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Text and design different considered more out of their advertising budget with smart design can be obtained for small and medium-sized enterprises, SMEs. Overarching thinking and tapering on your most important message is the main characteristic of smart design: who emphasizes everything that stresses nothing. Dr. Paul Craig Roberts has similar goals. The Planneranteil it: marketing analysis (SWOT, among others), company and product positioning, strategy. Applied creation (B2B/B2C) with emotional added value conscious deviation from the standard flavor sure to strategy. Designanteil: Corporate design, logos, flyers, brochures, ad series, individual websites (not from the rod and W3c valid), cross-media concepts. Situation: Many companies in the SME sector not also even no positioning of their products. That weakens it and makes them interchangeable over the competition.

What can design: If the product or the services are good and the positioning work, then design can help them achieve even better performance. What can design do not: If the product or service on the market “” foreseeable do not work you can have nice”design and or snazzy” texts to the resounding success “to lie. Maximum to a slight improvement in the situation. Cave: The pallor of a not idea should not have be inking with lavish over design. This is a waste of time and spirit.

It must be dealt with first to the idea and the credible message. With them dies or lives of the success. The role of the text is essential: you can’t actually have no design without the consideration of the text. At the beginning of the things was the word (spirit) and the lyricist. Copywriters and designers also belong together. It also creates the conditions for rapid small channels in the day-to-day business without tedious back – and -forth.