Posts Tagged ‘graphic design’

Our Most Popular Posts of 2010: What Do You Want for 2011?

January 16th, 2011

I spent some time reviewing our Google Analytics to figure out our most popular content and blog posts from 2010.

Here is the list of the ten most popular blog posts from 2010:

8 Essential Elements to a Comprehensive Brand Identity This posts summarizes the eight most critical elements that are necessary for creating a comprehensive brand identity. Also, if you’d like to see some case studies that accompany this piece, drop me a line and I’ll send you our portfolio book that goes along with this post.
Get the Right Logo Files from Your Graphic Designer. This post explains the difference between vector and pixel-based graphic files, and also explains the difference between an eps, a jpeg or a gif file.
5 Tips to Make Your Web Site Say: “Open For Business”. Five things to keep up-to-date on your web site to make sure it looks current. Quick tip: Has your copyright date changed to 2001?
Don’t Let Your Developer or Content Management System (CMS) Drive the Design This article outlines how we keep our web design projects design-focused.
Web Site Redevelopment Process: Well-Fit Case Study. I was glad to see this article gain traction because it took a lot of research to pull together screen shots from four different iterations of the web site for this growing company. It’s very helpful for showing how a brand can remain consistent even as the web design evolves.
10 Reasons To Be Your Designer’s Best Client. This post outlines how everyone wins when there is a good relationship between designer and client.
Improving SEO in WordPress: H1, Title Tags & Custom URLs (Video Tutorial). The meat of this post is covered in a video tutorial that demonstrates how to use the settings and plug-ins for WordPress to make your web site easy to find. This posted late in the year and I expect it will keep getting reader’s attention.
Logo Development Process: Greater Freeport Chamber of Commerce. This post showcases the newly redesigned logo for the Freeport Chamber of Commerce and talks about what went on behind the scenes that drove some of the design decisions.
Your Logo: Be There and Be Square. This post explains why square versions of your logo, for avatars and favicons are an essential part of your brand identity.
Connect your Words and Design for the Most Impact. A quick and light-hearted case study based on campground signage.

Interestingly, our all-time most popular post among readers comes from 2009:

The Logo Development Process: New England Breeze Case Study An interesting side note is that we are currently redesigning their logo, because of a legal name change for the business.

What would you like to read and see in 2011?

I’m interested in hearing what you would like to read and hear more about. I’m happy to see our web traffic continuing to grow and I’d love to learn and hear more about you!

Judging by this list, I see you all as very interested in truly educational blog posts‚ posts where I show and make a case for good design. I also need to do a better job showcasing our new design work as it goes live. I hope to do case studies on some past logo design and web site design work in addition to new design work.

What else would you like to read or learn more about?

Tags: Branding, graphic design, Web Design
Posted in Design Basics, Design Trends | 2 Comments »

Even Non Designers Are Learning About Design and Branding

December 17th, 2010

Over the years, having trained as a professional graphic designer, there have been times I felt that other people didn’t “get it.” They just couldn’t see or appreciate good design. This is frustrating and saddening for me.

In design school you spend a lot of time learning about typography, grids and visual hierarchy. You learn to appreciate the nuances of composition, proper kerning and color management.

Then, you get thrown out into the real world and realize that a lot of people don’t care about these things. In fact, a lot of people can hardly recognize these subtleties even when they are pointed out.

Therefore, designers get a bit of a bad rap for being overly picky and are prone to stressing out about things the average person doesn’t care about.

Some people who don’t seem to value design may be quick to point out that nobody would notice or care about the details a designer would notice or care about.

But, that’s not true.

Let me give you an example. I quickly notice poor printing. I recently looked at a colleague’s business card and saw that the solid blue on the back was very uneven and streaky. He hadn’t noticed the effect previously and felt that his low cost business cards were well printed. But once I pointed it out to him, he joked that he could no longer stop seeing the streaks.

The bar is rising. Everyone is learning about design.

The web has brought everything to everyone, very quickly and easily. One negative (as seen through a designer’s eye) is that anyone can quickly create something, print something or publish something. Much of this stuff is junk. However, on the positive side, people are also better informed that ever.

Many of the things that designers obsess about used to seem like hocus pocus to an outsider. But now that people have so much educational content at their fingertips, and now that so many people have dabbled in their own design, I think we’re actually seeing a backlash towards better design.

I think we’re actually seeing a backlash towards better design.

People are reading about graphic design, website design and branding like they never did before.

American Express has launched an online project called: Project RE:Brand This combination web site, blogs and videos highlight the importance of design and branding to building a successful business by partnering real businesses with branding experts. American Express is helping to bring the idea of high quality graphic design and branding to the masses of small business owners.

What if you can’t recognize a well designed website, logo or brochure?

As a business owner there are many different areas of your business that you need to oversee. Some of these things come naturally, but other areas do not. Would you ever tell someone who didn’t like keeping their books that they could just ignore it? No, you’d likely advise them to turn over the day to day bookkeeping to an expert and then learn enough to understand their financial statements.

The same is true for design and branding for your organization. If you are unable to recognize and understand the value of design and branding, find an expert to help you. Build a relationship with that person, the way you do with your CPA. You need to include them in your business plans, share your goals, and be open about your shortcomings.

Remember that even if you can’t see a poor printing job, there are many others who can, and they are probably judging you poorly.

Again, some will counter that no one should be judging you by the quality of your printed business cards. But the reality is that first impressions, such as those that come from poorly printed business cards are almost subconscious. For people who care about these details, they now see you as someone who doesn’t care, without even consciously making that judgement.

Surround yourself with experts who know about design and branding and use their expertise to benefit your business.

Tags: Branding, design, expertise, graphic design
Posted in Branding | 4 Comments »

10 Reasons To Be Your Designer’s Best Client

July 22nd, 2010

Yesterday’s blog post was a bit of a pity party and I wanted to turn the mood around and start by thanking all the wonderful clients we work with.

Most of our clients are a joy to work with, and we’re proud to say that several have been clients for many, many years. We especially like the relationships we’ve formed with: Educational Endeavors, Global Citizenship Experience, New England Breeze, The Project on Civic Reflection, Chicago Review Press, Narrative Pros, New Leaf Project Management, New Chapter Press, Cream & Sugar Bakery and Well-Fit Triathlon.

We’ve watched their businesses grow and have helped in their growth.

We were able to do this for our clients by working closely with them on project after project. We’ve been allowed to be more than just creative hands, but true business partners. We’ve learned about their business goals outside of the specific design job at hand. In addition to the graphic design and branding expertise, we find ourselves helping with: organization and editing of copy to communicate more effectively; finding more cost effective solutions for print jobs; researching better vendors; offering and receiving general advice on running a small business.

Great clients make for great work. Here’s why:

True partnerships use everyone’s talents. If you find a designer you like and trust and give them some room to run, you will be amazed by the results. If you hold too tight to the reins you’ll probably never see all the value he or she can bring to your project, to your business and even to your bottom line.
The designer is involved early in the process. Providing a steady flow of work to your favorite designer not only helps their business, but it will help yours. Because you are in continual contact with them, as new ideas for your web site or marketing come up you can start to involve them in the process, even very informally, early in the process.
Respect and courtesy gets reflected back to you. This is just basic human nature: honey catches more flies than vinegar. A positive and comfortable relationship will generate the most trust and best work from everyone involved.
We go the extra mile for those we like. We are all pressed for time and stressed out. Extra requests can seem annoying, but we’re all willing to do favors for people who are pleasant and flexible to work with.
We’ll use your resources wisely. If a designer has the big picture of your goals, he or she can help you figure out where to spend money and where to save it. If you go to your designer when you already have a preconceived idea of the structure of a project he or she may just follow your instructions rather than thinking outside the box.
Your designer will be invested in your success. If you have great working relationship with your designer, and they know and understand your goals, they will work extra hard to ensure your success. When you look good, they look good. This could mean doing an extra proofread of some copy, or going on a press check even if it’s not necessary. It can also mean promoting your business when they promote their own via their online portfolio, etc.
Networking and referrals for one another. I love to be able to introduce clients to one another, and it’s a great feeling when a client refers someone to me. We all know we’re doing work that we’re proud of. There are other times when I forward technology-related information or business opportunities to my clients.
Open communication means easy communication. When I see an email or voicemail from one of my favorite clients, I get excited—new projects, more fun! When I see an email or voicemail from a toxic client, I start to get defensive before I read the subject line.
Paying on time means no one is uncomfortable about money. When bills go unpaid, a sense of dread grows in your designer. Unfortunately, nearly every designer I know has been stiffed by a client. Sometimes the client goes out of business, sometimes they are just late paying. The warning signs start firing and we move from wanting to help you to wanting to protect ourselves.
We often do our best work off the clock. If you have designer who is thinking about your business, and not just an individual project, they’ll be finding opportunities to help you out, whether it’s improving a current project or listening for opportunities for you.

When I work on projects I like with clients I like, I always become extremely invested in the outcome. There have been times when I’m falling asleep at night and I think about design projects and remember small details that will improve the project.

There have been times when I’m in bed and realize we didn’t check to update the copyright date on some materials. Or, I just visualize a much better design solution, or a more economical solution for my client.

Face it, I’m only going to do this when I’m jazzed about a project. When I just feel like I’m “executing” someone else’s orders, or feel there is a lack of respect, there is no reason for me to put my most creative resources into the project. While that work will be satisfactory, it may not be as effective as it could be.

Tags: client, clients, graphic design, must
Posted in Business, Design Basics | 6 Comments »

White Paper Release: Professional Graphic Design: The Crucial Step Toward Higher Brand Equity, Increased Revenues

December 10th, 2009

How can working with a professional graphic designer help you build your business? Want a better understanding of the return on investment on design services? Do you need to justify your design budget to other partners or your boss?

Our White Paper highlights a case study of one of our clients, Educational Endeavors. They worked with Visible Logic to build a professional brand, which helped them:

increase business
attract profitable clients
sell high-level services
increase revenues dramatically

People form lasting impressions about your company’s size, financial condition, product reliability, service quality, value, and more based on your brand identity. Learn how one small business used graphic design as a critical tool for business growth.

Feel free to pass this PDF along to your friends and colleagues.

Tags: Branding, graphic design, revenues, ROI, white paper
Posted in Branding, Business | 2 Comments »

Graphic Design 101 for Marketing Professionals

October 28th, 2009

I had the opportunity today to present to the Maine Marketing Assocation on Graphic Design Fundamentals for Marketing Professionals. I have converted my slide show into a slideshare presentation. If you prefer to download the PDF you may also do so, but please note the file is large (7.4 MB).

Graphic Design 101 For Marketers and Business Owners

View more documents from Visible Logic, Inc..

In this presentation I discuss design fundamentals, terminology and skills for both print and web design. Whether you need to better communicate with an outside designer or want to sharpen your skills so that you can do some basic design work yourself, this presentation will give you the essentials of graphic design. It is essential information for any marketing professional or small business owner doing their own marketing.

Topics include:

Typography
Tools & Software
Color Systems
Layout
Choosing a Design Firm
Communicating with a Graphic Designer
Impact and Visual Hierarchy

If you have any questions, please use the comments below and I’ll try to clarify any points for you.

Tags: graphic design, Maine Marketing Association, marketing, must
Posted in Design Basics | 4 Comments »

Proofreading: Tools for Working Efficiently with Your Graphic Designer

October 13th, 2009

proofread Editing and correcting text is part of nearly every job that we do here at Visible Logic. Even on a web site design project that includes a Content Management System there is still text that is set by us, and then reviewed and edited by our clients. With print projects such as interior book layouts, print advertisements or brochures typographic edits can be extensive.

The purpose of this post is to help make this process go as smoothly and quickly as possible, whether you’re working with Visible Logic, or with any designer.

The process

The general working process we follow is to: receive content from the client; typeset the words into the layout; send the proof to the client for review; receive edits; make the corrections. The more clearly we receive the edits back from the client, the more smoothly and quickly the project completes.

Here are some tips to help with the proofreading / correction process.

Use traditional proofreading marks. There are a lot of ways you could mark something that has to be changed, but using the standard proofreading marks means we are all speaking the same language. There is a better chance the correction will be done properly the first time. Here is a link to a good resource for these marks.
Provide a hard copy. Hard copy, if you don’t know, means a printed and marked up piece of paper. This means don’t describe the changes in an email, or try to handle edits over the phone. While those methods work for small changes, it is not not an efficient system for large amounts of corrections. Plan to either ship the marked up copies or fax them.
Make proofreading marks noticeable. If possible, mark your corrections with red or blue ink so they are quickly viewed. If you are faxing the hard copies this is not necessary (as the color will not come through), so make sure you’ve indicated any edits in the margins so they can be easily found.
Keep a copy for yourself. Never send your only marked up copy back to the designer. First of all, if it gets lost in transit you’ll have to redo all your work. But a more frequent problem is that we may need to contact you to get clarification on a correction. If you can reference the same page and correction we’re looking at we can quickly resolve any questions.
Search and replace when necessary. If you’re making a universal change, notify the designer so that we may do a search and replace for the word or phrase. Sometimes, as I’m making corrections, it’s obvious that the client has made a decision on how to spell, format or punctuate something. Often it’s a word or phrase that has been treated inconsistently within the document. To ensure that you catch every instance, ask us to search for all the current formats of the text in question.

Following these guidelines will help your design projects complete smoothly. And keep in mind that the cleaner the files are when they come to us (ie the text is finalized, edited and already proofread) the easier it will be to do final proofreading and corrections.

Tags: graphic design, proofreading
Posted in Design Basics | No Comments »

Type Size Explained

October 10th, 2009

It’s a bit of a stereotype, but designers have a reputation for setting type too small and clients have a habit of asking for it larger. When setting type for print projects, there are a number of issues to consider:

Application: Across the room or held in your hand?

An ad, a poster at a trade show, or a book cover all need to have typography large enough to attract a browser’s eye. A brochure that is held at arms’ length relies on larger headlines to get key points across and then smaller type to fill in details. A business card should have the business and individual name easy to read, but other contact details can be smaller as it will accessed only when the reader is focused on getting that information.

Context: Attracting attention or a captive audience?

Another factor is how focused is the reader’s attention? While a novel and a sales brochure may both be held at arms length and include many paragraphs of text, the reading styles of the users are fundamentally different. When someone picks up a book, they have made a commitment to reading the text and they are probably willing to put on their reading glasses and get some good lighting to be able to get through the content. With a sales brochure, your audience is more likely to be skimming and wondering if the item is worth their time. Type size, along with other type styling (shorter content, more paragraph breaks, greater use of subheads) keeps people’s attention and helps them focus on the specific text that is of interest to them.

Size is relative: Type size as part of a larger design layout

Several times I have been asked by a client ask to set the type a certain size. Or, someone may be surprised when they inquire about the type size in a document and it was not what they expected.
For many in the business world, they do most of their “typesetting” in Microsoft Word. Often set in Arial, Helvetica or Times, Word documents are set up to be printed on an 8.5 x 11 sized paper. With standard margins, and standard line spacing, the type size that is the default in these programs (generally 12 point) is easily readable in these circumstances.

It is important to remember that when type is set into different sized columns, or placed into different applications that 12-point type may not feel right or even be the most readable. Imagine reading the New York Times set in 12 point type-believe me, it’s set smaller because of the narrow column width.

What is a type size: What does 12-point (or 9, 10, or 72 point) mean?

Point size is a measurement system that is a relic from when type was set as metal pieces. Points are just another unit like inches or centimeters, and are generally considered to be 1/72 of an inch. Therefore, 72 point type should be 1 inch high.

However, this original measurement system had a specific reference within the context of typesetting. A square piece of metal that was 72-points high (for example) needed to hold the complete letter forms of the font set at 72 point. This meant from the top of the tallest ascender (say the top of a capital letter “T”), to the bottom of the lowest descender (say the tail of the lowercase “p”) all had to fit into an area 72-points high. So a font with very tall capital letters or very low descenders would look different, compared to another typeface, within that 72-point high area.

Two different fonts, both set at 72 point, can look very different.

As you can see, two different typefaces that are both set at 72 points in height can look like different sizes.

We’re digital now: Type sizes in the modern world

Now that type is no longer designed and set into metal blocks a difference in sizes between one typeface and another is even more likely. Size are now set by the type designer and are not necessarily in relation to the diagram above. So you can’t even really be assured that a type set in 72 points will be 1 inch high.

Both of these are set at 72 point, but are not the same height.

Both of these typefaces were set at 72 point. As you can see, the actual height varies. However, the typefaces feel pretty similar in size and readability.

Final Thoughts

Type size is not as set-in-stone (or metal) as you may think. As you move from one font to another you may need to adjust the size. Also, consider the application of the font and make adjustments based on the intended audience, the layout, the printing process, etc.

Tags: design, graphic design, typesetting, typography
Posted in Design Basics | 2 Comments »

Creativity and Pricing

October 7th, 2009

$$$ The creative process can be a challenge to control, and therefore tricky to price. One of the best and worst things about being a graphic designer is that the work is creative, but also functional. It has a distinct commercial application as the end result. Whether it’s to promote a service, educate someone or explain how something works, graphic design is ultimately a commercial endeavor. Therefore, someone cares about how much it costs.

I read a great quote on a fairly new blog called Group Thinkery. In a comment, book designer Christopher Tobias stated:

I try to give every client 100%. No matter what the budget. Those who are willing to think and work and are open to creative ideas end up with the best product.

Project variability

I couldn’t agree more. It can be difficult to price graphic design services. It is a combination of how long something will take and also value of the end product.

What I often don’t know when pricing a project with a new client is how well we will work together. Whether it’s the personalities involved or the project itself there are just some projects that progress smoothly and result in high-quality, exciting design work that produces tremendous response and success for my clients.

In all honesty, there are other times when the process is slow and painful and the end result a bit disappointing.

You pay for experience and consistency

Many years ago I read something about being a graphic designer than I still believe in today. I think it was in Roz Goldbarb’s Careers by Design: A Business Guide for Graphic Designers (but I honestly can’t remember for sure). The jist of the quote was:

Working as a professional designer is a bit like being graded on your school work. It’s unlikely that every project will be an A+, but hopefully your average is high and you rarely do work that is less than a B. Some designers tend to vary more (some C-, a few Ds and an occasional A). An experienced and successful designer will find they they can consistently complete work at a high level, like always a B+ or above.

Most of my work is estimated beforehand and based on a per project price, however, some projects have huge variability—especially things that have to have a one hit, instant pop to them. Logos and book covers fall into this category. You can’t expect people to take a lot of time to “get” your logo or your book cover. Both of these are projects where sometimes things come to me quickly and other times I need to work and work and work to get something. All I can do is put an estimate together based on a typical timeline and hope for the best.

But it is the client who is open to the process, who will benefit the most. I like to be able to “wow” my clients in the first round of design samples, but sometimes it takes longer. And those clients who can handle the uncertainty of that process will see a successful end result even if the ride is not a smooth one.

Tags: graphic design, pricing
Posted in Business, Design Basics | No Comments »

Quick Case Study: Use Design to Reinforce Content

October 2nd, 2009

I had an appointment yesterday, and saw this sign as I approached the elevator.

elevatorsign

Which office is at the top of the building? Why not list the top floor at the top of the page to reinforce the message. It’s amazing how subconscious things like this can work to reinforce content, rather than fight it, and confuse people.

Tags: graphic design, signs
Posted in Design Basics | No Comments »

What is Branding?

September 16th, 2009

Branding is a very popular and even over-used term in the business and marketing sectors. It can mean different things depending on who is talking/writing and who is listening/reading.

Some phrases I’ve heard to define branding

A brand is a promise. This is a phrase I see quite often, and it’s honestly always a bit vague and confusing to me. I guess that is sort of the point: this message is that your brand is not tangible. However, I would argue there are clearly tangible parts to a brand. These are parts can be called your brand identity and include your logo, your trademarked designs and services, your corporate look and feel, among others.

You don’t build your brand, your customers do. This is another sentiment that stresses that all of brand building is not within your control. However, I think this is a bit extreme, as you do have some control. And businesses should make every effort to grow their own unique and thriving brand.

A brand is more than a logo. This I can agree with. However, it seems to suggest that designers are out there saying “here’s a logo, here’s your brand” which I don’t think anyone falls for any more. A complete brand system would include a logo, and then much more. It’s not enough to just rubber stamp your logo on something and call it branded, it should move into the areas of layout, color systems, fonts, photography and imagery as well as the tone and style of writing.

How do I define branding?

Your brand is like your reputation. Who you associate with, what you say, and how you act matters. How you present yourself matters. Can you be trusted? Do you words and actions paint the same picture? And like your reputation, you do not have complete control over it. Others may misrepresent what you do, or even go so far as to slander you. But if you are honest, present yourself well, and keep your head up any misguided jabs will not harm you too much.

And when you don’t have a reputation, your brand is your first impression. This is often key for a start-up, or a company that is growing. You have the opportunity to show the world how you’d liked to be viewed. And you do that with your logo, your presentations, your web site, your customer interactions, among other things.

Is it all about design?

No. Branding is definitely more than a logo, and it’s even more than your design systems. But without those elements, it’s hard to contain and quantify your brand.

For example, Coca Cola is always listed as one of the most valuable brands in the world. Imagine their success without the scripted logotype and their hourglass bottle shape. If these elements were not so easily identifiable it would be much harder for them to build their international presence.

Want to see some examples from small businesses?

It can be difficult for a small business owner to imagine their own branding strategy, when they compare themselves to giants like Coca Cola or Google. At the Visible Logic web site, we’ve just reorganized our portfolio to show the branding systems that we’ve developed for our clients. Creating branded elements that build a cohesive look and feel from logo to web to print is an important start for business owners looking to build their own brand. Take a look and get some inspiration for all the places you can present yourself.

And finally, how to do define branding?

Tags: Branding, design, graphic design, startup
Posted in Branding | No Comments »

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