Archive for the 'Design' Category

Hi…er…What?

Published by Scott on April 14, 2011 in Design and Strategy. 0 Comments

As a graphic designer, it is my job to be a visual information manager, quickly communicating messages to a viewer in a way that is logical and predictable. Both are necessary in effective visual communication. One of the methods through which designers accomplish this is the development of a visual hierarchy, or order of importance.

People are visual thinkers. However, they don’t take in all visual information at once. Instead, they break it down into smaller, easier to process chunks, typically classifying visual elements in terms of relationships. The more complex the visual message, the more people tend to classify like elements. Size, color, contrast, alignment, repetition, proximity, space and texture are visual cues that help organize visual hierarchies for viewers.

Let’s get down to brass tacks: Why is hierarchy important? The answer is simple. People spend mere seconds, possibly even less, determining whether or not they are going to engage a visual message once it has caught their attention. If the hierarchy of the message is easily understood, the chances of the viewer engaging it increases exponentially. If not, the intended message is lost.

Many factors can lead to a failed hierarchy—client demands, designer inexperience, design-by-committee or a gross overabundance of content.

In an article on webdesign.tutsplus.com, Brandon Jones, Webdesigntuts+ Editor, describes an exercise to test for visual hierarchy success. Here are the steps:

  1. List the key information points that visitors are likely seeking.
  2. Assign values (1-10) according to their importance to the average visitor.
  3. Now, look at the actual design again.
  4. Assign values (1-10) according to the actual visual importance as you see it in the live design.
  5. Consider: Does the expected importance match up with the actual designed importance?

It’s a natural tendency to want every element to “jump off the page,” but it is our job to remember that hierarchy comes first and making every element bigger or flashier isn’t always most effective.

What’s cool

Published by Jeff on November 15, 2010 in Branding, Design, Leadership, Strategy and Teamwork. 0 Comments

Know what’s cool?

A favorite app on my new iPhone is iSamJackson. This helpful and informative app features wit and wisdom from the king of cool. Quips and quotes with the unmistakable delivery that can only be the one and only Samuel L. Jackson. When prompted Sam even let’s me know what’s cool—AM radio, cab drivers, Ninjas, BBQ chefs, sushi and flip flops just to name a few.

I recently read an article about creating “cool” workplaces in order to retain Gen Y (millennial) employees. The article spotlights a company that has even instituted “fun squads” to oversee fun, enjoyment and creative communication.

We don’t have a fun squad here at The Strategy Group but we do have an Olhausen pool table, an LG high-def TV (playing great concert films and golf when available) and of course the best coffee in the world (Old San Francisco from Spice Merchant). That’s cool, huh?

No.

Know what’s cool? When an organization’s board of directors comes together over a shared and well-articulated vision. When a client says it’s re-energized and its publics are really connecting with its re-brand. When a retail client says they planted a flag over the weekend. When a national organization boasts their event program is THE BEST EVER! That’s what’s cool!

What’s cool in the office, in my mind, should be the result of being focused on what’s cool outside the office. So don’t try so hard to be cool. Do, however, try harder to help those you serve experience what’s cool.

Cheers! And don’t forget to observe Talk Like a Pirate Day at your office next year (Sept. 19).

“Know what’s cool? Pirates. Pirates are coooool!” Samuel L. Jackson

iSamJackson app available at iTunes store.

Minding the Gap

Published by Laurie on September 28, 2010 in Branding, Design, Leadership, Minding the Gap, Strategy, Teamwork and Uncategorized. 1 Comment

This morning I read a passage about Jesus leaving the place he was in to go into the region of Judea and across the Jordan. Again, we are told, crowds of people came to him, and as was his custom, he taught them.

I’m reading the story of a three generations-old Italian shoe company. Our shoes are the finest made in the world, says the book’s main character in a meeting at Bergdorf Goodman. These are my people, the working class, the young cobbler apprentice later observes in Capri as she watches the locals.

Who are we? Who are we not? What is the custom of this business? What is the quality of what we offer? Who are our people?

Our custom, the signature of our brand, is teaching, coaching and commensurate strategic—levelheaded—thinking. It is our absolute intent to deliver finest quality in everything we do. National quality. Our people, like the cobbler, are working people—leaders of companies and organizations.

We’re a team of people who work hard to help working people work it out. To that end, Minding the Gap is now available. We’re busy developing new delivery systems for The Creel Model—creative ways you can engage the process of vision, specification, equipping and accountability to improve organizational life.

Who are you? Who are you not? What is your custom? What is the quality of what you offer? Who are your people?

Work it out.

Minding the Gap

Minding the Gap is available at your favorite bookstore’s order desk or at these online bookstores: Amazon.com, Barnesandnoble.com, Xlibris.com, or by phone at 1.888.795.4274, ext. 7879.

Start your engines.

Published by Alan on June 26, 2010 in Branding, Design, Leadership and Strategy. 0 Comments

In an uncertain economy many businesses let their advertising efforts idle while waiting for the green flag to drop. I hate to say if that’s you, your competition has already passed you by. While you’ve saved gas others are revving up and getting their message in front of your audience, lap after lap.

Effective advertising doesn’t have to be expensive, but it does need to be consistent to build brand awareness. Explore ways to keep your message in front of your audience. Break through the clutter and tell your story in a way that is unique. Nearly everyone’s marketing budget is holding level or even decreasing to combat these financial times, so spend smart! Think outside the box and search for co-op dollar opportunities as we did for one of our clients.

Wichita Roofing & Remodeling is taking its new customer service program to the streets, literally. We designed a vehicle wrap for the marketing director’s car that would represent three different market areas—and more importantly strategically and effectively use their resources.

Today, the company name is reaching thousands of people daily as the director travels to meet one on one with insurance agents across the state. It’s not often you see a “Nascar” traveling down the Kansas turnpike. Is wrapping a vehicle original? No. But choosing an image of the number one spectator sport in America to carry your message across unexpected terrain is. It’s a conversation starter and it creates a memorable impression. And the best part is some of the client’s vendors are “car sponsors.” Their sponsorship dollars are helping pay for the vehicle wrap while our client’s message speeds across the state.

Get in the driver’s seat. The race is on! What are you doing to reach the checkered flag before your competition?

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