Enough with the yoga

I couldn't help but ask myself "why?" when I saw a commercial last night for the new "Yoga" tablet by Lenova. While I knew they were trying to connect some sort of flexibility with the product, I wondered why they couldn't come up with a better name. There's more ways to say flexible than using the word yoga, which means yoke, as in connection, that connects mind, body and spirit. Yoga is not just about being flexible. And it's not about being materialistic. I can't help but wonder if there was a single practicing yogi involved in the naming process. Because with all the bad press associated with yoga going consumer, articles like this talking about non-attachment, and how the yoga market is still made up mostly of women, I think they should have gone back to their floor cushions and meditated on a new name.

You look like everyone else

I'm a huge fan of not using stock photography. For so many reasons. The first is that one way to set your brand apart from your competitors is by not using the same images. Sounds simple. But with so many stock agencies out there, as well as people not in design or marketing who are pulling images that they have not licensed off the web,  it's become a free for all. Not to mention companies selling logos for $5 (which really isn't an issue for my clients, but it degrades the entire design industry), I'm a huge advocate of working with a professional photographer and creating original work. Of course, anyone with an iphone also thinks they can shoot, but again, that's for another discussion.
This time, let's look at stock photography. Images that you can purchase without restrictions. It's an opportunity for stock agencies to make a lot of money. No restrictions on how an image is used and where it shows up. So let's say you want to do an ad campaign in print. You need a photo of a specific person. A specific gender. Age. Ethnicity. Maybe she needs to be dressed a certain way. She needs to look approachable. Smart. Well, maybe you found her. The problem is, so did 10 other businesses. Look at what can happen when you don't create original content. I suppose it's a lesson in buyer beware. Because you can't be unique if everyone looks the same.

When you don't work with a professional

I'm often asked about spec work, the $99 logos, and the "free websites" out there. It's a whole DIY level of design that I don't even like to address. The same way that looking up a condition on webmd.com doesn't make you a doctor, these sites don't make you a designer. And worse, it cheapens your brand. And I've gone into that on other posts, so I'm not going to do it here. What I am going to do is show you something. A sign I keep passing on my way up to Wisconsin. So full of information that I don't know what to read first. Or what the name of the business even is. So many colors, type, and sizes. There's no order or sense of visual hierarchy. I think the logo might be in the upper left corner. I don't know. Is the name New Economical or is it their key selling point? These are questions that I shouldn't even have. When you're driving down a highway and you have only a couple of seconds to process information, it shouldn't be this hard. Of course, keeping it simple is my motto. Obviously it's not theirs. And I googled them. It's called Asian Gourmet.

Infographics: mind blowing

I just wrapped up another semester in grad school. One of my courses was called Data Visualization. It's the fancy term for what many know as infographics. It's a way of breaking down data that can often be complicated to understand in different ways that can tell a story, create an experience for the user, and connect better to a brand. It's also a way to get your mind blown.

Mind blowing, from the designer's perspective in trying to organize the data. To be able to pull out (and also remove) what isn't necessary. It can feel almost like manipulation, but the reality is that designers are always pulling and adding information to support an idea.

As I studied, researched and learned first hand what made a good infographic, it was also mind blowing in a sense that it was clear that while some of the best ones visually were incredible to look at, I often couldn't understand the information. Over complicated designs, text to small, or to much data, and it felt like I needed someone next to me to explain what I was looking at.

As is the case with most work we do, we're rarely there to explain the rationales behind our work. Sure, we have to sell it, explain it, and sometimes defend it to our clients, but at the end of the day, it needs to work on its own. If you don't get it without us, than it doesn't work. Design is about solving problems, not creating new ones. Otherwise, it's art.


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today's new is really tomorrow's old

Today I spent hours working on course correcting. I went down a path that lead me someplace less than desirable, but had me thinking. How often do we start with good intentions? Ideas that seem great, but lead us to frustration?

No, I'm not talking about design, or process, or even theory. I'm talking about technology. The ever changing/always learning/can we ever stop and take a break/ technology.

Today was the day, that I was going to switch blogging platforms and seamlessly transfer all my content. Except it didn't go that way and the two systems were not compatible. So I had to make a choice: Go with the newer/shinier system and lose years of blogging, or do I try to make more with what I had?

I went with the old. Because in the end, today's new is really tomorrow's old anyway. I spent some time reconfiguring and integrating other features that the older system had recently adopted, and in the end, it still works. Maybe next time I won't be so quick to leave.

City in a garden

Honored to be one of the 12 chosen by the City of Chicago. #cityinagarden

Which came first? Who cares.

It's the age old question, which came first, the chicken or the egg? We have the same run-around in marketing. Content vs. Design. They're both important. But if your content is amazing, informative, and really hits it on the nail, does any of that matter if the design is such a mess that no one takes a look at it to read it? New users to a website only look for seconds at a site before they decide to continue or move on. SECONDS. If they can't find what they're looking for, information is unorganized, there's no visual narrative happening, and you can't engage, then none of it matters. So while content, strategy and positioning all happen before the design process can even begin, it's design that seen first. It's like the chicken or the egg. It doesn't matter which one starts or which one finishes. They need to come together.

Sushi: Should never look yellow

The other day a friend of mine posted some photos while she was out for dinner. The space seemed amazing. So I did what lots of us do, and I went and checked out the place online. While the space was contemporary from the photos, the website looked out of date. Worse, the photos of the food, sushi of all things, had a yellow tint.

We've all seen it. High end places that invest a great deal of money in one aspect of the business, drop the ball in others. When it comes to a brand, it's an experience. And for a restaurant, it's many different sensory touch points that your customers have. Sights/ Sounds/ Tastes/ Smells/The physical space. Which is why marketing a restaurant requires something very important: A professional food photographer. They're the ones that know how to set up a shot, how to make the food look delicious, fresh and appealing. Because while we taste with our mouths, it can start with your eyes. 

Beware

Beware of designers who don't show a portfolio. Know what you're getting into.
Beware of medical advice from someone who isn't medically trained.
Beware of financial advice from someone who isn't financially successful themselves.
Beware of legal advice not from a lawyer.

Beware. Which means be cautious. Be careful. I'm not saying that it takes education and a degree/certification/licensing to do something. I am saying that in each profession, there is someone out there willing to do it for less. Less can mean less money for you. It can also mean less experience on their side. Less training. Less education.

Are you ok with less? Because in the end, it might just end up costing you more.

Does your logo float?

Probably not. I've never seen a logo float. Meaning, it's never out there by itself. It's always in context of something. From a business card to signage, a website to advertising. It's never on it's own. Which is why it's only a piece of the overall brand. And while it's an important visual cue as to the kind of company it represents, it's only a piece of the big picture.

Putting together the pieces

I've recently wrapped up two major projects. And while one was a re brand, meaning the business already existed, and there were elements that we integrated into the new look, the other was a new business venture.

One company deals with diversity in the workplace. The audience is executives and professionals in the diversity arena. The other company works with parents on helping kids who are tracking high on BMI to integrate nutrition, exercise and and behavior modification.

What do these two companies have in common? Nothing.

But they both came to me to help create a brand that would connect with their products and services. And while the results are very different, as they should be, there are some commonalities that you can see. A brand is not a logo. It's only part of the puzzle. A brand is an experience. And today, your clients will experience you company in more ways than over. From digital to print, events, direct mail, advertising online to purchasing an ad in a magazine. So many touch points, and you never know what the first experience will be that someone will be introduced to the business.

Which is why it's so important to be able to see the big picture. I do this by creating brand boards as part of the process. It comes after an extensive discovery and allows clients the opportunity to explore different visual narratives that a brand can take. It isn't until after that has been decided, from a very high level perspective, that we than use that as our guide for creating all the materials. In the end, each client will have a strong visual campaign that can than be applied to any marketing. Remember, it's the message, not the medium.

Body part and being creeped out

There's something about seeing body parts used for marketing that makes me uneasy. Yes, I know when I see a chiropractor that they're working with my spine. The same way that when I go to the eye doctor I know he's working with my eyes. And when I go....

You get the point. It's the body. It's all connected. Which is why I don't like it when pieces are broken off. So I'm putting this out there: whoever is doing this, STOP. No more illustrations of spines on a logo. No more eye balls looking like they're pooping out of someone's head. Let's keep it all together.

Now I'm mad

Yes, I looked at your email. I even went online and did a little searching. I love that you can shop anytime you want online. But despite the almost daily ads you send me, I still haven't bought anything. But I looked. And today, you sent me a survey. Of what I looked at, looking for feedback. And now I'm mad. Because I don't like to be tracked. Or watched. Or tuned into some algorithm. I get it. But I don't like it. And because you've stepped over the line, the line I drew, I'm blocking you from my email in box. You will no longer be allowed to send me any of your promotions, your specials, or follow up to see what I thought of your products. I won't give out my email in stores anymore. Because this is what happens. And if you're in marketing, you need to watch out. To find that line. Even though it's different for everyone, one thing is for sure: when it's crossed, you can't go back.

Who is this for?

I'm driving downtown last night and I see a billboard for a jeweler. It has a shot of the outside of the building, and larger than life, a photo of Mike Ditka. They're using him as a testimonial.
I found that interesting. Because I know that buying jewelry is an emotional purchase. We don't do it because we need it. We do it because we want it, and because of what it represents. And while I understand that perhaps in this particular store, at this location, that the majority of purchasers might be middle aged men (it was on Wabash in Jeweler's Row) I can't help but thinking of all the woman who would also see this advertising. Not in a million years do I want to go to a store whose biggest draw is a football coach from the 80's. I want to go someplace that sells romance, and beauty, and love. The aspirational idea of what getting a piece of jewelry represents. And that's part of marketing luxury goods. These are emotional purchases, and you want to connect with an emotion. Remember DeBeers campaign A diamond is forever? That's how we like to think of love. Engagement rings. Marriage. Not Mike Ditka. Sorry Coach.

That's not appropriate

The other day I'm in Lakeview, a section of Chicago. As I'm driving, I see a sign for Emergency Happiness. It's the marketing campaign for the new Emergency Room at a hosptial.
I don't know about you, but there is nothing happy about going to the E.R. It's about being in a bad situation, and getting the care you need. It does not make you happy in any way.
There are a lot of words that could have been used to describe the new facility. As someone who has worked in health and wellness marketing, I know I would not have chosen the word happy.
And that's part of any marketing strategy. When you position your services, of course you want to have a value proposition. But in this case, the value that they bring should be one of care and comfort. I doubt anyone ever feels happy going or coming back from the emergency room.

Get rid of your Facebook page

The last couple of days it's been brutally cold here in the Midwest. Lots of school closings, some businesses. I've received some emails about closings, as well as some posts on Facebook that a business is closed due to the weather. I think that's fantastic. A great way to communicate to your customers what's going on.

Then they are the other businesses, who I've "liked" in the past, and went to their page to see what's going on. Only to find some haven't been updated in years. Years! What a waste. You probably did a big roll out when you first set up the page. Expecting your friends, their friends, and anyone else to like your business. You had great hopes to engage, promote, and maybe get some new clients. Then someone dropped the ball. Whether you're a small business, or a large one, in order to be active on social media, someone actually needs to be on social media. Seems easy. Seems a no-brainer. But how many inactive pages are you part of? So next time you say, "We're going to be active on social media." remember this: Someone actually has to do it. Or get off.