guide your eyes from one point to another around a page or website. For example: This advertorial print ad does a nice job of using white space to guide the reader through the content.

We understand, first hand, that it’s often tempting to fill up every inch of space in a brochure, on a business card, or a website. Clients have a lot to say about their practice and services. But quite frankly, cluttering up printed layouts or websites won’t make your marketing efforts more effective. It could communicate a message about your practice that is not positive.