Before
a design is approved, it should be evaluated for how
well it does in communicating the key messages.
In
the case of packaging design, a product can come across
as a quality item or budget-priced item. The price
alone does not establish its position. In the case
of exhibit design, the objective can be to attract
the attention of every passerby or to be more low
key and sophisticated. With a logo design, you should
decide whether you want to look like a major company
or communicate what you offer. You may be able to
accomplish both.
We
want our customer on the design team.
We
bring a lot of creativity and experience to a project,
but we don't know everything, and we don't have all
the best ideas. Our customers know their industry
and they understand their customers. The concept that
only "creative" people have good ideas,
or that "business" people aren't creative
is a myth. Many of our best designs have been built
on creative inspirations supplied by our customers.
We like to work as a team on which there are no egos
that get in the way. We articulate our point of view
and try to sell the ideas we believe in, but we do
a lot of listening, too, because we're not always
right.. When a customer doesn't like our ideas, we
don't argue, because it's not our project; it is always
their project. We are only here to help.
Keeping
it simple is usually a worthy objective.
Design
takes a lot of time. Computers enhance the capabilities,
but they don't necessarily make the job go faster.
We charge by the hour. Almost any project can go on
and on, especially with a lot of revisions. Almost
every project takes longer than originally planned.
The extra time adds cost and it postpones the completion
date, which could mean a delay in promoting a product
or service.
Therefore,
we should spend some time at the outset of any project
to clarify the objectives
and chart a course that will get us there with the
least unnecessary design time.
The
concept of the "ultimate" ad or brochure
that will take the market by storm and blow the competition
out of the water is generally wishful and fanciful
thinking. Success comes from persistence in making
your offer known to the people who will be interested.
Less
is often more.
Do
you read everything you get in the mail? Do you even
look at it all?
Newsletters
from the electric company, Free investing magazines,
12-page fold-out brochures about some kind of discount
program or product of the month club.
The
answer is that you read it if you're interested; otherwise,
it's a waste of time and paper. So if someone has
something that interests you, you would like them
to let you know what it is in a heartbeat, and then
you would like them to get to the point.
If
you can communicate with a single word or image what
you offer, you are more likely to get the attention
of the people who may be interested. And you are more
likely to hold their attention if you are considerate
of their time, their patience, and their attention
span.
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