Can you make the logo bigger? or How to talk to a designer

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