Good design is built on substance and developed through a decision-making process that ultimately results in something that promotes and enhances a message.

Graphic design choices are not superfluous, they are not based on whim. And, it is the role of the designer to communicate the why’s and what for’s to the client to help them make the best choices for their organization.

Today I had a conversation with a client who is torn between two designs. While both options are fine choices, I am of the opinion that one of is far superior.

But, the problem is this… how do I convince the client to make the best choice?

Of course, I could just say that I am a professional hired because of my design skills and in my professional graphic design opinion this one is the best. However, I want a happy client who has bought into the design independent of my opinion.

So, how to get the client to buy in? Education.

As designers, we know that it is a combination of talent and education (at Re:Vision our designers all graduated with a BFA in Commuication Design or Illustration) that enables us to create quality design work. Furthermore, educating ourselves about our clients — learning about a company, competitors, target audience, geographic market, etc. — impacts the design decisions we make, resulting in more effective communications.

But what about educating the client? By explaining how design choices were made, how the image, the style, the typography, the color all support the underlying message we can help people appreciate, understand, and choose good design.

This doesn’t mean that every client will choose the design you like best, but it does mean that their decision process will be aligned with yours. And, that is the key to making good design choices.

“Putting a Price on Social Connections” is the first in a series of BusinessWeek articles entitled “Value of Virtual Friends” exploring the value of social networking in the workplace. Read the article…

Businesses that survive our current economy will be the firms that invest in branding and marketing. An economic downturn is the perfect opportunity for companies with a long-term strategy to increase market share and improve sales. A confident and aggressive approach to marketing will also position your company for success when the economy begins to turn around.

Learning from the past
Smart businesses see the opportunities and know how to take advantage of any situation, including recession. Studies by McGraw-Hill show that steady ad spending during recessions resulted in increased recognition and sales, while companies that cut back experience little, if any, growth. Additionally, firms that maintain or increase their advertising expenditures averaged significantly higher sales growth, both during and after, than those that reduced advertising.

A study by the American Business Plan (the ABP project) found that companies that maintained their advertising budgets suffered no sales slowdowns and grew more than double over their competitors who had cut advertising.

Some of the companies that took advantage of recession advertising and marketing opportunities to establish a strong brand and build brand equity include: Coca-cola, General Foods, Gillette, Levi Strauss, Proctor and Gamble, Quaker Oats and United Airlines.

Strategies to take advantage of the economic situation
Big corporations are not the only ones who can or should take advantage of the marketing opportunities our current economic situation offers. Smart businesses of every size, new or established companies — if you are serious about success here are some strategies you can put into practice immediately.

1. Redouble your branding efforts. Does your brand need to be reinvigorated or redesigned? An updated brand can help you reconnect with your existing customers, grow your sales and inspire loyalty. Customers buy from businesses they know and trust.

2. Review your marketing plan and budget. While the first reaction is to cut, we urge a cautious approach of evaluation and planning. Focus on what is working for you, and consider new opportunities. It may be time to shift emphasis or rethink your message. Test, review and revise constantly.

3. Take advantage of lower advertising rates. Lower rates and service fees offer the perfect opportunity to improve or expand your marketing efforts.

4. Invest in and utilize technology. Is your website and online marketing working for you? A website upgrade, social media or email campaign, or landing page/search engine optimization can impact your bottom line by helping you engage your target market.

Take advantage of these strategies, but don’t go at it blindly. Research, strategy, and review have always important components of any successful campaign, but they are essential during a recession. Advertising and marketing doesn’t have to be prohibitively expensive, but it ought to be effective. Invest in your brand by choosing quality creative partners who understand the importance of strategic planning.

With social responsibility now a key component of corporate values and strategy, its no wonder more and more brands are looking to go green. But many do not realize that their marketing and graphic design can play a major role in their efforts.

A natural place to look when considering green design is printing, which offers a lot of opportunity to take socially responsible action. First, choose a paper with a high percentage of post-consumer waste, processed chlorine free. The Forest Stewardship Council (FSC) certifies papers, paper manufacturers, and printers. Using an FSC-certified paper entitles you to use the FSC-certification logo, which is a great way to inform readers of your environmentally-sound choice. And, of course, its an opportunity to let people know your brand is green.

Once you’ve selected your paper, its time to consider ink. Traditionally, petroleum-based inks were the norm, but these contain heavy metals that ended up in the soil and groundwater and volatile organic compounds that were released into the air. Today’s inks offer options for green printing. Use a vegetable-based or soy-based ink to lessen your environmental impact. UV inks are another reasonable choice, though they are not from renewable sources.

Of course, before beginning a print project, you might ask whether you can achieve your goals without printing. Utilizing online marketing mediums like the web or email to reduce paper use can have a positive impact on your bottom line as well as your green efforts.

But how do you make your website green? Start with your hosting company. There are tons of web hosts that are using sustainable energy sources and taking additional actions to be eco-friendly. We like Dreamhost, which buys Renewable Energy Certificates that ensures the power they use is generated in an eco-friendly manner.

And, if your site content will likely be printed be sure to design a print-friendly version of your content to save paper, helping to make your site more green.

There are many different options for graphic designers to go green these days. When choosing a design team, make sure they understand and stay on top of green design techniques and let them know these issues are important to you.