Getting Creative

Posted on May 1, 2012 by Melissa

Where does creative inspiration come from?
How do designers get ideas?
We sometimes forget that to people who don’t work in a creative field, what artists and designers do can seem like magic. I can assure you that it’s as much to do with hard work and discipline as it is talent. Good graphic design is about solving problems in a creative way, using the tools of pencil, paper, typography, and computer software. As a fine artist, I’m interested in communicating my own ideas and making something that people enjoy looking at. As a graphic designer, my job is to communicate a specific message for a client, in a clear way that is consistent with the brand, look, and image of that client.

A word on TALENT
I don’t really believe in talent. I think some people are born with a certain way of looking at the world, and maybe an interest in art and design that, when nurtured, means that we put more time into developing those skills than other people. There’s a certain type of thinking that goes along with being creative, but I do believe it can be learned and practiced. Training is important, and so is time.

TIME
I always used to tell my art students that Michael Jordan has missed more baskets than they’ve ever thrown in their lives. Remember that famous Nike ad where Michael Jordan talks about how many games he’s lost and shots he’s missed? He says “I’ve failed over and over and over again in my life. And that is why I succeed.” I think that really hits at an important truth. I don’t care if you’re talking about sports, business, drawing, or any other profession. Excelling is, to a large degree, a function of the amount of time put in. The other part of the equation for a design project is taking the time not just to do it right, but at the front end to take the time to listen to the client, to research the project, and have a good grasp of what you need to communicate for that client before you ever touch your tools.

TOOLS
Coming from a fine art background, I still use pencil and paper to approach a design problem at the beginning. Computer software is extremely important, but I try to remember that it is just a tool, and a tool that is always changing and requiring additional learning. Like many designers, I work on a Mac and use the Adobe software suite. My favorite program to work in is Adobe Illustrator. I also use InDesign and Photoshop on a regular basis.

All that being said, there are as many ways to approach a specific design as you could possibly think of, so the best way to start a project is with some guidelines and boundaries. It might be a color palette, a particular typeface, an element the client has indicated is important, or a specific format for a printed piece. This gives the project some boundaries and direction. When it comes time to actually put something together, I pull from a wide variety of resources for visual inspiration. There’s great design all around us, and it is also a good idea to be aware of current design trends by reading trade publications, visiting good design blogs and websites frequently, etc.

Inspiration is all around us. I keep all kinds of things that I find interesting; food wrappers, notecards I receive, magazine ads, photographs with interesting colors or textures. You never know when one of those things is going to be just right for a project. Being a bit of a magpie is, I think, the hallmark of the Creative Personality.

Once a project is defined, though, it’s time to get to work. I’ll often start by making a large number of small, quick drawings (thumbnails) to see what works and what doesn’t in terms of composition. Once I’ve decided on the best concepts, it’s time to put them together with more detail. Client feedback is essential to getting it right. Good communication requires both that a designer gets clear direction on what needs to be communicated, and also that the designer is able to explain WHY particular choices best accomplish the goal of the project. There is something you can learn on every single project, and every project, whether successful or not-so-successful, teaches something I can use to make the next project even better.

Some websites I visit on an almost daily basis for fun, inspiration, and research:

Designspiration (http://designspiration.net/)
Smashing Magazine (http://www.smashingmagazine.com/)
How About Orange (http://howaboutorange.blogspot.com/)
Logo Lounge (http://www.logolounge.com/)
Design Work Life (http://www.designworklife.com/)
Fast Co. Design (http://www.fastcodesign.com/)
Adobe Kuler (http://kuler.adobe.com/)
Rock Paper Ink (http://rockpaperink.com/index.php)
Quite Strong’s “Lust List” (http://quitestrong.com/lust-list/)
Design Envy (http://designenvy.aiga.org/)


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Install Nginx and PHP on OS X Mountain Lion (10.8)

Posted on February 23, 2012 by Grant

Nginx + PHP + OS X Mountain Lion = Love
Time Investment: 1.25 hours

The Skinny on Nginx

If you haven’t already heard of it, Nginx is a web server that has a reputation for extreme speed and efficiency. It has gained wide acceptance and usage amongst many people, including systems administrators who are responsible for the availability of high-traffic websites. Like Apache, Nginx’s basic function is to serve web content over HTTP and HTTPS. Also like Apache, Nginx can be configured to serve numerous other unique purposes such as load-balancing, etc. However, what sets Nginx apart from Apache is it’s performance under heavy loads. Nginx accomplishes this because it handles incoming requests using an event model while Apache uses a process model. Even under the heaviest loads, Nginx consumes only a fraction upon a fraction of the memory and CPU that Apache would to handle identical traffic profiles.

The Skinny on PHP-FPM

PHP-FPM stands for PHP – FastCGI Process Manager. It is an alternative PHP FastCGI implementation. PHP-FPM is faster and more efficient at serving PHP than alternatives such as mod_php in Apache (it should be noted that Apache can be configured to use PHP-FPM too). It can do this because it only has to worry about PHP when needed. In contrast, mod_php gets loaded for every request whether PHP is needed or not. Additionally, mod_php inherits all the other Apache modules needed to service the request. Beyond resource inefficiency, this has lifecycle implications too. PHP-FPM can terminate processes and pass results back as soon as it’s done with any PHP-level processing. mod_php must live out the entire process of the HTTP request which means Apache has to hang onto unused resources even if it doesn’t need them. This is a real killer on high traffic sites.

Our Focus: Nginx + PHP-FPM on OS X Mountain Lion (10.8)

Even if you use Nginx and PHP-FPM as an alternative to Apache/mod_php just in your development environment, you will probably notice an overall system performance gain. I did. This was especially true during heavy development when using tools such as Eclipse, Netbeans, XCode, etc.

In this article, I’ll focus on getting Nginx setup in an environment to support PHP-based application development. In the followup, we’ll focus on Python. This post is written from my notes and what I found to be true OS X Mountain Lion (10.8), however things are only slightly different for OS X Lion (10.7) and the difference mainly lies in the libpng library (at least it was the only one I experienced).
Continue reading →

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Understanding Images Part 2: Vector vs Raster

Posted on February 22, 2012 by Melissa

Raster vs Vector Images

In the previous article, I explained some of the basics of image size, resolution, and file type. In this article I will get into a little more depth on additional file types and raster images vs. vector images.

Raster/Bitmap

As explained in the previous installment, a raster or bitmap image is one made up of a grid of pixels – tiny squares of color information that build the image. This type of image file can be large (in terms of KB or MB needed to store the file) depending on the image resolution and compression type. A raster image is also limited by the number of pixels contained in the image, in terms of how large it can be “blown up” or printed.

Vector and EPS

A vector image, the kind created by programs such as Adobe Illustrator, is created with mathematically determined paths that connect specific points in the image. These paths will stay clean and crisp no matter how large or small the image is scaled. Because they are not built of individual pixels, vector images typically have a smaller file size than raster images of comparable dimensions. Typefaces typically consist of vectors, allowing them to be scaled to accommodate different sizes.

Vector files created in various design programs can be saved as .eps files (encapsulated post script) which saves any font, color, or other information along with the paths that make up the image. However, just because a file is saved as an .eps document does not mean that it is a vector-based image. For example, photoshop files or other raster images placed in Illustrator will remain raster images, at their original resolution, regardless of the output file type. This format is ideal for placing graphics into other layout programs because it contains information that the native file format may lose outside of the program it was created in.

What is a pdf?

PDF stands for “Portable Document Format.” A pdf is not inherently either vector or raster; pdf is simply a way to save any file in a cross-platform format that anyone can view on any computer. Type and color information is preserved, regardless of what is installed on the recipient’s machine. The settings with which a pdf file are saved determine whether or not the file will be editable with programs such as Photoshop or Illustrator.

Some Notes on Color

Color is a complex art/science. Why do colors appear different on-screen than they do when printed? Why can colors vary so much from computer to computer? Individual monitor calibrations, printer types, and many other factors can alter the way colors look and can cause a lot of headaches between what a designer intends and what a client sees on the other end, especially with electronic proofing. By being aware of color modes and PMS standards, some of the guesswork can be taken out of this process. The two most common color spaces for design work are CMYK and RGB.

CMYK refers to the four colors used in process printing. C (cyan), M (magenta), Y (yellow), and K (black) are the four ink colors used in traditional press printing (and now, digital press printing) to create full color work. Ensuring that files are set up in CMYK colorspace will help ensure accurate printing results.

For images that are meant to be viewed on screen (such as web graphics), RGB color space is the standard. R (red), G (green), and B (blue) are the three colors of light produced by monitors to reproduce the visual spectrum electronically.

PMS (the Pantone Matching System) is a system used by printers to create specific ink formulas for color matching. PMS swatches are available in most design software programs and can ensure accurate reproduction of color for things such as logos. However, with so many print pieces being reproduced digitally now, PMS ink colors often have to be simulated with CMYK process colors, which can vary not only from printer to printer but also from print run to print run.

Your designer and printer are not speaking a foreign language, just using a specialized set of terminology to help ensure the best quality, most consistent results in handling your images, logo, and other design files through the design, print, and publishing process.

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Tips on Choosing a Marketing Firm

Posted on January 26, 2012 by Melissa


The landscape seems to be overflowing with people and firms claiming to be marketing specialists, social media experts, and promotional consultants. How do you sort through all the options to figure out what type of marketer YOU need for your business? Here are a few tips on evaluating which marketing firm is right for your needs.

 1. Know Thyself

Are you a new business that needs help carving out a niche in the marketplace and building awareness? Could you benefit from some strategic planning? Or are you a well-established firm in need of refreshing your materials, launching a new product or campaign, or looking at a re-branding? Only you know what you do best and the ins and outs of your business. Understanding clearly what you are looking for will help you find a marketing firm that is the best fit for you and your project. Are you looking for someone to fill in gaps in your in-house team, or do you need someone to handle the whole enchilada? Just because agency XYZ was great for a colleague’s project is no guarantee they’re the right guys (or gals) for you. If you first know where you are, it’s much easier to figure out where you’re going.

 2. Do Your Homework

Once you have examined your needs, do some homework on the firms in your region. Word of mouth can be a great tool for leads, but you also want to look at portfolios, other client work by the firm, and know what a firm specializes in. If you need public relations as part of your marketing, you don’t want to hire a boutique firm that specializes in logo designs for a very specific industry (that isn’t yours). What about awards? Awards and publications can indicate that a firm is participating in the larger community of marketers, designers, etc., but that alone should not be the sole basis for choosing a company and is no guarantee that a company is right for YOU. In fact, many design “awards” are simply pay-to-publish annuals printed by design magazines with little in the way of competition or criteria. They may give a well-curated picture of design trends and practice, but they don’t necessarily mean one agency or designer is objectively better for your unique needs.

Some questions to ask yourself: Is it important to you that your marketing firm know a lot about your local market, or are you trying to compete on a national scale? All these factors will influence who you choose. Meet with the firms you are checking out (we don’t bite!), write an RFP (Request for Proposal) to help you compare apples to apples, and of course chemistry matters! It’s much easier to work with people you ‘click’ with and who share your outlook.

3. Size Matters

The size of the marketing firm AND the size of the clients they have experience working with affects whether they will be a good fit for you and your goals. Larger firms tend to be more all-purpose, handling many different aspects of marketing, PR, strategy, branding, and design, while smaller firms might specialize in a particular industry or aspect of the marketing process. In addition, if technology is a part of your business or your marketing strategy, you should look to a firm with the capability to handle good technology infrastructure, whether that means being well-versed in social media, having strong web development skills, or just having experienced partners they work with to provide those things to clients. Of course your budget matters, so discuss the size of your budget with your marketing firm up front. They can help you decide where to get the most bang for your buck, and some things (websites come to mind) should not be decided on a lowest cost provider basis. Take the time to understand what you’re getting for your money. You are investing in your business and its image, so look for value but not cheapness. Should you hire a freelance designer if you already know what you want? The answer is “maybe.” This may save you a few pennies in the short-term, and can be a great option for someone with in-house marketing but no design talent on staff. Just keep in mind that the core of good marketing is the message and the strategy behind that message. If that part is well thought out, a good designer will work to communicate your message to your audience. Good design is more than just pretty pictures, which is why objective messaging and critical thinking is key to good marketing.

4. Be a Good Client

Meet deadlines, communicate the information your marketing firm needs to help you, understand that good work takes time, and read your contract thoroughly to understand what is expected of both parties and what the final deliverables will be. Remember that your job is to explain who you are and what you want to convey. Your marketing firm and designer will use their expertise and experience to determine how to craft that message and get it across. By choosing the right marketing firm at the outset, you can help ensure a pleasant experience and stellar results no matter your needs or budget.

Further References and Reading on this Topic:

[2-part article on before and during the search for a marketing agency]
http://www.examiner.com/tech-marketing-in-national/how-to-choose-a-marketing-agency
http://www.examiner.com/tech-marketing-in-national/10-tips-for-choosing-a-marketing-agency-part-2

[great in-depth advice from Inc. magazine on selecting the right ad agency]
http://www.inc.com/articles/2000/09/20317.html

[designers and brand experts share their perspective on how to be a good client]

http://www.swiss-miss.com/2008/08/how-to-be-a-goo.html
http://freelancefolder.com/characteristics-of-a-good-client/
http://nancyfriedman.typepad.com/away_with_words/2007/05/how_to_be_a_goo.html

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The Value of Email Marketing – Part 2

Posted on January 8, 2012 by Group 7even Blog Admin


In Part 1 we talked about the importance of email marketing in your overall marketing plan. We ended on the understanding that email marketing is all about relationships – maintaining positive relationships with your email subscribers is vital to the success of your email marketing strategy. Managing relationships and encouraging ongoing communication highlights the value of the repeat customer. Satisfied customers are likely to refer your business to their extended networks, be it their co-workers, family, friends, etc. According to Constant Contact, repeat customers are your referral engines. It is said that after 10 purchases, a customer has already referred up to 7 people to your business. After hearing this, maintaining positive customer relationships should be a no-brainer!

Email Service Provider
Alright, so now that you (hopefully!) agree with us about incorporating email marketing in your marketing strategy, let’s talk about the specifics. To get started, you must decide whether you want to use an email service provider (such as Constant Contact) or a standard email program (Hotmail). You certainly can use a standard email program, but it is highly discouraged. You’ll run into a list of problems, including a limited number of emails sent at one time, no formatting control, no cohesive branding, and no way to track and report results. If you choose to go with an email service provider, you will be supplied with easy-to-use templates, reinforced brand identity, emails will be addressed to the recipient only, and you can easily manage contact lists and track results.

Email Content
Now let’s talk about creating your content. When brainstorming content ideas for your email marketing, the very first thing you must do is identify your objectives. Do you want your emails to promote your business, motivate purchases, or increase event attendance? Maybe you want your emails to be informative and offer advice, research, facts, opinions, or tips. Or maybe your emails should relate to your customers by acknowledging customer loyalty and encouraging more business referrals.

No matter what you choose to include in your emails, be sure to keep them concise. If they’re too long they won’t get read. Give enough details to keep readers interested, but don’t overwhelm them with too many details. If you have a ton of information you’d like to share, you can attach it to the email in a PDF document, put it on your website, or give readers the option to “Click to Read More”.

Format
Once you’ve decided on your email content, you need to choose a format. Here are the three most common email marketing formats:

Newsletters

  • Frequency: regular (monthly/weekly)
  • Lots of educational content (typically non-promotional)
  • Use bullets, summarize information, be concise


Promotions/invitations/surveys

  • Frequency: depends on your business and sales cycle
  • Focus on promotion/limited content
  • Use content to invite click-through or other action

Announcements

  • Frequency: event-driven (ex. Press releases, holiday greetings, thank you cards)
  • Use content to build deeper relationships

In every email be sure to include your logo, use colors consistent with your website, and avoid drastic changes. Most importantly, figure out what has the biggest impact on your subscribers.

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