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Design inspiration is everywhere. And so are examples of accurate branding through design. Rather than examining a logo or web site, I thought I’d take a look at something much different: cars. Sometimes it’s best to look outside the normal places to find inspiration. While it’s important to examine great web sites, and admire classy print work, there’s a danger in being so knocked over by others talents, to try to recreate your own version of it. What results isn’t really the work of the designer, but a copy. Sure, imitation is the finest form of flattery, but design is more than just making something look good. Design is communication. No two companies or organizations are the same, so the design shouldn’t be the same either. A good designer will take a closer look at the target audience and marketing niche to determine how to best brand and reach the desired market.

This is the Bugatti Veyron, the world’s fastest legal street car.

I compare a web site to a car on my FAQ page. Cars serve a specific function: transportation. But over time cars have evolved into more than just getting their driver from point A to point B. They’ve taken on style, different purposes, and they even have their own target audience. So while all cars are built to transport, they each have a different way of going about it.

Design is communicating through visuals. If the Veyron were a logo, business card or a web site, what is it communicating? What words come to mind when looking at this car? Power, speed, beauty, envy. It’s phenomenal. It’s unattainable, elite, in a class of its own, a cut above the rest.

Compare the feelings you have to the car above with the car below. Both are used for transportation. Both are sports cars. But the Honda appeals to a much different target audience and would work within a different marketing environment than the Veyron. Think how successful the Bugatti Veryon would sell if taken to the upper middle class? And on the flip side, how smart would it be for Honda to market its s2000 to the likes of Jay Leno or David Beckham?

When thinking about a web site design, think about your target audience. Who are you trying to appeal to? What should the client or customer feel when looking at your company and brand? What words do you use to describe your business? While a good designer can certainly deliver on looks and style, your audience wants certain things in their product and services. They have preconceived ideas based on years of cultural exposure.

And that’s graphic design: leaving the right impression.