For a photo business, the value of marketing and business pieces that are cohesive with your brand shouldn’t be underestimated. Communicating your professionalism as well as showing your personality each time a physical representation of your business touches a prospect or client can set you apart in a competitive playing field.
Designer and photographer Jane Johnson specializes in logo and brand development for photographers. “Purposeful design is, at the risk of being redundant, intentional. It’s not just throwing pieces together quickly to get something out. It’s putting thought into the message that’s being sent as well as why it’s being stated and how it’s being delivered,” says Jane. A photographer should know her business goals and target market and communicate that information to the designer she hires.
Target your market.
“You have to know your clients inside and out to first draw them in with the right marketing pieces, and also to carry out the relationship and turn them into repeat clients,” says Jane. The goal for the brand was to speak to a sophisticated client who values art and beautiful moments, desires creative photography, and wants a highly personalized experience.
Make it your own.
Pulling together packaging and polishing the overall look is so much fun, but knowing where to start can be a little overwhelming. Thinking carefully about your style and what will be consistent with your brand is a great way to begin. Incorporating personal touches, texture, and high quality materials that a client could reuse was important to me. A personal, individualized approach to photography sessions and attention to detail is an important part of my business model, so I chose to incorporate that concept in my packaging by adding touches like simple embellishments, hand painted tags, wax seals, and custom stamps for heat embossing.
Selectively splurge.
You don’t necessarily have to have top-of-the-line everything; perhaps just a few simple touches like a custom stamp, letterpress cards, or imprinted bags is enough. If there is one special thing that you absolutely love and enhances your brand considerably, it is probably worth splurging on. Photographers are an inherently creative bunch, so developing packaging can be a great opportunity to showcase that creativity and impress your clients.
Budget matters.
Sticking to a budget is a key consideration. Ordering large quantities, keeping packaging simple but memorable, and shopping for the most cost-effective options can be very helpful in keeping costs down. With a little creativity and a whole lot of personality, creating custom packaging can be a very rewarding experience.
Keep it simple.
As in many areas of life, less is often more. Jane advises her clients to get the most important points across in the fewest words possible. “Don’t overwhelm clients with large amounts of text. Instead, awe them with the beauty of your brand and small amounts of text that enhance it,” she says.
It’s in the details.
Although they sometimes may seem insignificant, it is best to not overlook the details. Always make certain written content is carefully proofed and that there are no spelling or grammatical errors. Tending to the details in presentation is also helpful for ensuring the brand is cohesive.
Putting the pieces together.
In the early stages of working with Jane on custom designed business and marketing pieces, I made a list of the items I routinely use. Jane was able to see a few gaps and filled those in. For example, an invoice or receipt may often be overlooked, but it is an important and frequently used item. Jane assured that all details were attended to and the brand was cohesive from business cards to receipts. Printed pieces included:
- Thank you card
- Referral card
- Personal printing authorization card
- Digital file care card
- Print/product care card
- Gift certificate
- Business card
- Receipt
- Session reminder card
Sources: Press printed cards on premium cotton paper with UV coating; Millers Lab. Eco-friendly boxes and folios; Loktah. Euro-tote matte white bags with custom imprinting; Rice Studio Supply. Custom stamps; Besotted Brand. Envelopes and pockets; Envelopments.
Jane Johnson, a graphic designer and art director, designed the logo, printed materials, wax seals, and hand-drawn stamps shown in this article. Visit Jane at janejohnsondesign.com.
This article was first published in Click’s March/April 2013 issue. Click subscribers have access to the magazine’s full digital archives; visit our subscription area to learn more.
OMG!!! This could not have come at a better time. I have been searching for weeks for packaging that would fit my brand – clean, classic, but slightly vintage… This is the first I have heard of Loktah…I just took a look at their site and it is EXACTLY what I was looking for! Great article!
This is lovely and I loved it when I first saw it in Click…
EEEK I love this packaging display. I need to go revamp mine now 😉