Archive for the ‘Q & A’ Category

Q&A: What are QR codes and why use them?

Friday, June 3rd, 2011

First the definition: QR, or Quick Response, codes are those digitized boxes that are popping up on ads, merchandise signs and billboards these days. They provide links to online resources, text messages, contact information and more. You access the information with a smart phone app that will read them and make the connection.

During my recent vacation, I decided to scan every QR code I could find and answer the “why” question for myself. Here are three lessons I learned in my downtime research.

1.  Some QR codes substitute for home page URLs
Many of the codes just took me to a main landing page for the company web site. Several of the sites were difficult to view on an iPhone. A magazine ad (yes, I had time to read a good old-fashioned magazine!) for Arkansas tourism used this approach.

Lesson learned: If you include a QR code in your marketing, use it to provide something of unique value, and make sure that the destination is mobile-friendly.

2.  QR codes can carry branding or act as design elements, but be careful
My reader wouldn’t recognize one code that I found on a sports bar coaster . Was it my reader? Was it because the code was white with a dark background? Figuring out an answer was a hassle, so I didn’t bother to find out where the QR code would take me.

Lesson learned: You can do a lot to customize a QR code with branding, etc., but test to make sure it will still be scannable by standard readers.

3.  QR codes are still new
This is an emerging marketing tool. I predict that they will become a standard as more and more people shift to smart phones. Just plopping a QR code on a sign or ad at this point isn’t enough, however. A little more information is needed. At the California Amgen Tour, the Radio Shack team did just that on their promotional t-shirts. The QR code took me to their Twitter feed of the race and helped me follow the Team RadioShack real-time.

Lesson: Give a little help to people so they understand what the QR code will do for them.

I ran across a good, non-technical explanation of QR codes at MyQRad.com. Check it out. Ready to get into the QR code marketing? You can create your own for free at sites like zxing.appspot.com. Remember though, just like all good marketing tools, QR codes are only as good as the strategy that drives them.

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our weekly Q&A on SmartThinking/GreatDesign.

 

Tags: , ,
Posted in Design Talk, Q & A | 3 Comments »

Q&A: What has happened to typography?

Thursday, May 19th, 2011

Every age since Gutenburg has had its typographic upheavals. The shift from hand-drawn lettering to the first printing presses must have broken many a monk’s heart. I can hear the cry now. “No printing press can ever match the craftsmanship of our work!”

I came into design after phototype had moved handset type out of the driver’s seat. Long galleys, smelling of chemicals sent me rushing to open the windows, even on cold winter afternoons. And it wasn’t long before the phototype houses had to take their turn in the back seat, too.

When we first started using computers for layout and typography, the work was primitive and the type was not beautiful. But it was fast. Gradually digital typography has gotten better, and most designers have accepted and embraced the medium.

I’m heading into the weekend with my Kindle and a goal of finishing Ann Handley and C.C. Chapman’s book Content Rules (a GREAT book for writers who want to be bloggers and vice versa, BTW). As much as I love the Kindle’s portability and its instant access to thousands of books, the typography is driving me crazy.

Bad line breaks, weird page breaks, typos. I keep losing the meaning of what I’m reading because my editing brain wants to get in there and fix things. I’ll choose to believe it’s just another phase and will keep improving. Geesh. Mr. Gutenberg must be freaking out, too!

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our weekly Q&A on SmartThinking/GreatDesign.

Tags: , , , ,
Posted in Design Talk, Q & A | No Comments »

Q&A: What makes a contract for design services go smoothly?

Friday, May 13th, 2011

Starting a new contract for design work is an exciting time. A vision you’ve had for marketing materials or a mobile web site or branding for a new program is finally becoming real. Here are three steps that will help you keep the energy positive and the creative juices flowing for everyone involved.

  1. Agree on the scope of work.
    We start each assignment with a kickoff meeting. This is the perfect opportunity for you and your creative contractor to review the scope of work together so everyone has a clear understanding of the task ahead. If you find areas of disagreement, it’s better to negotiate them out now than at invoice time. And, if circumstances change three months down the road? You can always write an addendum before anyone begins the out of scope work.
  2. Review the details of the contract.
    Be clear about who owns final art, photography usage agreements, rounds of revisions in the base cost, how proofs will be handled, final deadlines, miscellaneous additional costs, terms and guarantees… all the fine print we so frequently see, but fail to read. If anything pops up as vague or contradictory, clear it up before you sign.
  3. Trust the process.
    We follow that old golden rule around our office. We treat our clients with the respect that we want for ourselves. Remember, this creative process will have a better outcome if everyone comes to the task with an attitude that the solution will be smarter, more effective and make a bigger impact because you and your creative team have brought out the best in each other. We know our work is better when we listen to our clients’ feedback and vice versa. The give-and-take makes the final outcome sing.

If you’re getting ready to start a big new thing, these steps will help you sail through to a slam dunk outcome.

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our weekly Q&A on SmartThinking/GreatDesign.

Tags:
Posted in Design Talk, Q & A | No Comments »

Q&A: We’ve lost our logo files. Would you send them to us again?

Thursday, May 5th, 2011

We’re always happy to hear from past clients. This kind of request is not one of our favorite calls, however. Not so much because it takes a lot of time to resend a logo package to them. We archive the client logo packages that we’ve designed very carefully on our server.

It’s the underlying question about how this organization is taking care of their branding that’s the issue for me. If there isn’t a central place that your staff can access easily (and I emphasize the word easily) when they need a logo or instructions for using the logo properly , they may grab whatever is handy and make do.

Your organization’s visual identity needs care, tending and protection. Here’s what we’ve done to try to help our clients do that.

The online styleguide we created can sit on a client’s web server so it can be accessed at any time from any location. It reminds staff of the guidelines for the visual identity and provides a complete set of  logo files for any kind of application. With simple questions, staff can determine the right file to download and get what they need quickly. It provides organization and oversight without a huge price tag.

If you keep losing your logo files, or forgetting which one is for print and which one is for web, maybe it’s time for a little organization.

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our Thursday Q&A on SmartThinking/GreatDesign.

Posted in Design Talk, Q & A | No Comments »

Q&A: How do I keep alteration costs down when I work with a design firm?

Thursday, April 28th, 2011

Although it might seem like a small detail, the way you provide text and artwork to your design firm can make a big difference in how smoothly your project runs. By following a few organizational tips, you can save time, avoid confusion and avoid seeing that painful line item on your final bill called “Alteration Charges.”

Style guidelines

Do you have a formal style guide or an informal set of expectations for your corporate communications? Make sure your design firm knows what these rules are, even if they’re unwritten. If you have style guidelines, be clear about which rules will apply to this project. The project kickoff is the time to discuss issues such as logo placement, font sizes, hyphenation rules and color restrictions. If you’ve been clear about guidelines at the beginning, you can relax and trust your design team to come back with a solution that is creative and easy to approve.

The text

It’s always better to have the text ready to go before the design starts. Replacing text, especially in a long document, is time consuming and costly. Providing text in pieces invites errors and adds management time to your project.

  • Make sure your copy is error-free and consistent before turning it over to the design team. The more time designers spend proofing and cleaning up copy, the less time they will have to focus on making the overall design approach sing.
  • Use the comments and tracking tools in your Word document to write explanatory notes such as “this box goes in the section on grants with the photo of Dr. Brown.” Don’t expect the designers read your mind.
  • Be careful about over-formatting your text in the Word document. It’s more efficient to give your design firm a stripped down text file. Using multiple hard returns or tabs in a document, even on charts, creates extra work during the design process. And, here’s an old typesetting tip: One space (not two) after periods and colons.

The photos

Of course we recommend that you work closely with your design firm to select the images appearing in your publication. That old saying, “A picture is worth a thousand words” is a cliché for a reason. If you provide any of the photography for your project, keep these tips in mind:

  • Invest in the best photography you can afford. Poorly exposed or low resolution images can’t be transformed into quality—even with the magic of Photoshop. This is not the place to cut corners to ease a tight budget.
  • Try to send all of the photos with the text at the beginning of the project. If you are using captions, provide them in a separate text document clearly matched to the file name of each photo.
  • Digital photos must be high-resolution—300 dpi (dots per inch)—and approximately the same size they will be used in the design or larger.

The sample layout

One of the first steps in designing a communication tool is the creation of a concepts for your approval. When you’re reviewing the concepts, pay attention to overall layout, type size, color and other big-picture items. But also look carefully at the details. How will each element such as captions, folios, charts or pull quotes be presented in the document? Now is the time to work out changes. Increasing the font size by even one point can impact every page.

Edits

Most design contracts specify how much time is included for revisions. Make sure you understand what your contract covers and when additional charges kick in. If your text was approved before your design firm received it, most likely the changes will not cause additional charges. Whether revisions are minor or extensive, you can do much to help this stage of the work stay within the base charges.

  • If more than one person in your organization has made changes, compile all comments and edits into one master set. Sending a change here and a change there or sending conflicting instructions will make your revision charges mushroom.
  • In spite of all the digital ways to send files back and forth, we find that marking up the changes clearly on printed proofs in a contrasting color is the best way to receive alterations. If you can, use standard proofreader markings. Faxed markups are a second choice but they can be difficult to read. Those sticky note instructions attached to the PDF proof file are a hassle to use and slow down corrections on the production end.

A little organization will make you quickly rise to the top of your design firm’s “favorite client” list. But more important, you’ll produce beautiful, error-free publications and communications with no budget aftershock.

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our Thursday Q&A on SmartThinking/GreatDesign.

Tags: , , ,
Posted in Design Talk, Q & A | No Comments »

Q&A: How do we choose the right logo?

Friday, April 22nd, 2011

Relaunching your organization’s visual branding can be tricky. You know you need the change. The time has come. You’ve picked your creative agency and turned them loose. Now what?

When the research is done and the concepts are in front of you, there are some important decisions to be made. This is not the place to start soliciting opinions from anyone walking down the hall. Here are some steps to take to make a smart, timely decision.

  • Test each concept against the creative brief you approved before the design work began. One of our clients had a really smart approach to this step. They set up a chart with the key brand attributes from their creative brief listed down the left side and the three logo concepts heading columns across the top. Then each member of the task group filled in the chart, rating the success of each concept in conveying the brand attributes. That exercise raised the discussion to a much more strategic level.
  • Remember that no logo will say everything, but good ones say a lot and say it well. Look carefully at each concept and jot down your own response and concerns. Ask yourself if the concept communicates what your organization is honestly, memorably and positively.
  • Count to ten before you leap. Take the creative brief review and your own subjective response to each concept and let the decision percolate for several days. Then come back with a fresh eye and make a decision.

This decision-making actually happens well into the logo development process. We are planning a series on SmartThinking/GreatDesign that will give you a step-by-step guide to logo development from beginning to end. Stay tuned!

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our Thursday Q&A on SmartThinking/GreatDesign.

Tags: , ,
Posted in Design Talk, Q & A | No Comments »

Q&A: We need business cards for two new hires. Will you take care of that?

Thursday, April 14th, 2011

Sigh. This is not a request I like to receive. Don’t get me wrong. When we create a new logo or visual identity for an organization, we know that business cards are still one of the most important and often used items in that package.

The design and delivery of the first round of cards is easy. The order is for multiple names and the cost is reasonable — even with unique, custom designs. (We’ve experienced the value of having a card that is unusual. Our own cards are bright, folded squares that always draw comments. People remember them, and consequently they remember us. But that’s a topic for another day.)

The rub comes at reprint time. Going back to print cards for one or two new employees is inefficient, expensive and slow. We’ve tried every strategy we can think of to solve this problem.

  • Printing master cards without name and contact information, storing the sheets uncut and then putting them back on press in small batches as needed
  • Using mass print houses with discount prices and treating each new card as a separate job
  • Setting up print on demand arrangements with one vendor
  • Asking clients to wait on cards until they can order at least four to eight new names
  • Working with small local vendors that can do short runs

Not one strategy has succeeded. It’s either extremely expensive for the client, takes weeks instead of days to complete, doesn’t meet our quality and consistency standards or costs us more to manage than we can fairly charge.

There must be a solution out there. I’m determined to find it. Calling all colleagues, competitors and card users… a little help please?

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our Thursday Q&A on SmartThinking/GreatDesign.

Tags: , , , ,
Posted in Design Talk, Q & A | No Comments »

Q&A: Is digital printing as good as traditional printing?

Thursday, April 7th, 2011

With most of our communications transferred by one digital means or another these days, you may be saying, “Isn’t all printing digital?” Not quite. Most traditional offset printing does rely heavily on digital technology, but that’s a different animal from what we call “digital printing.” I don’t want to veer off into a technical discussion here. The topic is really about how to decide when digital printing is the right way to go.

The decision comes down to knowing what you need in terms of quality, service and price.

Quality
Digital printing has improved dramatically since it first became an option. There are still some trade-offs that you have to expect, however.

  • If you have large areas of solid color in your brochure or whatever you’re printing, there may be streaking or uneven tones.
  • If you use a type font with fine lines or delicate serifs, it may be less crisp and more difficult to read.
  • If you have a corporate identity program that uses a specific ink color such as a royal blue, remember that the color may be difficult to match.

For product sheets or conference promotions, these issues are much less important than a corporate capabilities brochure. You have to decide where quality outweighs economy. And remember, not all digital printing is the same. Ask to see samples of the printer’s work on similar jobs to decide if their capabilities are a good match for you.

Service
Online, you can find unbeatable prices for digital printing. These mass printers can offer sweet deals because your piece will be ganged up with a number of other jobs. With these printers, you can’t expect to receive customized attention for your unique needs on press. Not all digital printing is mass printing though. Digital printing can give you quick turnarounds and print on demand options. You even have the ability to change the image with each impression, i.e. personalized direct mail postcards with each client’s name integrated into the copy.

Price
Here’s where digital printing carries real value. Even though the cost per piece is higher, the digital printing process doesn’t require all the preparation steps needed to make traditional printing plates, so the production costs drop. Small quantities of full-color pieces, especially multi-page publications, suddenly become a realistic choice. We recently designed a strategic plan publication for one of our clients. It was intended for online posting only, but the client wanted to give each board member a hard copy. Digital printing made that possible.

Digital printing is a beautiful solution in the right circumstances. Look at the decision in light of how important the piece is in your overall organizational branding, how big the audience is and what you need to accomplish with the publication.

Have a question about print and online communications in today’s world?
Email it to cindy@gravesfowler.com. We’ll answer you directly and may add it to our Thursday Q&A on SmartThinking/GreatDesign.

Tags: ,
Posted in Design Talk, Q & A | 6 Comments »

Q&A: How do we choose a content management solution for our web site?

Thursday, March 31st, 2011

Blue Atlas Interactive has been our development partner for web sites since 2004. I asked their Vice President, LuAnne Bell, to respond to this client question about CMS options.

Your web site is a living thing. It needs steady care and attention in order to continue to be a valuable marketing tool. That means making sure your site’s content is current and newsworthy, which is one of the keys to ensuring repeat visits to your web site.  With contemporary content management solutions (CMS), it’s easier than ever to keep your site in top shape with content updates that are relevant, focused and effective.

A CMS allows you to create, manage and publish content. You don’t have to rely on technically trained staff to manage content on web site pages. No HTML or other programming language is necessary. For most site launches today, a CMS is an assumed part of the development. However, a CMS also can be easily integrated with an existing web site. The financial investment pays for itself quickly. That means you can channel more energy and resources towards more strategic marketing initiatives such as adding new features and functionality to your site.

CMS benefits:

  • Solutions are user-friendly for non-technical staff.
  • The integrity of your site design is protected.
  • Content is stored in a database rather than having hundreds of html pages to maintain separately.
  • You can share the content management load by assigning different staff to maintain specific sections of the web site.
  • Approved editors can add, delete or edit content securely from any computer with an internet connection.
  • Update time is shortened because files no longer have to be downloaded, edited and then uploaded.
  • Search engine optimization (SEO) is achieved through user-friendly page URLs, which are preferred by search engines.

Questions to consider when choosing a CMS

What is the platform for your web site?
For example, if you have a site that is built on the .NET platform, know that a .NET CMS is likely a requirement. Or, if the web server that hosts your web site is a Linux server, then the number of open source CMS options is much broader. By employing an open source CMS, you will be able to avoid annual licensing fees for the CMS.

Where is your web site hosted?
Some Internet service providers have constraints on which web applications, including a CMS, can be deployed on their web servers. However, there are many, many reputable hosting solutions that can be considered in conjunction with selecting the most appropriate CMS for your web site.

Are there requirements for content approval prior to publishing?
A CMS application can be configured to limit which authorized content editors can actually publish web pages. This feature does, however, add a layer of complexity to the CMS that may not be necessary if content review/approval is not a requirement.

Are there requirements for modifying site navigation?
Will content editors simply be editing existing pages, or will they also need to add/delete web site pages and sections? Again, the simpler CMS applications limit editing to existing pages. More advanced CMS applications will support adding/deleting pages and sections.

Once these questions have been addressed, you will be ready to begin the CMS selection process.

There are literally hundreds of CMS applications available today, and no one CMS is the right choice for every web site. Here are just a few contemporary CMS solutions that have a large market share: Expression Engine, Concrete5, DotNetNuke, WordPress, Joomla, and Drupal. The list goes on. Viewing demonstrations of more than one CMS application will help you decide the best choices for your web site. Some CMS providers make demonstrations available online. If not, contact the CMS provider or your web design firm directly to request a personal demo.

Take action now. Have your IT department or web design firm initiate a review of your current web site. Dedicating time here will help to ensure that your web site content is current and engaging. Make sure your web site is working for you.

To learn more about content management solutions, contact LuAnne Bell at lbell@blueatlas.com.

Have a question about design for communications in today’s market? Send it to cindy@gravesfowler.com. We’ll zip an answer right back to you. We also may post it to our Thursday Q&A blog.

Tags: , ,
Posted in Design Talk, Q & A | No Comments »

Q&A: Is it time to change our logo?

Thursday, March 17th, 2011

We’ve recently been in talks with two clients — one long-time, the other new — about logos. The meetings were called to decide on new marketing materials, look at budgets and set priorities.

It was hard to have a discussion because of the elephant honking from the center of the conference table. What was all the noise about? Logos. Both of these organizations have logos that no longer meet their needs. They’ve each compensated by hiding their marks on back covers, tucked them below the fold, or chosen not to use them at all. “When is the right time to change our logo?” they asked, “Especially when our funds are so limited.”

1. It’s time for a change when your logo (or visual branding, we like to call it) ceases to match your position in the marketplace.

Starbuck’s recent unveiling of its updated visual branding is a perfect case in point. With the shift in the corporate plan away from a sole focus on coffee, their mark had to change, too. Now the iconic mermaid remains but the words are gone.

The overhaul of the UPS logo several years ago is another prime example. Paul Rand’s design served them well for a long time, but the industry changed. A package tied with a neat bow wouldn’t make it through automated processing systems today. The logo, as good as it was, had to be retired.

2. It’s time for a change when you find yourself saying, “It’s good enough.”
The easy access to software has given everyone the tools to design. Logos are no exception. We’ve seen a steady decline in the quality of communications as more and more organizations opt to put out materials created by sales or administrative staff instead of designers. Maybe that sounds like sour grapes coming from a design team, but think about it. Effective design has it foundation in strong marketing strategy and practices that make a difference in your bottom line. “Good enough” just isn’t good enough when competition for attention is so fierce.

3. It’s time for a change when you really want to lead the online conversation.
One of our clients said, “Do we even need a logo? We don’t print letterhead anymore.” The value of a strong visual brand is more important than ever today. Try to establish an effective page on Facebook, Twitter, LinkedIn or a blog without one. The list of marketing options is exploding and so is the need for good, solid branding.

We realize that budgets have been slashed. You’re expected to do more and more with scarce resources. But the visual branding of your organization is foundational. If you start with the right visual brand, you’ll be amazed at how other marketing decisions and actions follow. As Seth Godin says in his new book, Poke the Box, we will survive when “we move beyond quality and seek remarkable, connected and new.”

 

Tags: , ,
Posted in Design Talk, Q & A | No Comments »