Design for travel marketing
Working in travel has inspired me to look at the world and design in a different way. I’ve gained new perspective and realised that there are lessons to be learnt in design based on how people travel and look for their own inspiration.
Here are a few lessons I’ve learnt along the way:
- Don’t stick to the rules
Today’s traveller goes beyond the norm and experiences the world on their terms. So too in design, if you stick to the same old way of designing without trying to break the rules occasionally, you may end up producing art that isn’t thought-provoking. Your designs might tick the box, but they’re not breaking boundaries.
- Don’t wait for the brief
Using your initiative to come up with innovative design ideas might seems difficult when you’re confined by strict brand guidelines and limited budget. But try to keep your ideas flowing, even when you don’t feel the client will go with it. Come up with more ideas that go beyond your daily brief. The more you play around with ideas, the more you’ll improve your idea generating box. Your aim should be to create an idea that outlives you, i.e. build a time machine, don’t just tell the time.
- Don’t get caught up in thinking more is better
We are in the era where people tend to think the most expensive hotel or airline will give them the kind of experience they desire. Over time, I have come to understand that less is more and things that have heart and soul, more often outperform those that cost an arm and a leg. As a designer, strive to communicate the heart and soul of the brand, why it is more than a profitable enterprise and why it’s making the world a better place.
- No jail time for not knowing
There’s no benefit to staying in your comfort zone – where you know your clients and how best to execute their briefs. You’re on a roller coaster, even if you don’t know it, and travel marketing evolves so quickly there’s no place for complacency. Try something new to help you design better. Make sure you’re reading and learning all the time so that you stay steps ahead of the curve and don’t fall into a rut.
- Reading is not practicing
Many of us love to travel – some of us from the comfort of an armchair. But you can’t match the experience and inspiration you will get from travelling, not just reading or researching about it. To be a great designer, you have to activate the practice button. The more hands-on you can get with your subject, the better your design – ALWAYS.