Given my journey as an emigrant and freelance designer in Italy, and after a few years here, I would like to share my personal observations on the state of the design sector and how companies use its tools for their marketing goals. It must be said that I will always have a comparison with the Ukrainian market in mind, and that is completely normal. This comparison helps me analyze the fundamental differences and understand how what works in Ukraine may be completely irrelevant here, and vice versa. My goal is to identify cultural peculiarities, the psychology behind certain behaviors, and how the mindset influences the formation of an absolutely unique market for goods and services.
This is what we will talk about today, in this brief analysis.
What are the main needs and problems in the local Emilia-Romagna market regarding the visual identity of companies and brands?
Small and medium-sized enterprises (SMEs) in Emilia-Romagna, as in many other regions with a rich tradition and high competition, face unique needs and problems in the field of design and brand visual identity. Here’s the main list:
1. Distinctiveness and Uniqueness:
In a saturated market like Emilia-Romagna (especially in the food, fashion, and tourism sectors), SMEs need a clear and unique visual image to stand out from the competition, preserve authenticity, and communicate the quality and values of “Made in Italy.”
2. Professional Image:
Even small businesses aim to present themselves in a professional and reliable way. Quality design for a logo, company colors, typography, and other visual identity elements creates an impression of stability and trust.
3. Effective Communication
The visual identity must clearly convey the values, benefits, and uniqueness of the product or service. It must be understandable and appealing to the target audience, which is often both local and international.
4. Appeal for Tourists and Exports:
Many SMEs in Emilia-Romagna are oriented towards tourism and export. They need a design that is understandable and attractive to an international audience while maintaining a regional flavor.
5. Brand Consistency:
It’s essential that all visual materials (from business cards to packaging, from the website to the store’s decor) have a unique style and message, creating a holistic brand perception.
6. Adaptability to the Digital Environment:
In the modern world, where an online presence is fundamental, the visual identity must be easily adaptable for use on websites, social media, mobile apps, and other digital platforms.
What are the main problems?
1. Lack of a Strategic Approach:
Often, design is seen as a one-time task, not as part of a long-term strategy for brand development. This leads to inconsistencies in visual communication.
2. Conservatism and Resistance to Change:
In a region with deep traditions, some SMEs can be conservative and reluctant to adopt new design solutions, preferring “tried and tested” approaches that might be obsolete.
3. Limited Budget
For many SMEs, the services of a professional designer can be expensive. This often leads to the use of standard solutions or “DIY,” which negatively impacts quality and uniqueness.
4. Imitation, Not Innovation:
Instead of developing a unique visual identity, some companies may try to copy successful competitors, which leads to a lack of originality.
5. Ignorance of Current Trends:
A poor understanding of current trends in design and branding can lead to the creation of obsolete or ineffective visual solutions.
6. Lack of Knowledge about Copyright and the Use of Licensed Content:
This can lead to problems with the use of images, fonts, and other design elements without the proper authorization.
Ready to make your brand shine?
You’ve read about the challenges and opportunities that SMEs face every day. If your goal is to stand out, build a professional image that inspires confidence, and communicate effectively with your local and international audience, I’m here to help.
Your brand deserves to tell a unique and memorable story.
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