quinne design's blog | random thoughts on branding and design for websites, print, mobile, media

January 15, 2013
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Typography & Layout: different strokes for different media
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Dear Sir,

I requested your author’s book from the library, and was looking forward to reading it…..You asked for feedback. I am afraid you may not like what I have to say.

It’s just not a user friendly book, and try as I might, I don’t expect to finish it, and I read a LOT, so that is saying something.

By now no doubt many others have talked with you about your typographical and layout issues: lack of headers, un-friendly typeface, and distracting graphical layout, not to mention the use of red type. Yes, it’s cool and trendy and industrial-looking, though hard on the eyes when it comes right down to readability.

I found it surprising that such useful information would be so challenging to read, and checked to see who the designer is. Uhm….not a graphic designer who is sensitive to typography, but an industrial designer. There is quite a difference.

As you no doubt already now, typefaces have specific purposes, and reading lots and lots of text is easier on the eyes with more work-horse-like typefaces, whereas headings and other, shorter bits of text can be a more decorative, trendy, artsy, industrial — in short, flavorful.

It helps, too, with ease of reading, if a book’s interface is book-like as opposed to website-like. (I work with both, and as you are aware, they are two different animals.)

Finally, it is possible to keep the spirit of the current design, and modify it so that is more user-friendly to readers. A.k.a. a modification in graphic design execution.

If ever you decide to republish, I’d welcome the opportunity to work with you on the design and layout so that more people (including me) read the book!

PS: Stop Stealing Sheep is an interesting and sometimes funny book about type and The ABC’s of Type is another I recommend to students, if they can find a used copy.

April 4, 2012
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Roles of a creative director: consulting with a startup to save time and money
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Once upon a time there was a start-up with 2 brilliant founders, who had developed software that addressed a need in an area supporting conservation of resources. A do good product that is a viable money-maker as well. Love it.

They were doing customer surveys for end users; the survey was designed by someone overseas without design expertise for print (there is a user interface in print, too), and the print version was hard to read and uninviting.

They’d had someone spend considerable time designing a logo, and had a non-US source for coding the website about to be launched with the help of junior designers under client direction. (Don’t try this at home; it doesn’t work.) While both of the founders were bright, neither had a background in marketing, and to assist them, they’d hired a junior writer who has an interest in sustainability, (writes blogs I think) to serve as a project manager to get their site up and running. The three of them plus their contractors were going in circles without any clear leadership.

It’s no surprise their web project was going nowhere. Yes it had some pretty design elements (“Gratuitous design,” to quote Paul Hauge). Overall the design was inappropriate to the audience, didn’t proffer the product/service’s benefits, nor did the proposed website design and messaging explain the product/service effectively. And, my client was unclear about who their primary audience was. Plus, there was no site architecture to be had.

Their branding was non-existant, including a logo having nothing to do with their offerings. The user interface was non-existent both for the site, and for the analog (print) version of the survey, which was also not worded simply and clearly enough to reach all householders in their market. This needed re-designing and editing.

As a creative director and design professional with over a decade of experience playing a role that’s both strategic and tactical to get results, I’ve seen this before. Many times. While I can expedite solutions for bogged down marketing, branding, writing, and design like the one I just described, I can’t get back their wasted time, energy and funds. How I wish.

To assist the team, I started with a series of questions, listening to answers, clarifying, asking more questions. Next, I wrote a plan of action, in this case a creative brief, checking in with my client to confirm that we were all in agreement with its contents and the way forward.

The way forward included a new logo and branding that was suitable, using some of the design assets they had gathered, only this time using them more effectively and consistently as a part of their overall identity, on the website, the survey and on other printed materials.

The design work I completed for them was on target with their goals, and resulted in a user-friendly, compelling website with clear messaging, an easier to read (equals more likely to be filled out and mailed) printed survey as well as a new logo design providing a quick read on what they offer. The quick read is especially significant since they are offering a new kind of service. I delivered web design files, including a slide show, and the text for the slide show in time to make their programming and launch deadlines, all because we slowed down long enough to make a plan and write a creative brief, periodically reviewing it to make sure we stayed on track.

Previously, the branding on the survey was unclear. (note: In consumer facing situations, my client is invisible, and the branding in question here is for their client.) Ideally consumers would understand that the survey is sent to them by the same entity who is delivering the changes suggested by their survey responses. This kind of consistency in branding and messaging is key to having an audience perceive your company in a manner that is to your company’s benefit in terms of growth and increased market share. The more you shine in the eyes of your audience, the more they will spread the word.

My client was clear that they would leverage social media, but they weren’t clear about the role played by marketing and branding and perception…nor the role an effective creative director/consultant could play.

What they have to offer is a brilliant technology solution, and my job is to make them stand out through effective messaging, design strategy, design, writing, and using whatever tools (including social media and video) are appropriate. While the marketing, branding, advertising industry has changed, the questions to be asked are largely the same, or parallel the sensible ones we’ve traditionally asked.

March 29, 2012
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Creative Brief, Briefly, Start with a Plan
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An acquaintance discovered that I design websites, and said, “I need to get something up so I can make money from all of this training I’ve done.”

“What service are you offering?”

“Therapy relating to xyz industry. Is a WordPress site the way to go?”

Does this sound at all familiar? It’s tough to write a creative brief for a site under those circumstances, yet all too often people have only a vague idea of what they’re offering, and just need “to get something up,” or “have a presence on the web.”

We wouldn’t want a general contractor to build without a blueprint, nor have a surgeon make an incision without a plan for treatment. Inasmuch as those two professionals use blueprints and diagnostic tools in planning, we use creative briefs.

Like a treatment or building plan, a creative brief starts with questions:

Who is your select audience? Who is your competition? What are the benefits(s), and what is unique about it? Why would someone choose your offering over another offering? Where is this (video, logo, package, ad, website, or other communication) going to be seen, and in what context? How is it going to be used? When do you need it?

And that is just the beginning. There’s the positioning statement, the culture of the audience, the visual competitive audit, visual attitude and brand personality to consider. What is your objective, and how do you want someone to respond to what s/he sees and experiences? What action do you most want someone to take, and ideally, how would you want s/he to perceive your offering?

Inasmuch as you’d determine the size of the potting shed before purchasing the materials to build it, you’d want to be clear on why, what and to whom you’re offering before designing and building a site for that audience. Especially if you want to stand out in the crowded marketplace.

Since my acquaintance was clearly overwhelmed, and we’ve all been there — a one question email seemed best: What specific service are you offering?

March 27, 2012
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Reflections on User Experience
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When first I heard the phrases user experience, user interface, audience engagement, they were applied to website interactions. After considering these terms, I realized I’d been working with them since design school, pre-www. Shortly thereafter, my mother pointed out I’d been working with them since I was a child.

Wow. They sound so new, don’t they? But they’re not.

At some point in design school (this was after I’d already earned a BA and an MFA) I read that the act of picking up a product from a retailer’s shelf, increases by a significant measurable amount the chances that the prospective customer will purchase that item. As I saw it, my job was to make someone want to pick up the package and thereby increase sales. This is where psychology met art, and I was hooked. A form of customer engagement, yes?

If you pick up a piece of sculpture, or if it’s larger, walk around it, the sculptor has engaged you. Likewise, with the first package I designed, I made sure that the graphics wrapped around the sides to the back of the box to subliminally encourage the viewer to turn it over and read the romance copy on the back.

I followed a similar process with each brochure. What could I put on the front that would make the viewer curious enough to open it, and if a folded piece, to open to the next panel. Keep them engaged by deliberate, effective use of line, shape, form, texture, tone, color. And making sure to use the elements of design in a way that spoke to the select audience.

What element of surprise or entertainment could be included in order to hold his/her attention long enough to receive the message/information? How would the users’ experience be affected if the visual design or shape, as in a die cut, were altered? And the texture: would the response to the overall richness spot varnishes added be worth the additional cost? What about the weight and texture of the paper? And, would a two or three-color job with a spot varnish be more engaging and effective than a 4 color job with only an aqueous coating?

It is a parallel process with website design, with the additional excitement of more motion, speed (of interaction with many at once), and a mouse/tablet or touch plus some version of a rectangular box. And sound. What causes eyes to follow? What causes them to leave? Those questions are much the same for user experiences regardless of the object involved. As is the question of why a particular emotional response occurs. In short, what do you want the person to do/feel/know/experience/see when s/he arrives at your website, app, sculpture, painting, product?

My exploration of user experience started when I was a kid, while building my first 3-dimensional model of a house. I wanted it to be as “real” as possible, with opening and closing doors and windows, and interesting from all 4 sides. It was made of paper and scotch tape, — still my favorite [along with a pencil] materials for prototyping.

March 26, 2012
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Lessons from “my” cat.
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My cat enjoying herself, lying on her back

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Savor the moment

Last night in the midst of a family discussion a small voice squeaked, “Merrr-a-a-anc.” [Cachilla Ruth almost never says, "Meow."] My polite, furry being looked first at me, then at the closed bathroom door, then at me again. “Merrr-a-a-aa-a-nc.”

This is how to get what you want. Focus. Intently. Ask for help. Believe it will happen. Focus.

It works for my cat, who is an exemplary role model for how to live well. I opened the door, thinking she had requested access to the litter box. But no, she was after something more sublime.

While downstairs, she had heard the heater come on, and trotted upstairs to bask in the glory of the “warm-blowy-thing.” The premium spot for her bliss is on the bathroom floor (towel optional), in front of the vent.

I mean bliss. Total bliss. She rolled and stretched, exposing her fluffy white belly of immaculately groomed fur to the heater from every possible angle, then exposed her back. Her sides. Forth and back. Rolling, turning, enjoying the sensuous delight of warm air ruffling her fur and toasting her ear tips. She smiled and kneaded her paws in the air, pausing occasionally to lick an errant bit of dust off of a pink toe with that perfect grace exhibited by cats and prima ballerinas.

Ahh. This is how it is done. No matter what challenges you may face at any given moment, take time to enjoy the moment offered.

October 11, 2011
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What is “it” that is being branded?
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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.” That’s 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.
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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

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October 11, 2011
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Info for an internet newbie starting a brick and mortar business with a web component
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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, all 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 precede .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 connects your computer to the world wide web (all of those sites hosted on a gazillion 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 — and 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 out virus protection and back up solutions before you run into trouble.

FYI: when a new operating systems comes out, my gurus don’t advise me to purchase/install it until it’s been out there and tested for a while (and relatively glitch-less). 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!

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

It’s critical, as you know, not to lose 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. Next, quickly lead them where they would like to go, or where you’d like for them to go. The challenge is to make this journey very convenient for her/him.

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 practices 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
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Two weeks ago, I introduced a friend to LinkedIn and assisted with signing up, entering profile information and we found a couple of his colleagues. My friend is in an industry well-represented on LinkedIn although folks in his specific job category are not. Note: This post was originallywritten in 2010; in March of 2012, I read an article indicating how more and more people in his area of expertise are now using LinkedIn.

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. (Note: The interview happened, and led to many months of contract work.)

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.