how to get the most out of your graphic and website designers slides
TRANSCRIPT
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How to Get the Most Out ofYour Graphic and Website
DesignersSuzanne Kart, M.A., CeP
Associate Vice President for Marketing
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Some humor to start (2 minutes)
Source: YouTube (magplus)https://www.youtube.com/watch?v=ACRM22wyN2o
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How this session came to be
• A lot of people can’t figure out why they’re not getting the results they want from the designers.
• The result is wasted time, wasted money, and not getting the result you want.
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The pitfalls marketing people run into
• We give too much direction in the area designers are experts in (i.e. color, design, layout, etc.)
• We don’t give enough direction the area we are experts in (i.e. our audience, our content, what we want our marketing to convey.)
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What we’re going to cover today
• What designers want us to know
• What designers need from us
• What designers want from us
• What we can do to ensure the best possible outcome of our design projects
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What designers want us to know
• The designer is part of the team wants the project to be as successful as the client does.
• We need to respect the expertise of the designer – and listen to them when they advise us on design.
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The one on the left was designed by an amateur and the one on the right a professional
• 2005 Institutes • 2010 Institutes
@suzannekart @lernupdates #lern15
•They have the same components
•2010 uses a much bigger photo (and it’s full bleed)
•2010 pulls color from the photo into the text
•2010 Uses san-serif font, because the cover text is made of mostly headlines
•2010 Keeps what’s good about 2005, but takes it up a step
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What designers want us to know
• Designers are not experts in our field.
• They may not be up to speed on our lingo.
• They generally aren’t reading everything they’re laying out – and they’re not our proof readers.
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Example
Clear directionsPage 1Cover) logo () picture ()Headline( Grow with help from the industry’s top experts)Sub head( Contact Training Conference)Sub head( Chicago, March 8-10, 2016
Unclear directions - Where does this go? Is there art?
Grow with help from the industry’s top experts
Contact Training Conference
Chicago, March 8-10, 2016
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This was the result
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What designers want us to know
• Designers want the freedom to design.
• We can’t dictate/control every aspect of the design then blame the designer when it doesn’t come out the way we like.
• It’s better to talk about what you want the piece to convey• Colorful?
• Conceptual?
• Technology?
• Social?
• Where the focus should be
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Example
• Sat down with my designer and told her I really wanted to convey the experience of Chicago.
• I told her I wanted it to be bold and use multiple pictures.
• I asked her to come up with a cover that was what she would do if it was all her decision.
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What designers want us to know
• When it comes to design, they’re the experts.
• Their goal is to make a product that visually communicates and engages the audience through:
• Color• Spacing• Layout• Photos• Fonts• Artwork• Videos• Etc.
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Example – same designer, both pages
This is page 2 of a brochure where the graphic designer was told exactly what to do and where to put everything
This is page 2 of a brochure where the graphic designer was given the components and we discussed color, etc., then she came back with a layout
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What designers need from us
• They need to know what budget we’re working with.
• Each round of changes costs money.
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What designers need from us
Resources (pictures, logos, artwork, font, color palette)
• What resources they already have
• What resources are needed
• Who is responsible for this? • Will we provide them – or do we
expect the designer to provide them
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What designers need from us
• To know who is the audience• Something that appeals to a 14-year-old potential Kids College student is
going to look very different than something that appeals to a 35-year-old nurse looking for continuing education offerings.
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ExampleSenior Citizens Bureau
Only two social media icons
Image
Larger text
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ExampleDo Something
These two are actually moving video
More social media icons including, of course, Instagram
Overall, not a lot of text –mostly visuals, because that’s what teens want/expect
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What designers need from us
• To know what is the timeframe for the project• When does this need to go to press (and “tomorrow” is not a good answer)
• If you have a designer on staff or on retainer, you may not need as much lead time.
• Management by crisis is never a good idea.
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Example
• Let’s say you want to mail on Sept. 1• You’ll want to give your designer 2-3 weeks for a first draft, depending on the
size.
• You’ll want to give your staff a week to proof the first draft.
• You’ll want to give the designer a week to make your edits.
• You’ll want to give your printer two weeks to get it printed and labeled.
• That means you need to get everything to the printer by July 14 at the latest.
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What designers WANT from us
• Copy that’s proofed before layout begins
• A design quote usually includes two rounds of edits. After that, you’re paying for each round.
• The cleaner your copy is when goes to design, the more cost effective you will be.
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What designers want from us
• Callouts in the proofed copy that clearly communicate what the copy is:
• Headlines
• Headers
• Subheads
• Body
• Charts
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What designers want from us
• Changes in a marked-up written format
• Pdf or Hard Copy
• eMail if not extensive
• Not a phone call – designers are visual by nature. They may be in the middle of another project. They may not have time at that exact minute to give you their full attention.
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What designers want from us
• To receive the project as a whole – not in pieces• Rounds of changes should also come all at once – each round of changes costs
us money.
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A few more tips
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Don’t be afraid to sketch
• Designers are visual thinkers, and if you have something in mind, it’s okay to try to sketch it out
• But remember – you still need to give your designer the latitude to design
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Ask questions when you’re confused
• Just as your designer is not an expert in your field, you don’t have to be an expert in her field.
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Give constructive feedback
• Giving your designer room to design does not mean they get to do anything they want
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Let them know if their process is not working for you• Most will be happy to modify their process – such as seeing color
earlier or waiting to see more of the full design
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Trust. Respect. Teamwork.
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Let’s put this information all together
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Step #1 – Send proofed copy to the designer
• The longer you work with a specific designer, the easier it gets, because they understand your preferences, your audience, etc.
• I email a Word document with the copy and also attached any art I want to include
• I also send any special instructions (i.e. give me two cover options)
• I let her know what pages the content should go on, but I give her space to work on the best layout for each page.
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Copy – 12 page brochure
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Cover art
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Inside art and logos
• In this example, she already has the mug shots and the logo so I only need to give instructions.
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She sends me a proof and I send back any changes
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She sends me back a final proof and we go to press
• Laid out to take advantage the way we skim in the Z formation.
• The text color is pulled from the picture.
• The arrow in “Learn” is pointing right to what the outcome of the Institutes is.
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Evaluations and CEU Quizzes
Evaluate this session on the app
• Open the app
• Click schedule
• Click on the name of this session
• Scroll to the bottom
• Click on feedback*
To receive CEUs for this session• Open the app• Click schedule
• Click on the name of the session
• Scroll to the bottom
• Click on CEU quiz*
Room monitors have printed evaluation forms and quizzes, but using the app is
encouraged