Graphic Designers Make Me Uncomfortable Because...

What experiences have you had with your designer / design firm / design team? Is a stressful process? We asked 15 business professionals / bloggers at Central Iowa Bloggers (Des Moines) to complete this sentence: "Graphic Designers Make Me Uncomfortable Because..."

Direct Quotes, Un-Altered

These are direct quotes, not altered in any way. None of these professionals are commenting on their experience with us, because none are our clients. We asked these questions to know how we can improve our own process, and prevent possible frustration.

Help Us Complete This Blog Post

You will find no excuses, comments or explanations from us in this post. We hope this opens up the conversation and makes you feel like you are not alone out there. We look forward to comments and additions from you. Please comment on:

• Your own expertise in the area.
• Additional Areas of "Designer Discomfort"
• Possible Reasons behind the discomfort.
• Solutions to prevent miscommunication.
• Scenarios you have experienced
• Design Pet-Peeves.
• etc.

"Graphic Designers Make Me Uncomfortable Because..."

1. I'm to insecure as a designer myself to look them in the eyes for more than 10 seconds. ~ Andrew B. Clark, Interactice Director @ Love Scott & Associates
2. at times I want to trust my gut over an experienced designers eyes. ~ Dallas J. Moore, Media Professional & Local Zombie
3. I know too many "best practices" and bare elements that sometimes I am afraid of a designer who "breaks the rules" ~ Troy Rutter, Web Developer @ Captain Jack Communications
4. Many don't understand how to balance business needs and budgets with design goals, and many haven't had enough real world experience to quickly turn ideas into focuses results. Designers who can are gold. ~ Doug Mitchell, Marketer @ Create Wow Media
5. Many don't put enough value on "the message" - aesthetics over content. Collaboration is key. ~ Becky Mollenkamp, Creative @ Becky Mollenkamp Creative Services
6. They hold me in a choke-hold just because I am not artistic. ~ Josh Stewardson
7. They can rush me in directions I don't want to go. ~Mike Templeton, Analyst @ CatchFire Media
8. All that "form over content stuff" ~ Chris Boring, Musician
9. I can't control them. ~ Michael Libbie, Marketer @ Insight Advertising
10. of their temperamental artistic dogma ("what do YOU know, I'm the graphic designer here!") ~ Timothy Johnson, Writer, Speaker @ Carpe Factum
11. Preternatural preoccupation with fonts. ~ Brett Trout, Patent Attorney @ Brett J. Trout Law
12. Too many options. ~ Andy Drish, Web Marketer @ AndyDrish.com
13. They easily do what I have to try so hard to get done. ~Ben Stone, HR Ace @ RPG Consulting
14. The don't focus on the business purpose of the project. ~ Jeff Garrison Sales god and trainer @ Sales Habitudes
15. Never stay within budget ~ Tara Davis @ Hope International

Calling All Humans!

Earth Shattering

January 9, 2007 changed the world of technology forever. There is a good chance most people won't immediately recognize that date, but it is the date Apple Inc. introduced the iPhone.

Conquering, Despite Set-Backs

Despite network issues, terrible voice coverage and RIMs already deep market penetration, Apple was still successful at their new take on the smartphone. Why? Was it the apps in the iTunes store? Was it the touch screen? Was it the seamless MP3 player (iPod). Was it "visual voicemail"? Although these features helped, there is a much bigger element that goes unnoticed. It's the same element that will allow the iPad to edge out the Nook, Kindle and the Sony Reader.

The Missing Element

Months ago, I had a conversation with my sister, Victoria Brady, a journalism student at GVU. We were discussing the future of digital vs. traditional newspaper. I made a comment that people don't want to read off computer screens or iPhones. Consumers would rather read from good old fashioned paper and ink. The rise in electronic devices is due only to necessity and convenience. Today, a good friend of mine, Geoff Wood was the recipient of my rant on a similar issue. So what is this element? It's called the human element.

The Human Element?

We appease the human element by appealing to more of the senses (Touch, Smell, Sight, Hearing and Taste) The human element for Apple is the ability to take the "computer" out of their electronic devices by adding "touch" to "hearing" and "sight". Have you ever interacted with the iPhone? It feels natural, it feels as if you are really interacting with a surface. There isn't any delay or lag time, everything interacts to YOU, the human. This element seems to be what draws people to the iPhone. The more human you can make something, the more engaging the response from your audience. Did you catch that? "The more human you can make something, the more engaging the response from your audience."

How Does It Play Out?

Have you ever kept a business card, or brochure piece because it had a unique emboss, or premium paper, or perhaps was a bit odd? Have you ever recalled memories from a texture or surface? Our screen based technology has changed the way we communicate, but designers and marketers must never forget that they are still communicating to humans. Humans don't want to view the world through a screen or passive environment. They crave tangible interaction with their senses.

Calling All Humans!

We shouldn't ignore new technology or mobile devices, but in themselves they are only a small piece of the pie. Keep the human element in mind. Supplement your "screen based" communication methods with a more human touch. Mail a letter or use a clever brochure. The more "human" your next ad piece, the more reaction you will get.

Image used from Apple.com

Go For the Gold, Not the Gold-Rush.

The Gold Rush

In 1848 James W. Marshall discovered gold near the American River. What he and his boss (John Sutter) wanted to keep secret soon leaked and news spread quickly. In less than a years time more than 24,000 people had poured into the area to make themselves rich. Of course, the first to arrive and get working ended up making a substantial profit, but what about those late comers? Do you think they made any money at all? Our history shows us the people to arrive late, accounting for costs, ended up losing money.

That same year, a few parties on their way to the California Gold Rush, made a stop in modern day Colorado. After some panning, they too found gold, but distracted by the hysteria further south in California, they moved forward and forgot about their discovery. Not until a decade later (1859) did people finally return to this area, sparking the Pike's Peak Gold Rush (or Colorado Gold Rush).

Looking back, it's easy for us to point fingers and laugh at these goofy prospectors – what fools! They were sitting on a fortune, but were clouded by the activity further south, already being picked over.

What About Today?

In business, gold rushes are still happening and your marketing department isn't immune. Do their concepts and ideas reflect everyone else, or are they truly blazing a new trail? The businesses to start these rushes are making out like bandits (or prospectors) but those late comers are barely sliding by, or going backward. Maybe they are even losing money. Why? Because if you look like everyone else, people assume you are like everyone else, and this is always bad. Think about the body spray commercials Tag vs. Axe. Can anyone actually remember which commercial goes to which company?

Create the Rush, Make that Stop in Colorado

So, what can you do to avoid getting trampled in modern day gold rushes?

• Truly listen to your clients or customers, get their insight. If you send them more than a survey, and spend a significant amount of time with them, chances are you will be blown away by their amazing insight.
• Avoid your competitions marketing campaigns like the plague. Phrases like "I really like this ad, let's do something like this," and "we have always done it this way" are red flags.
• Look at emerging trends from different industries. Why are they working / failing.
• Accept discomfort.

Just like the prospectors in Colorado, trying something different may feel like a risk, but it is a bigger risk to try the same thing that has already permeated the marketing fabric. Go for the gold, not the gold rush!

Getting Bad Mileage Through Word of Mouth?

No one will argue that referrals and "word of mouth" are the best way to get business. But maybe they should.

Here is a scenario for you to chew on:

Friday night has arrived, and you and your comrades are itching to try something new, rather than the same old pizza place or restaurant you are all accustomed to. Your brainstorming quickly leads to everyone pulling out their iPhones / Droids ( it's "digitally PC" to include both) to search Yelp, Foursquare, UrbanSpoon or maybe just good "old fashioned" Google. Finding a new Caribbean restaurant with 5 stars on Yelp seals the deal, taking less than 2 minutes.(3 cheers for the internet!)

What would this scenario have looked like 50 years ago?:

No one could search the web for new businesses, instead your friends would discuss restaurants that they came upon through Word Of Mouth (WOM). Why? Because other than the yellow pages and news papers, no other factors influenced major buying behavior.

Traditional WOM Advantages.

Not too long ago traditional WOM marketing was the gold standard. Here are two reasons:

1. It is a personal recommendation from a trusted source.
2. People naturally desire the greatest result from the smallest time investment.

Although option 1 still plays a role today, option 2 is less of a factor. WOM was the easy road, and offered the least amount of time on your end. Today however, industries are saturated and the consumer can do their own research.

No longer are your prospects dependent on traditional WOM. Even if your business is lucky enough to be passed along this way, there is still a chance you won't get the biz. Why?

Traditional WOM ≠ Biz.

Close your eyes for a moment and think back to your latest incoming referral up to point of purchase. When you got this referral, did you write down a phone number or even a website? Of course not! You simply remembered the name with the company with the intent of looking them up later.

Upon your search, finding nothing will you call the original referrer? Will you even remember who the referrer was? Will you search for more than 5 minutes? Unless the original WOM source was zealous in their approach, you will most likely abandon your search, in favor of "easier" or better marketed options. Although, WOM is still trustworthy, it may not be the most convenient.

WOM 2.0

Word of Mouth 2.0 is the process of better equipping your customers to be your advocate. To fully equip them, you need to give them channels to pass referrals through. How do you that? Unless you have a sales force that follow up on every customer, design (among other avenues) is a great option. Design is a great option primarily because people can retain images and concepts better than data or descriptions. Maybe it takes the form of customer advocate "pocket cards". Perhaps a clever splash page will help. Perhaps a well thought out logo is the answer. Maybe, just maybe, a unique business card is the answer.

Wouldn't it be ridiculous if you lost customers simply because they couldn't recall your name, or got distracted? Wouldn't it be nice to empower your current customers with the tools to spread your name like the plague? It's time to increase your mileage and make the upgrade to WOM 2.0.

Why Are You Addicted to the UPS Whiteboard Ads?

When do you know your ad has surpassed "marketing tactic" status and has become a pop-culture icon? When SNL makes fun of you, of course!

In 2007, UPS launched a 34 million dollar campaign, called the UPS Whiteboard. With TiVo stopping power, the whiteboard artist, Andy Azula, seems to have a knack for entrancing all people that watch these ads, getting the message across in a very memorable "goal-oriented" fashion.

So what's the process?

UPS understood they offered an oil-tanker full of great resources, but had no clue how to communicate all these ideas to their target market, and at the same time keep brand consistency. Enter the Martin Agency. Their solution? A whiteboard, a brown marker and a "man in a lady wig." (Watch the SNL clip and you'll understand) So, why is the Whiteboard campaign so effective?

The Keys

The Whiteboard Ads combine three elements. Narrative, Illustration and Simplicity. The ads are quite easy to understand and follow, which is a big part of the success; but they also use a "hidden" tactic.

The Hidden Tactic:

Intentional, or accidental, UPS and the Martin Agency have taken your brain hostage. With a whiteboard setup typically found in learning environments, your mind interprets the ad as a "learning opportunity." It is also helpful that the very concept being illustrated (literally) is also audibly communicated to you at the same time. In other words, all areas of your noggin are lighting up with delight, therefore you are more likely to recall this experience. (See BusinessWeek's findings on this)

The Goal-Oriented Result!

By exercising what we believe is a great example of "Goal-Oriented" Design, UPS has taken you to school and they are confident you learned your lesson. Can you easily recall many of the major selling points of UPS service months after seeing the ad?

How about at your company? Are you using pretty designs or goal-oriented designs?

Image credited to NewsWeek http://www.businessweek.com/managing/content/feb2008/ca20080220_798280_page_2.htm

If Google Jumped Off A Cliff...

If Google Jumped off a cliff, would you? If your answer is no, you should probably think again. Chances are there is a pile of cash over that cliff.

Google Knows You!

No one will argue that Google has the most accurate and efficient market research information on the planet. Because a majority of people use their search engine, email, free apps, and even their own web browser (Chrome) they have some serious insights into your behavior. Have you ever noticed the ads on the right column of your mail that just so happen to coincide with your mails content?

Google, Don't Jump!

Businesses are jumping onto the Twitter, Facebook, and SEO bandwagon at a break neck pace. They believe these avenues hold the keys to new marketing efforts, without traditional cost. These companies should take notice, however, that Google doesn't agree. As a matter of fact, in a move to fully promote their ad words service, Google has turned to direct mail! In the words of Nathan Kring over at Catchfire Media, these digital avenues aren't "the Whole Enchilada"

Traditional Avenues Actually Work?!

Like Nathan, Google understands that people still react to these traditional marketing avenues. That is why they spent thousands upon thousands of dollars to send business owners print-it-and-put-a-stamp-on-it mail. Paper and Ink are certainly not dead, and when Google in all their superiority launches a direct mail campaign, that alone should confirm that maybe web advertising avenues aren't quite the "magic bullet"* we are looking for. At least not by themselves.

Take The Leap

It feels odd to say, but for the businesses who arrived to quickly into the social media soap opera, or those who are considering joining in, don't forget the good ol' printing press; Google certainly hasn't...

*Magic Bullet reference also taken from Nathan Kring's article.

Defeat The Villain!

Victorious Villains?

Remember the last action flick that you watched? The villain and hero have been battling it out, and both are tired and near collapse. The villain pathetically delivers blow after blow, but the tired and breathless hero just seems to sit there and take it -- lacking the energy to defend himself. Sitting in your easy-chair, you clearly see the villain is close to defeat. If the hero could muster just enough energy to finish him off, the world would be rid of evil forever! Instead, the hero has to journey through a 2 hour series of events to finally come to the same situation as before, where NOW he has the energy to win. "Well Batman, we meet again"

What about you?

Even though you aren't Batman and don't parade around in spandex, has your company found itself in this same situation? Maybe you feel weakened by the economy, and your competitors are delivering blow after blow. Maybe times appear hopeless, but are you finished?

Are you going to take that?

One national trend we have taken notice of in this questionable economic time, is a significant decrease in a company's will to keep fighting. The marketing budget has been cut. By cutting marketing budgets, they find themselves acting like our hero: curling in a ball and trying to survive. What would happen however, if they fed more money into their marketing budgets and gained just that little bit of additional energy to defeat the villain, once and for all?

Your foe is weakened. Are you going to sit there and take it, or are you going to put the proper marketing in place to defeat the villain?