With future posts I’ll go in-depth on the technicalities of true design, how little errors can cost you big money on the back end and a whole lot more. But for now the question is - what do “butter sandwiches” have to do with anything?
There was a time when butter was commonly used as sandwich dressing because it lasted far longer without refrigeration. As technology progressed and refrigeration became more efficient and less expensive, the popularity of mayonnaise grew and became today's sandwich standard. Though, now-a-days, when I pop open the fridge to make a sandwich I’m bombarded with got all kinds of choices. Horseradish-mayo, garlic mustard, chipotle sauce, redwine vinaigrette, ranch, the list goes on...
In the same regard the graphics industry has evolved just as dramatically, both technically and visually. Within that same set of grandparents was my grandfather who, at one point in-time, was a graphic designer himself. He’d spend days hand drawing and lettering, poster sized, advertisements that would later be photographed and reduced to print quality. Since that time light tables and clip art were the stable for a long while and were eventually replaced, solely, by computers within the last 20 years.
While the core of a company's identity remains the same (logos and colors), presentation and concepts are always on the move. The evolution of design, unlike it’s process, doesn’t take decades to be replaced. Change comes quickly with new trends popping up monthly, and who really knows how or why. The only real conclusion is that the public's view of what is visually stimulating is as fickle as their taste buds.
Do your marketing materials still spark your business taste buds or are they leaving you, your clients and potential customers with something to desire? Your company’s image plays as much a part in your growth as your daily enthusiasm. Economic times are tough and competition for business are at an all time high. So what sets you apart from others? Are you easily recognizable to the public? Do your marketing materials put forth as much effort as you do each day?
If you are looking into updating your image with a new flavor there are a few things you should be on the lookout for:
- First, ask about their technology. Currently Adobe, the design standard software maker, is working on the fifth release of their Creative Suite series (InDesign, Photoshop, Illustrator and Dreamweaver). With each new version of their programs are new or more advanced tools.
- Second, quiz them on the printing industry. What can they tell you? You don’t necessarily need to know the answers, but you should come out of the conversation with a comfortable understanding.
- Third, look at their portfolio with your business in mind. Many designers will have very nice portfolios, but is there a piece that particularly invigorates you because of layout or style?
- Fourth, get the designers view of your current materials and where he/she thinks they could go. Be sure to give them a bit of background about yourself and business. Then hear them out and be completely open to their suggestions and see if there is a common ground to work from.
- Fifth, check with the designer to see what outside resources they have available to them. There are a lot of stock art and photos out there and many printing companies, what do they use and suggest.
Your marketing materials don’t deserve a garbage can in West Virginia, but before ordering more of the same consider the last time you had them looked at by a professional. Most people aren’t going to enjoy butter on their sandwiches, some people are fine with just mayonnaise, but given a variety options you’ll find something much more savory.
