How to Measure the Return on High-Quality Design

Design is an expense that may be put under the umbrella of branding, identity, marketing or even public relations. Those are businesses expenses that are necessary, but are sometimes hard to measure their effectiveness. Here at Visible Logic, we are currently putting together a white paper that will talk about the Return On Investment (ROI) on high-quality design. It includes a case study with one of our clients detailing how their business grew as their branding became more cohesive and professional. The naysayers Obviously, most (hopefully all!) of our clients value professional design services. But sometimes there are naysayers out there who need to be addressed. It may be a boss approving budgets, or the spouse of a new business owner who downplays the importance of design within a business. I’ve certainly heard people say that they don’t really care about the quality of their business card (in either design and/or printing) and they doubt that their customers or potential […]

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Quick Tip: Improve the Usability of Your Online Forms

Today, I was online trying to complete a transaction. I needed to upload a file from my hard drive to the web site. Probably many of you have seen this type of form, where you browse for the file, select the file, and then upload it. Can you spot the problem with this form? If you try to use it, it would probably be obvious to you. Like anything else (that’s English based) we read from top to bottom, and from left to right. But this form has the buttons in the opposite order of how you need to use them. First you browse to the file; then you submit it. Initially finding the browse button, wasn’t too hard, but the funny thing was that once I chose my file and I waited for it to upload, then I kept hitting browse again. It is in the spot where we naturally expect a button would be to “submit”, “go” or […]

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Color Photography: Why It Never Looks as Good as You Imagined

As we look around our world, we enjoy an amazing spectrum of colors. But it seems like when it gets translated to the web or printed media, something suffers. Why does this happen, and how can you improve this? In a typical graphic design project we decide to take a picture of something to be part of a web site, brochure, book cover, or presentation. It may be a picture of a new product, or it may be a lifestyle shot that expresses the warm & fuzzy benefit of a service. Then we take that image and use it on the web or in printed form. Here’s what’s happening. Real life, real color When you look around you, you see so much visual information. Depending on your eyesight and the conditions, you’re taking in shades of color, textures, details and nuances in lighting. When you snap a photo with a digital camera, you’ve instantly cut out lots and lots of […]

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Who Are You Online? Personal Branding vs. Corporate Branding while Social Networking

Social networking and branding are both hot topics for people who are trying to promote and build a business, or their own career. And I’m hearing a lot of confusion from people who are small business owners or sole proprietors about how to brand themselves while they build their online networks. Should they promote themselves with a personal brand, or build a corporate brand? Sole proprietors, entrepreneurs, consultants, solopreneurs, freelancers, and small business owners often have one person who is the public face of the company. For a consultant or freelancer who intends to stay as a one-person shop there really is no company behind the person, it is all about that person. However, some small business owners that are single owner-operators now, may hope to grow. And they are eager to use branding on the social web as an integral part of their marketing plan. Let’s take a look at some different business models and also the popular online […]

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Graphic Design 101 for Marketing Professionals

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 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 […]

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