JosephBecker Design

It is becoming very clear that most people in the future will interface with their phone more than any other device. Phones have become the personal computer. Can design keep up? As technology evolves, we as designers must be prepared to evolve. Does the design work in a 640×480 (again!)? Can it zoom and still be clear? Is messaging the same as for a print piece?

Yes the Cell phone has grown up, in fact I agree with the PC Mag.com writer John C. Dvorak’s article “The Perfect Mobile Phone Is (Nearly) Here.” Here he states that our mobile phone  will be our personal computer. Something that we carry with us and “dock” when needed. Makes sense. So as designers we need to fully embrace and begin our new transition into designing for this platform.

The best is yet to come.

It is often overheard, whether by in-house or design agency, the word “clients”. Usually this is followed by some sort of sigh or moan. Really? Is it that bad? Someone hires you because they have faith enough that you will execute? Sometimes things can get frustrating, but the client is most important person for your design business. It is our job as designers to create heroes out of all of out clients.

Remember they have been tasked to deliver a job, whether to a superior or to their own client/customer. We are the ones that help them deliver. We are a service industry. Always put yourself in the shoes of a client. Most of us are clients all the time. Do you like hearing a negative attitude from your server at a restaurant? Do you like being nickled and dimed by your cell phone provider? Good services is the key, go the extra mile. Hit there deadlines, all-nighters are common.

This does not mean you don’t offer an opinion, after all they hired you for that. The job here is to work with your client. Help educate them on design issues. Create a relationship that is trustworthy and beneficial to both. Show them how design can help their messaging. Show them you are a true partner and not just here to be billable.

And don’t forget, THANK THEM.

Without them you will be irrelevent.

So clients….I thank you!

There is a common misconception that Designers are “high priced”. Unfortunately in this economy many marketing teams and businesses think that cutting the designer out by purchasing templates or pre-made design will save money. Cutting a cost for the execution of creative could cost you audience and loss of revenue. Most of the time Design or Creative is seen only as “cost”. When in fact it is revenue generating. look at the best brands like Apple, Nike, and Honda. All those companies put Design as a priority and is viewed as a way to generate revenue. It is not a coincedence that these are successful companies.

Hiring a Designer should be thought of as a partnership. The Designer should compliment your team and work with your Marketing team to achieve a unified goal. A Designer’s expertise is to deliver your message to the intended audience. Interpreting your creative brief to maximize the potential of the overall marketing plan and generate revenue. Would you hand over an architects plan to build your house to your sisters stepson who knows how to build forts? Then why hand over your Design to the same person that “knows” Photoshop?

The market today has plenty of opportunities to buy “cheap” design. The design may “look nice”. It probably is. However, is it yours? Did another company use the design as well? A good Design partner will work with you to maximize budget, time and execution. A Designers time is valuable but not necessarily expensive. So when you think you are “saving” money with purchasing some online template or logo, ask yourself this…What is the actual cost?

Now that GM has entered into bankruptcy they have a chance to start over. What they should do is completely change the buying model. Be the first to actually perfect on time delivery. Let the shopper completely build and order their car with any options they would like via the web. No more “packages”. No more bloated inventory that needs incentives. No more high pressure sales. Direct interaction with customers. Become the car brand of the future by eliminating dealerships altogether. Crazy? Not really. Change all dealerships to certified service centers and test drive outlets. Yes this seems outlandish, but the shoppers of the future are the ones to grab. They shop in a different way, they think differently. GM can start new. For once I would like to see real change.

As my experience has moved me around, I have noticed 2 types of Design Firms. Firms that only concentrate on making pretty design, getting the work done as fast as they can and charging as much as they can. The other, Firms that believe in the process of design (the VALUE that it brings) learning about your business and helping you cut through the clutter by creating a differentiation in the marketplace. Your bottom line helps theirs.

Of course design is a business, but is it one that is based on time or value? The Design Firm that you choose should be your partner, not just a service. Your Design Firm should be just as passionate about your success as they are their own. It should be a relationship that you should feel good about. There are Design Firms that will squeeze every cent from you if they can. Are they really in it for your well being or just theirs? Are they a true partner? A good Design Firm helps you assess your opportunities and connects you to new tools that move your business forward, effectively manages your budgets, all the while helping you build real brand value.

You shouldn’t feel like your talking to a used car salesman in nice suit and slick hair ready to sell you “the next big thing”! So the next time you meet with your agency, ask yourself this. Am I getting value? Am I moving forward? or Am I just paying someone for their time, while they keep doing the same old thing?