Why Research Is the Starting Point
When I think about building a communications strategy, research feels like the compass that guides the journey. Without it, I’d be wandering aimlessly, guessing what messages might resonate. Research helps me understand who my audience is, what they care about, and how they want to receive information. It turns a campaign from “maybe it will work” into “this message has a strong chance of connecting.”
Good research also saves time and money. Instead of launching blind, I can look at existing data, run surveys, or analyze audience behaviors before making creative decisions. When I know what my audience values, I can design a strategy that is clear, meaningful, and impactful from the start.
Visual Language: What Story Should the Strategy Tell?
Once I have research insights, the next step is to think about visuals. A strong communications strategy is not just about words; it’s about how words and images come together. I see visuals as image-driven because photos and graphics carry emotional weight instantly. A picture of someone actively engaging with a product or service communicates satisfaction and trust more quickly than paragraphs ever could.
Typography matters too. Clean, modern fonts feel approachable and trustworthy. Bold headers can suggest confidence, while lighter, rounded fonts communicate friendliness. These design decisions have connotations: a brand that uses heavy, sharp typography might feel formal and rigid, while one that uses softer type feels open and people-centered.
Connotations Matter in Design
Every image and type choice must communicate values. Here’s how I break it down:
- Trustworthiness: Warms tones to portray approachability and connection, paired with clear and direct photography.
- Confidence: Bold type choices, decisive lines, and uncluttered layouts.
- Innovation: Fresh, minimal designs with modern graphics that suggest forward movement.
When these connotations are aligned, the overall design language feels consistent and reassuring—qualities every communication strategy should carry.
Envisioning My Business Card
Collateral material brings these abstract ideas into something tangible. When I imagine my business card, I see a simple but polished design: my name in bold, a clean logo, and contact information presented in an approachable font. The colors would echo my research and driven value. Warm tones for reliability, paired with a pop of bright color for creativity.
Handing out that card should feel like more than just sharing contact details, It should send a message: this is a communicator who listens, learns, and designs with intention.
Research as the Backbone of Strategy
Ultimately, research is what transforms a strategy from decoration into communication. It grounds the visuals, directs the messaging, and ensures that collateral like business cards, websites, or full campaigns resonate with real people. By putting research first, I can create strategies that are not only beautiful but also meaningful.
