can you make the logo bigger? or how to talk to a designer
DESCRIPTION
Some of the topics covered: - What is design? - Form Follows Function - The Brief - BIGGER LOGO! And most importantly: "How to talk to a designer" The presentation was held at WordCamp Norway 2014, Oslo, the 25.1.2014. Let me know if you have any other tips on how to talk to a designer! Tweet me @beining Feedback given by participants at #wcnorge after my presentation http://sfy.co/hcYVTRANSCRIPT
CAN YOU MAKE THE LOGO BIGGER? OR HOW TO TALK TO A DESIGNER
Andreas Beining @beining
portada.no
h"p://w
ww.flickr.com
/photos/3059349393/3408075836/
WHAT IS DESIGN?
GRAPHIC DESIGN / INDUSTRIAL DESIGN / GARDEN DESIGN / WEBDESIGN / COMMUNICATION DESIGN / BUSINESS DESIGN / PACKAGING DESIGN / PRODUCT DESIGN / SERVICE DESIGN / APPLICATIONS DESIGN / EXPERIENCE DESIGN / GAME DESIGN / INTERACTION DESIGN / SOFTWARE ENGINEERING / SOFTWARE DESIGN / SOFTWARE DEVELOPMENT / SYSTEM DESIGN / USER EXPERIENCE DESIGN / USER INTERFACE DESIGN / WEB ACCESSIBILITY / CONTENT DESIGN / INFORMATION DESIGN / ETC.
DESIGN IS NOT ART.
Design • Use • Constraints • Representation
Art • Artificial • Unconstrained • Expression
DESIGN IS NOT ART
“Advertising that does not sell is bad advertising. It might be art or literature - it can be funny, beautiful or poetic – but it is not good advertising.”
Robert Millar, 1914 Founder of Bennett ad agency in Bergen
DESIGN IS NOT SCIENCE.
Design • Soft process • Human
analysis • Intuition Science • Rigid process • Data analysis • Proof
FAMOUS SHIT
“Juicy Salif” Philippe Starck’s award w
inning Lemon Squeezer
DESIGN IS A CRAFT.
Artistic science that melds technology and humanity
DESIGN
PEOPLE
TECHNOLOGY
SCIENCE
ART
Form Follows Function • Think about what you want to achieve • Message, theme, mood, etc. ... • Type of design (logo, website, brochure,
banner, t-shirt, etc. ...) • Look at what existing designs do (user
expectations)
FORM
Good design goes to heaven; bad design goes everywhere.
“
” MIEKE
GERRITZEN
It’s everywhere! Why? • Lack of self-criticism • Rush job • Unfamiliar with best
practices • Inexperience with tools • Bad taste
Consequences • Frustration due to
more reading effort • Message is lost • Lost business
opportunity • Not taken seriously • Lack of beauty and
elegance BAD DESIGN
Everyone is a designer! Previously One needed long education to be able to, for example, print a book.
Today New technology “democratized” design. (Just think of all the PowerPoint presentations you´ve seen that were ugly...)
BAD DESIGN OH LORD
MYSPACE
ARNGREN
ryanair.com
RYANAIR
myspace.com
THERE IS HOPE
THE BRIEF
The brief • Explain in the brief what you want to achieve
– What should the receiver do after seeing/reading your poster/website, etc.
• But don’t be too detailed on ex. image use, etc. – Creativity gets lost this way.
(But don't’ forget corporate guidelines…) • Again, DO trust the designer.
(If you don’t. Get a new one...)
BE BRIEF
Customer is king.
• Clients always want a bigger logo
• Clients knows the content. Designers know design.
• A bigger logo doesn’t make it a better design
Know your time.
Know your time • Know when the time is to give feedback on
creativity, design, content and when not • Nothing is more frustrating than doing a job a
second time when you thought it was approved
CLOCK TICKING
Attention to detail.
Don’t look at the details Attention to detail is good, but... • The client knows the content. Does the design
display the content in a easy manner? • “Just” moving a textbox or logo around might
change the whole balance of a design • Hence, all must be designed again
DETAILS
It’s just a small change.
“ ”
Task vs Client Task • Design a website
Client • “Simply change the
font a bit.” • No understanding that
redesigning the font in Photoshop might be difficult
• It probably would be easier to change this in the CSS CHANGES
Always get a second opinion on first impressions
It’s like asking someone to find 5 mistakes Guide the question, examples: • What’s the first thing you notice? • What’s the message here? • What’s the call-to-action?
WHAT?
READ
• “Don’t Make Me Think: A Common Sense Approach to Web Usability” - Steve Krug
• ”The Hidden Persuaders” - Vance Packard
• “Toothpicks and Logos: Design in Everyday Life” - John Heskett
• “Hey, Whipple, Squeeze This: A Guide to Creating Great Ads” - Luke Sullivan
makem
ylogobiggercream.com
FINALLY!
TAKK FOR MEG!
Andreas Beining @beining
portada.no http://www.slideshare.net/abeining