We don’t create taxonomies, layouts, content strategies and templates as a one-time deal, so the client’s content and design can be frozen in amber. We create them so the client has a framework for continuing to evolve their website into the future, with or without our help. Good clients know this. And they also know that, regardless of time and budget, we can’t do everything for them.

They know that it’s better to concentrate on getting a few things right than to try to cram every conceivable wish and feature into their time with us. Trying to do everything is a way to achieve nothing. Focus, concentration and form are what’s important. Consistency is what’s important. It’s all about the process.

— Jeffery Zeldman

Read the original article.

I’ll be the first to admit there’s a lot of beautiful design work to be found in many print and online design annuals (portfolios, galleries, showcases – ad nauseum). But if I see one more sample where the designer is held in a light of authority because he managed to properly arrange all of five words within a 100 square inch space, I’m going to kick in some nearby drywall. Show some practical, real-world design situations that the rest of us find ourselves grappling with.

There. I feel better now.

Social media identity crisis continues (for most)

The Web 2.0 Suicide Machine certainly appealed to the subversive counter-culturalist in me, but I don’t think social media is going anywhere. Businesses (especially small ones) will continue to wrestle with how to use it as an effective marketing and PR tool. We should have already learned the lesson that fans and friends can easily smell a fink. (I.e. proceed with caution when hiring a “social media spokesperson”, especially if he or she is not intimately involved with the daily affairs of the organization.) The best deployment will be those in which new technology is used to accomplish traditional tasks: to form relationships (albeit somewhat virtual) with customers, learn about their perception of you and engage in a genuine conversation.

…A word of caution with regard to viewing social media – and the internet at large – as a form of low-cost mass media (sung to the tune of “let’s compare Facebook to television”): Delivering a message in the context of an established media channel (as in t.v.) has some advantages, because an audience is already provided to you; on the internet, you have to build your own audience. Otherwise, you’re basically shouting into the darkness. Building an audience comes easy for some companies/brands, but many overlook this idea altogether.

Philanthropy is “in”

As humans, we often don’t develop empathy until we’ve experienced pain of our own. 2009 brought pain to a lot of businesses and individuals. Out of this has come a shockwave of philanthropic sentiment. In light of this, Disney for example, is right on target with their 2010 promotion “Give a Day, Get a Disney Day”, in which anyone can volunteer to help a selected non-profit for a day, and receive a free park ticket. Many organizations have been doing this consistently for many years (hats off to you); for those who haven’t, 2010 will be the year to ramp up philanthropic initiatives. And, be sure to tell the story when you do.

Strong words and images are your trump card

Not a new idea around here, but one I’ve yet to articulate. This opinion is reinforced by 10 years of observation. The old adage is true “good advertising only makes a bad product die faster”, so before I go any further, bear in mind I’m assuming the product/service is good and fills an actual need. Acknowledging all of the variables that go into a successful marketing or sales promotion, one thing is true: well conceived, designed and executed words and pictures are a silver bullet. Scrimp in the area of graphic design, illustration and copy writing, and you will be left to rely on luck, bad eyesight and ignorance. Men and women alike are visually stimulated, appreciate creativity and fun, like to be surprised, and – despite what you may believe – can quickly identify and appreciate when you have poured your love and creativity into something, and when you haven’t. Time doesn’t permit me expanding into a conversation on positioning and differentiation, except to say that this is an area where I have seen one company with similar products and quality to another, create the perception that what they were offering was a better value – essentially beating their competitor on an even playing field.

Working class blues

My comments here are admittedly not based on statistical data, but rather anecdotal and experiential evidence. There seems to be a growing divide between low and high-priced products/services. The “middle class”, as it applies to marketing, may be vanishing. The restaurant industry provides a good example, where diners are increasingly divided into two camps: those that choose the low-price option, often fueled by couponing, and those for whom price isn’t a factor – in basic terms the poor vs. the rich. Establishments that have traditionally existed in the middle price-point are discovering that their market is shrinking. (I suspect a similar phenomenon is happening in business-to-business markets.) I’m chalking this up to the impact of a down economy on the working class. The rich are still rich, and in many cases price isn’t a factor in their buying decisions. The “not-rich” class, though, is sort of consolidating. There’s always exceptions to the rule (e.g. people who spend money they don’t have, products that inspire heightened emotion or passion, or wealthy folks who got that way by pinching pennies), but in essence, if you find yourself in that Jan Brady price point or brand positioning, it may be time to plot a course change in 2010.

Power to the people

Again, this is not a new concept, though I’m surprised at how many companies seem to ignore it. Many marketers will toss around the statement that word-of-mouth is the most powerful form of advertising. But it’s true. It’s been proven to be true. Add to the mix the fact that we live in a world that is increasingly “connected” in terms of convenience and speed, and you have the recipe for a well oiled word-of-mouth machine. This machine is not something you created, and there’s not much you can do to control it. The best you can do is acknowledge that your customers have opinions about your product/service (ok, omit the crazy emails you ocassionally get from those with obviously too much time on their hands – that’s not what I’m talking about). Then take steps to get involved in the conversation that’s already taking place. Here’s where social media tools really shine. Organizations that continue to plug their ears and sing “la, la, la, la” at the top of their lungs will eventually run out of breath, and customers.

Back to basics

Overall, I think 2010 will see a continuation of getting back to fundamentals. This usually starts with an organization uniting in some way to ask/answer some simple questions. Questions like

• “What do our customers like about us?”
• “What do our customers hate about us?”
• “How can we reward faithful repeat customers?”
• “What price point will help position us properly amongst competitors?”
• “Are we saying anything relevant or clever in our advertising or sales promotions?”
• “Is it clear to our audience what sets us apart from competitors?”
• “Is anyone on either side of the cash register having any fun in all of this?”
• “How do we move from informing people to inspiring people?”
• etc…

In addition, those who focus on the fundamentals of good communication will flourish: Well written copy, effective hierarchy, good storytelling, beautiful and creative images, consistent brand representation, kind and helpful customer service…

Smell the roses

This idea is already embraced at Cardwell Creative, and is at the top of our business plan. 2009, for many, was a year that brought the volatility of business – and life – into sharp focus. I’ve personally become more aware than ever of the beauty and tragedy occurring almost daily, all around me, and I’m irresistibly moved by both. Here’s the bottom line: life is short, and business is not the most important thing in it. (Don’t get me wrong, you won’t find a stronger advocate of the entrepreneurial spirit – providing jobs, acting as an outlet for creativity, building perseverance, etc.) This year though, I highly recommend you step away from the desk and put serious thought into ordering (or re-stating) your life’s priorities. Build in more time for faith, family, friends and charity. I’m constantly reminding myself that, though I wear many hats, I live one connected life; compartmentalization is an illusion. You may have to give up something to gain another, but I’m convinced it will be worth it.

View the final TV spot on YouTube…

• Smile all you want – he’ll still toss you in the dirt. Come to a place where people appreciate a good smile.
• You’re not afraid of anything …unless it happens in the dentists’ chair.
• You may have to hang on longer than 8 seconds …but not much. At Dentus, we strive to make your dental visit efficient and convenient.

Ultimately, they chose my favorite headline of all (I love it when that happens), shown in the sample below. Often, what makes the difference between a generic, straightforward representation of your company, and something that is memorable and makes people smile, is the application of creativity and the confidence to step off the beaten path. Is this the sort of sign rodeo-goers would be expecting from a dentist? No. Is that a good thing? Yes.

Complete sign.

Sign detail.

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Click to watch a sample trailer

The Legend of Zelda: The Wind Waker

When this title was originally unveiled in 2001, it was met with an incredibly negative response from its fans. Since the franchise had been continually evolving into a darker and more mature style as the technology improved, this charming cel-shaded style was the absolute last thing most expected. As such, most couldn’t even consider it a true Zelda game. I was always amazed how a style-change could completely alter fans’ opinions of a series whose gameplay was just as enjoyable as ever.

I actually found this new look more appropriate for the series, as it has always been known for being a bit comical and light-hearted in parts. More importantly though, its lack of detail or textures allowed the Gamecube to focus more of its power on keeping the gameplay smooth and responsive.

Over time, fans have come to appreciate its look, and in the process learned not to judge a book by its cover….

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Click to watch a gameplay sample

Rez

With a focus on both music and gameplay as a unique combination, Rez’s greatest achievement is by using visuals that enhance the music (or is it the other way around?). With each level pulsing to the beat of a techno/trance song, and every action you make affecting the music, you’re completely immersed in a game that’s essentially a glorified iTunes visualizer.  That’s what makes the style so fantastic though, as this is the perfect representation of interacting with electronic music.

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Click to watch a gameplay sample

Wario Ware, Inc. Mega Microgame$!

Although this will probably the most bizarre series I will ever play, Wario Ware’s frantic pace and random microgames were accented by inconsistent and insanely bizarre visuals. It’s the first game I’ve ever played where the graphics are intentionally pathetic, yet I wouldn’t have it any other way. It’s almost as though making it look as horrible as possible is an art form in and of itself.

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Click to watch a sample video

Killer7

Although it must be played in order to be fully understood (and even then I was still a bit lost) this title uses simple gradients and heavy contrast to create an atmosphere that’s simply unmatched. By straying from realism, its violence is showcased through this striking visual look – making the experience much more engaging. Mix this with animated cutscenes created by completely separate artists with very different styles, and you’ve got a game centered around art. The game is rated ‘Mature’ for many reasons, but the sample video I’ve chosen is safe to watch.

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Click to watch a gameplay sample

Paper Mario: The Thousand-Year Door

When the most recognizable video-game character of all time is going to star in a game that plays nothing like you’d expect, what is the design team to do? Apparently make him and his entire world out of paper. What’s most fascinating is how it’s not just a visual overhaul for the sole purpose of having a different look – instead, being made of paper is an integral part of the gameplay. Fold into a paper airplane, turn sideways to slide into thin areas, etc. It’s all visually entertaining and also quite clever. It’s great to see how it all comes together. Oh, and the game is also hilarious, but that doesn’t have much to do with design, does it….

Had a chance over the weekend to rekindle my love for the work of a man who I consider to be one of the most dynamic and talented artist/designers of all time, Eyvind Earle. My first exposure to his work came through the Disney movie Sleeping Beauty, in which he painted many of the backgrounds (in fact, he was a prolific Disney artists for many years). His stylized, abstracted representation of elements has always inspired me as a designer. His paintings manage to evoke an emotional response, for me, related to being transported to fantastic and dramatic environments.

Eyvind Earle at Gallery 21 (current)

Samples of Disney’s Sleeping Beauty work (scroll down until you see the title graphic for Sleeping Beauty). Have a look at the other great artwork on this page while you’re visiting.

Enjoy!

When analyzing something like this, I try to look for the root of the problem by asking very simple questions such as, “what is the purpose of even having this sign?” In this case the answer is to inform. Therefore, it’s absolutely crucial nothing gets in the way of that single mission. 

So first off, let’s make sure what we’re trying to inform is clear. From what I could gather, this Dry Cleaner’s message is instructing people with disabilities to honk their car horn to request assistance. ‘Handicap honk for help’ is already a confusing choice of words (what’s a handicap honk?), but it’s actually made even worse by the size and placement of the text. Remember, nothing can get in the way of our mission! 

From a parked car, all you would see is a red hand, a steering wheel, and an ‘H’ with some text next to it. Since we’re not used to seeing three words sharing the same first letter, and a giant capital H means nothing to anyone, it’s instantly more confusing than it is helpful. The typography should work for us, not against.

Unfortunately, the graphic used isn’t very helpful in simplifying the message… Why is the hand red? Don’t honk? Your steering wheel might be hot? You’ll get caught red-handed? Perhaps all that’s really needed is your generic handicap symbol….

Here’s my quick little version, just for kicks. This could probably be refined a little more, but as you can already see here, there is almost nothing blocking us from being informed. Mission accomplished!

- Ray

We were approached by the leadership of a local Christian motorcycle organization to design a patch for a new club. It was a challenge to execute, but a lot of fun.

Patch detail

Some back story

Unbeknownst to me, there is very strict and organized administration of the various motorcycle clubs in Oregon, particularly those that elect to identify themselves with a membership patch. If the patch is not approved, you’d be smart not to wear it. There are many Christian motorcycle clubs and organizations in existence. I suppose the differentiating factor between a “Christian” motorcycle club and others, is the set of spiritual beliefs they hold to, and therefore a different focus in terms of their activities. Other than that, these clubs are united by a love for motorcycles, riding and the “outlaw” lifestyle.

Various club patches

The challenge

The most challenging part of this project was tackling the appropriate use of symbolic imagery. There are many symbols associated with the Christian faith, which are deeply meaningful to believers. Using spiritual iconography within the “visual framework” of contemporary motorcycle gang fashion (for lack of a better term) has some obvious potential for disaster, particularly if you don’t remain honest to the true nature of each group. In addition, some clubs are territorial about the specific symbols they’ve employed to uniquely identify their organization. With much help from the client (and from above), I feel pretty good about how this new patch turned out, and its ability to stand up among others in its genre.

Final patch design

“Single” half-gallon of Silk® soymilk

Working in the design/advertising industry has exposed me to the fact that often, when products (especially food) are photographed, the artist will use an artificial (idealized, controllable) representation of the subject. I just take this for granted when I look at product packaging. But have a look at the stream of soymilk being poured into this precariously-pitched bowl of corn flakes…

Twin-pack displaying the glorious “extended pour”

So, basically, this just struck me as funny. I also wonder if anyone else notices stuff like this. Then it got me thinking: as a designer, a big part of my job is deciding what to do with “open space” (a topic for many future posts). Often it’s best to just leave it alone. Sometimes that leaves the composition feeling empty, and makes the focal area feel small and under-emphasized. Sometimes. I wonder if the designers at Silk started with a layout for the single half-gallon packaging (which feels balanced and resolved, to me), and then got the assignment for the “twin-pack” at a later time. What to do with that extra open space? I’m not suggesting the supernaturally elongated stream of soymilk was the wrong call. Strictly viewed as a design element, or a shape, it works quite nicely to create movement and frame the “twin-pack” icon. Perhaps I could call it “appropriately disproportionate”. In any case, it cracks me up.