I’ve mentioned Dave Trott’s CST blog before, but why not throw out another mention.
Dave is approaching one of those legendary ‘ad men’ statuses, perhaps. The tales he recalls and weaves on his blogs entertain, educate and provide decades of insight into the complex business of advertising, marketing and client relations. I wouldn’t be surprised if [...]
Your logo is your brand!
Yep, that just about sums it up. Everyone knows that your company logo encompasses everything you stand for, your past, present and future, your ethos and vision. That’s why it’s so essential that your logo commands as much real estate as possible on your website and every facet of print advertising [...]
Flame’s very own Dom Rodwell spoke at the North event – Rule of Thirds (I’m not sure why it was called that). Not to seem biased, or to be sucking up to my boss, but it’s a bloody good presentation looking at how the communication of narrative has fundamentally changed in the age of digital media; how you can no longer talk at consumers but instead craft compelling and engaging experiences worth talking about. This isn’t another waffling rant about clients getting board with social media – it looks at the entire process of how creative digital agencies work with clients and their clients’ clients to develop irresistable, functional experiences, and what skills and structures companies need to face up to the undoubted challenges the rapidly changing communications landscape will bring.
Further reading:
In this month’s Computer Arts, a particular quote from an inspiring interview with legendary designer Milton Glaser stood out to me:
“I find a lot of students beginning to resent the computer as too powerful to use without thinking. They now describe it the same way; they say, “Before I start to do anything, I make notes and sketches and draw because otherwise the computer dominates everything I do”.”
Although I believe he’s more likely referring to graphic design as opposed to web interfaces, it’s an important point to consider. Personally I never open Photoshop before scrawling away, pencil on paper. It’s a faster medium on which to lay my ideas and visions as they appear in my mind, without the distractions of colour, typography, design trends and the concern of “How it will work – Flash, AJAX? Scroll right, fade in? Pop-up or slide down?”. It’s just my ideas, the pencil and the paper.
I’ve never been able to draw in the slightest. It’s a flaw I’ve always been ashamaed of. I tell people I’m a designer but can barely draw a cartoon dog. Thus I never used to touch physical drawing tools – I’d hop straight into Fireworks or Photoshop and practically will the design into existence. It took me quite a while, too long really, to realise the ignorant error of this approach. As powerful as computer-based design tools are, they do indeed seem to impose a certain level of conformity, structure and precision that’s simply not natural
On another tangent – does computer design software make us lazy? I’ll be the first to admit that I’ve persuaded designs in my head in Photoshop, but stumbled upon a particular brush set, font or shape that ‘does the job’, and as opposed to persuing the vision in mind, I’ve simply settled for ‘nice’, but second best, because it was handed to me on a plate by the click of a mouse.
As per usual I may sound like I’m exaggerating the issue, but it’s certainly something worth considering. Do you feel that your designs, whether they be website layouts, application interfaces, banners and posters, branding etc. are in anyway influenced not just by experience, design understanding, trends and client briefs; but by the software you use?
For good experience design to work it has to infuse every element of the business. The website, being the primary UI platform, has to be usable, friendly, easy, fast and fun. The importance of this shouldn’t be overlooked. People are busy, we don’t have time to learn new complicated systems all the time. Convenience is king!
But what other points of interaction does the consumer have with a business? When making a sale, either online, over the phone or in person – the service should be exceptional in every way. Too difficult? Why should it be? Aftersales is just as important, if not more important than the actual sales process itself. Reminder and confirmation emails must be smart, personal and inviting. If someone ever rings up or emails customer service the response should be as rapid as possible and personal. Especially with a company starting out small, this shouldn’t be difficult. In fact, it should be mantra.
What quality is the quality of your product, and your products packaging? How quick is the delivery time? Is your customer excited when they receive your product in the mail?
Consider vitually any Apple product. The experience of going into the Apple store, browsing the alluring array of technology on open display, talking with intelligent, enthusastic sales staff, making the transaction (and burning that massive hole in your wallet), walking out of the shop with a lovely Apple bag that draws attention from other shoppers, getting home and slowly unboxing the product is as much an experience in itself as the product is. It’s part of the reason Apple get to charge 10x more than the competition, and yet why people remain loyal to them.
Graze (graze.com) is a great example of a business model built around the user experience. Personally, I believe the procuct they sale is very much overpriced. But so are Apple products, fast cars, Bang & Olufson speakers and anything with ‘Louis Vuitton‘ on it.
But the Graze site is fantastically usable and fluid, so much so that it’s a pleasure. Messages are personalised. You have the option to completely configure what food items you love, like, don’t mind trying and never want to receive. You get a lovely email the day before your box is due to arrive. The box itself is of a high quality, is relatively eco-friendly and sports the Graze branding. The packaging inside is well done. The food sent is fresh and tasty. They also supply a napkin!
Within every box you get a nice card informing you exactly what’s in your selection and 3 vouchers to give to people for a free trial. You also get £1 off a box for each person you recommend, or you can donate it to some rainforest charity (yay!).
A case study business model. Graze has done almost no advertising whatsoever. Almost every single new customer has been by word-of-mouth marketing because of a remarkable product, a fantastic user experience and a great incentive to spread the word.
One bad experience, just one pissed off customer that just so happens (or maybe not) to be a blogger or socialite with reach can potentially turn hundreds of people away from your business. On the web every consumer is a producer. Everyone has a megaphone.
Thus it’s essential to remain consistantly great. Listen to what your consumers have to say. Emails should be received and responded to. If a customer has had a bad experience and tries to contact you about it – don’t ignore them. Reply immediately, apologise and offer them a refund or future discount or whatever seems relevant. Doing so may have just turned an angry customer into a happy one that goes and tells others about your generosity.
If that all seems to difficult, you may as well throw the towl in now. Because there’s a 100 other companies, freelancers and individuals, charities and organisations that are more than happy to give it a go. And sure as hell if they do right by it you’ll be out of the rat race.
Something to think about, I guess.
Regular readers may have noticed that Redswish has taken a slight turn in topic style over the past few months. This is largely because it’s a one-man mission and I tend to blog about what I’m interested in or learning about at the time. Recently I’ve been focusing a lot on new marketing, building up more personal and effective relationships with clients, the demise of mass media and commoditisation, the evolution of experience design and authenticity and the psychology behind how we, as marketers and advertisers can influence and connect with people and craft stories that spread.
Hence the reason it’s been a while since a design post, which as a web design blog I truly feel I owe you. But I must admit there’s been a wealth of great design articles blanketing the web at the moment so feel free to hit up Smashing Magazine, Web Designer Depot etc and you’ll find lots of great material. BUT NOT RIGHT NOW! Because I have other stuff to sell.
This article may not seem beautifully crafted and may come across as thought spilled onto paper (or a computer screen). Well, that’s exactly what it is. I want to hear what people think about this, I’m merely dipping my toes in the vast lake of this subject and I’m totally cool with holding hands!
Advertising will never die. But it sure as hell is transforming massively. And we’ve known this for a long time, but are still slow to respond. Investing stacks of cash in big, bold, flashy, in-your-face ads isn’t enough anymore. Breaking through the noise is too difficult. How often do you notice the Google AdWords or daft banner ads on a site? Most certainly less and less as we subconsciously train ourselves to tune out the distractions. I’m not saying billboards, TV, radio etc are completely useless, but yeah unless you’ve got a silly marketing budget and creative license to bang your head against a brick wall, then yeah.. go home.
It’s the way forward folks. Viral is still in it’s infancy. In old marketing the marketers jump in at the end and try to bridge the gap between product and consumer, now flip it upside down. Authenticity is essential. Great products and services that people talk about is what will drive you forwards. Your customers are your marketers.
Want to make an impression? That can be hard when you’re applying for work on the other side of the world. Greig Anderson compiled these extremely effective brochures containing his CV, personal information and examples of work and acclaim to send in the hope of getting noticed and bestowed with work when he moved over to Sydney for a year.
As far as I can gather, it worked!
Next time you knock up your CV in Word, really consider whether it will make any difference. The paper bin is only a short distance away. Give potential employers a reason to sit down and indulge you, astound them, show them what you’re really capable of.
More pictures of the Effektive CV/Poster Mailer.
Crunchy credit’s getting people down, and it’s really beginning to hit home. Friends and family are getting laid off left, right and center. And it’s getting harder and harder to find new jobs, regardless of your skill set, qualifications and dedication.
A lot of lay-offs and cut-backs aren’t currently necessary. Companies are protecting themselves, trying to increase cash flow and clamp down on expenditures as we hit more turbulent economic times. It’s understandable, but not always sensible.
We happen to be in the business of digital marketing. We create conversations, we help to establish a postive dialogue about our client’s and their businesses, and we do it well. However when it comes to cutbacks, the marketing budget is often the first to be roped in. What a mistake.
It’s almost a social expectation in modern society that after high school (or the American equivalent…) you must go to college or University. In England, to go to University (for world-wide readers this is generally 3-4 years from the age of 18/19) costs money, generally a lot money. But of course you come out at the end with a degree, woohoo!
But is studying necessary? Don’t get me wrong – life is all about learning, but is it essential to take a 4 year chunk out of your life for the benefit of a qualification? The other option is to go straight into work; you will start lower in the food chain but will be earning money instead of spending it, whilst still gaining experience.
At the time of writing this article I’m 19. I pretty much wasted 2 years at college studying subjects that haven’t seriously contributed to my current career path. Whilst at college I started studying web design in my spare time and balanced a part-time job at a local media company. Shortly after leaving college I left the media company and went traveling for a while, returning home at the end of 2007 to try my hand at freelancing and build up a portfolio.
University was seeming a less enticing proposition now I was earning off my own back. When, after a few months freelancing Manchester based digital agency Flame Digital got in touch looking for a new designer. To cut a long story short – I got the job, am loving it and no longer have any intentions of going to University. I’m think I’m learning far more by working in an environment among other professionals, working on big projects, expanding my skill set every day. I’ve chosen my path, but this isn’t the path for everyone.
A little story.
I recently ordered a book from Amazon. Actually, it wasn’t recently, it was before Christmas but due to popular demand it sold out and I had to wait till late February. No problem. The book came, and with it a voucher for £40 off Virgin Wines online. I’m sure many other people have received this flyer as well. At first, it sounds nothing out of the ordinary.
Instead of simply throwing it in the bin I decided to visit the website.
Step 1 – I’ve visited the website. Fair enough. That doesn’t have to mean anything.
I decided to go through the instructions on the voucher, register, enter the code and voila! My account has been credited with £40.
Step 2 – I’ve signed up, I’m establishing a level of trust and beginning to lower my guard. I’ve been rewarded for this.
I don’t know the first thing about wine. I enjoy it but wouldn’t know a Shiraz from a Chardonnay. So after a swift perusal of the site, I leave and forget about it.
About a week later I received a polite email from ‘Jay’ at Virgin Wines’. It wasn’t pesonal, although it tried to be, but I didn’t mind, there was still some thought there. Jay kindly explained that because I hadn’t yet bought anything, they weren’t doing a good enough job. So he offered me a deal I couldn’t refuse. Plenty of wine, free glases and a fancy bottle opener for only £48. Considering I already have £40 credit to play with – that would mean spending £8 for a lot of wine. Bargain.
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