I'm currently working on a new website or San Diego Startup Week. Yesterday, the former director of the program looked at the new site and commented on how much it had improved from the previous rendition. Obviously, I was flattered. But at the same time, I felt a void within that work.
What is missing is personality, voice, and character. The cherries that make the entire sundae memorable. The new site works and has a streamlined flow to it. But it has no personality other than being well designed.
It's as if design has a brand in and of itself; sterile, refined, clean, simplistic, lots of white space, you get the picture. The next level is using design to communicate a unique feeling that reflects your company.
That's the difference between design and branding. Design is a set of principles that any creative wields as second nature. Using it to build a brand is the ability to bend those principles toward a personality.
New projects are exciting. After leaving a kickoff meeting with a client, it's impossible not to get amped about the work that is going to be created. The problem is that all the excitement propels my lizard brain to override anything strategic and necessary to ensure the project runs smoothly. This rarely happens because I have checklists and things of the like reference, but it happens.
Here is the number one thing I've learned this month from a design project: get ALL the copy finalized before handing off to a designer.
Before starting, it is completely my fault as the designer if I don't ask for all the necessary materials upfront to get the project moving and on track to be seamless. With that in mind, here is why it's important to get all the copy needed for a project upfront and ready to go:
Type rules the design
Because typography is the core of all graphic communication, if the verbiage changes, so does the design. For example, developing a series of covers for a magazine is going to be seamless if all of the titles have a similar structure (say a 1-2 word headline and a 3-5 word subhead). Easy to manage.
But if the headline length varies from 2-20 words, more thought will go into the initial strategy of making all the covers uniform.
Things fall through the cracks if not packaged succinctly
Hand a designer one word doc with final copy and the transition from ugly word doc to beautiful PDF is easy. Multiple docs with Frankenstein-like parts that need to be communicated in separate emails, things are bound to go haywire. Granted, things do change. But the point is to get as close as humanly possible to final copy before handing off to a designer.
This small shift of getting finalized copy will save you weeks on your next project, guaranteed. Whether you are a designer or someone working with a designer, everyone involved in the project will be happier with getting all copy before moving into design.
A LinkedIn connection of mine posted a document yesterday asking what titles his connections give themselves. The post contained 20 different variants of designer titles, here are a few:
Oi vey. That's only half. And he didn't even cover all of the options out there. You might be thinking, isn't the point to distinguish ourselves from people? Yes, it is, but it has to be done in a way that matters to the people that make the purchasing decision. Most business owners don't know the difference between UX and UI, hell most people who ascribe the title to themselves don't even know the difference.
It's like the pointless variants of toothpaste:
The only variant of toothpaste that makes sense to a user is when it speaks to a particular need of theirs. Like sensitive teeth being addressed by Sensodyne, who focused on people with this issue entirely.
Now let's apply the same thinking to some of these design titles:
Here's the thing: these titles do nothing for the person on the other side of the table, you know that person who pays money for design services.
What's the solution you ask? Try this:
I'm a designer, I craft things with intention. I've got a portfolio of work and case studies to show the problems I solve. Do any of these sound like you? Cool, let's make something happen.