design

David AireyInterview

designThis is a journal which observes design. It is written an founded by Eric Neal, and advertising student from Humber College in Toronto Ontario.

If you have suggestions or comments contact me at www.ericneal.ca

Hey folks!

Eric here and I’m excited to announce the first issue of enformed design. While I don’t consider it a full-fledged magazine it will be published when information permits it to be (meaning I’ll only write about stuff worth reading). This issue will be a quicker read than I plan the others to be. It’s really just to test the waters and gauge the response. So without further adieu, I give you enformed design!

The beauty of blog publishing. Most of my clients find me through a Google search or a link from another design-related blog. That was the case with Yellow Pages. I received an email out-of-the-blue. I can't recommend blog publishing highly enough.

Most of the explanation is made before the project is finished, and before I've even presented a polished solution. It helps to bring the client on board as soon as possible, sharing an idea in writing or sketch-form so he/she doesn't get hung-up on details like colours or fonts. The idea is what's important.

How did you land the accounts for your biggest clients like the yellowpages?

When you present a design to a client after finishing the project, how much of the logo do you explain and how much do you leave for them to figure out? Do you go through your process?

I'd first ask if a redesign is necessary. Is it, really?

I've often thought about it, but at this stage in my life I'm happy to continue the way I am. You could argue that forming a studio team would lead to bigger clients, better results, more profit. But at the same time, there's more admin, more stress, payrolls. Who knows what'll happen further down the line. I have many years in the business ahead of me, hopefully.

Where would you begin if you were asked to do a redesign for something like Google?

You mentioned in your book that you have some regulars to outsource things like website services, have you ever thought of expanding into a boutique agency with some of these people?

I don't think there's a ceiling on any form of talent. No matter how good you are, you can always improve. Perfection is the ultimate unattainable goal.

Do you think that there's a ceiling on design talent? Can one only become so skilled?

In your book and other interviews you've spoken about what makes a good design but in your opinion, what makes logos cliche and why are there so many of them?

We think of logos being cliche because we're exposed to more and more brands, especially with the lesser importance of physical location in business. Take the airline industry as an example. There are only so many ways to render a bird in a logo. So why do designers keep producing bird logos? Well, it's appropriate for flight, and no matter how much a designer wants to try something new, the client holds a lot of sway in the process.

Ultimately, as designers, we can opt for the obvious (which isn't necessarily a bad thing) or we can push the envelope (which needs a very trusting client). Whether either route is right or wrong depends mainly upon the strength of the client's product or service.

I appreciate you taking the time to speak with me on behalf of enformed designed.

design

thanks for reading! Let me know what you think at www.ericneal.ca