The Twelve Deadly Sins of Design

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with nearly 30 years of experience designing communications for major healthcare organizations, municipalities and large corporations.

Old Cemeteries - Row of Tombstones

Heed the warning and don’t make the following mistakes. Successful corporate communication designers know how to avoid these pitfalls:

1) Failure to include a call to action.  What is the purpose of a marketing or sales publication if it doesn’t produce a return on investment (ROE)? Let’s face it, the print world has largely gone away. Clients are looking for results from their advertising and marketing budgets. Promoting awareness or providing information alone just won’t cut it in today’s marketplace.

2) Failure to follow the client’s corporate design standards. Don’t overlook the brand. Shame, shame, on you if you do!!! Effective corporate communications are branded to help promote awareness of the corporate brand and to promote consistency of look and style.

3) Failure to select images that are not carefully vetted. For example, never show a person not wearing a seat belt in a carpool photo. Never show a bicyclist not wearing a helmet in a promotion for Bike to Work Day. Never show just one person driving a car in a brochure on ridesharing or commute options.

4) Designing text using colors that are too difficult to read.  This means colors that are too light, too bright or that are printed with fluorescent inks. I once saw a publication created by a popular art school that was indeed beautiful but you needed sunglasses to read it. Beautiful as it may have been, the publication was completely illegible since all the type was printed in bright orange fluorescent ink against a pure white background. Yikes.  Pass the sunscreen!

5) Failure to place functionality over aesthetics. A beautifully designed work of art which does not sell the product, promote awareness or even reach the targeted audience is a zero design. A piece can be the really beautiful, but if it doesn’t work what is the value? Remember what my grandmother used to say, “Beauty is only skin deep but ugly is to the bone.”

6) Failure to design a piece that cannot be easily printed. Many inexperienced designers create pieces that do not have proper bleeds, do not contain proper color call-outs, do not have plates that separate out or do not have postscript and properly licensed fonts. Have the printer review the art during the process to make sure that it can be printed using their equipment. Make sure that the printer has the correct print specifications.

7) Failure to include diversity or demographics.  Today’s world is important—it is a global community. Don’t “look yesterday!”  Be sure to represent people who are the intended audience and who represent the local community. Publications that fail to do so will be overlooked.

8) Failure to modify or enhance a stock image. These images can be easily spotted. Furthermore, you don’t want your photo to show up somewhere else.  All stock images need to be customized to the publication. Change the cropping, colorization, angle. Add a funky border treatment or combine photos or superimpose type so that the images do not look generic.

9) Failure to use high resolution images for print. Cell phone images usually don’t cut it. When designing for print be sure to use images that are at least 300 dots per inch. Low quality images almost always look bad.  Remember, ”garbage in is garbage out.”

10) Failure to use fonts that are easy on the eye. Using a condensed font, italicized type or all caps throughout can be a legibility nightmare. Don’t make your client go blind while attempting to read your publication.

11) Failure to design for the audience. Use large type for an older audience. Use graphics and color schemes which relate to the demographics and cultural traditions of the target group. Don’t design a super hip publication for an older audience and don’t create a stodgy traditional layout for a group of teens or millenials.

12) Failure to properly outline hair on people or what is known as the “helmet-head effect.” Avoid those bad hair days when your parents put a bowl around your head and cut off the excess hair. Hair needs to be soft with flowing strands, not hard angled and choppy. Don’t attempt to give someone a haircut if you are unskilled in Photoshop.

Follow these valuable tips and design with confidence.  Don’t be a sinner along the way.

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If your company or organization needs an innovative or unique solution for a promotion or marketing campaign, please contact HWDS at hwdesign@west.netWe make beautiful things happen. To find out more, please visit westdesign.com.

Harlan West is the author of successfulcorporatecommunications.com and has been working as a creative director and design professional for nearly 30 years and has designed and art directed hundred of publications for both print and online purposes. HWDS and Associates, Inc. has been in business for 25 years.

As a Communicator, It’s Your Job to Help the Client See

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with nearly 30 years of experience designing communications for major healthcare organizations, municipalities and large corporations.

Give Your Client Reading Glasses.

The road ahead is dark and clients cannot see with your help. You need to illuminate it.

Help them understand what you are thinking; they cannot read minds. Unfortunately, the client has an inability to visualize concepts without reviewing a layout or comp. Just assume that the client is not right-brained and cannot imagine what you are proposing.  Provide a conceptual roadmap.

patient at oculist

Create a map to the finish line
This starts the ball rolling. Some clients are unwilling to commit on a proposal or don’t know where to start. By jumping in feet first and developing some concepts, you give them a better way to get engaged with the project and to have a map to the finish line. Continue reading

A New Year Design Manifesto

springtime landscape

Here’s a list of resolutions to help you start out designing a successful New Year:

I WILL print less, digitize more…In this age of green, we can only move to greater use of online e-publications that have little impact on the environment. That does not mean that we should abandon print completely, but rather we should use it were we can have the greatest impact. Such effective uses include annual reports, car catalogs or product brochures and some direct mail pieces.
I WILL produce sustainable events that employ digital invitations, reusable directional signage, recyclable tableware, hand-printed nametags. Attendees might also be encouraged to use ridesharing or alternative fuel vehicles to reach the event.  Include commute options with the invitation.
I WILL design for cell phones, tablets and desktops with responsive design that adjusts to the device.
I WILL not print 2-color materials. Four-color printing gives so much more bang for the buck especially with the widespread use of digital printing.
I WILL design with clean, uncluttered and simple layouts with lots of white space.
I WILL use infographics to display data and I will skip the boring charts, graphs and tables. No one reads them.
I WILL refuse to use clipart.
I WILL refrain from using stock photos that have not been customized or altered. This consists of modifying photos so that they are unique to your publication or website.  This prevents them from reappearing in another publication and avoid the use of a stale prefabricated, canned image.
I WILL try to use PowerPoint less frequently for my presentations. In my opinion, it is dated and trite. I will try other programs such as Adobe Keynote or programs such as Adobe Muse to provide interactivity. Simple talking points with a few visuals are often enough. Why put the audience to sleep? If I do use PowerPoint, I will limit my presentations to five words per slide, and I will not repeat what is already visible on the screen. Try something new and original.
I WILL design websites that are informational and functional, rather than complex works of art. The days of websites driven by special effects and animated graphics are long gone.
I WILL create communications that show diversity and inclusivity in the use of photos.
I WILL strive to create publications that have a localized feel to better tie products and services to the community
I WILL strive develop publications which promote giving back to the community or that have a charitable component.
I WILL print on recycled papers using vegetable-based inks.
I WILL, I CAN AND I PROMISE to create better and more enriching communications.

Make 2016 the best it can be. Art makes life livable.

This Mother’s Day, Give Mom Flowers—By Design

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

 

The other day, I was at the car wash and discovered an interesting photography effect using closeups of flowers which appeared on greeting cards. I felt that this effect could be duplicated and modified using layering effects from Adobe Photoshop. It gave me an idea for this coming Mother’s Day.

Here’s (3) samples of what I came up with…

Yellow-Mothers-daypattern Pinkflowerpattern Purple-flowerspattern
Continue reading

50 Reasons to Follow the Successful Corporate Communications Blog

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

I am proud to commemorate the publication of 50 blog posts! Celebrate with us by continuing to read our blog and encouraging your friends and colleagues to subscribe as well.

50BlogpostsBanner

Since we just completed our 50th blog post, here’s 50 fabulous reasons to keep reading and rereading:

  1. Take advantage of valuable design tips for your newsletter.
  2. Use color to make a more effective publication.
  3. Learn how to create effective mastheads.
  4. Escape the pitfalls of staff meetings.
  5. Learn ways to deal more effectively with your clients.
  6. Discover how to create more effective bilingual publications.
  7. Find valuable tips on advertising.
  8. Learn about effective branding.
  9. Gain valuable information about e-publications.
  10. Increase your knowledge of printing techniques.
  11. Increase your appreciation of elegant paper stocks.
  12. Learn how to create effective event promotions.
  13. Discover ways to include effective infographics, charts and diagrams in your publications.
  14. Learn about ways to find employment as a skilled graphic designer.
  15. Unearth new ways to promote healthcare events.
  16. Invent new ways to illustrate your newsletter with the use of graphical icons.
  17. Find ways to develop an effective logo for your company.
  18. Learn about ways to add a mascot or cartoon character to your newsletter or publication.
  19. Differentiate your company’s product and service from the competition.
  20. Produce beautiful maps that provide more than just directions.
  21. Explore new ways to be more responsive to your clients.
  22. Recognize how to find a quality print vendor.
  23. Realize the beauty that nature can add to a publication.
  24. Originate the use of iMags for your company’s publications.
  25. Learn how to save $1,000’s on publication costs.
  26. Conceive of new ways to use patterns in your publications.
  27. Innovate the use of online publications in your company’s publication requirements.
  28. Discover ways to add navigational elements to a newsletter.
  29. Lean how to use photos for maximum impact.
  30. Make the best use of typestyles to increase the legibility of a publication.
  31. Find new ways to maintain quality control.
  32. Learn how outsourcing the design of your publications can save the company money and can increase the return on investment (ROI).
  33. Find out why it is important to use a marketing firm that specializes in your industry sector.
  34. Learn what makes your client “tick.”
  35. Discover the importance of having a corporate newsletter.
  36. Explore new reasons why corporations should outsource their marketing efforts.
  37. Unearth the ultimate checklist for developing successful marketing materials.
  38. Invent new ways to harness the power of the word of mouth.
  39. Explore how color defines your brand and shapes your newsletter.
  40. Find out how silhouetted graphics can shape your newsletter.
  41. Invent beautiful patterns and graphics through the use of shadows.
  42. Learn how metallic pins can make great promotional items or giveaways to honor anniversaries, celebrations, or facility openings.
  43. Discover how to use fruits and vegetable shapes to craft an unusual masthead or headline.
  44. Learn how to create healthy designs for healthcare marketing.
  45. Pioneer new ways to include graphical portraiture in your publication.
  46. Benefit from testimonials and how they can create great “buzz.”
  47. Discover how to make your newsletter soar to new heights by adding architectural elements.
  48. Find out how to add edgy border treatments that will make your articles jump off the page.
  49. Recognize the importance of type and how it impacts the look, feel and legibility of the publication.
  50. Discover ways to “tune-up” your marketing without ever getting your hands dirty.

These topics and more can be found on our blog.

Happy reading!  But remember to ask yourself the following question: “Why just be a reader when you could also be a leader?”

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If your company needs an innovative newsletter, e-publication, meeting presentation or  advice on communicating, please contact HWDS at hwdesign@west.netWe make beautiful things happen. To find out more please visit westdesign.com.

Harlan West is the author of successfulcorporatecommunications.com and has been working as a creative director and design professional for more than 25 years and has designed and art directed hundreds of publications for both print and online purposes.

Find Your Corporate GPS

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

Maps are a great way to promote a business, municipality, shopping district or an event. At HWDS we have created specialty maps for bike lanes, bus routes, park and ride lots, medical center campuses and municipal shopping districts. With a new map, your company or organization will be moving in the right direction.

GPS navigation, travel and tourism conceptA well-designed map should have

  • easy to read routes (if you still need to ask directions or someone’s help in deciphering the map then something’s obviously not working.
  • color-coded routes, streets or subsections indicated by various color swatches.
  • a legend with symbols for important landmarks, train and bus stations. Continue reading

Landing Your First Graphic Design Job

Young man with tabletSome of our readers have asked, “How do I go about getting my first design job?”

Here’s some advice from a seasoned pro:

  1. Find an industry sector where you would like to work. Do your research about this sector and find companies where you would like to work. Offer to do an internship.
  2. Collect a body of work.  Every time you work on a project, try to get samples of the printed piece from the client or the printer.  If you are not able to get samples, take lots of photos with your camera as well as screen grabs of the final project.
  3. Develop a log of contacts.  Keep track of everyone you contact.  Get their business cards.  Save phone numbers and call them again every few months after you have acquired more skills. Continue reading