today a different style of video that will strengthen your knowledge of this wonderful
landscape of graphic design some of which includes this right here before we go further I
have something really really important to tell you you might have actually heard some of the content
in today's video already but I want you to do something very crucial I want you to try and guess
or think about the answers before I say them and kind of preempt the knowledge I'm going to talk
about in today's video because if you can do that then you're basically on your way to understanding
why a design has been made the way it is and how it actually functions and that's when you know
you're becoming a very competent designer with a whole big bag of knowledge try and think not
what is on the design but why think why that's really crucial this is a bank and not just any
bank now you've heard about knowing your clients audience before right sure but this is actually
going to prove why it's so important and how so look at the Go Henry website right here take a
look at The Branding take a look at the logo the typography the imagery the color and what
can you perhaps understand or assume from this now if you've developed a strong understanding
of Graphic Design ethereum Concepts you might actually have gotten the answer right here
so basically this bank is aimed at children and the main typography kind of gives that away right
but digging a bit further digging a bit deeper the logo is in lowercase characters Which is
less formal and kind of more approachable to the consumer not only that but the actual typeface
itself is a Sans serif which is more modern and it's going to appeal to younger people
in general great but actually moving lower take a look at the color scheme found on the
website I mean what other Banks do you know that actually use this muted pastel bright
color palette you probably can't think of many and that's simply because this bank is trying
to appeal to kids basically but let's flip things around and take a look at this next Bank Lloyd's
what do you notice with this bank here this website well obviously it will instantly hit
with green right and I'm single explained why but the logo is in uppercase letters which looks
kind of more serious in the past Lloyds did use a serif letter form for the logo but actually these
days most banks moving to Sans surf simply because it looks more modern however this typeface still
looks pretty serious and that appeals to a kind of older audience but let's take a look at this
bank's brand ethos this is really important now actually this is how you can elevate your designs
thinking in this way so according to Lloyd's there are five main core values as the bank or brand
they strive to be ahead of the game in terms of being sustainable which now tells us a bit more
about why they like to use green in their branding color theory showing itself really strongly here
it also States they're bold and they like to take action and moving back to their branding Lloyd's
always use a strong black horse as part of their marketing strategy and that is the epitome of
being bold being strong and taking action if you want to keep improving yourself as a functional
designer this is the kind of thing you need to keep reminding yourself of it doesn't matter if
you've learned this in the past or heard it before unless you properly implement it into your work it
kind of doesn't mean anything to you but let's take a look at something else now to see how
well you've actually understood things so here's a design marketing and movie about punk rock and
if I'm not mistaken this is the lead singer from Green Day but again put on your graphic design
cap and think about the audience how has the designer here made choices that would appeal to
the correct audience now I can think of at least four strong points and firstly it is a typography
it's very Punk and it's reminiscent of 80s plank actually the typography is Harsh it's kind of
non-conformist and it's pretty radical as is the color palettes which is grayscale with a bold and
the harsh pink it's all very jarring to look at and actually that's intentional but also notice
the badges at the bottom here now these badges are very popular and collectible in the punk scene
people who spent their youth in the punk scene would actually gravitate towards this and perhaps
want to watch the movie then look at this design here I purposely chose a design that isn't English
because here's my question to you guys considering design Theory and speaking to an audience what is
the designer gear towards right here it is again something related to music but what sort of music
now we have a very avant-garde and Theatrical line illustration and that's matched with
elegant serif fonts gold does suggest something precious or important and yes this is of course
for a classical musical event now did you actually manage to get that and no if you speak the native
language it doesn't count I'm afraid but let's break things down now step by step simply so you
can implement this into your very own workflow now let's say we're designing something for a website
design agency that caters to younger people in their 20s it's a brand that is playful it's fun
and it wants to be daring basically it wants to be different now we can go about this in many
different ways but a good approach would be to choose a color that is very striking very bold
and turns heads and grabs attention a bold bright red or orange might be a good move here and that's
something that raises the heartbeats and turns heads but what can we do for typography young
audiences often suggest Sans serif but here it's based around web design so it might be
something geeky or nerdy so something perhaps like this and then to appeal to the tech world
the brand could actually incorporate some retro imagery like you can see here and then work some
kind of Daring playful Graphics into the brand identity to relate back to that daring playful
nature and as you can see it's all about forming a visual language based around the audience
foreign
there are no hugely successful brands or graphic designers who ignore this kind
of approach they just don't exist so the sooner you think this way and then
importantly Implement into your graphic design Theory and workflow the better
now if you can cause an emotional response with your graphic designs then it will sell
much more products persuade more people and stick in the minds of the target audience for a longer
period of time so the important thing is that you know this and then actually use that knowledge to
your advantage but importantly how well firstly you need to identify who your audience is and
what sort of emotion you want to evoke in them so you can express the right message
ask yourself this what sort of emotion will best fit the message that you want to say to
the audience of your client's brand or business here is a list of common emotional responses that
are used by designers and marketing agencies take a long hard look at these basic emotional
responses that humans feel from time to time and then choose one or possibly two or three that seem
like they would be a great tool for you to use on your designs for example if you're designing
something for an exclusive or rare kind of product you might want to use fomo or fear missing out and
also craving an aesthetic appreciation people who buy into a Davidoff cologne want to feel
masculine confident and a tiny bit mysterious but why is that it's pretty much because they
want to gain a partner and maybe admiration from other people but once you know what your
audience feels thinks and what they want to attain it's time to move on to the next step
so you have the emotions that you want to use and you have the clients brief as well as hopefully
your research but what else do you actually have well as a designer you should have graphic design
skills so the first thing to decide on is the color palettes what colors will work to express
your chosen emotions and so here's an example this design has a goal of raising awareness of poverty
firstly the vast majority of this design is in grayscale or black and white the lack of color
suggests a sad and somber situation one that lacks any kind of Happiness whatsoever this
obviously plays into the emotional heartstrings of the audience then the only single color used
is red and this is a very very striking color that can suggest danger or even urgency this
plays into how severe the situation is and it would help the audience to feel as if they need
to act fast and as you can see this was a smart and a well thought out Choice when considering
emotion but if you want to watch something else about graphic design and learn some key skills
just clear that video on screen and until next time guys design your future today peace foreign