If you would like to receive this newsletter in your mailbox visit wwwalicepetteycom or Click Here to sign-up

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 1

alicepetteyS T R A T E G I C D E S I G N

Issue 2August 2013

News and techniques for strategic design

What is DesignIrsquove been a media and graphic designer for the past thirteen years and during this time it has become evident that most people outside of the design field have no idea what design is Most people see design as a nebulous field that is all about ldquomaking things prettyrdquo and in fact that is probably the most common request that designers receive This request shows a misunderstanding about what design actually is and although it trivializes what designers do most of us just smile and say ldquoIrsquoll take care of itrdquo knowing that in reality wersquore being asked to improve the visual interface and usability of whatever wersquove been given

Design is the intentional act of creation for a specific use It is the merger of form and function developing an end product that is intuitive in its use andor interaction or explained through a combination of text and graphics that make its use andor interaction clear

What does this mean When you go to a designer you are in effect asking them to provide you with their expertise in creating documents visuals graphics video media websites interactive materials andor

campaigns that solve a specific problem That problem may be to take existing content and present it in a manner that makes it easy to read and understand or you may need a designerrsquos assistance in explaining an intangible feeling of emotion

A good example of a designer aiding with an intangible is in developing a brand for your organization Here a designer would research and learn about your organization

and industry They would take this information and translate it into a visual media through the use of color typography images sound and possibly motion graphics to elicit the emotional response in the viewer that reflects the organizations key tenets

In this issue

What is Design 1What is the Value of Design 2Four Ways to Get Fired by Your Designer 3

Charity Spotlight 4Good Fast amp Cheap 4About Alice Pettey 5

Media

Crops

0 1

2 3

4 5

6 7

8 9 10 11 12

Design

copytradeLicensing

Infringement

ethics

Industry

Crowdsourcing

Contests

Devaluation

Games

Sound NTSCPAL

EncodingMOV

Flash

MP4

HighDefinition

WebMobile

Optimization

Interactive

DVDs

Blu-raysFlash

AfterEects

Premier

Images

PhotosIllustrations

Vector

EPS Illustrator (ai)

SVG

BitmapJPG

TIFF

PNG

GIF

RetouchingEditing

ColorCorrection

Modification

Resize

Photoshop

Web

RGB

User Interface

UserExperience

AdaptiveDesign

Usability

CSS CSS2

HTML HTML5

JavaTypography

WebFonts

Leading

Kerning

Grids

Dreamweaver

Resolution

FontsCreation

Selection

Print

Branding

Logo

Stationary

Research

SWOTAnalysis

IndustryEvaluation

Theory

Education

PaperStandards

A4

A2

ISO

Letter

Tabloid

AmericanANSI

Aprox87 x 113

85 x 11

Measurements

Pixels

Pica

Inches

CentimetersPoints

History

Storyboards

Asthetics

ldquoMake it Prettyrdquo

Grid SystemGolden Ratio

Letterhead

BusinessCards

Envelopes

Bleeds

Prepress

Pre-flight

Packaging

Strategy

software

Design

Photoshop

Illustrator

Acrobat

InDesign

Bridge

Copy Writing

Scalable

Types of Design

Graphic

WebFashion

Industrial

Packaging

Bags Mailers

Print

Digital

Animation

Interactive

Video

BestPractices

ProfessionalOrganizations

Contracts

ProposalsSpec Work

Plug-insScripts

Color

RGBCMYK

TextText

0 1 2 3 4 5 6 7 8 9 10 11 12

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 2

When a designer is handed a form or document to ldquomake prettyrdquo that is actually a request to use a variety of complex skills in typography in regards to font selections leading amp kerning color theory image or graphic selections layout and grid theory to create

an end product that conveys the information clearly legibly and guides the reader visually throughout the piece in the correct order There is strategy applied to good design

What is the Value of DesignCreative services tend to be undervalued by the public because most people do not understand what design and creativity are let alone what they are worth monetarily I understand this confusion Unlike purchasing a product or service where the prices are clearly marked and listed on a price sheet creative services tend to have a bit more mystery involved in the pricing This is not because designers or creative want to make life difficult but because there are a lot of different components that need to be calculated in determining pricing of individual services Pricing often varies for a multitude of reasons ranging from client size to intricacies of the project the number of comps provided cost of services that may need to be outsourced such as photography (or stock images) copy writing or collaboration with other designers or web developers The experience and expertise of the designer are also taken into consideration during this process

Now when you look at the end product that is created the question is what is this really worth This is a difficult question to answer as design is subjective and its worth differs from person to person Most designers attempt to price design services at a level that allows them to pay all of their overhead for the project and fairly compensate them for the time spent on the project Letrsquos look at a logo For a small start-up they may feel the value of a logo is only worth a couple of hundred dollars but that same business five years later may feel that a quality design that accurately

represents them and that will stay viable for ten to twenty years would be worth a couple of thousand If this organization has grown beyond their local area a logo that is recognized across the state or country is now valued in the $20000 ndash $30000 range This may seem to be an unreasonable range of prices but you need to understand that not all logos are created equal First low end logos generally are developed from a preconceived idea by the client that is given form or from stock elements that are recycled for many other clients As fees increase more research and evaluation come into play with the design creation as the designer studies the clients business and industry to understand the trends competition and differentiators of their client The ultimate goal of logo design is to produce a unique mark that reflect the organizations intangible elements such as their goals and values that can be trademarked or copyrighted by the organization In general design solves a problem

The trick is to figure out exactly what problem needs to be solved Many times a client will approach a designer to have something done but not fully recognize the why behind it Without this critical piece of information it is difficult for a designer to solve the clientrsquos business problem This is why experienced designers push their

clients to explore the full purpose behind a creative job A post card to bring in new clientsrsquo needs to be measured against who is the target audience is what response are they looking for is the design conveying the right emotional message for the organization does

alicepetteyS T R A T E G I C D E S I G N

Issue 1 | May 2013

Page 2

Itrsquos the time of year to look toward protecting your investment with an annual power washing

Avoid unsightly stains caused by mold mildew and algae Or the attempts of the local bug population to make the exterior of your home or business their summer home

Call 804 405 0671 or email blueheronwashyahoocom to schedule your appointment with Blue Heron Pressure Washing today

BlueHeronPressureWashingcom

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 3

the copy tone match the visual As you can see even the ldquosimplerdquo job is more complex than you may have realized when all aspects are taken into consideration This experience and expertise is what you pay for when hiring a designer

Unfortunately I am not able to give you a clear structure to the value of design but I hope that Irsquove given you a little more insight as to what design is worth and why pricing varies Just remember this the next time yoursquore tempted to ask a designer to work for you for free or to pay only if you like the designhellip Yoursquod never expect your doctor to agree to getting

paid only if you like their treatment or a restaurant to get paid only if your happy with dinner so why would you expect a designer to get paid only if you like the work they did for you Time effort and energy have been put into creating your design with the expectation of fair compensation if yoursquore not happy with your design most designers takes pride in having a satisfied customer amp will work with you to make it right But remember if you donrsquot communicate your true purpose for the design your designer will be ineffective in putting their creative problem solving skills to work to create a solution that will meet your needs

Four Ways to Get Fired by Your Designer1 Expect your designer to work for freeYou may think itrsquos perfectly reasonable to expect your designer to do 20 revisions without paying for the time thatrsquos involved Most designers will include a number of revisions in their price estimates but once this has been exceeded it is only reasonable to expect for your designer to be paid for additional work You wouldnrsquot want to spend hours working on a project that is constantly changing without getting paid so why would you expect your designer to

This also applies to expecting your designer to create designs amp then if you like it pay Designers have clients who are willing to pay for their services why would you expect them to work for you for free

2 Call your designer 10 times a day just to see ldquohow things are goingrdquo

If your designer has to answer your calls or emailrsquos ever few minutes when do they have time to work on your design Have no fear you are on your designers mind Many times itrsquos in those ldquodown timesrdquo that inspiration comes Let your designer have a couple of days and send a nice email ldquoJust checking in Let me know when we can discuss the project statusrdquo Donrsquot panic if you donrsquot get an immediate response Typically designers want to share their progress with you but they may be at a critical point in the development that is not

quite ready to share an extra day or two amp you may be presented with fully developed concept or a new milestone met

3 Donrsquot criticize our style or industry you chose to work with us

No one likes to be yelled at or insulted And although designers are professional we do invest personally in our designs There is no other way that creation works

Donrsquot approach us with ldquothis sucksrdquo or ldquothis is terriblerdquo A ldquoI donrsquot like this onerdquo or ldquoI donrsquot feel this worksrdquo allows us

to evaluate the design against the project goals and step away from

our emotional reactions Designers donrsquot generally send you all of their

sketches we only want to present the solutions that we truly feel are

going to solve the problems that we have been presented So insulting our

design insults our integrity and implies that wersquore giving you second rung designs If wersquove had clear communication then what has been presented has been because it meets the goals and criteria that yoursquove provided

4 Donrsquot pay in a timely mannerWhen you are working with a designer your timely payments keep your project on schedule It is bad business for a designer to invest in photography

alicepetteyS T R A T E G I C D E S I G N

Issue 1 | May 2013

Page 3

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 4

website designdevelopment and other expenses without the means to pay This is why most projects are billed in three installments One-third to one-half down at the start of the project This covers expenses that are related to your project an addition 13 or 14 at the concept presentation and the final remaining

at the project completion Final transfer of rights and files will not occur until the final payment is received If you refuse to pay or are habitually late in payment this causes your project to be delayed and potentially put on hold

Charity SpotlightAlice Pettey is currently working with the PRISMS organization to promote Smith-Magenis Awareness

Smith-Magenis Syndrome is a genetic conditions that results from the deletion of the RAI1 gene on one of the 17th Chromosomes This condition is not consider to be hereditary as it occurs do to a misalignment of the 17th Chromosome during meiosis Individuals with condition live with a variety of conditions such as delayed development intellectual disabilities aggression self-injurious behaviors and inverted sleep cycles

Check out wwwprismsorg to find out more about the genetic condition SMS and see how you can help

Parents and Researchers Interestedin Smith-Magenis Syndrome

wwwprismsorg

To nd out more about Smith-Magenis Syndrome andor how youcan help the special people who livewith this condition please visitwww prismsorg or contact PRISMS by phone at 9722310035

Smith-MagenisSyndrome

Smith-Magenis Syndrome (SMS) is a chromosome microdeletion syndrome It is caused by a missing piece (deletion) or a mutation of part of the number 17 chromosome It is characterized by a recognizable pattern of physical behavioral and developmental features SMS is a rare syndrome and is under diagnosed misdiagnosed and terribly misunder-stood by the general population including medical professionals It is a complex disorder that has no cure and is manifested in very challenging and dicult traits including severe behaviors and signicant sleep disturbance

While persons with SMS must cope with these daily challenges they also

ourish in an environment of care and compassion They are dear individuals with engaging and expressive personalities and also have a great sense of humor They have excellent memories and are sensitive and aectionate

If you have witnessed an ldquoSMS meltdownrdquo and been given this card we ask for your compassion and understanding Their parents and caretakers need your kindness not judgment They are doing their best to keep the childadult safe and calm despite the trying circumstance If you would like to learn more about SMS please visit the PRISMS website (Parents and Researchers Interested in Smith-Magenis Syndrome) wwwprismsorg

Thank you for your understanding

Good Fast amp CheapEvery client come to a designer with a passion for their project They want their project placed on the top of the list The only problem is when a client wants their project pushed to the top and turned quickly but think they shouldnrsquot have to pay for the special treatment

To help clarify the situations the illustration below will let you see how the desired features of ldquogoodrdquo ldquofastrdquo and ldquocheaprdquo interact when applied to design

If you want something ldquogoodrdquo and ldquofastrdquo expect to pay the premium of jumping the line and having a rush project If you want something ldquogoodrdquo and ldquocheaprdquo you need to be willing to wait and have your project worked on during the designers slower periods And for ldquofastrdquo and ldquocheaprdquo well you will get what you pay for and donrsquot be surprised the designer denies any association with the project because it probably wonrsquot be their best work

As you can see where the three meet is a Utopian Dream In other words donrsquot expect to ever see it happen

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 3

the copy tone match the visual As you can see even the ldquosimplerdquo job is more complex than you may have realized when all aspects are taken into consideration This experience and expertise is what you pay for when hiring a designer

Unfortunately I am not able to give you a clear structure to the value of design but I hope that Irsquove given you a little more insight as to what design is worth and why pricing varies Just remember this the next time yoursquore tempted to ask a designer to work for you for free or to pay only if you like the designhellip Yoursquod never expect your doctor to agree to getting

paid only if you like their treatment or a restaurant to get paid only if your happy with dinner so why would you expect a designer to get paid only if you like the work they did for you Time effort and energy have been put into creating your design with the expectation of fair compensation if yoursquore not happy with your design most designers takes pride in having a satisfied customer amp will work with you to make it right But remember if you donrsquot communicate your true purpose for the design your designer will be ineffective in putting their creative problem solving skills to work to create a solution that will meet your needs

Four Ways to Get Fired by Your Designer1 Expect your designer to work for freeYou may think itrsquos perfectly reasonable to expect your designer to do 20 revisions without paying for the time thatrsquos involved Most designers will include a number of revisions in their price estimates but once this has been exceeded it is only reasonable to expect for your designer to be paid for additional work You wouldnrsquot want to spend hours working on a project that is constantly changing without getting paid so why would you expect your designer to

This also applies to expecting your designer to create designs amp then if you like it pay Designers have clients who are willing to pay for their services why would you expect them to work for you for free

2 Call your designer 10 times a day just to see ldquohow things are goingrdquo

If your designer has to answer your calls or emailrsquos ever few minutes when do they have time to work on your design Have no fear you are on your designers mind Many times itrsquos in those ldquodown timesrdquo that inspiration comes Let your designer have a couple of days and send a nice email ldquoJust checking in Let me know when we can discuss the project statusrdquo Donrsquot panic if you donrsquot get an immediate response Typically designers want to share their progress with you but they may be at a critical point in the development that is not

quite ready to share an extra day or two amp you may be presented with fully developed concept or a new milestone met

3 Donrsquot criticize our style or industry you chose to work with us

No one likes to be yelled at or insulted And although designers are professional we do invest personally in our designs There is no other way that creation works

Donrsquot approach us with ldquothis sucksrdquo or ldquothis is terriblerdquo A ldquoI donrsquot like this onerdquo or ldquoI donrsquot feel this worksrdquo allows us

to evaluate the design against the project goals and step away from

our emotional reactions Designers donrsquot generally send you all of their

sketches we only want to present the solutions that we truly feel are

going to solve the problems that we have been presented So insulting our

design insults our integrity and implies that wersquore giving you second rung designs If wersquove had clear communication then what has been presented has been because it meets the goals and criteria that yoursquove provided

4 Donrsquot pay in a timely mannerWhen you are working with a designer your timely payments keep your project on schedule It is bad business for a designer to invest in photography

alicepetteyS T R A T E G I C D E S I G N

Issue 1 | May 2013

Page 3

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 4

website designdevelopment and other expenses without the means to pay This is why most projects are billed in three installments One-third to one-half down at the start of the project This covers expenses that are related to your project an addition 13 or 14 at the concept presentation and the final remaining

at the project completion Final transfer of rights and files will not occur until the final payment is received If you refuse to pay or are habitually late in payment this causes your project to be delayed and potentially put on hold

Charity SpotlightAlice Pettey is currently working with the PRISMS organization to promote Smith-Magenis Awareness

Smith-Magenis Syndrome is a genetic conditions that results from the deletion of the RAI1 gene on one of the 17th Chromosomes This condition is not consider to be hereditary as it occurs do to a misalignment of the 17th Chromosome during meiosis Individuals with condition live with a variety of conditions such as delayed development intellectual disabilities aggression self-injurious behaviors and inverted sleep cycles

Check out wwwprismsorg to find out more about the genetic condition SMS and see how you can help

Parents and Researchers Interestedin Smith-Magenis Syndrome

wwwprismsorg

To nd out more about Smith-Magenis Syndrome andor how youcan help the special people who livewith this condition please visitwww prismsorg or contact PRISMS by phone at 9722310035

Smith-MagenisSyndrome

Smith-Magenis Syndrome (SMS) is a chromosome microdeletion syndrome It is caused by a missing piece (deletion) or a mutation of part of the number 17 chromosome It is characterized by a recognizable pattern of physical behavioral and developmental features SMS is a rare syndrome and is under diagnosed misdiagnosed and terribly misunder-stood by the general population including medical professionals It is a complex disorder that has no cure and is manifested in very challenging and dicult traits including severe behaviors and signicant sleep disturbance

While persons with SMS must cope with these daily challenges they also

ourish in an environment of care and compassion They are dear individuals with engaging and expressive personalities and also have a great sense of humor They have excellent memories and are sensitive and aectionate

If you have witnessed an ldquoSMS meltdownrdquo and been given this card we ask for your compassion and understanding Their parents and caretakers need your kindness not judgment They are doing their best to keep the childadult safe and calm despite the trying circumstance If you would like to learn more about SMS please visit the PRISMS website (Parents and Researchers Interested in Smith-Magenis Syndrome) wwwprismsorg

Thank you for your understanding

Good Fast amp CheapEvery client come to a designer with a passion for their project They want their project placed on the top of the list The only problem is when a client wants their project pushed to the top and turned quickly but think they shouldnrsquot have to pay for the special treatment

To help clarify the situations the illustration below will let you see how the desired features of ldquogoodrdquo ldquofastrdquo and ldquocheaprdquo interact when applied to design

If you want something ldquogoodrdquo and ldquofastrdquo expect to pay the premium of jumping the line and having a rush project If you want something ldquogoodrdquo and ldquocheaprdquo you need to be willing to wait and have your project worked on during the designers slower periods And for ldquofastrdquo and ldquocheaprdquo well you will get what you pay for and donrsquot be surprised the designer denies any association with the project because it probably wonrsquot be their best work

As you can see where the three meet is a Utopian Dream In other words donrsquot expect to ever see it happen

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 4

website designdevelopment and other expenses without the means to pay This is why most projects are billed in three installments One-third to one-half down at the start of the project This covers expenses that are related to your project an addition 13 or 14 at the concept presentation and the final remaining

at the project completion Final transfer of rights and files will not occur until the final payment is received If you refuse to pay or are habitually late in payment this causes your project to be delayed and potentially put on hold

Charity SpotlightAlice Pettey is currently working with the PRISMS organization to promote Smith-Magenis Awareness

Smith-Magenis Syndrome is a genetic conditions that results from the deletion of the RAI1 gene on one of the 17th Chromosomes This condition is not consider to be hereditary as it occurs do to a misalignment of the 17th Chromosome during meiosis Individuals with condition live with a variety of conditions such as delayed development intellectual disabilities aggression self-injurious behaviors and inverted sleep cycles

Check out wwwprismsorg to find out more about the genetic condition SMS and see how you can help

Parents and Researchers Interestedin Smith-Magenis Syndrome

wwwprismsorg

To nd out more about Smith-Magenis Syndrome andor how youcan help the special people who livewith this condition please visitwww prismsorg or contact PRISMS by phone at 9722310035

Smith-MagenisSyndrome

Smith-Magenis Syndrome (SMS) is a chromosome microdeletion syndrome It is caused by a missing piece (deletion) or a mutation of part of the number 17 chromosome It is characterized by a recognizable pattern of physical behavioral and developmental features SMS is a rare syndrome and is under diagnosed misdiagnosed and terribly misunder-stood by the general population including medical professionals It is a complex disorder that has no cure and is manifested in very challenging and dicult traits including severe behaviors and signicant sleep disturbance

While persons with SMS must cope with these daily challenges they also

ourish in an environment of care and compassion They are dear individuals with engaging and expressive personalities and also have a great sense of humor They have excellent memories and are sensitive and aectionate

If you have witnessed an ldquoSMS meltdownrdquo and been given this card we ask for your compassion and understanding Their parents and caretakers need your kindness not judgment They are doing their best to keep the childadult safe and calm despite the trying circumstance If you would like to learn more about SMS please visit the PRISMS website (Parents and Researchers Interested in Smith-Magenis Syndrome) wwwprismsorg

Thank you for your understanding

Good Fast amp CheapEvery client come to a designer with a passion for their project They want their project placed on the top of the list The only problem is when a client wants their project pushed to the top and turned quickly but think they shouldnrsquot have to pay for the special treatment

To help clarify the situations the illustration below will let you see how the desired features of ldquogoodrdquo ldquofastrdquo and ldquocheaprdquo interact when applied to design

If you want something ldquogoodrdquo and ldquofastrdquo expect to pay the premium of jumping the line and having a rush project If you want something ldquogoodrdquo and ldquocheaprdquo you need to be willing to wait and have your project worked on during the designers slower periods And for ldquofastrdquo and ldquocheaprdquo well you will get what you pay for and donrsquot be surprised the designer denies any association with the project because it probably wonrsquot be their best work

As you can see where the three meet is a Utopian Dream In other words donrsquot expect to ever see it happen

alicepetteyS T R A T E G I C D E S I G N

Issue 2 | August 2013

Page 5

If you would like to receive this newsletter in your mailbox

visit wwwalicepetteycom or Click Here to sign-up

About Alice PetteyAlice Pettey has over a decade of experience in graphic and media design She has recently received her Master of Fine Arts in Media Design Her services include the following Branding and Identity graphic design support for intranet and e-mail campaigns video editing and websites creation

Media

Crops

0 1

2 3

4 5

6 7

8 9 10 11 12

Design

copytradeLicensing

Infringement

ethics

Industry

Crowdsourcing

Contests

Devaluation

Games

Sound NTSCPAL

EncodingMOV

Flash

MP4

HighDefinition

WebMobile

Optimization

Interactive

DVDs

Blu-raysFlash

AfterEects

Premier

Images

PhotosIllustrations

Vector

EPS Illustrator (ai)

SVG

BitmapJPG

TIFF

PNG

GIF

RetouchingEditing

ColorCorrection

Modification

Resize

Photoshop

Web

RGB

User Interface

UserExperience

AdaptiveDesign

Usability

CSS CSS2

HTML HTML5

JavaTypography

WebFonts

Leading

Kerning

Grids

Dreamweaver

Resolution

FontsCreation

Selection

Print

Branding

Logo

Stationary

Research

SWOTAnalysis

IndustryEvaluation

Theory

Education

PaperStandards

A4

A2

ISO

Letter

Tabloid

AmericanANSI

Aprox87 x 113

85 x 11

Measurements

Pixels

Pica

Inches

CentimetersPoints

History

Storyboards

Asthetics

ldquoMake it Prettyrdquo

Grid SystemGolden Ratio

Letterhead

BusinessCards

Envelopes

Bleeds

Prepress

Pre-flight

Packaging

Strategy

software

Design

Photoshop

Illustrator

Acrobat

InDesign

Bridge

Copy Writing

Scalable

Types of Design

Graphic

WebFashion

Industrial

Packaging

Bags Mailers

Print

Digital

Animation

Interactive

Video

BestPractices

ProfessionalOrganizations

Contracts

ProposalsSpec Work

Plug-insScripts

Color

RGBCMYK

TextText

0 1 2 3 4 5 6 7 8 9 10 11 12

Please Note ndash This is NOT a comprehensive flowchart