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Posts Tagged ‘design’

Myth: If it’s on the Internet, it is in the “public domain” and can be freely copied.

Monday, October 31st, 2011

Today’s guest blogger is business attorney Jean Sifleet, and she writes concerning the misconceptions about, and the possible penalties for, using content “found” on-line. To learn more about Jean’s firm, visit www.smartfast.com

It’s a common misconception that if you found it on the Internet, it’s free and you can use it. While information on the Internet is “public,” it’s not all in the “public domain.” According to Wikipedia,

Public domain comprises the body of knowledge and innovation (especially creative works such as writing, art, music, and inventions) in relation to which no person or other legal entity can establish or maintain proprietary interests within a particular legal jurisdiction. This body of information and creativity is considered to be part of a common cultural and intellectual heritage, which, in general, anyone may use or exploit, whether for commercial or non-commercial purposes. Only about 15 percent of all books are in the public domain, and 10 percent of all books that are still in print.

Sometimes content on the Internet is in the public domain and free to use, but frequently it is not. Penalties for infringing a copyright can include payment of statutory damages (between $750 and $150,000 per infringement) and attorney fees. Before you use content you “found,” it’s smart to check out the rules: What’s In The Public Domain?

Tags: copyright, design
Posted in copyright, design, public domain | Comments Off

Business Cards-Tiny Marketing Pieces That Have A Big Impact

Monday, March 21st, 2011

In this world of increasing on-line business relationships, e-marketing, and v-cards, you could be forgiven if you think that business cards are passé. But a well-thought out and executed business card can have a big impact on your clients and prospects. I’ve had prospects call me years after they first received my card because they found my card interesting enough to save. That’s an impression that a v-card just can’t match!

Even though business cards are small in size, a surprising amount of information can fit in that space. The Small Business Blog lists nine “must-haves” for every business card. And, if you need inspiration to take your card to the next level, designmess.com offers these creative business cards to inspire you!

Tags: branding, business cards, Corporate Identity, design
Posted in Corporate Identity, marketing, Small Business | Comments Off

That’s Using Your Brain!

Monday, February 14th, 2011

the brain Is there a science as to why people respond favorably to something that is well-designed? While I would be more than happy to accept all the kudos for creating outstanding design, I can’t take ALL the credit (unless you insist…!).

Our brains have three distinct parts, each with specific functions. Susan Weinschenk (on Twitter @thebrainlady or read her blog) calls these the old, mid and new brains. The old brain is the part that is believed to have developed first in evolution to deal with issues like breathing and digestion. The mid brain controls our emotions, and the cortex, or new brain, is where our reasoning, logic and information processing happens. You are using your new brain right now to read this blog.

We like to think that we make decisions consciously even if we acknowledge we can be influenced by our emotions. But Weinschenk points out, “Most of our decision-making is governed by unconscious processing.”

What does this have to do with design?

(more…)

Tags: design, designers, product design
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Eight Steps to the Best Logo for Your Business

Thursday, November 4th, 2010

I’ve been asked by clients if logo design ideas come to me in a “flash of inspiration.” I wish! But like most other jobs, design is 10% inspiration and 90% perspiration. The process of designing a logo requires logical steps of listening, research, development, feedback and refinement to achieve the best results.

DEFINING THE CHALLENGE & UNDERSTANDING THE GOAL
Answers to questions like, Who is your target audience?, How does your company differ from the competition?, What words would you use to describe your ideal logo?, What other types of logos appeal to you?, help designers and clients get on the same page regarding what is expected of the new identity.
RESEARCH
Armed with this information from the client meeting, looking into what competitors are doing and getting a better feel for their market is the next step. This helps to understand what might and might not be appropriate for the overall message and feel that the successful logo will need to convey.
INSPIRATION
Here’s where the 10% happens! Often, after fact-gathering, designers “let it be” for a few days. Brainstorming, changing environment, asking Why?, and What if? help look at the logo challenge in new and different ways. It’s hard to be creative and critical at the same time, so the good, bad, and ugly are all included. Only when many concepts have been worked up do we proceed to…
REFINEMENT
This is when a critical eye is used, refining some ideas and rejecting others, going off on a tangent with another, and taking the viable sketches and translate them to a digital format. We present at least three different design approaches to the client for their initial feedback. All initial concepts presented are black-and-white, concentrating at this point on the form of the logo. A successful logo needs to work well in black-and-white as well as color.
CLIENT REVIEW & FEEDBACK
Client feedback should be implemented early and often in the design process. Collaborating with the client assures designing a logo that best represents them and their company.
REFINEMENT REDUX
After a client’s initial feedback, it’s back to the drawing board! Changes based on the feedback, possibly including a new approach as a result of reviewing the initial ideas, are all incorporated for the next client review.
ADDING COLOR
Once the final logo design has been agreed on, color palettes are developed for the logo. Again, it’s important to understand the client’s audience and industry in choosing appropriate colors for their identity. A client meeting is held to review the color concepts, and further color refinements are made if needed.
CLIENT FILES
Hooray…we have a winner and now it’s time to deliver the appropriate file formats to the client. These are what you should expect to receive from a designer: an EPS file of the logo in black-and-white and color, suitable for any reproduction use; a JPG and/or GIF file that is suitable for web use; a TIFF file (higher-quality than a JPG) and can be used in Microsoft Office programs. We also include a Logo Standards Guidelines, outlining the best practices for using the new logo in different situations.

Tags: branding, Corporate Identity, design, logo design, Logos
Posted in Corporate Identity, design, Logos, marketing | Comments Off

Ten Tips for Building A Better Web Site

Thursday, May 13th, 2010

Are you considering updating your business’ web site? What’s that you say…you still don’t HAVE a site for your business? Whether you’re planning a re-launch or a brand new site, here are some things to consider to create a better experience for visitors and a more successful web presence for your business.

Identify What Your Site Will Need

Structure and Appearance

Visit competitors’ sites and browse sites that visually appeal to you for ideas.

Functionality

Decide what functionality you would like your site to have. Forms, shopping carts, analytics, etc. ideally should be incorporated into your site at the outset.

Graphics

Will any graphics need to be specifically created for your site? Do you have files available for your logo and any other existing graphics you will need?

Keywords and Search Engines

Think about what keywords people might use to search for your product or service. Sites like wordtracker.com provide information for search engine optimization. Use their free trial for an idea of how appropriate keywords will work with search engines. These words should be incorporated into your content and your page titles.

Maintenance

With a Content Management System, you can make content changes to the site yourself rather than relying on the designer to make changes.

Web Site Dos and Don’ts

The most effective web design is one that utilizes quality content as a foundation. A beautiful-looking web site can only do so much if the content is not relevant or well-written.
DO provide an intuitive and consistent interface. Visitors shouldn’t have to guess how to navigate through the pages of a website. If you doubt it, check out this site for Sprint.
DO make your information easily accessible. Organize content into logical pages that are easily identifiable. Many visitors will get discouraged and leave if they can’t find specific information for which they are looking. Visit this site for Dell Laptops and see how long it takes to find useful information.
DO Minimize Clicks. Create a chain between the user and the information on your website in as few clicks as possible. See Bow-WowBooks as an example of what not to do.
DON’T use an “Enter Site” link or a Flash intro page that makes a visitor work to get to the heart of your site. Many viewers won’t even bother clicking the link, instead navigating to another site. And, aside for user experience, Flash does not play well with search engines! To get a flavor of this type of frustration, visit jones, partners: architecture.
DON’T use distracting animation, graphics or sound. Excessive Flash animations, animated GIFs, blinking text, music, etc. contribute to an unprofessional look. If you don’t believe it, check out this extreme example at Fabric Land.

Tags: design, marketing, web sites
Posted in marketing, Small Business, Web Design | 4 Comments »

Tips to Becoming a More Colorful Character

Friday, April 23rd, 2010

Feeling blue? Seeing red? Know someone who’s yellow? Colors evoke powerful emotions and have meaning far beyond simply being a decorative afterthought. Color is a very important tool in successfully delivering your message to your customers. Are the colors you’re using in your message helping or hurting the story you want to tell your audience?

Sending a Message with Color

According to Leatrice Eiseman, consultant to the color industry leader Pantone, eighty percent of human experience is visual. People respond first to color, then shape, numbers, and finally words. Additionally, response to color can differ depending on the viewer’s age, gender, cultural background-even educational level. So you can see the importance of knowing who your target audience will be when you choose colors to use for your message!

A Little Color Commentary…

Did you know that red is the first color identified in every culture after black and white? Red stimulates the appetite (making it a good color for restaurant decor) but while it is seen as enticing and sensual in our culture, it is the color of mourning in South Africa.

Children 3 to 6 years old prefer orange to any other color, while their parents respond more favorably to subdued colors. Your color choices in this case would depend on whether your target market was kids or their parents.

If you are trying to appeal to an older audience, you need to know that cool colors such as blues and greens are perceived differently by people over 50 due to changes in their eyes.

The list goes on and on…every color has associations and emotion attached to it. Proper color selection is much more than choosing colors that are your personal favorites…they need to resonate with your audience in a meaningful way.

Tags: color, design, marketing
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Every Little “Bit” Counts!

Wednesday, March 24th, 2010

Have you ever sent a logo file or other image file to a designer or printer only to be told it can’t be used because it’s “bit-mapped”? A “vector” file is needed instead. What are they talking about?

Bit-Map vs. Vector Images

All digital images are either bit-mapped or vector files. What is the difference? Think of bit-mapped (or raster) graphics as an image where each pixel of the image is equal to a tile in a mosaic or an embroidered cross-stitch. If you stand back or squint your eyes, the individual elements come together to form a picture. But as you move closer, you begin to notice the pieces that make up the whole.
The same principle applies with a bit-mapped graphic…the more you enlarge it, the fuzzier it appears because you are starting to see the individual pixels that make up the image.

vector heart

On the other hand, vector (or object-oriented) graphics are based on mathematical equations of points and paths to represent them in computer files. Since the art is created using lines and curves, it will reproduce as crisply on a business card as it will on a billboard. Think of an ink drawing-no matter how close you get, the lines are still crisp and smooth.

If it the difference still isn’t clear, spend three minutes watching this informative and amusing video, Pixels vs. Vectors, on MacMercTV. A picture (or in this case, a video) is worth a thousand words!

Tips to Recognizing Image File Types

Now that we’ve defined the difference between bit-mapped and vector graphics, here are a few tips to tell which file is which!

1. Files with a TIFF, JPG, GIF, PNG, BMP or PSD suffix are raster-graphics. All photo files are raster images, which is why it is important to provide a designer or printer with the highest resolution file that you have. A low resolution 11″ x 17″ image will only be 2.5″ x 4″ at high resolution. All scanned images are also raster graphics, as are any images imbedded in a Word document.

2. Files with an EPS, AI or SVG suffix are vector graphic files. These graphics have been created by special programs such as Adobe Illustrator and various CAD programs. It’s especially advantageous for logo files, or any graphics that needs to be crisp and clear, to have been created in this format.

3. Why does a low-resolution image look fine on a computer screen or printed from a desktop printer? Computer screens are configured to show low-resolution images clearly. The same is true for most office printers. For professional printing, however, images need to be high-resolution (300dpi). So what looks OK on-screen won’t necessarily look good when printed.

Tags: design, printing
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Cookie Cutters are for Baking, NOT for Web Sites

Thursday, March 4th, 2010

cookie-cutters

Recently I was asked to review the existing web site of a potential client. It was built using a free site template from a major business software provider, and it had all the tell-tale signs…generic graphics and an unsophisticated layout, a restrictive and bland content area…in other words, it could have been any site for any company and was completely unmemorable.

Worst of all, the site had no search engine visibility! Because of the numerous search engine optimization faux pas I discovered in the coding, I was not at all surprised by the business owner’s complaint that no one could find them on the web. Web site templates can be based on outdated code and standards and not built for web accessibility, W3C compliance or cross-browser compatibility.

Further investigation into the “free” website service revealed that users are locked into hosting on the software company’s servers only, e-mail is extra, and should a site grow to more than 5 pages, then additional costs begin to add up dramatically. The bottom line is, the benefits of the free website were skewed toward the software company and not the small business.

In contrast, a custom-designed web site is designed and built around a business’ particular brand and it’s personality, taking into account the purpose and audience of the site. It provides a company with the unique visual appeal that their customers want to see and will respond to. A custom site offers flexibility to incorporate the functionality that the business will need to keep their site growing, useful and productive for years to come. When site issues arise, a client can call their web designer for support. How responsive do you think support for a free site will be, and what are the chances you will speak to the same person every time you call?

Recently, this software company has been running TV ads touting the benefits of using their free site design tools over hiring a professional, alluding that web site designers are unreliable, over-priced and slow. I imagine there are such designers out there, the same as in every industry, but I know there are many more who will do a wonderful job for you at a fair price and in a timely manner. My blog entry on “How To Hire the Right Designer for You” will give you tips on how to hire wisely.

Even for small sites, custom web site design is really the best option. A cookie-cutter site will never make a business stand out from its competitors. If a site looks generic and cheap, then so does the business it represents.

Tags: budgets, design, designers, marketing, web sites
Posted in Corporate Identity, Creativity, design, SEO, Small Business, Web Design | 1 Comment »

Boston Ballet Re-Branding Creates a “Nutcracker” Buzz

Monday, December 21st, 2009

The Boston Ballet

The headline in the Boston Globe on December 19 said it all: “’Nutcracker’ Boom Means Crunch Time for Patrons”. The article by Geoff Edgers goes on to explain that sales are booming for the Boston Ballet’s Christmas classic “The Nutcracker.” So much so that in five years, the Ballet has gone from being evicted by the Wang Theatre for not being profitable enough to seeing scalpers charge double for now-scarce tickets in their new venue at the Boston Opera House. And while I don’t condone scalping, what business wouldn’t want their product or service to have the kind of perceived value that would inspire people to pay MORE?

So to what does the Boston Ballet credit this dramatic turn-around? According to the article, they cite their new branding campaign by Korn Design, including a new web design and targeted advertising. Artistic director Mikko Nissinen, describes the Ballet’s previous brand as a stogy, corporate look that made him think, “What are we, a dancing bank?” Their new visual identity, unveiled earlier this year, is vibrant and geared toward attracting people to become more involved with the Boston Ballet’s programs, studios and community out-reach.

And it seems to be working! While the Boston Ballet is a high-profile example of what a proper re-branding can do, the fact is this approach will work for any business large or small. Expertly executed, branding or re-branding can move your business forward even when the economy is not.It’s a wise investment for the long-term growth of business. And if you don’t believe me, just try to buy tickets this holiday season to “The Nutcracker!”

Wishing everyone a happy holiday season!

Tags: Advertising, Boston Ballet, branding, Creativity, design, marketing, Nutcracker Ballet
Posted in Advertising, Corporate Identity, Creativity, design, Logos, marketing, Web Design | Comments Off

KISSing for Good Logo Design?

Tuesday, November 17th, 2009

You’re probably familiar with the K.I.S.S. Principle…Keep It Simple Stupid. Simplicity is an important design consideration when it comes to logos, too. The most successful logos are simple, memorable, timeless, versatile and appropriate.

Simple. When a logo is simple, it is an “easy read” and adaptable. Think of the Nike swoosh or McDonald’s. Besides the fact that there are millions of marketing dollars promoting their identity, the logos are still unique and effective.

Memorable. An effective logo needs to be memorable. Simple logos are highly memorable as well as very efficient in conveying the message that the client wants to get across. No one wants to work hard at deciphering what a logo is trying to say!

Timeless. Leave fashion trends to your wardrobe. A logo should be timeless—just as effective in 10 or 20 years as it is the day it was conceived. This is the public face of your business and if it looks dated in a few years…well, then, so will your company.

Versatile. One reason I design all logos first in black-and-white is because it needs to be just as effective in it’s simplest form as it does in a full-color brochure. Very complicated logos, or logos overly dependent on color to make them work, lose clarity when they are reproduced in one-color. A logo also should look just as good on a business card as it would on a billboard.

Appropriate. A logo should be appropriate for its intended purposes, i.e.; an undertaker’s logo wouldn’t use neon colors or a casual or childish font. It is also not critical that the logo actually show what a business does or sells. Apple Computer’s logo doesn’t show a computer…Toyota’s logo doesn’t show a car. A logo is for identification and when used consistently will become shorthand for the business.

Paul Rand, the iconic logo designer, said that, “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate.”

Are there other principles of good logo design that you think are important?

Tags: branding, design, Logos
Posted in Corporate Identity, design, Logos, Small Business | Comments Off