One thing I really like about logo design is doing the research. I enjoy seeing connections between an organization, its constituents, and its mission. And I love crystallizing an organization's message and personality into a single mark.
But it takes work. It takes time that is outside the creative process — yet informs the creative process. It's beautiful when a client understands this, and desires this. However, all too often in these days of computers and internet access, clients don't want a well-thought design process. They want something pretty, cheap, and quick.
It's hard to convince a small child to give up a shiny penny for a dime. It's also hard for a beer-lover to give up six-packs for 3 years to purchase a painting by an established artist. Even though giving these things up for a time will gain them many times more, they just don't believe it is worth it. They see it as a sacrifice rather than an investment.
Not all clients these days are like this. Only the ones that see their logo as a necessary commodity, rather than a vital part of their reputation. They may be people who are just starting out in business or who are competing based on price. Either way, they don't value brand-building. In fact, they tend to think brand-building is acquiring a pretty logo. Of course building a brand is so much more than this.
Fortunately, there are non-designer people who get this. They see their reputations as more than customer service and selling. They view it comprehensively — from carefully crafted customer touch-points to how their company presents itself. A logo is seen as vital part, because it carries the company name, and that name means something. People who get this understand the investment.
Look at companies who get it. Companies like Nike, Adobe, Apple, GE, and Disney protect and maintain their brand and logos with a fierce vigilance. Even not-for-profits get it, such as Amnesty International, Salvation Army, American Heart Association, and United Way to name a few. They all understand the importance of the public's trust, and the impact their logo and reputation has on that trust. They all understand it is no small investment in money, time, and effort to build their brands. And they realize the public trust is a return that can't be gained without such an investment. …
Wednesday, November 11, 2009
Paying For Logo Design: Investment or Sacrifice
Thursday, October 29, 2009
How Clients Can Miss the Benefits of a Good Graphic Designer
One of the most perplexing things I've experienced as a professional graphic designer is a client who wants me to perfectly create their ideas. In other words, they see me as a person who simply executes their plans, like a construction worker following blueprints.
I really don't have a problem with working out a client's ideas. But I find it odd that some of these clients do not utilize the vast storehouse of creative and innovative thought acquired through years of training and experience. They rather I limit my creativity to whatever they can perceive.
As a result, they end up with whatever they can think up -- which is rather limited. It seems like such a waste because they miss the opportunity to get the full benefits of a professional.
And what is really odd is that these types of clients spend most of my time trying to perfect their design. There is a lot of strange back-and-forth. Discussion about type fonts, sizes, and colors dominate the interaction. And issues like clear communication, appropriate audience, and expected results take a back seat. And this leads to designs that may be just what a client wants, but will not achieve what the client expects.
But what I really find strange are those clients who not only operates this way, but are hostile in doing so. Here's what I mean. They have an idea of what they want. As I always do, I may ask some questions to clarify what they want. And their response is, "Don't ask me any questions! Just do what I say!"
At that point, I'll just do whatever they've requested. Then when we are ready to get it printed or launched, they inevitably want to make a major change with no adjustments to the timeline. If I respond that it's an unreasonable request, they see it as a complaint born out of laziness.
However, most clients who operate in this very limiting way are not hostile. They just don't understand what I can do for them. And some are even willing to learn about the potential that exists when working with a graphic designer as professionals.
I don't mind working with clients who want me to execute their ideas as long as they are willing to accept their limitations. But hostile clients are another story. …
Friday, October 23, 2009
Feeling Honored
Am very flattered that I made the list of "50 Excellent Graphic Design Blogs"on the Graphic Design degrees website.
My site is described as "well-written, intelligent, and informed." …
Monday, October 12, 2009
Why Being Heard is More Important Than Making Noise
Here's a good article (Review of America Test Kitchen) about the website philosophy of America's Test Kitchen and their Cook's Illustrated newsletter and site.
What excites me is what Chris Kimball, publisher and editor of America's Test Kitchen, had to say about the success of their site and their two sister publications." 'I don’t care about the number of site visitors,' he says. 'I care about what happens to those people when we contact them or when they come to the site.' For example, Kimball does look at open rates for the e-newsletter and click-through rates on specific items. And with a 40 to 50 percent open rate on just over a half-million or so people—that’s good!
'Everything we do is heavily influenced by surveys and focus groups,' Kimball explains. America’s Test Kitchen conducts a substantial amount of research—email and print surveys and focus groups—to determine exactly what its audience wants. 'We don’t believe in simply giving them things that we think they should have,' he adds, 'as so many other editors do. If people don’t want all-beef meatloaf, I’m not going to force it down their throat!' "
What excites me is that he gets it. It's not about what you have to say that matters. It's about what your audience wants to hear from you. If you don't find that out, you are less likely to be heard. So it's a good idea to be quick to listen before having something to say — or market. …
