Test of Time Design

Graphic Designers Make Me Uncomfortable Because...

2010-04-05T09:45:00.008-05:00

What experiences have you had with your designer / design firm / design team? Is a stressful process? We asked 15 business professionals / bloggers at Central Iowa Bloggers (Des Moines) to complete this sentence: "Graphic Designers Make Me Uncomfortable Because..."

Direct Quotes, Un-Altered

These are direct quotes, not altered in any way. None of these professionals are commenting on their experience with us, because none are our clients. We asked these questions to know how we can improve our own process, and prevent possible frustration.

Help Us Complete This Blog Post

You will find no excuses, comments or explanations from us in this post. We hope this opens up the conversation and makes you feel like you are not alone out there. We look forward to comments and additions from you. Please comment on:

Your own expertise in the area.
Additional Areas of "Designer Discomfort"
Possible Reasons behind the discomfort.
Solutions to prevent miscommunication.
Scenarios you have experienced
Design Pet-Peeves.
etc.

"Graphic Designers Make Me Uncomfortable Because..."

I'm to insecure as a designer myself to look them in the eyes for more than 10 seconds. ~ Andrew B. Clark, Interactice Director @ Love Scott & Associates
at times I want to trust my gut over an experienced designers eyes. ~ Dallas J. Moore , Media Professional & Local Zombie
I know too many "best practices" and bare elements that sometimes I am afraid of a designer who "breaks the rules" ~ Troy Rutter, Web Developer @ Captain Jack Communications
Many don't understand how to balance business needs and budgets with design goals, and many haven't had enough real world experience to quickly turn ideas into focuses results. Designers who can are gold. ~ Doug Mitchell, Marketer @ Create Wow Media
Many don't put enough value on "the message" - aesthetics over content. Collaboration is key. ~ Becky Mollenkamp, Creative @ Becky Mollenkamp Creative Services
They hold me in a choke-hold just because I am not artistic. ~ Josh Stewardson
They can rush me in directions I don't want to go. ~Mike Templeton, Analyst @ CatchFire Media
All that "form over content stuff" ~ Chris Boring, Musician
I can't control them. ~ Michael Libbie, Marketer @ Insight Advertising
of their temperamental artistic dogma ("what do YOU know, I'm the graphic designer here!") ~ Timothy Johnson, Writer, Speaker @ Carpe Factum
Preternatural preoccupation with fonts. ~ Brett Trout, Patent Attorney @ Brett J. Trout Law
Too many options. ~ Andy Drish, Web Marketer @ AndyDrish.com
They easily do what I have to try so hard to get done. ~Ben Stone, HR Ace @ RPG Consulting
The don't focus on the business purpose of the project. ~ Jeff Garrison Sales god and trainer @ Sales Habitudes
Never stay within budget ~ Tara Davis @ Hope International

Calling All Humans!

2010-03-24T13:18:00.002-05:00

Earth Shattering

January 9, 2007 changed the world of technology forever. There is a good chance most people won't immediately recognize that date, but it is the date Apple Inc. introduced the iPhone.

Conquering, Despite Set-Backs

Despite network issues, terrible voice coverage and RIMs already deep market penetration, Apple was still successful at their new take on the smartphone. Why? Was it the apps in the iTunes store? Was it the touch screen? Was it the seamless MP3 player (iPod). Was it "visual voicemail"? Although these features helped, there is a much bigger element that goes unnoticed. It's the same element that will allow the iPad to edge out the Nook, Kindle and the Sony Reader.

The Missing Element

Months ago, I had a conversation with my sister, Victoria Brady, a journalism student at GVU. We were discussing the future of digital vs. traditional newspaper. I made a comment that people don't want to read off computer screens or iPhones. Consumers would rather read from good old fashioned paper and ink. The rise in electronic devices is due only to necessity and convenience. Today, a good friend of mine, Geoff Wood was the recipient of my rant on a similar issue. So what is this element? It's called the human element.

The Human Element?

We appease the human element by appealing to more of the senses (Touch, Smell, Sight, Hearing and Taste) The human element for Apple is the ability to take the "computer" out of their electronic devices by adding "touch" to "hearing" and "sight". Have you ever interacted with the iPhone? It feels natural, it feels as if you are really interacting with a surface. There isn't any delay or lag time, everything interacts to YOU, the human. This element seems to be what draws people to the iPhone. The more human you can make something, the more engaging the response from your audience. Did you catch that? "The more human you can make something, the more engaging the response from your audience."

How Does It Play Out?

Have you ever kept a business card, or brochure piece because it had a unique emboss, or premium paper, or perhaps was a bit odd? Have you ever recalled memories from a texture or surface? Our screen based technology has changed the way we communicate, but designers and marketers must never forget that they are still communicating to humans. Humans don't want to view the world through a screen or passive environment. They crave tangible interaction with their senses.

Calling All Humans!

We shouldn't ignore new technology or mobile devices, but in themselves they are only a small piece of the pie. Keep the human element in mind. Supplement your "screen based" communication methods with a more human touch. Mail a letter or use a clever brochure. The more "human" your next ad piece, the more reaction you will get.

Image used from Apple.com

Go For the Gold, Not the Gold-Rush.

2010-03-04T11:21:00.009-06:00

The Gold Rush

In 1848 James W. Marshall discovered gold near the American River. What he and his boss (John Sutter) wanted to keep secret soon leaked and news spread quickly. In less than a years time more than 24,000 people had poured into the area to make themselves rich. Of course, the first to arrive and get working ended up making a substantial profit, but what about those late comers? Do you think they made any money at all? Our history shows us the people to arrive late, accounting for costs, ended up losing money.

That same year, a few parties on their way to the California Gold Rush, made a stop in modern day Colorado. After some panning, they too found gold, but distracted by the hysteria further south in California, they moved forward and forgot about their discovery. Not until a decade later (1859) did people finally return to this area, sparking the Pike's Peak Gold Rush (or Colorado Gold Rush).

Looking back, it's easy for us to point fingers and laugh at these goofy prospectors – what fools! They were sitting on a fortune, but were clouded by the activity further south, already being picked over.

What About Today?

In business, gold rushes are still happening and your marketing department isn't immune. Do their concepts and ideas reflect everyone else, or are they truly blazing a new trail? The businesses to start these rushes are making out like bandits (or prospectors) but those late comers are barely sliding by, or going backward. Maybe they are even losing money. Why? Because if you look like everyone else, people assume you are like everyone else, and this is always bad. Think about the body spray commercials Tag vs. Axe. Can anyone actually remember which commercial goes to which company?

Create the Rush, Make that Stop in Colorado

So, what can you do to avoid getting trampled in modern day gold rushes?

Truly listen to your clients or customers, get their insight. If you send them more than a survey, and spend a significant amount of time with them, chances are you will be blown away by their amazing insight.
Avoid your competitions marketing campaigns like the plague. Phrases like "I really like this ad, let's do something like this," and "we have always done it this way" are red flags.
Look at emerging trends from different industries. Why are they working / failing.
Accept discomfort.

Just like the prospectors in Colorado, trying something different may feel like a risk, but it is a bigger risk to try the same thing that has already permeated the marketing fabric. Go for the gold, not the gold rush!

Getting Bad Mileage Through Word of Mouth?

2010-02-20T17:50:00.011-06:00

No one will argue that referrals and "word of mouth" are the best way to get business. But maybe they should.

Here is a scenario for you to chew on:

Friday night has arrived, and you and your comrades are itching to try something new, rather than the same old pizza place or restaurant you are all accustomed to. Your brainstorming quickly leads to everyone pulling out their iPhones / Droids ( it's "digitally PC" to include both) to search Yelp, Foursquare, UrbanSpoon or maybe just good "old fashioned" Google. Finding a new Caribbean restaurant with 5 stars on Yelp seals the deal, taking less than 2 minutes.(3 cheers for the internet!)

What would this scenario have looked like 50 years ago?:

No one could search the web for new businesses, instead your friends would discuss restaurants that they came upon through Word Of Mouth (WOM). Why? Because other than the yellow pages and news papers, no other factors influenced major buying behavior.

Traditional WOM Advantages.

Not too long ago traditional WOM marketing was the gold standard. Here are two reasons:

It is a personal recommendation from a trusted source.
People naturally desire the greatest result from the smallest time investment.

Although option 1 still plays a role today, option 2 is less of a factor. WOM was the easy road, and offered the least amount of time on your end. Today however, industries are saturated and the consumer can do their own research.

No longer are your prospects dependent on traditional WOM. Even if your business is lucky enough to be passed along this way, there is still a chance you won't get the biz. Why?

Traditional WOM ≠ Biz.

Close your eyes for a moment and think back to your latest incoming referral up to point of purchase. When you got this referral, did you write down a phone number or even a website? Of course not! You simply remembered the name with the company with the intent of looking them up later.

Upon your search, finding nothing will you call the original referrer? Will you even remember who the referrer was? Will you search for more than 5 minutes? Unless the original WOM source was zealous in their approach, you will most likely abandon your search, in favor of "easier" or better marketed options. Although, WOM is still trustworthy, it may not be the most convenient.

WOM 2.0

Word of Mouth 2.0 is the process of better equipping your customers to be your advocate. To fully equip them, you need to give them channels to pass referrals through. How do you that? Unless you have a sales force that follow up on every customer, design (among other avenues) is a great option. Design is a great option primarily because people can retain images and concepts better than data or descriptions. Maybe it takes the form of customer advocate "pocket cards". Perhaps a clever splash page will help. Perhaps a well thought out logo is the answer. Maybe, just maybe, a unique business card is the answer.

Wouldn't it be ridiculous if you lost customers simply because they couldn't recall your name, or got distracted? Wouldn't it be nice to empower your current customers with the tools to spread your name like the plague? It's time to increase your mileage and make the upgrade to WOM 2.0.

Why Are You Addicted to the UPS Whiteboard Ads?

2010-02-10T13:30:00.007-06:00

When do you know your ad has surpassed "marketing tactic" status and has become a pop-culture icon? When SNL makes fun of you, of course!

In 2007, UPS launched a 34 million dollar campaign, called the UPS Whiteboard. With TiVo stopping power, the whiteboard artist, Andy Azula, seems to have a knack for entrancing all people that watch these ads, getting the message across in a very memorable "goal-oriented" fashion.

So what's the process?

UPS understood they offered an oil-tanker full of great resources, but had no clue how to communicate all these ideas to their target market, and at the same time keep brand consistency. Enter the Martin Agency. Their solution? A whiteboard, a brown marker and a "man in a lady wig." (Watch the SNL clip and you'll understand) So, why is the Whiteboard campaign so effective?

The Keys

The Whiteboard Ads combine three elements. Narrative, Illustration and Simplicity. The ads are quite easy to understand and follow, which is a big part of the success; but they also use a "hidden" tactic.

The Hidden Tactic:

Intentional, or accidental, UPS and the Martin Agency have taken your brain hostage. With a whiteboard setup typically found in learning environments, your mind interprets the ad as a "learning opportunity." It is also helpful that the very concept being illustrated (literally) is also audibly communicated to you at the same time. In other words, all areas of your noggin are lighting up with delight, therefore you are more likely to recall this experience. (See BusinessWeek's findings on this)

The Goal-Oriented Result!

By exercising what we believe is a great example of "Goal-Oriented" Design, UPS has taken you to school and they are confident you learned your lesson. Can you easily recall many of the major selling points of UPS service months after seeing the ad?

How about at your company? Are you using pretty designs or goal-oriented designs?

Image credited to NewsWeek http://www.businessweek.com/managing/content/feb2008/ca20080220_798280_page_2.htm

If Google Jumped Off A Cliff...

2010-01-28T14:56:00.000-06:00

If Google Jumped off a cliff, would you? If your answer is no, you should probably think again. Chances are there is a pile of cash over that cliff.

Google Knows You!

No one will argue that Google has the most accurate and efficient market research information on the planet. Because a majority of people use their search engine, email, free apps, and even their own web browser (Chrome) they have some serious insights into your behavior. Have you ever noticed the ads on the right column of your mail that just so happen to coincide with your mails content?

Google, Don't Jump!

Businesses are jumping onto the Twitter, Facebook, and SEO bandwagon at a break neck pace. They believe these avenues hold the keys to new marketing efforts, without traditional cost. These companies should take notice, however, that Google doesn't agree. As a matter of fact, in a move to fully promote their ad words service, Google has turned to direct mail! In the words of Nathan Kring over at Catchfire Media, these digital avenues aren't "the Whole Enchilada"

Traditional Avenues Actually Work?!

Like Nathan, Google understands that people still react to these traditional marketing avenues. That is why they spent thousands upon thousands of dollars to send business owners print-it-and-put-a-stamp-on-it mail. Paper and Ink are certainly not dead, and when Google in all their superiority launches a direct mail campaign, that alone should confirm that maybe web advertising avenues aren't quite the "magic bullet"* we are looking for. At least not by themselves.

Take The Leap

It feels odd to say, but for the businesses who arrived to quickly into the social media soap opera, or those who are considering joining in, don't forget the good ol' printing press; Google certainly hasn't...

*Magic Bullet reference also taken from Nathan Kring's article.

Defeat The Villain!

2010-01-13T13:45:00.008-06:00

Victorious Villains?

Remember the last action flick that you watched? The villain and hero have been battling it out, and both are tired and near collapse. The villain pathetically delivers blow after blow, but the tired and breathless hero just seems to sit there and take it -- lacking the energy to defend himself. Sitting in your easy-chair, you clearly see the villain is close to defeat. If the hero could muster just enough energy to finish him off, the world would be rid of evil forever! Instead, the hero has to journey through a 2 hour series of events to finally come to the same situation as before, where NOW he has the energy to win. "Well Batman, we meet again"

What about you?

Even though you aren't Batman and don't parade around in spandex, has your company found itself in this same situation? Maybe you feel weakened by the economy, and your competitors are delivering blow after blow. Maybe times appear hopeless, but are you finished?

Are you going to take that?

One national trend we have taken notice of in this questionable economic time, is a significant decrease in a company's will to keep fighting. The marketing budget has been cut. By cutting marketing budgets, they find themselves acting like our hero: curling in a ball and trying to survive. What would happen however, if they fed more money into their marketing budgets and gained just that little bit of additional energy to defeat the villain, once and for all?

Your foe is weakened. Are you going to sit there and take it, or are you going to put the proper marketing in place to defeat the villain?

Great Design + Inconsistency ≠ Revenue

2009-12-30T14:55:00.001-06:00

For almost a year, Dahl's Foods has been re-building its Ingersol location. The final result? A staggering display of produce and grocery utopia, hailing such names as "Ingerdahl's" and even "Taj-ma-Dahl's." As you work your way around the store, the great appeal only gets better as you come to the 35th Street Café. The interior is attractive, and truly entices customers to sit down with a beverage and cajun shrimp salad.

If you are like most people, you are approaching the Café because you are enticed by the attractive layout, texture and color. You are most likely starting to salivate and can't wait to munch on that salad. Like most people, however, your trip may stop at the Café entrance. Why?

The expectation you have just developed in your mind is crushed when you see the cheap diner-style menu with glue stick moisture wrinkles mounted on an old metal presentation board (pictured below). Upon examination, you don't find the Cajun Shrimp Salad that you assumed would be available, but in its place, Chicken Fingers, fries and A1 sauce. The expectations that brought you in the Café have been shattered and your cash will probably find its way into one of the many other lunch spots on Ingersol.

The Problem? The 35th Street Café successfully pulled you in, but they were not able to get your business. Was there a problem with the diner style menu and the chicken fingers? No. Was there a problem with the great interior design? No. The problem was inconsistency. When customers expectations are not met, the result is a confused customer (and less revenue for you).

The Conclusion? Great Design + Inconsistency ≠ Revenue. Great design is only one piece of the puzzle. If you lack the drive or the budget to keep everything consistent, you are flushing money down the toilet. Your marketing or design doesn't need to be the hottest thing or most incredible display known to man. All your customers need is consistency. If you serve diner-style food, use diner-style interior design or advertising. If you have high-end interior design, serve high-end food on a beautiful menu. Your customer's brain (and wallet) will thank you.

If your brand was a crime, would witnesses be reliable in the re-telling of your story?

2009-12-15T13:30:00.003-06:00

Walking down the street with two sacks of groceries in your arms, you hear a loud scream and turn just in time to see a man running at a woman. You watch in complete horror as he assaults the woman shoving her to the ground, taking all her things. Not until it is too late do bystanders come to this woman's aid. Fast forward a week or so, you find yourself being questioned by detectives about specific details of what you witnessed. Even though you watched the entire crime play out, other witness' statements are very different from your own.

This is a very common problem with eye witnesses. Even though they should be the most reliable source, history has proven they are far from it.

Various factors play a role in the inconsistency of an eye witness. The biggest factor is life experience or culture. Because each eye witness has a different life experience, they will recall the crime filtered through the perspective their life experience has brought them. All the witnesses are united in a common goal to bring the man to justice, however, this automatic bias has led to countless errors and mistakes in our court system, ultimately sending innocent people to prison. If witnesses' perceptions are altered at this magnitude for serious matters, how much more are their perceptions skewed during every day tasks?

What about your customers? Don't they come with the vast majority of cultural variance and life experience that our global economy provides? Do you think every prospect and customer will react the same way to your company's marketing design? No matter what decision you make in the design of your collateral, logo, or website, the customer or prospect will view your marketing materials through their own life experiences. These hidden perceptions could make or break your incoming revenue.

If your brand was a crime, would witnesses be reliable in the re-telling of your story?

Your Prospect's Pain Tolerance Threshold?

2009-12-02T13:30:00.000-06:00

In this day and age, consumers do business with hundreds of organizations to sustain their daily lifestyle. The number of services in daily use by each individual is quite staggering; between paying bills, searching for solutions and calling customer service, hundreds of hours are consumed annually.

The Merchant Pain Tolerance Threshold.

Because it is inconvenient to switch merchants every time the consumer is burned, they have built up what we call the Merchant Pain Tolerance Threshold. This pain threshold is higher or lower given the industry. Consumers have built up a high pain threshold for merchants such as banks, wireless providers and cable companies. On the other hand, consumers have a very small threshold for household supplies, gas stations, and cereals. If your cereal is awful, you will immediately switch, but if your cell phone company is awful, you may wait, or even not switch at all!

Astonishingly, merchants that charge the most seem to be the companies that consumers have the highest pain threshold for. These consumers will do business for 20 years with a terrible merchant simply to avoid the perceived pain that comes with it. Knowing that ALL of your customers experience life with an acquired pain tolerance threshold should change your strategy on reaching new customers.

Does Your Company Come With Less Pain?

Every prospect is most likely doing business with your competitor (company "x"), thus there is a given pain threshold they are willing to bear before even considering switching. Keep in mind because you are in the same industry, the prospect will attribute the same amount of pain to you in addition to the pain of the switching process. This means you always come in as the higher pain option.

Keep in mind the factor keeping you from new business is "perceived pain" NOT actual pain. Your prospect has no idea that you are more convenient or offer better service, and you can't tell them, because their current "solution" told them the same thing.

How To Eliminate Some Perceived Pain

One crucial step to eliminating perceived pain, therefore acquiring new business is to use design as your pain killer. Humans have already been using this strategy since the beginning of time. We do, in fact, "judge a book by it's cover." We judge perceived pain (or risk) using visual clues. Design allows you to consciously and subconsciously communicate to your prospect that you are a lower pain option.

Wrap It Up Already

It should be obvious by now that lacking professional design could be your company's death. If your marketing material is ugly, your website isn't current or your logo is dated, your prospect will only see pain triggers. Without great design, your prospect's brain assumes your company is ABOVE their Merchant Pain Tolerance Threshold.

Are you going to change that?

Hey Old Business, Try to Keep Up.

2009-11-10T13:15:00.001-06:00

The older generation of business man understands a very important principal about building business that the younger generation has trouble with. Build the relationship, build the business! If you have no relationship with your customer, it is easy for them to switch somewhere else. If your relationship is solid, they most likely won't leave on a whim. Simply put, if you do your job well, people will come and do business with you, period.

This strategy is the way to keep customers doing business with you forever. The new question is, is a good relationship with your customer enough?

Today is the design age. Great design is everywhere and, more importantly, a requirement. Everything from toilet brushes, waste baskets, sink faucets, and even tissue boxes are designed to perfection. Why? Because people associate the outside with the inside. In the same way, fancy restaurants "design" or plate the food before it arrives to your table.

While the older style of relationship business building is still key, new business doesn't come as easy anymore. More tools and resources make it easier to start a business today and therefore the competition is greater and more fierce. In this design age, your prospect is bombarded with marketing messages every day. The options are simply to vast in number for your prospect to consider every one. Instead they must narrow down their options in the least amount of time, and hope to gain the best results. How will they do this? It's quite simple, if they don't know anything about your company, the public image you put out there is all they have to go by.

Your relationship building will keep your customer forever, but your great design will give them a reason to walk in that door.

Is Target Corp Missing Their Bullseye?

2009-10-28T13:26:00.002-05:00

In June of 2009 you most likely noticed Target Corporation introduced a new concept. This concept is their new branded generic product line, up & up™.

up & up™ will completely replace the standard Target generic brand with 800 items in the near future. The design is plastered everywhere and has completely replaced the old generic package design that Target shoppers have grown to love and hate. What is the story with this new package design? It isn't the most attractive, and seems thrown together in a hurry. It is made up of simple text, a simple photo and a basic illustrated key-point box about the product contained within. Could it be Target has lost touch with their market?

Despite Target's lack of design elements the typical graphic design firm may gravitate to, up & up™ is a perfect example of goal-oriented graphic design. Why?

Consider this statement from Mark Schindele, Senior Vice President of Merchandising at Target. "The new packaging incorporates an element of design, giving us the opportunity to deliver on both the 'expect more' and 'pay less' sides of our brand promise."

Did he say "both"? Target had the challenging task of creating a new package design that will be trustworthy and branded, but doesn't compromise the value factor. In other words, they had to make it look cheap without looking cheap. Had they gone overboard, customers would have certainly missed the message, and perhaps Target vendors would have been less than happy with the new "competition." up & up™ is a great reminder to us that design isn't always about aesthetics or visual complexity, there is a fine line between success and just another pretty design piece.

Kudos to Target Corp. for demonstrating to all of us a great example of goal-oriented graphic design that does exactly what they set out to do.

Does Your Innovation Lead to Stagnation?

2009-10-13T13:30:00.001-05:00

All marketers have been there; they have endured the beads of sweat and coped with the stress of coming up with a new idea. They are commissioned to turn the company around, or increase revenue. In a quest for new ideas or innovative new marketing tactics, it is very common to get caught up in pushing the envelope or pioneering new design trends just for the sake of change.

Frequently, a great idea is brought to the table, and in the excitement of the moment, your team and your designer begin adding and tweaking this new idea to the point of prodigious complexity. While there is nothing wrong with adding or tweaking your next marketing idea, this process can become risky when you innovate just for the sake of innovation, rather than solving the real issue. You could easily end up with something that just blends into the noise.

When the problem solving begins and ideas start flying it is common for your team to start focusing on beauty, aesthetics or the next hot trend. Resist the temptation of stagnation and remember these 4 points:

1. Does this idea directly achieve our goal? Your new design or marketing campaign must have an achievable result. If the new idea does not show potential in delivering direct results, scrap it no matter how painful.

2. Is this information easy to comprehend and remember? Is the message communicated clearly? Your customers are in a hurry, either spark their attention so they stick around, or give them something simple and easy to recall later.

3. What can we remove? Start to question "why" about EVERYTHING! Why is that texture behind the image? Why is this blue? Why are their scratch marks over this photo? If no one has a good answer, it's time to get rid of that element.

4. Don't be afraid to throw it out! If you have an idea that is almost good, or nearly perfect but you just can't make it work. Throw it out!! In many cases you will spend lots of time on something that cannot work. If you throw it out (or simply set it aside) there is a better chance of having an epiphany later that will connect the dots.

Are your great ideas being overshadowed by thoughtless elements, or complexity? Will your new idea blend into the sea of fake creativity? Is your innovation leading to stagnation?

Don't Compare Yourself to Your Competition.

2009-09-30T13:00:00.000-05:00

Why do you obsess over your competition? Why don't you simply obsess over your customer? To covet your competition or their offerings is a very dangerous angle to take, not only in business but in the marketing of your business. To focus on others in the same industry always leads to mediocrity and of course guarantees you will be one step behind. If you are comfortable simply picking up the crumbs that your competitor discarded, stop reading. If you want that big juicy steak on the table read on...

It is good to point out why you are the best option for your customer, but stay away from mentioning specific competitors. In design, marketing and advertising, when you use your competitor as a spring board to sell your own stuff, three negative scenarios could play out.

1. It makes prospects aware of your competition: Seriously, do you want to give your competition free publicity? If you mention your competition people will most certainly Google them. Sure they aren't as cool as you, but does your prospect know that?

2. Comparisons are for similar products or services: Your prospect or customer will assume you offer a similar product or service. Comparisons in advertising or marketing are the first step to turning what you offer into a commodity.

3. People will assume you are inferior: We are advertised and marketed to every single day. If you have to compare yourself to your competition there is a good chance your audience will assume your competitor is better. After all, you used them as an example, they must be the authority on the subject.

Aren't you the best at what you do? Do you really want to send your competitor business? Is it time to re-write your marketing strategy?

Special Post: Kindness Counts in Iowa!

2009-09-21T09:30:00.000-05:00

This is a guest post on behalf of Character Counts! in Iowa

October 18-24, 2009 is National Character Counts! Week and we're celebrating by counting acts of kindness, character and good

deeds throughout the week.

Head to www.KindnessCounts.ning.com during CC! Week and post your good deed in the forum.

For each good deed that you post, you'll be entered to win a fantastic prize from our partners. You'll also be able to see the acts of kindness that other Iowans have been posting.

Mark your calendar - you can only enter your acts of kindness during Character Counts! week - October 18-24, 2009.

Designing with the Human Ear

2009-09-15T13:00:00.001-05:00

Most companies we have worked with have previous experience with a designer or design firm. Part of our initial discussion with these companies is to ask about their previous experiences, specifically, what they like or dislike about their current solution. We are firm believers that asking questions like these is key to the future client relationship, and after asking the same questions for years, you would naturally assume we have an exhaustive list of dislikes. How many words on how many pages do you think we could fill with this feedback? Tens? Hundreds? Perhaps Thousands? The truth is, about one sentence: "I don't feel like our current design firm listens to us at all."

Graphic Design is a very peculiar field if you really start to think about it. Not only do companies rely on designers to get a message out in a fresh effective way, but designers are also expected to be industry experts in all the varying fields they represent, not to mention understanding how all people groups may react to the project at hand.

So how do great designers properly accomplish goals set by the company they represent? How can they possibly become an expert in a field they have been dabbling in for a short period? By this point in the post, hopefully the answer is obvious.

To properly accomplish goals set by the client at hand, the designer must be willing to listen. By listening, it is not good enough for a designer to interpret what he/she wants out of the discussion, but rather, see the problem or project at hand from the client's viewpoint. On the client side, you have a responsibility as well. Never put your designer in a position to "just be creative." They need limitations and direction; without your expertise, they cannot possibly achieve the goals you have set.

As a designer or even marketer, not listening is the riskiest game you can play. Without a keen ability to listen to the client, all hope for the project is truly lost. Is your designer, or internal marketing department designing with the Human Ear?

Wake Up, Good Design Isn't About Decoration!

2009-09-01T13:32:00.004-05:00

My jump off point for this post is a genius blog post by Garr Reynolds over at www.PresentationZen.com. He's a spiffy guy, please read his post.

I would say the biggest misconception about the graphic designer is that their job is to make things look pretty. Is this really why you hire them though? In Garr's post he makes a statement that sounds all too familiar:

"Design — even graphic design — is not about beautification. Design is not just about aesthetics, though aesthetics are important. More than anything, design is about solving problems or making the current situation a little better than before. Design is not art, though there is art in design."

A graphic designer's true objective should be to focus on a tangible goal to achieve. In most cases this tangible goal is to grow bottom line revenue, however this goal could also grow membership, publicize a cause, or find your lost dog Snuffy.

Design doesn't come easy, your designer doesn't just go to the computer and create shapes; creating visuals is about 5% of his or her job. The other 95% of his job is problem solving to find visual answers, and better understand what you audience will relate to. There must be some level of attractive display, but this should never be the top priority. I have seen plenty of design projects in my day that were beautiful but failed to accomplish company goals. (Maybe there were no goals to begin with, maybe the project was one of those things "we have always done")

What questions could be asked before the process begins to avoid these problems? How much more could companies achieve by leveraging great design? What good questions should be asked to make sure design focuses on achieving goals?

Is there really any point to spot colors?

2009-08-06T15:50:00.002-05:00

In an earlier post I promised to share my perspective on spot colors and the purpose behind using them. I understand this post may not be the most entertaining one, but a promise is a promise.

What is a spot color?

Because a printer cannot cotain every possible color combination, all printing is done using only 4 colors. Cyan, Magenta, Yellow and Black. As you can imagine using only these 4 colors, every possible color combination cannot turn out perfect. Orange for example is hundreds of magenta dots on hundreds of yellow dots. (If you examine an offset print job closely you will notice thousands of dots make up one print) A spot color is merely an exact match to the color of your choice, a spot color doesn't rely on other plates or colors. It is the same color every time.

Should you use spot colors?

So, given that most colors are fairly accurate when printing with the 4 plates, is there really any point to spot colors? The answer for most print jobs is "no". For those of you that think a spot color may help your print job, I have listed 2 good reasons you may want to consider using a spot color.

Branding Consistency: If printing offset, the print connoisseur may see variation between different print runs or printer. If you are particular about a specific color it is best to use a spot color. This way the color will always be 100% accurate. In the USA, PANTONE is the accepted guide.
Bolder Color (color accuracy): Certain colors such as Orange, and Green are equal blends of two different colors. These colors can be less clear or, "speckled" on close examination. If this bothers you, a spot color is your solution. You will see nothing but pure unadulterated color on your page.

Can you think of any other reasons to use a spot color? Leave a comment!

Your Customers Aren't Color Blind!

2009-07-14T13:30:00.003-05:00

About a week ago a Twitter post caught my eye. @RyanVanasse "tweeted" the following:

"When it comes to food, I'm kind of a sucker for the color Red." Link

I thought this was a brilliant observation, because Ryan is dead on. When it comes to food, the vast majority of people ARE suckers for the color red. Knowing this fact, designers and marketers are trained on color theory; they [should] know how to take advantage of Ryan's simple observation.

As the color red affected Ryan's possible buying decision of a particular tasty food item, it may also cause problems if used in different scenarios. In the context of finance one is likely to respond negatively to the color red, after all being "in the red" is a scary thing for number-crunchers. Does this mean bankers will avoid the color red at all costs? Nah, it simply means in the context of specific scenarios, the color will trigger a negative reaction.

So, why does this phenomenon occur? The answer is quite simple, our brains learn and respond by association. Over time, the brain is trained to accept or reject certain color combinations depending on which association seems appropriate. The slightest variable can change our perspective on color. To make things worse, this puzzle is in a constant state of change, depending on culture, origin or experience.

In what way is your business or company taking advantage of color? Are you sending the right message with your marketing materials? Could the only difference between making more revenue or making less be a simple color change?

Are you "Quick-Tripping" Your Parking Lot?

2009-06-26T10:00:00.001-05:00

I was talking to a friend of mine (Mike Wagner w/ the White Rabbit Group) at Bandit Burrito and in our discussion Mike mentioned Quick Trip and their obsession with a clean parking lot. He also went into detail on how your conscious might not notice but your sub-conscious certainly does. He was right because after he mentioned this I could distinctly recall many times I have pulled into QT to see an associate pressure-washing the concrete. I also recalled how clean every QT experience was.

Being a busy person, chances are you have never noticed this fact. You most likely filled up your tank and never thought about it.... right?

In reality, there is a good chance you DID notice this; you were just too busy to notice. (Read that sentence again, go ahead) Without getting too scientific, our brains are trained to "file away" certain information, while other information is brought "top of mind." Over time we train ourselves this way because some things are just not important enough to devote our full attention too. The sound of traffic, the boring music at the company you work at, and the funky noises your car make, go unnoticed, but your brain has filed them away. These memories can be pulled back up as specific events, or as negative / positive emotions.

What does this mean for you and your company? This means that your customers are responding on a greater level to your branding, ads, design, and website. If you are careful in the execution of your company's design/branding you can be more clear and effective. The copy on the page may communicate a message, but what is the design saying? Could you be more sympathetic to your customer's brain? Are there images being used that your prospects are negatively reacting too? Could your company be top of mind more often in your target audiences head? A great designer is going to take all these factors into account when working on your next project. Are you "Quick-Tripping" your parking lot?

Thanks Mike, for your inspiration on this post.

Why Your Design Should Stink Like Seinfeld

2009-06-09T15:58:00.008-05:00

No one would disagree that Seinfeld was one of the most loved TV shows of all time. Who could forget George, Jerry, Elaine, and especially Kramer? The truth is, Seinfeld should have never aired.

As I was reading a book lately, (How We Decide, John Lehrer) the author mentioned the TV Focus Group process. In the late 1930's Feedback Dials were invented by CBS as a "program analyzer." A modern day feedback dial is very simple, you rotate the dial clockwise or counter clockwise to reflect your favorable or unfavorable feelings as you watch the show. Researchers soon realized that the data collected by the dials alone was not substantial, the dials would record feedback with no real explanation as to why people responded a certain way.

Seinfeld is one of many favorable examples of the flawed process. After testing the show with a focus group it was one of the worst ranked shows of all time. In 1989 Seinfeld aired only as a mid-season replacement but it went on to be a raging success. On the flip-side after Friends became a success, other networks rushed to put their own versions through. The imitator shows scored very well, but didn't make it past the first season. Researchers discovered people were ranking shows by familiarity. Researchers had to learn how to ask the data the right questions.

As a marketer, or designer we need to remember that people tend to rank by familiarity not necessarily effectiveness. Is your marketing department's innovative work hitting a road block when it comes time for approval? This might not mean that it is a bad proposal or idea, it just may stink like Seinfeld.

How to make design work.

2009-05-26T08:01:00.001-05:00

As a marketer or decision maker, there are three critical components you need to make great design work for you. When reviewing your next project, remember these points and take them into account.

1. Collaboration: A great designer can't take your ideas and "run with it." You need to properly communicate with the designer and come to an agreement on what needs to be done, listen to them as well. If you don't communicate with your designer / design department this project won't work. Guaranteed.

2. Cognition: Is the brain going to visually understand this piece? Design can look cool and completely lose your audience. The design must use the correct visuals and must be easy for the brain to comprehend. The visuals and text can't be distracting, they must accomplish a purpose. Is there pointless clutter on the page that doesn't need to be there?

3. Congruence: Our brains have been trained to dump inconsistencies. Your design must be innovative and creative but at the same time must agree with the message. The copy on the page and the visuals used to communicate that message must agree with each-other. If your target market is confused you are in trouble. Do you have metallics and crazy colors with a black background on your day care website? If so, the prospective parents are picturing a Heavy Metal, Harley ridin' care giver.

Put your current pieces through the steps. Are your collateral pieces visually confusing? Are there red-flags popping up in your head reading this? How much farther could your marketing dollars be stretched by making your designs work?

Give 'Em the Paisley Duct Tape.

2009-05-12T15:43:00.003-05:00

Do customers really care if you look cool as long as you can deliver a great product? Can design be used to enhance customer experience?

The answer is yes; having a product that works, simply isn't good enough anymore. Oh sure you can get by, but can your business truly reach its potential? The United States consumer is more picky today, especially in an age where everything has been commoditized. I will outline some practical examples for you to chew on.

Altoids: Those mint tins are expensive to produce. Seemingly the company would make more money with a paper box or even a roll. They understand their customers love the nostalgic tins, and will gladly pay a little extra for them. Would you be as likely to buy Altoids if they were in a paper roll?
Dirt Devil: They hired Karim Rashid to design cool looking vacuums. He came up with Kone. Even though there is no difference between a regular dirt devil, his new design sold more vacuums. It did so well in fact they now have added Kurv and Brum.
Duct Tape: Have you seen the new designer duct tape? Seriously, I have attached the image to the right.
Target: They carry designer stuff all over that store, not all of which is stuff you would publicly display in your home. Michael Graves designs items for target from wine racks to ironing boards and toilet brushes.
Apple: After you buy your iPod, the sale is done. So why does Apple bother making the un-boxing experience so enjoyable? (People even post un-boxing photos online when new products come out) They know that design enhances experience.

These are just a fraction of the many examples that your prospects require great design. Keep in mind that if your product is terrible, good design can't help you. Your customers want both, not one or the other. Do you have any super examples of design enhancing customer experience? How are you enhancing customer experience? Are you giving them form, function or both?

Your Parents Were Right... (Why You Need Great Design)

2009-04-28T11:52:00.001-05:00

The design skeptic sits in his chair and says, "Well sure Justin, great graphic design is pretty to look at, but it costs money, and my customers don't really care about that.

For the most part, this is correct. Once a customer has experienced your services, assuming you are doing a great job, it's likely they will continue to use your services. This is because they understand what you offer, and they are confident in what you do. What about the prospect who isn't aware of how great your company is? (Design CAN improve internal customer experience as well, more on that later)

Your prospect will make buying decisions based on the degree of risk involved. Specifically, will you give them service after the sale, and will your products / services do what they say. They don't know the answer to this question, and naturally they assume you will tell them what they want to hear. So, what can you do? The answer is actually very obvious, and we have already been taught this general concept by our parents. (No way, are you serious?)

Remember when you interviewed for your first job? In this experience, the hiring manager or the boss played the role your customer does now. He or she had a degree of risk to gauge, therefore determining if you would be a great asset to the company. You didn't want to dress up like your parents said, but by doing so, brushing your teeth, doing your hair and highlighting your skills you appeared professional and dedicated. This minimized risk by letting this boss know you were serious enough about working for her to make a great first impression. (Any light bulbs flick on yet?)

Today, your prospects are looking at how you dressed for the "interview" but they aren't going to give you a chance to talk. The question is, what message are your designed materials sending? Are your prospects perceiving you as a risky investment? Is your competition the less risky choice? What price would you be willing to put on making that great first impression?

6 Reasons You Shouldn't Have a Logo.

2009-04-14T09:00:00.000-05:00

I am constantly talking to clients about logo creation. It happens to be one of the very first things a new business owner thinks of. Is this because he or she knows the effectiveness of a logo or is it because in today's socioeconomic business culture logos are glamorous?

Perhaps you are sitting on the fence, unsure if you should begin the logo process yourself. Allow me to dissuade you from making a huge error. I have come up with several reasons why you shouldn't have a logo.

You shouldn't have a logo simply because someone else has one: Logo creation is a lengthy and sensitive process. A great logo designer is going to take a lot of your time and truly try to get into your target audiences head. If you don't have specific goals and big dreams for your logo, stay on the porch.
You shouldn't have a logo because you are bored of your current logo: Real logos stand the test of time and don't need to be changed every 5 years. You work hard to build positive brand recognition. If you change that brand, you better have millions to invest in a re-branding campaign.
You shouldn't have a logo to increase sales: A good logo is worthless without a great product and company backing it. If you have a terrible product and /or terrible service, a great logo will actually work against you. For example, AIG's logo is a big red flag to the public. They will have to spend millions to re-brand.... quietly.
You shouldn't have a logo if you don't have the money: If you don't have the money, and are not willing to make the investment, DON'T! Logo creation requires time and research. You have to understand the importance and be dedicated to the success of your logo project, otherwise you may settle for a cheaper logo that will cause more problems. (That gets really sticky!) Focus on your customer, giving them what they want – visually brand yourself a little later.
You shouldn't have a logo if you don't plan on using it: If you are going to spend the time and money making a logo, it needs to appear on everything! It is foolish to create a great new logo and then phase it in "after your old business cards run out" or "when you update your website." Don't confuse your customers!
You shouldn't have a logo if you plan on improving it later: Your logo will build recognition for your brand. If your customer loves you and your product they will have confidence with anything that sports your logo. If you change it later and get a "nicer logo" you will confuse your customer and deflate that trust. (I would buy ANYTHING with a Dansko logo on it. Seriously...)

Can you think of any other reasons to NOT have a logo? Have you been burned, or know of someone who has, by rushing into a logo project? Learn from those mistakes on your logo project. If you want any of these points expanded, leave a comment and I will be happy to go into greater detail.