Here’s what I learned about website redesign over the years.

1. Don’t just hire a graphic designer. Make sure the person you hire understands web design, too. A graphic designer can make your site look pretty, but can she create clear navigation? Does she understand the limitations of code, and how to work around them? If she can’t, she probably can’t create a good site.

I learned this the hard way when I recommended a design company to a friend who needed a web site. I was wowed by their ad design, and assumed their talent would translate to the digital realm. The new site looked fine, but had major problems with functionality.

2. Have clear objectives. The more you specify exactly what you want, the more likely you are to get it. Before I put my web designer to work, I gave thought to style, brand and layout. I sent him a color palette, a wireframe that I created in Word, and a list of sites with specifications on what I did – and didn’t – like. As a result, he brought my vision to life on the first try.

3. Trust your designer’s expertise, but also determine what you cannot live with. You’re paying your designer good money for his expertise. So weigh all suggestions carefully. Just because something doesn’t exactly fit the image in your head doesn’t mean it’s a bad design.

I originally pictured my new web design to have a white background or a simple drop shadow. When my designer came back with a blue-gray background, my first instinct was to shoot it down. But the more I sat with it, the more I started to like it.

Also see The Oatmeal’s How a Web Design Goes Straight To Hell.

4. Set clear parameters on cost and timing at the start. Before we started working together, I let my designer exactly how much I could afford to pay and when I wanted the website done. In the past, I didn’t discuss this beforehand. As a result, projects ran over time and budget.

Do projects run over time and budget anyway? Sure. It’s to be expected. But by setting clear expectations from the start and checking in with my designer frequently, I minimized surprises.

5. Pay attention to metadata and SEO. Your designer is going to be tinkering around in your code, anyway. While she’s there, why not have her update your metadata? (The code that tells search engines what keywords and definitions are relevant to your site. It’s what Google uses to create the little site descriptions below each search result.)

I already had metadata in place, but it was pretty outdated, so I used the new design as an excuse to freshen it up with new keywords. I also had my designer help me set up Google Webmaster Tools – something that, as a WordPress user, I had never been able to do on my own.

6. Take some risks. My web designer didn’t have a testing environment for the new site design, so I wasn’t able to see the final version before it went live. Normally, this would be a deal breaker. I stressed out over all the things that could potentially go wrong, but in the end, I decided to just trust my designer.

And you know what? The new design launch went just fine. We had no code breaks, no site down time, no browser incompatibility. I had stressed out over nothing.

What did you wish you knew when you designed – or redesigned – your website? Let me know in the comments section below.

Gone are the days when you can raise your market value simply  by including a photo of some attractive white people. Stock photos, when used incorrectly, have come to signal inauthenticity. (We know those multicultural people don’t really work at your office.) But unless you’re a professional photographer, your image choices are limited. So what can you do?

In my years of blogging, I’ve uncovered a couple ways to use stock photos effectively. Here are my favorite tricks.

1. Crop at the eyes. By cropping photos of people at the eyes, you mask their identity while also encouraging viewers to interpret the picture however they choose – or even see themselves in the photo. It’s a trick that’s often used in book covers:

As you can probably tell from the pictures above, cropping the eyes from photos also removes some of the “stock photo feel.”

2. Add text. You can use words to add meaning to stock photos and increase their relevancy. Play around with the font, color and placement of your text to get the right effect. For the postcard below, I simply purchased a stock photo, then added text using a free font I found at dafont.com:

3. Add speech bubbles. I learned this trick from Ian Lurie of Conversation Marketing. Adding speech bubbles to stock photos add a playful vibe to your work and can give you the opportunity to further customize the picture’s meaning. Check out this example, from a blog post on rhymes in advertising:

4. Use Photoshop brushes. The internet is full of free Photoshop brushes that you can use over top of stock photos for a customized look. Just choose your color and then stamp the brush on top.

Here, I used a handwriting brush to add an extra layer of interest to a stock photo:

5. Forget stock photos. Just use a LOLcat. I’m only half-joking here. There’s a reason LOLcats have become an internet sensation. Two reasons, actually: they’re funny, and they’re cute.

I like using LOLcats on blog posts that are hard to match up with a stock photo. They add humor and irreverence in an industry (marketing) where so many people take themselves too seriously. Plus, they’re meant to be shared. Use your own kitty image, or do a search on Creative Commons for something that isn’t copyright protected and add your own funny caption.

If your business is serious (say you sell medical supplies) LOLcats may not be the best choice of graphics. So as with any stock photo, use your best judgement.

How do you make your stock photos stand out from the crowd? Let me know in the comments section below.

]]> http://www.onewomanmarketing.com/standout-stock-photos/feed 10 http://www.onewomanmarketing.com/ebook-covers http://www.onewomanmarketing.com/ebook-covers#comments Fri, 18 Sep 2009 13:59:42 +0000 Kelly Kautz http://www.onewomanmarketing.com/?p=2717 I’ve been hard at work creating cover concepts for “Blogging For Business,” an e-book that will launch on October 1st. Which one is your favorite?  Which one would you be most tempted to buy? Let me know by leaving a comment below!

PS: Yes, I know the iStockphoto symbol is on each cover. Because these are mock-ups, I’m waiting to buy the photos until I’ve chosen the final cover design.

You may know good ad design when you see it. But that doesn’t make designing your own ads any easier. Here are some examples of great ad design with an explanation of how each one works, to set your creative gears in motion the next time you have to design an ad.

Focus Attention On The Product

One popular design technique is to make everything in your advertisement black and white, except for the product. This draws attention to the product.

(Check out the example at left: an ad for Victoria Beckham’s new fragrance, “Intimately Beckham for Her.”)

Similarly, some  advertisements have everything but the product out of focus, or all the design elements pointing toward the product. These are all visual aids that direct attention to the product and reinforce the reason for the ad.

Consistency Is Key

Consistency is another key to successful ad design. Think about the advertising for Apple Computers. Each ad is different, but they all  follow the same color scheme and theme. When you see one of the ads, you know it’s for an Apple product even before the logo appears.

One advertisement doesn’t create a good brand image; that takes time and dedication. But by incorporating a few of the same elements into every ad design, you’ll build a strong foundation for a memorable brand.

Think Outside The Box

Okay, the phrase has become a cliche in recent years. But unique design can really improve an ad’s success. Want proof? Check out this sign for Birdseye Fish Fillets.

Usually this sort of signage has plain posters, but the Birdseye version incorporates movement, bright colors, a clear message (their fish is so fresh, it’s practically still in the ocean!) and logo branding. As with the first two examples, the focus is on the product.

This clever design creates interest in the product and gets its message across. Its effectiveness is evident by the crowd that has gathered round to see how it worked. You can bet no other advertisement attracts this kind of crowd.

To Sum It Up

When designing any marketing material, have a clear vision of your message and the action you want customers to take. Don’t be afraid to get creative and try something new: it will likely make your ad more memorable.

If you need feedback, ask coworkers, friends, customers or even family members. Someone who isn’t as emotionally invested in your business will be able to provide a candid response and give you an impression of whether your ad’s message was understood, or if you need to go back to the drawing board.

This guest post is part one of a series on ad design written by Nikki Matarasso, a graphic designer and marketing coordinator for Blue Crane Design.

Advertising is to design as a violin is to a bow. Just like it’s impossible to make good music without a bow, it’s almost impossible to have an effective advertisement without incorporating good design.

Good ad design can grab attention, focus that attention, and create action. Bad design will be overlooked entirely or create a negative impression. So what are the most important things to think about when designing an advertisement? What should you avoid?

The Seven Questions For Good Graphic Design

To tell if your ad design is effective, ask yourself the following seven questions:

1. Does it lead your eye to the product? A good composition will bring the product front and center.

2. Do the colors fit the product and brand? Your color scheme can not only capture attention but trigger emotions. For example: red is often used for passion or anger, and blue for tranquility.

3. Is the space used effectively? Remember to leave some empty space for visual “breathing room.” No one likes a cluttered ad.

4. Is the font interesting? Does it fit with your product/image? Times New Roman may be great for Word documents, but it may not fit your product.

5. Does this advertisement fit with marketing previous campaigns? This doesn’t necessarily mean it needs to look the same or have the same colors, it might just have a similar feel.

6. Does it appeal to your target demographic? If you’re marketing to middle-aged women, for example, hiring a hip-hop artist as your spokesperson probably isn’t the best choice. Similarly, your ad should be attractive and relevant to your target market.

7. Does it have a clear message? When designing your ad, you should have a clear “take away” message that will lead the viewer to a desired action: most commonly, a sale.

Remember: it’s better to have no advert than a bad advert. If you don’t feel confident in designing an ad yourself,  it might be in your best interests to seek the help of a graphic design professional.

This guest blog post is part two in a series by Nikki Matarasso, graphic designer and marketing coordinator for Blue Crane Design. Read part one, The Five Elements of Really Good Logos. Photo collage courtesy of captcreate.

So you’ve decided you need a custom business logo to catch attention and get customers in the door. Now what? Where do you get one? How much should you pay for one? You don’t have a giant budget, but can you really get a quality logo for free?

Well, you’ve got a couple of options. Each has pros, cons, and associated costs.

1. Do It Yourself

On first glance, making the logo yourself might seem like the cheapest option. But there are quite a few hidden costs associated with creating a custom logo.

Let’s assume you have a computer. You’re going to need software. If you want to put your business logo into multiple formats and create an image which can be used at any size (called a vector) you’re going to need something more than Microsoft Paint.

The cheapest version of Photoshop Elements is AU$165. It has limited functionality but is fine for beginners.

Now before you start designing your business logo, you need to learn how to use Photoshop.  To get a basic understanding you’ll probably need at least two days. If you’re going to  research what makes a  logo effective, add another day for that. Then there’s the time it takes you to design your custom logo. (Let’s say another two days).

Do you want to go with a word mark? A symbol? Perhaps a monogram? Which ever it is you want it to have a high mnemonic value, right? These are all things you need to think about.

Your time is worth money. After all, you’re spending time you could be looking for new clients or working on current ones doing this. For these purposes we’ll assume you’re earning an average wage of $100 a day.

If you want any stock photos or images you’ll have to pay for those too. We’ll estimate $20 minimum.

So far,  this has cost you around $685 for a custom logo that most likely won’t be as effective as one created by a professional with years of experience. It’s kind of like going to a doctor verses looking your symptoms up on the internet.

2. Hire a Professional

I’m going to base these calculations off the prices my graphic design company currently charges: AU$325 including gst for a logo with five revisions. Very importantly, I have a contract which protects both the graphic designer and the client.

When you hire a graphic designer, you’re not just paying for a custom business logo. You’re paying for the experience, training, software, hardware, knowledge and research that goes behind the logo.

When a client comes to me I organise a meeting where we talk over coffee about their business, their ideas and what they want to get out of the logo. Then I research their competition and the industry itself.

Finally, I create three drafts of custom logos which the client can choose between or take elements from for the final version. I keep the client informed at every step of the way of what’s going on and the information or techniques being used in the process. We tweak the final logo until it’s perfect and then hand over to the client in as many file formats as they require. All this for $325.

3. Use a Design Contest for Spec Work

Some websites let you create a competition that essentially says, “I have a gardening business and I’ll pay $25 for a custom logo.” Graphic designers submit their work in hopes that you’ll pick them as the winner. Most of these competition websites charge a flat rate or take a cut of the designer’s fee.

One problem with this system is that you have no idea who is on the other side of the computer screen. The designer could be a 14-year-old with little knowledge and too much spare time rather or a graphic designer who has studied for four years to get the job.

These contests also lead people to pick designs that are the most visually appealing, rather than designs which are commercially viable.

They are also generally a bad way to do business. Imagine if you owned a retail store and I came in to buy an item. I tell you that I want this set of towels but I’m going to get a bunch of towels from other stores too, try them all out, and if I like your towel best I’ll think about paying you about 100th of the price.

I think you would kick me out of your store!

Possibly the most dangerous part of these competitions can be found in the fine print. You have no control over the use of the work created.

Most people don’t read the terms and conditions of these websites, but doing so is really important. I’ve heard story after story of people going through a contest, picking a winner and then several years down the line having the creator of the logo sue them for rights and earnings.

Some designers enter very similar designs in many competitions. Even after you’ve chosen one, they retain all rights to the other designs so they can submit them to other businesses or retain them for personal use. You have pretty much no recourse and no way of knowing how many other businesses have a very similar design.

For these reasons, I can’t stress enough the importance of having a contract that both designer and client understand.

The Final Word On Choosing A Logo

Unfortunately that old saying “You get what you pay for” applies to logo design. There are some business expenses that you can skimp on, but a custom business logo isn’t one of them.

By doing it yourself or hiring a spec work artist, you may be saving money in theory. But when it comes back to bite your sales figures, you may wish you had reconsidered!

I hope that this article has given you all some insight on the true costs of logo design. Next month I’ll be covering advertising: what should you look for, how often you should be doing it and where you’ll get the best results. Until then, check out my own blog at Blue Crane Design.

This guest post was written by Nikki Matarasso, a graphic designer and marketing coordinator for Blue Crane Design.

How important is your logo to your business?

In a word: very.

People tend to judge on looks—even though it would be nice to believe otherwise. Your logo is the first impression that your business makes. So if you’re not giving the right look, then how do you expect people to want to know more?

Say you’re at a networking meeting and you meet two accountants. You’re in desperate need of an accountant, so you get a business card from each.

The first card has been printed off a free website such as VistaPrint. It has the VistaPrint logo on one side, it’s flimsy, the logo appears to be clipart from MS Word and there is a spelling mistake. The second card is streamlined and well-designed. There is a clever slogan underneath the business name, it’s glossy and has an original logo.

Most people will pick the polished card. It gives the impression of a well-run business, the mark of someone professional with an eye for detail.

What makes a logo good?

It depends on the type of business you’re running … but there are some elements to strive for when choosing a logo.

1.   It’s memorable. Picture the McDonalds logo. Easy, right? That big M came straight to you? That’s because it’s memorable! I bet you can remember others, too: Target, Pepsi, Hungry Jacks/Burger King. Those logos succeed because they’re easy to remember.

2.  It’s scalable. Is your logo as effective on a gigantic neon sign as it is on the back of an envelope? It needs to be! You see the McDonalds logo when you drive in, but it’s just as recognisable as when it’s on a cup in a trash can.

3.   It’s recognizable and describable. When you see that big M, you think of McDonalds—not McWhirters shopping center. And when I said “Big M,” you knew exactly what I meant. That’s recognizable and describable.

4.   It represents your business. Images often carry a certain emotion or energy. Keep this in mind when choosing your logo. How do you want customers to feel when they think of your brand—and is your logo successful at conveying that feeling?

5.   It’s attractive. First impressions last. Just look at people’s initial reaction to Susan Boyle! Your logo is like the bait on a fishing hook. If it doesn’t look appetizing, no one will bite!

Now that you know what to look for in a logo, where do you get one? Should you hire a graphic designer? Can you just do it yourself? What is the most cost-effective way to get a logo without scrimping on quality?

Next month I’ll be exploring the costs associated with commissioning a logo, as well as looking into the false economy that is “spec work” and design competitions.

Today’s podcast features an interview with Max Phillips of Not Bad Design. (That’s not a picture of him—he would probably want me to tell you that.) The question at hand: just what constitutes good design, anyway? And why is it so important?

During the interview, Max lists the most common mistakes in web design, and how you can avoid them. We also discuss our hatred of the new Pepsi logo, and why no redesign warrants a 50-page manifesto.

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I also introduce Nikki Matarasso as One Woman Marketing’s first regular contributor. A graphic designer and marketing coordinator for Blue Crane Design, Nikki will be writing monthly blog posts on marketing and graphic design.