Design in Marketing

Identify common areas where design intersects with and supports marketing
Design in Marketing Lesson

Why is it important for designers to be familiar with marketing terminology? There are several compelling reasons. Firstly, design and marketing teams often collaborate, particularly when creating websites, infographics, banners, and various visual content. Secondly, marketing terminology frequently arises in client discussions.

Most importantly, in order to make great products, the team must speak the same language. This is why other team members like developers, project managers, and QA engineers could also benefit from knowing the basics of marketing language.

Brand

A brand is a product, service, or concept that is publicly distinguished from others. Brands can be easily communicated and usually marketed.

Brands are often expressed in the form of logos — their graphic representations. But more broadly, all attributes and impressions that users associate with the company meet the definition of a brand. For example, an apple with a bite is associated with Apple, and the phrase "Just do it" makes people think of Nike.

CTA

CTA stands for "call to action." It's a key website element that prompts users to take a particular action, such as signing up for a newsletter, registering for a demo, or buying a product.

CTAs usually appear as a button or hyperlinked text and tend to be the most eye-catching element on a page. Their goal is to create a sense of urgency and encourage users to take the desired action. Examples of CTAs include "Sign up today," "Add to cart," and "Download for free," among others.

Landing page

In online marketing, a landing page is a standalone web page tailored for a marketing or advertising campaign. The main goal of landing pages is to convert visitors into leads, make them buy a service or product, subscribe to a newsletter, or register for an event.

Dark pattern

A dark pattern is a UI technique designed to trick users into doing things they didn't intend to. For example, hiding the Delete account button to keep users registered or sneaking extra items into users' shopping carts.

Dark patterns aren't examples of accidental bad design. They are created with a solid understanding of human psychology to deliberately deceive users. Dark patterns don't carry users' interests in mind and conflict with the principles of human-oriented design. In the long run, dark patterns are not good for the business's reputation.

Logotype

A logotype is a type of logo where the brand's name or initials become the focal point of the design. Unlike symbol-based logos, logotypes rely on text—often stylized or customized—to convey the essence of the brand. Examples like Google and Coca-Cola demonstrate how effective a well-designed logotype can be in building brand recognition.

By leveraging typography and sometimes incorporating subtle design elements, logotypes offer a straightforward yet powerful way to establish a brand's visual identity. This makes them a go-to choice for businesses seeking a classic, easily recognizable branding strategy.

Logomark

A logomark is a standalone symbol or icon that represents a brand, separate from its name.[2] These visual elements capture the essence of a brand in a simple yet impactful way. When you think of iconic logomarks, Nike's swoosh or McDonald's golden arches probably come to mind. Unlike logotypes, which rely on text, logomarks offer a level of flexibility; they can be easily adapted for different contexts while still maintaining brand recognition. This makes them an excellent choice for brands looking to build a versatile and memorable visual identity.

Combination mark

A combination mark blends a brand's name (logotype) with a symbolic image (logomark) in one logo. Examples like Pepsi, Starbucks, and Adidas showcase the power of a combination mark in enhancing recognizability and conveying a comprehensive brand message. This design allows flexibility, enabling the elements to be used together or separately in different contexts.

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