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Home / Issues / № 2, 2015

Engineering

THE INTERACTION OF THE DESIGNER WITH THE CONSUMER IN THE DESIGN PROCESS OF THE CORPORATE STYLE
Marchenko М.N., Fedoseyeva А.А.

Almost all the young designers are faced with the challenge of designing corporate identity for various companies at the beginning of their careers. This problem may be due to the small experience in this area of knowledge, lack of competence in design branding, misunderstanding of the spirit of the company, the problems of communication with potential customers. This article highlights the main stages of the design of corporate identity and the problem of communication with the customer. This article helps avoid some of the mistakes that often allow budding designers at the beginning of work of the design project [5].

Design of corporate identity begins with a meeting with a potential employer. This step is the most important in the work of the designer and the customer. At the first meeting for designer is very important to determine how serious the customer refers to the future cooperation and how the customer willing to trust the designer. Also observe reactions and psychological condition of the customer and assess the level of his artistic taste [3] . At the first meeting with the customer must provide a portfolio wich will form the customer an idea of ​​the professional competence of the designer. It is warns of misunderstandings on both sides. It should also discuss the cost of the project and sign a contract for services designer. It is also important that the customer filled out the brief questionnaire, in which he must identify the main points of the future design-project.

After signing the contract between the designer and the customer starts the stage of search of analog material. Designer analyzes corporate style of other similar organizations in order to avoid repetition of ideas, as well as performs a selection of images. After the market research comes stage of sketching . The designer defines the conception of the planned project, looking for colors, makes the first sketches. Getting corporate identity design, the designer must take into account the company's image, the needs of the potential target audience and the customer.

When a customer chose one of the first sketches, the designer begins the design of the basic elements of corporate identity: the trademark, logo, brand unit, corporate slogan (motto), branded color palette, a set of corporate fonts and other brand constants [7]. After it designer can show his design-project to the customer. The customer can make adjustments at this stage.

Then the designer starts to adapt ready corporate identity for main carriers. Conventionally, they can be divided into a number of categories [4].

1) The elements of business documents. This category includes: business cards, letterhead, company envelopes, folders, notebooks and various administrative documents, reports, queries and forms, providing document management and administrative work within the company. To this list can also include documents certifying the identity of employees, all kinds of badges, decals, etc.

2) Printed advertising and image printing material. This category includes all kinds of document image and presentation catalogs, advertising booklets, brochures, corporate magazines, leaflets, printed POS-materials, brochures, etc.

3) Web-sites, electronic media corporate identity. The presence of the brand in the online space provide in the first place, site design, regular information media brand publications, presentations, videos, etc.

4) Souvenir and advertising products. Branded pens, key chains, special themed souvenirs, etc.

5) The elements of the package. Wrapping paper, boxes, bags, as well as specialized bags and boxes, serving for transport, storage or use of special equipment directly related to the professional activities of the brand.

6) Uniforms employees. Branded standardized uniforms of employees significantly increases loyalty and trust in the brand.

7) Interior and exterior. Making internal and external signage, navigation elements, as well as the decor and design of the space brand: reception desk, information signs, signs, directional signs, labels, panels, elements of corporate identity introduced. [4]

After completion of the carriers of the designer provides the customer the finished project. design project shall be assessed on the objects for which the design was designed on the so-called mock-ups. This will allow the customer to understand clearly how a design will look like after its implementation.

Presented stages of the design of corporate identity and associated features of the interaction with the customer service designer are designed to help university students to adapt to the actual project activities implemented during the execution of design projects, as well as in the educational and industrial practices.

 



References:
1. Azhgikhin S.G. Development of creative imagination of future designers. Art and education. 2008. № 3. C. 68-71.

2. Azhgikhin S.G. The content of education of university students in the design of graphic design. Pedagogy of art. 2010. № 2. pp 91-98.

3. Azhgikhin S.G. Formation of technological knowledge of university students in the learning process design in graphic design. Historical, social and educational thought. 2011. № 3. C. 39-43.

4. Brendekspert. Corporate identity and media: [electronic resource] // Text Broker URL: http://www.brand-expert.ru/services/firmstyle/articles/firmennyy-stil-i-ego-nositeli (Date of treatment: 10/29/2015 ).

5. Marchenko MN Graphic work and computer technologies in training future designers. Historical, social and educational thought. Number 2013. 5 (21). Pp 115-118.

6. Workshop copywriting. Communication with the customer: [electronic resource] // Text Broker URL: https://textbroker.ru/main/teach_ publish_view / 133.html (Date of treatment: 04/06/2015).

7. Elitarium. Corporate identity: its functions and basic elements: [electronic resource] // Text Broker URL: http://www.elitarium.ru/firmennyj-stil-funkcii-elementy/(Дата treatment: 10/29/2015).

Reviewer:

Gontar SM, Ph.D., assistant professor of academic drawing and painting the Krasnodar State University of Culture and Arts, 350072, st. 40 let Pobedy, Krasnodar, Russia.



Bibliographic reference

Marchenko М.N., Fedoseyeva А.А. THE INTERACTION OF THE DESIGNER WITH THE CONSUMER IN THE DESIGN PROCESS OF THE CORPORATE STYLE . International Journal Of Applied And Fundamental Research. – 2015. – № 2 –
URL: www.science-sd.com/461-24932 (29.03.2024).