Finding New Design Inspiration in Victorian Architecture

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with 28 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

A Victory for Design

During a recent family vacation to San Francisco, I happened to stumble across a wonderful cache of very ornate Victorian homes. These homes are quite beautiful in their unique design and each included a vast array of exterior decorative elements.  These elements can provide a great source of inspiration for corporate design, logos and graphical enhancements for publications for print and online. We have created some interesting design elements influenced by Victorian architecture. These can be seen below.

San francisco - Central street

Characteristics of these old beauties can include:

  • bay windows
  • colorful moldings, called dentils, which frame the house
  • a series of columns extending to the roofline
  • cornices where the roofline and wall meet and extension of wood protrudes from the roofline
  • clapboard siding, common wood used along the sides of the house instead of brick
  • windows, called dormers which protrude from the roof.  Each often has its own roof.

ARCHWAY windows

 

Graphical ElementsVictorian Homes3

victorian2BIn addition, most Victorian houses are narrow, have stairs, towers and turrets, decorative trim, asymmetrical design, unique window styles, tiny balconies, and wrap around porches. Queen Anne Victorians often have stained glass windows and have decorative trim painted in a contrasting color to the siding. Wrought iron railings frequently adorn the stairs and porches. Many of these porches also have roofs, called porticos. In short, each Victorian house has its own personality and nothing of this style is ever too extravagant.

What is also so wonderful about these Victorians is that they demonstrate some of the most fundamental principles of successful design:

  • repetition
  • pattern
  • balance
  • contrast
  • unity
  • harmony
  • dominance

Victorians4The architects of the period also employed these elements of design:

  • strong lines
  • geometric shapes
  • vertical direction (showing an upward movement)
  • contrasting colors
  • value consisting of lightness or darkness of color throughout the exterior facade

Here’s some logo samples that we created using Victorian decorative elements.

Logo sheet

With decorative design, inspired by these impressive Victorian houses, you can add visual interest to any corporate communication.  Go ahead and see what a difference Victorian architecture can make!

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If your company or organization needs an innovative or unique creative 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 more than 28 years and has designed and art directed hundred of publications for both print and online purposes.

If you have any suggestions for new topics at this blog, please drop us a quick email at hwdesign@west.net

Deadlines to Keep Clients on Track

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

 

Staying on deadline

More often than not, clients hand a design or marketing firm a super tight deadline for completion of a project. Yet, this is just the nature of the business where everything is due yesterday. You are lateAs creatives, we have grown used to these types of demands. But what happens when the client cannot meet their own deadline???

Too often, as an art director and project manager, I am waiting on the client to provide emails or respond to a request for approval. They are the ones holding up the show.

 

Here’s 9 tips for the design or marketing consultant to follow:

1) Set up milestones at the beginning of the project. Get the client to buy off on these.

2) Be Flexible when you can.  Work with the client to revamp the schedule, if needed, but let them know that the final delivery may also slip (through no fault of your own). Don’t be inflexible, unless there is an event or a hard delivery deadline.

3)  Ask the printer if they may have an extra cushion of time that would allow you to send the files a bit later.

4)  Send friendly, but non-nagging reminders, with deadline dates for a response.  Let the client know that you are helping them to save money for rush charges at the printer. Always add a due date to any correspondence regarding edits or approvals.

5) Provide reminder messages. Kindly let the client know if you don’t get the information by_______(date) that their project may drop down behind other projects you are currently working on. Other clients should not to be impacted due to the lack of promptness of this slow-responding customer.

6) Keep an up-to-the date production calendar at your office.  This not only needs to be easy to maintain but also needs to be fluid. Dates will most likely change due to the shifting demands of clients.

7) Document all client missed deadlines and your requests for a response or action.

8) Stay in constant communication with the client.  Friendly reminder messages sent via email or by phone  are great ways to stay in touch but don’t be a constant nag. Space out messages to every few days.  Do not overstep your bounds.

9) Adopt a sense of humor.  It will get you through the project.  My humorous motto is, “I’m Harlan West, the Best Pest in the West!”  One needs to be a bit of a pest in this industry if they are to be successful.  Indeed, the client can often be their own worst enemy.

Remember, missing a deadline can be deadly to an advertising or marketing firm.  That’s probably why we call them “drop dead” dates.

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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 more than 25 years and has designed and art directed hundred of publications for both print and online purposes.

 

Create a Crowd—Advertising that is Worth the Wait

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

This is a follow-up to my previous blog, Harness the Power of Word of Mouth, posted on September 10, 2013. Actually I am amending that post where I wrote that the most powerful form of advertising is word-of mouth. Yes, I still believe it still is, but I would like to add “creating a crowd” as a great form of advertising.

Waiting in LineNow this may seem obvious, but many people miss the fact that a line is actual advertising. In fact this is a phenomenal way to advertise a business. When people are waiting for food, more people will want it. It’s almost as if it were contagious.  GENERALLY THE ASSUMPTION IS THAT IF PEOPLE WILL WAIT FOR IT, IT MUST BE GOOD. Now don’t get me wrong, this doesn’t include food at the ballgame. It just pertains to food in regular restaurants, cupcakes or other short-order items. It might also apply to retail items such as a run on a new style of blue jeans, tennis shoes or a particular “must-have” toy for the holiday season, or tickets for a rock concert, pop star or latest movie phenomenon. When people see a line they are curious and want to find out more. We all want a piece of the action. A line is in your face and it gets noticed.  It’s peaks our curiosity.

Making people “wait” fosters anticipation and strengthens the desire to possess something that we can’t yet have. All of this is part of the psychology behind marketing decisions and our basic desiresmacha green tea sweet donut on white background inherent in the purchasing of non-essential items.  In short, “producing a line” often translates into “positive buzz” and often increased sales.

After I wrote this blog, I actually happened to see a wonderful movie this weekend, called Chef, which illustrates this very point.

Is it not true that sometimes the longer we wait for something and the harder it is to get, the more we desire it? In other words, sometimes, a good marketing strategy can consist of playing “hard to get.”  It’s basically a the law of supply and demand.  If you tighten the supply channel for a product or service already in demand, in many but not all cases, the demand for a product will rise and so can the price.

DonutHaving a new recipe for a specialty item such as donuts, ice cream, or cupcakes can get people to wait in long lines for an item that is normally considered ordinary or commonplace.  We see these lines and wonder what is all the fuss?  We ask ourselves, “Maybe I need to try it to see what everyone is ‘buzzing’ about.”  In other words, I don’t the want to be left out, kind of like jumping on board with a politician who has momentum behind their campaign. No one wants to be associated with a loser but everyone wants to be part of a “winner.”

So the next time you see people in a long line (and not at the bank or DMV), ask yourself, “What is the merchant doing different to generate this type of demand?” More importantly, ask, “What are the unique selling points of their product or service and how does that differentiate and/or make it better than that of the competition?”

Make your customers line up at a visible place and you are sure to generate a following. The big issue is how do you create increased demand and hopefully create a crowd?

Some tips:

  1. Create a completely “new” and never before heard of recipe or formula for a product or service.  It may also be a new process or way of doing business.
  2. Limit supply.  It might be good to run out.  Then you can take orders for the next day.
  3. Create an event around the release of a new product.  This may involve a costly advertising campaign that promotes “anticipation” as well as excitement
  4. Create excitement around the line.  Give people something to talk about.  Generate press releases. Hand out samples and coupons to people waiting in line and hold contests. You might even try providing music and hiring a band to promote the experience. Make it a community experience.
  5. Tie it in with a benefit for a local charity.  Maybe 2% -5 of profits could go to help a local non-profit foundation to give back to the community.  People will feel good about patronizing your establishment.
  6. Maintain consistent quality and value and try to keep it “new” for as long as possible.
  7. Use social media to develop events around a product and excitement.  Sending out Tweets and developing an active Facebook and Instagram following along with a blog will help to get people wondering and may even drive them to your business.

Create a line.  You will create “buzz” and more people may line-up to get your product or service.  It  will be a “crowd-pleaser.”

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If your company or organization needs an innovative or unique solution for a promotion or a 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 more than 25 years and has designed and art directed hundred of publications for both print and online purposes.

Silver Marketing—75 Bold Ideas to Make Your Publications More Successful

By 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 75 blog posts! Celebrate with us by continuing to read our blog and encouraging your friends and colleagues to subscribe as well.  Here’s a list of the last 25 blog posts on our site. These constitute 25 unique ideas for making your marketing publications (online and print) more effective and hence successful.

75 banner

 

Here’s 25 fabulous reasons since our 50th blog to keep reading, rereading and forwarding.  Each one of titles contains a link to the original article on our blog at  successfulcorporatecommunications.com.

75. Make Your Marketing Grow Green

74. A Great New Visual Effect for Beautifying Corporate Reports: Pairing Grayscale with Color Images

73. This Mothers Day, Give Mom Flowers—By Design

72. Marketing Materials are More Effective When you Paint with Your Content

71. 23 Tips for Developing an Effective Park District/Recreational Catalog

70. Delivery: Too Often an Overlooked Piece of the Marketing Package

 69. Using the Influence of Art Deco Architecture to Add Elegance to a Publication

 68. Fashionable Design

 67. Avoid Milk Toast Marketing for the Masses

66. Why Retail is Dying a Slow and Painful Death

65. The Benefits of Press-Checking a Printed Publication

64. Flying Off the Web Press with 50,000 Quantity

63. Political Campaigns: Dont Throw Your Hat in the Ring Without Effective Branding

62. A Well-Designed Interview About Design—Part II

61. A Well-Designed Interview About Design—Part I

60. Refreshing Your Newsletter is Like Getting a Car Wash

59. Why Small Businesses Need Newsletters for Effective Marketing

58. Why Doctor Groups and Healthcare Professionals Need Newsletters

57. Fly Higher with an Airline Newsletter

56. The Value of Transit Industry Newsletters

 55. How the Printing Industry Has Become Environmentally-Friendly

54. Look No Further for Inspiration

53. Paper Adds Weight to Your Marketing

52. Happy Halloween from Successful Corporate Communications!

51. 50 Reasons to Follow the Successful Corporate Communications Blog

Use these great ideas to grow your corporate marketing, design more effective publications, gather inspiration, use paper effectively, refresh your newsletter, develop effective recreational catalogs, make delivery services run smoothly, and to try new photo treatments.

Like silver, a precious metal which symbolizes a “75th anniversary, these 75 blog posts are precious tips for building successful corporate communications

 

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If your company or organization needs an innovative or unique design solution for an invitation, corporate report, newsletter or website, 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 hundred of publications for both print and online purposes.

 

Make Your Marketing Grow Green

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

The Power of Green: Green Can Grow Your Marketing Campaign

It’s time to look at color as an important factor in corporate communications. Since it’s still spring, let’s use the color green to spice up our marketing campaigns.

Green squares2Designing with green

Some words that come to mind when using a bright green color include: freshness, spring, life, St. Patrick’s Day, gardens, plants, thrive, growth, rebirth, health, lime, vegetables, recycling, sustainability, “go”, moving ahead, and environmentally friendly.

Here’s some ideas: Continue reading

A Great New Visual Effect for Beautifying Corporate Reports: Pairing Grayscale with Color Images

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

 

I did not realize the true beauty that black and white photos can have when they are placed on top of color backgrounds. This effect can really heighten the contrast of an otherwise drab photo.  In the photo of the kiwi below I also added an overlay translucent layer of the color on top of the black and white image.

Greyscale-Kiwi

 

 

 

 

 

 

 

 

GreyscaleFlowerswithpinkOaktreewithBluegreenbackground Additionally, I employed some special effects that included knocking out the background to isolate the image, increasing the contrast of the black and white image, layering the grayscale image to give added richness of tone, adding warm gray tones to the black and white image, building gradient of color behind the image and then including translucent patterns of that same color on top of the background. Continue reading

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