Notes on Marketing, Branding and Design

AI

In the 1800s with the invention of photography, they said it would bring about the end of painting. In the 1980s when computers entered the design industry some said that it would put designers out of business because companies could now have their secretaries create their marketing communications. Needless to say, neither of these things ever happened. As artificial intelligence works its way into the marketing profession it is radically transforming many of the processes that we have grown accustomed to. Just like any major technology, AI is beginning to have major effects on many professions. And like many other technologies, the responsibility of tasks shifts.

Currently, at AXIS visual, we are using AI for some image generation and some writing (not for this article). It is fascinating to learn how to, and how far one can control AI. For example, if you have a very specific image in mind, one that might be more conceptual, it’s very difficult to work with AI and have the result be exactly what you were thinking. There are some ways to “force” it to get closer to a specific idea, but as with most technology, it takes a little time to learn these tricks. On the other hand, it can be amazing at exploring different ideas. It can also be a fun and addictive experience.

The current Image generation process also requires jumping through a few hoops to get a high enough resolution for larger print use. But every technology has its idiosyncracies to navigate.

As AI commands more and more of our news cycle, it’s being promoted in more and more products. “AI” is becoming the new “Gluten Free” in the marketing of almost anything. I can see it now “New Whamo’s breakfast cereal, now made with AI.” However, in some of the more concerning news stories there are examples of bias and incorrect information in both writen AI and image created AI. And of course, as with any new technology, there will be professions that will be eliminated, and others that will be enhanced.

But it’s a “Brave New World.” The result of AI in so many areas of our lives is far from determined. A year from now we will have a better idea of how AI affects our professions and lives. I can say that personally, and after working with so many talented people over the years, I am equally as excited as I am concerned.

Thinking Creatively

Creativity is a powerful tool for capturing people’s attention and inspiring them to take action. Whether it’s in the realm of marketing, entertainment, or product design, creativity has a way of standing out and resonating with people in a way that more conventional approaches simply cannot.

Here are a few reasons why creativity sells:

1. It stands out in a crowded marketplace: With so many products and services vying for our attention, it can be difficult for any one company or product to stand out. However, when a brand or product is presented in a creative and innovative way, it immediately catches our eye and makes us take notice.

2. It generates emotional responses: Creativity often elicits emotional responses in people, whether it’s joy, surprise, or curiosity. This emotional engagement can create a deeper connection between the consumer and the brand, leading to increased loyalty and sales.

3. It solves problems in new and unexpected ways: Creative solutions often involve thinking outside the box and finding unconventional ways to solve problems. When a product or service is marketed in this way, it can position itself as a game-changer or a disruptor, creating a buzz around the brand.

4. It appeals to our desire for novelty: Humans have an innate desire for novelty and new experiences. When a brand or product is presented in a creative way, it taps into this desire and creates a sense of excitement and anticipation.

5. It showcases a brand’s personality: Creativity can be a powerful way to deliver a company’s or product’s qualities and values. By using unique and unconventional marketing strategies, brands can position themselves as innovative, bold, and daring, creating a distinct identity that sets them apart from their competitors.

In today’s digital age, creativity is more important than ever. With so much content being produced and consumed online, it takes something truly special to cut through the noise and capture people’s attention. Brands that are able to harness the power of creativity are more likely to succeed in this highly competitive landscape, building stronger relationships with their customers and driving sales in the process.

Typography

As a self-described “type geek” I can find the same interest and beauty in typography that other people might find in fine art.

The history of typography in graphic design is a rich and complex subject, spanning centuries of technological advancements, artistic movements, and cultural shifts. From the earliest days of hand-crafted letterforms to the modern digital age, typography has played a vital role in shaping the ever-evolving visual language of graphic design.

In the early days of printing, typography was primarily a utilitarian concern, with printers seeking to create legible, durable typefaces that could be easily reproduced. However, as printing technology advanced and graphic design became a distinct discipline, designers began to explore the expressive potential of typography, using it to convey a wide range of meanings and emotions.

Throughout the 20th century, typography continued to evolve, with designers experimenting with new forms, styles, and technologies. The emergence of the modernist movement in the early 20th century, for example, saw designers embracing simple, sans-serif typefaces and clean, minimalist layouts, reflecting a desire for clarity and rationality in design.

The rise of postmodernism in the 1980s and 1990s, on the other hand, saw designers adopting a more playful and eclectic approach to typography, often mixing and matching different typefaces and styles to create a sense of exploration.

In recent years, the proliferation of digital technologies has opened up new possibilities for typography in graphic design, with designers using type in more illustrative compositions.

All of these historical developments in typography have had a significant impact on the way designers approach decision-making when it comes to typography. Depending on the intended tone, message, and audience of a design project, designers may choose to use serif or sans-serif typefaces, bold or light weights, and a range of other stylistic fonts to convey a specific aesthetic or emotional tone.

I have long felt that people who like to say that there are absolute rules in typography don’t understand that typography is an amazingly flexible commodity. A good designer can make type do almost anything to reinforce the desired message and deliver an inspired brand.

Overall, the history of typography in graphic design highlights its importance as a powerful tool for visual communication, and the need for designers to carefully consider the impact of their typographic choices on the overall look and feel of every design project.

Other Side of the Camera

I tend to be much more comfortable behind the camera than in front of it. But occasionally, like anyone selling anything, I need to step in front of the camera. This is a recent video that I did to introduce myself and my company.

For Fun

Below is a link to some of my fine art work and some of my fathers paintings that can be purchased in different formats and on different items.
(https://fineartamerica.com/profiles/william-milnazik)

For 25 years after his retirement my father painted. After his passing he left more than 300 paintings. I am proud of him as an illustrator and designer, as a painter, and as a father. Below is a link to many of his paintings.
(https://axisvisual.com/robertmilnazik/)

 The environment for communicating always changes. Communication has to adjust as well.

When you are ready we’d be happy to help with your communication, design, and marketing needs.

Stay well. Stay safe.