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How to do Design Research as a Logo Designer or Graphic Designer

4-10-2019 - By August van de Ven

Design exercise generator:

You’ll need to get to know all about the client you’re working for, the industry they’re in and the costumer they’re targeting. Start with getting to know more about the client. The client probably already introduced themselves to you when first contacting you but they often don’t tell everything about themselves besides the positives. It’s important to also get to know the parts of their business that aren’t as doing well, what customers are actually thinking of them and what parts aren’t bringing in any money. Using the right branding, a lot of problems can potentially be fixed using methods the client often doesn’t know about. Is the business having problems targeting younger generations? You’ll know to keep that in mind when deciding who to target with the design of the logo.

Not only get to know the business you’re working for but also the industry they’re operating in. Who are their competitors, rivals and partners? Do they have the same objectives as your client and what is their branding like? Don’t only look at the branding, however. Try to get a sense of what the results are of their branding. This will help you get a better idea of the impact the type of branding has on the customer in this industry your client is in. When a certain competitor has a younger customer base, and your client doesn’t, it’s a great idea to start looking at the differences in branding and the design of their logo, for example, that seems to speak more towards younger people. As much as you might want to focus mostly on the artistic side of designing a logo, your client will most likely focus primarily on a return on their investment in a new logo. It’ll be your job to try to find a balance and also think like a business.

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