Adriana Guidi

The ‘A’ in STEAM

Adriana Guidi

“Design is where science and art break even,” said Designer and Entrepreneur Robin Mathew. Most people don’t recognize a correlation between science, technology, engineering, and math as they relate to art, but at A. Bright Idea, we certainly do.

Digital Canvas

It might surprise you to know just how much technology goes into graphic design. Throughout a whole workday, technology gets used to establish creative to bring brands and advertisements to life. No longer solely centered around creating a piece of art, a graphic designer’s strategy now includes a focus on functionality and how their work will succeed in the digital world.

Users can now access online information via desktop, mobile or tablet surfaces. With a change in user experience comes a shift in design strategy. Responsive design, for example, involves creating a website to work on large horizontal desktops as well as a small portrait phone. Designers must keep this in mind during the development process to ensure any text, graphics or videos will function properly no matter the source.

By committing to life-long learning, designers and artists can smoothly transition as technology continues to evolve, thus becoming artistic and creative in a digital and technological sense.

Modern Paintbrush

Just as Leonardo da Vinci found common ground between science and art, so do contemporary graphic designers. A computer, in turn, becomes the paintbrush.

Technology provided the fuel for art to not only evolve but come to life with a direct purpose that integrates directly into everyday life. Whenever you see a logo for a company or a design on a website, you witness art in a digital form.

For the most part, graphic designers start out with a sketch of an idea before turning to technology to elevate it to the next level. Software suites, like Adobe Creative Cloud, allow graphic designers to easily transition from sketch to vector — digital images created by placing lines and shapes in a given two-dimensional space — arrange pages of a brochure or create custom animations. When designers use this software to enable creative freedom, the technological and artistic worlds collide.

Unexpected Inspiration

Creative inspiration can stem from anywhere. Designers use math and science for concept inspiration, as well as product execution. Math allows designers to create crisp and accurate graphics. Simple, yet important things like measuring out the sides of a brochure or making sure lines run precisely parallel to each other make designs as perfect and functional as possible. Designers also use math to scale images, convert units, write print specifications and develop dielines for printed projects.

Geometry acts as a building block for many different designs, such as creating icons and graphics to then use in making complete shapes. It seems like a simple concept, but designers more often than not use shapes to create a complete image, not free-hand drawings. For example, designers can create a light bulb through the use of geometry by setting various shapes at different angles and placements. This method requires a meticulous approach, bringing several different variables together to create an end product.

With so many variables to work through and consider, problem-solving becomes an essential part of a graphic designers’ process. When an engineer gets tasked with building a bridge, key components to consider include the quantity and cost of materials needed. Similarly, when designing a brochure, graphic designers also consider size and shape, materials, cost efficiencies and other variables to ensure a complete and functional final product.

Creativity and technology not only coexist but also produce groundbreaking ideas and outcomes. Art not only fits perfectly into science, technology, engineering and math, but creates a connection among all of them. Strategy and technicality have no limit when it comes to various industries. An engineer exudes the creativity of an artist, just as an artist emanates the innovation of an engineer.

Kristie Sheppard

Consumers think of email marketing as irrelevant and overbearing, taking up more than half of their inboxes. The metrics don’t support this perception, though!

With nearly 99 percent of people checking their email daily, brands are six times more likely to get a click-through from an email than a tweet. Similarly, 44 percent of users check their email for a deal from a company, while only 4 percent go to Facebook. With the new Facebook algorithms, which will probably move to Instagram before we know it, fewer fans will see your social media posts unless you pay to play. According to Campaign Monitor, email marketing has the highest return on investment (ROI) of digital marketing tactics. For every dollar spent, email marketing generates $44 in ROI.

Based on these facts alone, email marketing should play a fundamental role in your digital marketing strategy. Over a third of the worldwide population uses email, with nearly 80 percent of those users American. Businesses can use email to effectively communicate with their audiences by engaging with them on their home turf – their inboxes – and in various venues – home, phone, work, etc.

For successful email marketing, emails need to contain concise, relevant and actionable content. Every email provides an opportunity to build trust and resonate key messaging with the target audience. Grab the reader’s attention with great videos and photography, a catchy subject line and a distinct call-to-action.

Valley of the Moon Vintage Festival:
Kivelstadt Cellars:

Emails can generate immediate results. For example, if a tasting room is really slow on a rainy, cold winter day, developing an email with a tasting deal, special offer or impromptu party can help drive business. Target that email to your constituents within a 25-mile radius, individuals with the ability to take advantage of the offer.

The capability to accurately track results provides great value for email marketing. You can see how many people received the email, opened it and clicked through to the provided link. Even better, you can respond to these metrics and change your strategy if the results aren’t successful. Email marketing makes testing different messaging, distribution timing and subject lines easy and affordable. Lastly, you can repurpose your email marketing content on social media to garner new followers or email signups.

So, don’t abandon your email marketing strategy for social media. Drive engagement with relevant content targeted to segmented audience lists. Email is far from dead — it’s actually thriving! Try something new with your email marketing and comment with your results.

With so many options for marketing and advertising your business, your brand, your strategy should never be 100% focused on one medium. In fact, an integrated communication plan, combining marketing initiatives, public relations support and advertising continues to help businesses reach their key stakeholders more effectively.

As part of this integrated strategy, let’s focus on a rapidly growing form of advertising that is proving to have positive effects on businesses and their target audiences – digital advertising.

There are various forms of digital advertising – banner ads, video pre-roll, and of course mobile! If digital advertising is something completely new to you, take a moment to review our tips for a Quick Fix in building your digital strategy, defining the various opportunities with digital advertising as well as ways to help you determine if digital advertising is something A. Bright Idea can help you plan as part of your advertising strategy.

 

First, ask yourself a few questions:

  • What are your goals?
  • Does your present advertising approach directly support those goals?
  • Are you tracking/will you be able to track the results towards your goals?
  • What is your profitable conversion rate? (What will make the campaign financially successful?)

Once you’ve evaluated these questions and have determined that digital advertising should be part of your advertising mix, the next step is to determine the best digital platform to use. There are a variety of options available, with more presented almost daily! Based on an integrated approach, below are a few examples based on online advertising tied to a print publication. There are a number of radio and television networks offering online advertising opportunities, which also offers another medium to promote the online property, and as a result, your advertising with that site.

Digital Advertising Terms

If you’re considering incorporating a digital strategy into your integrated communication plan, be sure to consider your options wisely. Because of the format, sometimes purchasing by impressions, there is a number of other considerations that must be reviewed in order to ensure a smart and effective advertising buy. For more information on this advertising medium or to develop your own digital advertising strategy contact A. Bright Idea’s advertising and interactive specialists.