Just as there are many types and styles of stories, there are many styles of books which feature those stories. And so it stands to reason that there ought to be many types of bookmarks. Would you design a book mark for a Harry Potter fan that looked like a book mark for a student of civil engineering? Doubtful. Book marks should be designed in such a way that they appeal to the reader just as much as the book does. The idea of "identification" comes into play. People's reading choices are very personal, and so the style of the book cover and even the book mark are, at least in the minds of many people, supposed to play into the same personal identification.
As a marketer, you of course understand the idea of identification very well. You know that people don't just use your products and services; they identify with them or they reject them. On what basis? Lots of things: style, utility, image, functionality - a whole complex of factors go into determining why people purchase products.
And so when considering what your book mark design should be like, you more or less have to consider the same things. Here are some examples of what we mean: A gold, slightly ornate font would suggest something that is intended to be viewed as more than just upscale; upper crust, almost. That's an image that may work for a few companies and their products, but probably not for most.
We would suggest picking the product or service that your company is known for. Let's say you are a lawn care company. Certainly, a color scheme must include green. But it could just as easily be highly floral in design, and if you are going to go that far, perhaps a highly artistic floral design. The thought here is that people that care about landscaping in general may have a strong interest in the arts as well. You always want to appeal to people's higher interests if you can, simply because that's what people respond best to.
Or suppose you have a car repair service. You are not going to put a picture of a gasket on your book mark. Maybe you would want to try something that suggests power and performance. It could be a high dollar sports car, but you can extend that idea to include a high speed airplane or space vehicle. What you are trying to project here is the idea of power and precision. You are once again using imagery which is pretty far outside what your actual business is in order to project ideas that you want to identify with.
Any kind of approach to design is going to have a subjective element in it. Use your imagination to come up with a design that will fire the imagination of your customers.
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Contact Conquest Graphics today for a discussion about using colors and fonts in your bookmark designs. http://www.conquestgraphics.com/
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