Introduction
In the early 1930's, companies went from a production stage where the product was made in series regardless of who it was intended for, since there was no competition and consumers had no purchasing options, a total orientation to the product, with the Competition and evolution of our consumers by demanding more from companies of goods and services, businesses focus on sales, product marketing merely distribution channels. From the 90's to the present day, it has been given an orientation to marketing, since our clients and their needs are more demanding, this brings together with marketing an orientation to the consumer, to design and to integral marketing.
Currently our consumers are governed by an image to project in their social circle in which they develop daily, the purchase of brands provide security in their daily life, hence the importance of complementing marketing, strategy, design, advertising, technology and administration as a whole to innovate goods and services in response to the demands, needs and wishes of our target market.
The image of our products, services and spaces where the purchase-sale of the same takes place are of utmost importance to determine that the consumer determines their purchase, therefore design is of utmost importance at this point.
The visual image, the advertising messages, the conjugation of words to be permanent in the consumer's mind when choosing, is achieved through the positioning of a brand with well-developed design, message, color and technology.
According to the above, we find the importance of producing quality designs and prints, since these guarantee our permanence and projection in a highly competitive market, a fresh and innovative corporate image.
To develop fresh and original ideas, it is necessary to know our target market, its psychosocial field, age, trends, preferences, etc. To offer a good offer to your need. Developing a good design also lies in having the theoretical-practical knowledge to offer a good image in the different advertising media, whether in print, electronic or television.
Design, Color and Printing
The word design comes from the Italian Disegnare which, in turn, derives from the Latin designare which means: to mark, draw, designate.
When creating a design apart from being informed about the company, service, event or topic to present, together with all parts of the company, be it design, marketing, creative team, administrator and managers, you must create a strategy, plan and know our target, take into account the entire context the time, what is used in it, the place where it will be presented, as well as its history and customs, since in each place or even at each social level, the same thing can have different meanings, adapt to the place (tropicalization, semiotics). Therefore the design must be kept up to date for different reasons, for example: globalization, new advances in technology, ecological problems, cultural, psychosocial changes, etc. That change day by day.
However, the most important thing when designing is to focus on its usefulness, an image may be beautiful before our eyes, but that may not be design, since in design the important thing is to communicate, transmit emotions. The designer becomes the communicator between the design and the consumer or user (rhetoric).
We organize our lives according to what we see. We seek visual support from our knowledge and by proximity to real experience. Visual experience is necessary to understand the environment and act in front of it.
Design is found at all times of our lives, all the information that comes to us today is visual, therefore our quality in print and electronic media must be the best. As designers and print media marketers we can avoid errors from files by sending correct measurements of our designs according to the printers that the printer handles as well as their technique when printing, in terms of color to send in the LAB or CMYK according to the need and the paper correct to know the ink to use, in addition to our typography (post script, open type, adobe type and true type) in curves or in a separate file so that our printer has no problem, check our machine compatibility, and in the images the pixels and their quality,These are some points that will help us to produce quality visual experiences, thus achieving a position in the market.
The designer must leave a message beyond what is implicit in the image, which stays in the consumer's mind (positioning) and thus achieves the real purpose of the message, whether informative or for sale.
Independent Designer
Nowadays technology advances by leaps and bounds making it easier to acquire, therefore we all have the basic knowledge of design programs and many times we do it daily. Knowing how to use technology allows us to develop great designs but we must not forget our creativity in other manual means of pencil design, with colors, paint, etc. Since on paper we can combine ideas and conclude our final idea, develop our creative sense.
Thanks to the Internet, our designs, brands and images can transcend internationally, independently to large industries, working for small businesses or distributors, obtaining work independently and producing for the global market.
Image and Advertising
Today Design is not focused on objects, but on the impact those objects have on people. When developing the design of a certain product, service or event we must do it thinking about our target market, not the product. Society, as I have previously mentioned, is based on the visual in the image that they project before a social circle in which they carry out their daily lives. The image to be projected is made up of trends, preferences, brands that impact their means of development.
The industries nowadays sell image and mark the status to their market, the consumers and if we all do everything by association, so our advertising implies projecting a certain desire or desire of the market resolved by our product or service, offering the same security, belonging and self-realization.
In other words, our images, design, language must communicate emotions to consumers so that they feel identified with the product or service.
Advertising design in Zacatecas
In Zacatecas there are various taboos related to advertising and design, most businesses or merchants see design as an expense not as an investment and, lacking the knowledge and benefits that advertising and marketing will bring to their company, they are reluctant to implement these systems.
As marketers and designers we run into businessmen who seek to increase their sales without making an investment in advertising media or changes in corporate image, when budgeting they think that the cost of them is high, preferring to continue their business with the same system although this is find lethargic.
Not everything is negative, there are entrepreneurial entrepreneurs who seek to transcend the market and not only a state but a national projection, which is why we are their advisors, providing the best strategies according to the line of business.
The success or failure of projects lies in good teamwork, combining all areas of the business with the same ideology, training company personnel to identify with it and thus projecting a good corporate image.
The task will not be easy since the entrepreneur has spent years with the same business system for years, and implanting a visual image that suits him with changes due to family ideas or the same owner.
The means to be used are according to our target, but among those that stand out for their effectiveness in small businesses are print, since their cost is less than that of television and radio, so our mission will be to provide quality print according to experience and learned as I have already mentioned during this essay.
