quinne design's blog | Compelling branding and effective visual communications for print and web…and…

October 11, 2011
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What is “it” that is being branded?

So where does one start with branding? The process is similar whether for a product, service, large or small corporation, a person, an initiative, an event, a non-profit. It’s a who, what, where, why, when proposition. You’ve heard it before, and you’ll hear it again–it’s all about identifying “it” –which is why we use the longer version of “brand,” corporate and brand identity. (They are two different entities, but you already knew that.)

You’ve probably heard names or seen business cards and that didn’t reveal what “it” is. Big problem. Sucessful companies dig in to sort this (identity, message, etc.) out, and engage in a process that involves not everyone who might care, but rather- just those few who are the leadership of the organization. Maximum 4 people.

The process can lead to arguments and discussions and some hair-pulling- but stick with it, and the it will be defined. (Expect things to feel uncomfortable, you’re right on schedule!) You’ll be taken through some exercises, and with the resulting info in hand a creative brief will be written by that creative director. While this outsider may not know the company as well as the owner/executive team s/he will need to know as much as possible in order to stay on track when the creative gets started. It’s his/her job to eat, live, sleep and breathe this stuff. Truth be told, I love it. It’s similar to getting into character in the acting world.

Early in my career, I innocently asked the president of a newly named company if he wanted to put a tagline on their stationery (back when stationery was more prevalent) — having suggested an oft repeated phrase (of theirs) that identified what they actually did. Oops.

What a stir that caused. The following week, the company was renamed, and I re-worked the design, on their dime. When they dug in, they weren’t doing what they said they were doing, and needed to readjust within and become clear about their identity. Better to do the digging and hashing first, to save time and money later. Good idea to do it with outside consultation, as the outsider keeps you on track, having the advantage of perspective, which means s/he will be sure to ask the questions that must be answered.

Getting closer to demystifying the creative brief. Stay tuned . . .

October 11, 2011
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Look at a website through a first time viewer’s eyes.

I was asked to review a pending website, and in the process gave a company founder some suggestions on how to review what was being designed. It was clear that a creative brief had not been written nor followed. Some back tracking was in order.

Test: Take a quick look at a site’s opening page, close your eyes, and try to remember what you saw.

Can you quickly say what the site was about?

If yes, then it had a solid “read.” (The site in question didn’t.)

When we talk about the “READ” (of an ad, website, package) we are referring to the hierarchy of information; what is most important, what’s second, etc. In designing a piece of communication, we deliberately (using graphic design skills) facilitate the “read.” Maybe control is a better word than facilitate- but you get the drift. (Perhaps now you’ll understand why designers and creative directors tend to be control freaks. Our choices and directives have a huge impact on sales and conveying other kinds of information. And we want our projects to succeed for our clients.)

The user’s experience (UX) is related to the “read” in that via the hierarchy of information s/he has been guided to a call to action. Did s/he quickly find that call to action? If so, the visual design (at this point the UI–user interface) is successful.

Next, did the user/visitor act? Was s/he compelled to: sign up, make a purchase, register, buy, call for info, change a habit, etc., etc.?

Getting people to change–even a change from doing nothing to being compelled to make a purchase (sign up, etc.) takes energy. The chances of facilitating that change, — compelling that action — are greater if you know who the audience is and what they want/need/are motivated by. And, use that information to best advantage.

In looking over the proposed design(s) for that website, it was clear that the first step in the creative brief had not been addressed. The client’s idea of their audience was fuzzy at best. The trickle down effect was that the information wasn’t focussed on what the prospective client cared about most.

The principals hadn’t really dug in there and thrown the thing around, wrestled with it and made a decision. (Yes this can be stressful, they were avoiding it. It’s critical, and so worth hashing out– and they were oh so relieved once they’d done it.) As a result, the designers on the project were going around in circles (= wasting time and money).

In my role as creative director, I took an approach that helped them sort out the larger issues, by asking them questions and reviewing answers until we had agreement. This put us back on track.

I could then go through the information that was specific to their audience and determine ways to present it (prepare a design and slide show and layout for the designers to execute) that would showcase the company’s offerings in the best possible light, –highlighting the BENEFITS — not the features (more on that later)– their specific audience cared about in an interesting and compelling manner.

Result: cohesive, compelling website with clear message, and a clearly articulated call to action.

Into the depths of computers, isps, hosts and urls… for the first time

October 11, 2011
by admin
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Info for an internet newbie starting a brick and mortar business with a web component

Hi Frank,

To answer your questions, the domain name is the name of the company plus the dot net or dot com or dot biz, etc. (Equinedesign.net) One of you registered this name, but you’ve not yet set up a hosting account for it.

The URL (universal resource locator)aka web address is:
http://www.equinedesign.net. Just understand that many people will write this without the http://www. although you’ll need it for links (when you set up your website) and the entire set of characters is, technically speaking, the complete address.

The host- godaddy, will both allow you to purchase/register your domain name, AND create a space for you to host your url (with its multiple pages, a bunch of files located on one or more of the host’s servers, and accesible from anywhere in the world).

As a part of their hosting package, godaddy has determined that most small business owners will want to have about 5 email addresses, and godaddy provides those. You will have an opportunity to decide the letters that preceed .net. (info@equineconsign.net, frank@equineconsign.net, etc.)

I urge you to go to the library and get an internet book that is basic and read it asap. These terms will soon make a lot more sense and you’ll be more comfortable with the basics — and ready for the next steps.

Email addresses are likened to post office boxes— where people send you mail. You can use, for example, entourage (mac) or outlook (mac and pc) as the software to access your emails.

Then there is an ISP, internet service provider. Think of it as the service (wires, air waves) that connect your computer to the world wide web (al of those sites hosted on a gizillion servers out there).

I used to have AT&T (which means I had DSL) and now I use comcast (which means cable); which works better in a given geographic area varies. Ask other business people in your area who they use. Preferences could vary within a single neighborhood, so be aware of that, too. See if there is an architectural firm, law firm, or a print shop nearby–those kinds of businesses rely heavily on internet access, and would be a good resource for which services work well in your area.

Btw, another resource you’ll want is a computer tech person— also known as mac or pc “GURU” to help you with your computer issues, which are separate from the web issues,- though occasionally they overlap.

Expect to pay this person a few hundred dollars each year for software updates you don’t know how to do yourself, advice on which printer to purchase (this alone is worth its weight in gold—who has time to read a million reviews?), operating system updates, etc., etc.

Love this person like you’d love your pediatrician (if you have kids) or your vet (if you have animals) or your therapist if you do that kind of work.

Ask around for recommendations, then ask around again. I’ve had the same pair for over 15 years. I’m loyal because they care, are capable, resourceful, and smart.

They know which software I use, they know I use a truckload of fonts, and therefore keep up to date on which font management systems are better or worse, remind me to deal with viruses— or which virus package is worthwhile, set me up with adequate back up protocols, and several other protocols I can’t remember right now— though I follow them to keep all systems firing. Once you’ve found good one(s), bless them, pay them on time and cherish them. These are the folks who will save you in a crisis– or better yet, avert the tragedy before it happens.

Note: if you are using pcs (windows) you are particularly susceptible to viruses, and REALLY need to sort our virus protection and back up solutions before you run into trouble.

FYI: when a new operating systems comes out, they don’t advise me to purchase/install it until it’s been out there and tested for a while (and relatively glitchless). Plus, they send a nifty newsletter with current issues as they come up. I’ve shared this newsletter of notes with others, and gratitude has been expressed. Just ask Keith to sign you up.

Phoebe Bixler (phoebe@there.net)and Keith Eggle (keith@yourtech.com), you two are the best, as is Steve Beale (the saint) (steve@macrepair.com). Love your computer guru.

Now that they’ve been working with me for years, and know what I know and where I tend to become confused…they will often trouble shoot things for me on the phone. Very valuable service, since things tend to come up out of the blue, while they’re on the way to a client’s office.

Good luck with the new adventure!

Into the depths of computers, isps, hosts and urls… for the first time

December 2, 2010
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Why use a visual creative? (web)

It is tough to see ones own marketing materials- be they print or web.

It’s critical, as you know, not to loose folks right when they arrive at a site (or view a print piece)— especially if it’s for a new service or company or idea. If you’ve thought about it for days, weeks, years, you lack the necessary perspective to be objective about what you see in the first iteration of the design.

Consider the analogy of a movie theatre. You want to see a film, you’re in the neighborhood, so you do a quick drive by. If film names and start times are listed, (and you’re interested in the offerings) you might take the time to find a parking place, go in and see the film. But if information isn’t clearly posted outside, you likely won’t bother to stop, heading instead to your regular pub. (or maybe the gym)

Quick read, quick decision, quick action.

On ones own site, distracted by “how it is supposed to be” or “what one envisions,” you can’t help getting in your own way of having an accurate new user experience. Kinda like trying to be your own therapist. That doesn’t work either.

Professional designers, creative directors, art directors and producers are trained to turn off their brain and just do a quick visual read. (fun fact: did you know you can’t really “see” your own design for more than about 15 minutes?—quote from a professor) (Now you can understand why we “sleep on” designs or ask for peer review!) Even so, at critical junctures, we need a fresh, new “first impression” and hand over wireframes and/or designs and interfaces to people who’ve never see them before, to learn what the reactions will be. It’s called testing. Some go as far as eye tracking.

My job is to use visual and mental orchestration (consider the creative brief–which includes audience info, call to action, preferred perception, etc.) to create a solution that draws the first time visitor in. Once there–you’ve a chance s/he will be interested…which gets us into the next in the hierarchy of information and actions. The job at hand is to make it convenient for her/him to find what’s needed, or to do, or to learn–and fast.

This is design thinking encompassing human factors, user interface and the user experience. It’s not math (except for the stopwatch) and it’s not code. (yet) That comes later.

As a part of visual design, I incorporate best practises for positive user experience and user interface. When budget allows, formally test. Someone asked me how long I’d been dealing with user experience: pretty much since age 4, when I watched the reaction of someone to something I’d created. The question then was a version of the same one I ask now: Did you get it?

Eating, sleeping and breathing the brand (which includes points of differentiation, competitors, offerings, personality, and more) means both parts of my brain- analytical and creative are at my clients’ service.

Not everyone functions like this, but I do. And those of us who do get results for our clients. I wouldn’t recommend going inside my brain alone, it’s a scary place.

November 4, 2010
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Social media re: Linked In

Two weeks ago, I introduced a friend to linked in and assisted with signing up, entering profile information and found a couple his colleagues. My friend is in an industry well-represented on Linked in- although folks in his specific job category are not.

That turned out to be beneficial. Today, while showing him how to connect with a slew of folks automatically (not generally recommended) we hit submit too soon . . .He had a response to one within an hour, and that person is looking for someone with his credentials. Last I heard, there is to be an interview early next week.

Not bad.

Additionally, as a result of the ensuing phone call, my friend now has a clearer picture of what makes him stand out in the crowd. There is a rewrite ahead for his profile to highlight his truly unique qualifications.

And what does this have to do with branding? Everything.

November 3, 2010
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Rework

I’ve been reading the book Rework, it’s a business book that offers truckloads of sanity in how a business operates, and points out the plusses about small businesses, for example. . . .There were several sections which sounded as though the author was reading my mind. Something about how you need to focus on the core of what is important in your business instead of every single possibility, something about being honest and down to earth about who you are . . .warts and all. I’d recommend it.