Competitor Evaluation – A Graphic Design Perspective
You most likely already know all about SWOT evaluation. You may even have your demographics, market share, and gross sales numbers available. However have you ever ever utilized the identical sort of rigorous methodology to investigate the visible presence of your opponents available in the market? A graphic design audit is a implausible and comparatively straightforward strategy to get a transparent image of how your opponents are perceived, the important thing messages they convey, and the way you look when positioned subsequent to them. Additionally it is a worthwhile train that informs you about the kind of communication your prospects recurrently obtain out of your major opponents.
So how do you do it?
Step one in a graphic design audit is to compile the entire gross sales and advertising and marketing supplies you’ll find from the competitors. This contains looking their web site and taking screenshots of key pages, subscribing to their mailing lists, getting your fingers on their brochures, shopping for their merchandise so you’ll be able to check out the packaging, and extra. and many others
In line with Peter L. Phillips, creator of “Creating the Excellent Design Temporary – Learn how to Handle Design for Strategic Benefit”, among the best, most cost-effective and quickest strategies is to attend all of the commerce exhibits within the trade. There’s nothing unlawful, unprofessional or immoral about this observe. Enterprise is only a recreation we play to win in any case!
Phillips additionally suggests utilizing your gross sales power members to search out out what opponents are doing.
Since they arrive into direct contact with prospects every single day, they’ll typically retrieve aggressive documentation from the shopper. They solely have to know what you want and naturally why you want it.
So, as soon as you’ve got compiled the data, what do you do with it?
One of the simplest ways to begin is to publish your competitor’s info on the wall and analyze it one after the other. Invite as many individuals as attainable out of your gross sales, advertising and marketing, and gross sales groups to present their particular person opinions on what design parts work nice for the competitors and what weaknesses they’ll see. By beginning your evaluation in your opponents first, you’ll develop a little bit of objectivity so to then return the identical harsh criticism to your self.
Search for methods wherein design and language make a doc distinctive. Have they got a user-friendly look that displays a extra customized service? Do they appear extra skilled than you? For what? Is it as a result of the web page is much less cluttered, the colours are extra muted, or another motive? Is their web site simpler to navigate than yours? What do you assume have been the explanations for these selections? Is there something you’ll be able to study from them? Extra importantly, how are these opponents utilizing design to achieve aggressive benefit?
Now for the exhausting half – utilizing the identical evaluation on your self. Reassure your workers that this isn’t an train the place they should defend their work, it is merely a strategy to acquire worthwhile insights that might offer you a aggressive edge that improves your backside line. This facet of the audit can generally be a bit tough, so that you may want impartial recommendation from a graphic design firm that understands the method that will help you.
It’s superb how a lot strategic info this course of can generate. It offers you new concepts and a brand new perspective that may affect the entire manner you strategy your advertising and marketing for the 12 months. And since many corporations see graphic design as an annoying inconvenience, in the event you’re the primary to make use of this extra strategic strategy, you will discover it is one other software that will help you keep forward of the competitors. .