A Nightmare by Design: Tim Burton August 2nd, 2010

Tim Burton is a filmmaker, animator, illustrator, storyteller, and graphic designer. His understanding of visual communication has brought us such treasures as Edward Scissorhands, Nightmare Before Christmas, and Beetlejuice.

To understand how powerful a storyteller he is, you just have to see his films, look at his illustrations, or read his books. His portfolio of work is impressive.

Tim loves the beauty of the macabre, and knows how to lighten it up just enough for the masses to also enjoy. While his work may be dark and gothic, his goal is not to scare or disturb. His genre is not horror. In fact, the only way to describe his work is Burtonesque. Sort of a mix between animation, family, children’s, and fantasy (with a dash of horror thrown in.) Who else has come up with that formula?

Tim brings out the beauty in gothic while tempering it with humor always. His lead characters are just plain weird, but you end up loving them (Beetlejuice, Jack Skellington, and Edward Scissorhands.) Yet he expertly parallels the polar opposites of beauty and absurd into fantastic stories.

Like an expert graphic designer, Tim guides you through the story with visual and spoken cues. In the dark landscape of a looming gothic castle, he can draw you to a single perfectly healthy flower. When the horrific character smiles and does something nice, you’re forced to wonder why.

Burton’s visual style is both interesting and beautiful on many levels, but it’s his storytelling that makes him successful. After all, if you don’t “get” the message, its just another pretty picture.

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How to work with a graphic designer, and how a designer should be working with you. May 17th, 2010

Questions to ask a graphic designerIn order for a designer to come up with an effective visual message for the client, the designer needs to know and understand what that message is. That sounds simple enough, right?

Years ago, back when I was working at another graphic design studio, my Creative Director gave me a logo project to design. When I asked her what the company did – she replied with “I don’t know.” Even way back then, I knew that was wrong.

Every so often, I encounter a client who doesn’t want to invest the time in their own message and I’m told “You’re the designer – come up with something!”

Here are some basic questions a designer should ask their client. These help define the customer’s brand messaging.

  1. What does your company do (who are you)?
  2. Who do you target (all audiences)?
  3. Why do your customers choose you (what is unique about you)?
  4. What are you offering (your basic good and services)?
  5. What is your call-to-action?

A few aesthetic questions can be:

  1. What do your current marketing materials look like? (This is important because all materials should usually co-brand with each other in some way – even as you move away from an older look into the new image.)
  2. What imagery do you like/dislike
  3. What colors do you like/dislike
  4. What feeling or emotion do you want to convey with this piece?
  5. What have you done in the past, was it successful?

Graphic Design is visual communication. As long as both the client and the designer realize the necessity of this process, the resulting work should communicate exactly what the client needs.

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Think you know Facebook and Twitter? Think deeper. March 25th, 2010

Think DeeperI guess I’m a technologist because I love technology and have a bottomless appetite for it.

The glamour of new products no longer dazzles me. The underlying technology behind a new platform is definitely more interesting than the platform itself. But dig a little deeper, and you’ll see the reason behind the underlying technology. Now that’s where the excitement is.

Take Twitter for example. On the surface, it is a social communication vehicle. Kind of like an evolution of text messages that you can share with the world. But why would you want to share your text messages with the world? Where’s the value in that? Dig a little deeper.

The technology behind Twitter is really a two-way communications channel (although I think most people use only as a one-way broadcasting channel.) But the really amazing thing about Twitter is what else it can do for you, especially when you combine it with other technologies. There is an incredibly powerful network running wild right now and it is just waiting to be harnessed. How?

1) Use it as a listening tool. Real-time conversations are happening about your brand, or asking questions you can answer. Beat your competition to the punch and engage with your audience immediately.

2) Like it or not, recognize that Twitter has HUGE adoption. That means access to a huge audience — if you have something relevant to say.

3) Imagine if you could combine short quick messages with say — a home appliance. You could know exactly when your ice maker is overflowing in your fridge, when your clothes are dry, or when the oven is preheated. Combine Twitter with a moisture sensor in your plants and you’ll be reminded to water them. How about car maintenance needs, library book reminders, or even a daily tweet of the lowest gas price within 3 miles of your home?

My point is, if you think past the conventional uses, unexpected and innovative solutions will emerge. I still love the fact that the Typewriter was developed to allow the blind to write. Who knew it would be required in every business office for decades to come?

We’re seeing innovation on all platforms with the rapid adoption of location-awareness, text-to-speech, and cross-application sharing of information. Where will the technology take us next?

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Who cares that the AP is linking to their Facebook page instead of their web site? February 25th, 2010

According to a recent article on TechCrunch, the Associated Press is broadcasting news stories via Twitter. But they’re linking to their Facebook page instead of their website. Why is this important?

Its important, because they’re doing it. Its important because we’re asking that question. Why is one of the largest news agencies directing the public to a social media site rather than their own?

Here’s my take on it. Web sites are for reading. But social sites are for sharing.

Is sharing important? Google thinks so. They’ve been adjusting their algorithms to include social sites more. Shared information is recent, relevant, and trackable. And anything that helps you get found online is beneficial.

Besides, marketing and professional networking is evolving. People don’t want to be told, they want to be empowered and a be part of the conversation.

If you still don’t believe in the importance of social media, keep watching who does.

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CTA’s and Target Audiences February 19th, 2010

Most websites we’re called in to redesign suffer from two main problems. They aren’t speaking to their target audiences and they don’t have the right Call-to-Actions.

Target Audiences

Mistake number one — referring to your target audience in singular form. Multiple target audiences require multiple messages. Can you do that on a single home page? Of course you can. That’s where the design comes in.

Example #1: A startup company is trying to sell their product or service, but also wants to look attractive to investors. If you showcase your product or service in a way that’s easy to understand, and the site looks high-end and professional, then you can accomplish both.

Different target audiences think differently. Different areas of a home page can communicate differently. In fact, they can actually be very visible to one audience and be practically invisible to others.

Example #2: A college website targets (among others) incoming students, parents of incoming students, guidance counselors, current students, and alumni. Incoming students may be focused on campus life and programs of study. Parents may be focused on facilities, safety, and financial aid. Guidance counselors (who help recommend colleges to students) would probably be focused on all of the above. Current students may focus on events and social sharing aspects of the site. And alumni want to see their Alma Matter growing both physically, as well as read about successes of other Alumni.

A successful website design will prioritize the audiences, and then the messaging. Most, if not all of the elements mentioned above can be included on a college’s website in an organized way. Prospective students will look at the photos and people first wheras Alumni might go to the news block first. These areas can be side-by without detracting focus from each other.

CTA’s

The Call-to-Action is a message directing the user to do something. Some sites have none. Others have a simple “Call us today”. A more targeted message will lead to more conversions. Rather than “Call us today”, how about “Contact us today for a free 30-minute consultation”. Consider changing the copy on submit buttons under forms from “Submit” to “Sign me up for my free trial.” If you are speaking to different audiences, then pay attention to the different CTA’s as well.

Spend a little time up front thinking about what your target audience needs. Answer your audience’s questions before they think to ask them, and conversion rates will go up. How does your site measure up?

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5-Step Web Design Process February 8th, 2010

5 Step Boston Web DesignI’m constantly asked what my process is for web site design. There’s actually a lot of thought that should go into a new design, before the “design” actually happens. This usually involves a lot of listening to the client, and a bit of research on our own.

Brand Definition

Before starting the design, it is important that everyone on the redesign team understands your brand. Because brands evolve over time, this is also a great opportunity for self rediscovery. Brand is perception. And every outward message and image shapes perception, from your tagline to the person who answers the phone. Once you discover what your brand is the next step is to mold it into what you want it to be.

Target Audiences

An open discussion with your team of managers, marketers, and salespeople will tell us not only who you target, but by what percentages. We are interested in who your target audiences are now, but also who you would like them to be moving forward.

Content

What is a customer looking for when they come to you? Do they know what they’re looking for? Prioritize your content on the site, specifically on the home page. Different coding techniques allow you to present information in a variety of ways. Let the content define the presentation. Create a site map to clearly organize the site’s architecture and content.

Wireframes

The design process begins with a home page content map, most likely in a wireframe form. It will determine the relative importance of each element on the home page, but won’t necessarily determine the look and feel of that page. A visual hierarchy of all elements, including the navigation, will ensure ease of use. Additional wireframe templates should be created as-needed.

Design

Once the wireframes have been approved, the layout and design can commence. The designs should answer all of your requirements in a usable and visually interesting way. The layout, each message and every color, font, and image should be used to engage your audiences so that they follow the appropriate “calls to action.

Additionally, the goal is to have your site reach out and guide a user to the content within the site, and not just be a presentation of options and information. The site’s navigation has to be intuitive and actionable, so that users can easily access the information they need.

The design won’t answer your needs if you don’t take the time to figure out the questions up front. On a recent call with a client, she told me they didn’t know how to determine what should be on the home page. I asked her, “What do your customers ask for over the phone? Give them that on your website.”

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Learning to Skate January 18th, 2010

Boston graphic design and ice skatingI’ve skated all my life, but have never been particularly good or comfortable with it. This year, rather than freezing on the sidelines while watching my daughter’s lesson, I decided to get on the ice too.

I’m actually in a different group from her — I’m learning hockey skating. In just ten weeks, I’m amazed at how I’ve progressed. I’m doing crossovers to the right and left, forwards and backwards. I can stop on a dime from my right or left side (well, a very large dime) and reverse direction quickly. And its a lot of fun.

So I wondered, why is it that after just ten 25-minute lessons, I was able to progress so quickly, when I haven’t really improved over the years? The answer is in the quality and style of the instruction. The instructor never asked what we were comfortable doing, she just told us what to do next. “Skate in a circle. Now reverse direction. Now do it backwards…” We didn’t need to do it well, we just needed to do it. With a little confidence and some faith that it would all work out, I did everything she asked. And after a while, it became more comfortable.

Then I made a connection to how I art-direct my designers. (You knew this would get back to graphic design, right? This is a blog about design.) I hire young, smart, and eager designers. I look for raw talent and energy, and then I dump my requests on them. It shouldn’t matter if the designer is unfamiliar with the client, type of project, software environment, or other technology required to complete the project. It’s all about first determining the best solution, and then figuring out how to get there.

And in my experience, we always get there. As long as the team has the confidence to learn a new program, design a web site for a new industry, or snowplow to a stop while skating backwards — there’s nothing that can stop us.

PS – if anyone wants to meet me at the Daly Rink some morning, let’s do it.

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5 Easy and Scalable Marketing Tips for 2010 January 11th, 2010

This should be the big year where we all take a turn for the better. The ideas below are all scalable — each one could take as little as a day, or could be a long-term project. Take a moment to review your company’s marketing strategy for 2010. With a little effort, you could make a big impact.

Re-assess Your Brand

Is your brand still on target? Does it resonate with prospects and your community like it did when you first created your logo, website, sales materials? Send an informal survey to colleagues, friends, family, customers, etc. Get feedback. User experience is key to good graphic design. PS. A recent analysis by Fred Reichheld, a Bain & Co. consultant and author of Loyalty Rules , found that even a 5% increase in customer retention rates results in a 25% to 95% increase in profits (depending on the business). It definitely pays off to keep customers happy enough to return.

SEO

You’ve heard it for years. Search Engine Optimization is the most tried and true way for constituents to find you online. It is well-known to some and downright mysterious to others. It starts with a keyword discovery process. You then apply those keywords to your website both in the copy and in code.

Metropolis Creative has successfully improved our SEO over the past year. Keywords were optimized on website, images and blog. Targeted search phrases were used in our outbound messaging (blog, twitter, and facebook) to link back to our site. With the help of good graphic design of keyword search and discover programs like Wordstream and Google Analytics, Metropolis was found at the top of most searches for our target niche.
SEO WPS Meta keywords, paid links and keyword stuffing are the practices that worked in 90′s and early 2000′s. Search engine algorithms are changing and if you stick to the outdated strategies, then one day your site may no longer rank in the previous postition and greatly decrease your rankings.

Landing Pages

Getting traffic to your site isn’t very helpful unless you can convert those visitors into customers. Traffic is driven to your site via channels. It could be a google search term, or it could be an email that you send out. It could be a keyword linked from a blog post that was picked up by another website, or mentioned in a social media post. The point is, you control the link to your web site, so link them to a page that makes sense. Minimize distractions here. Make a simple and obvious point, and give them the tool to contact you or make that purchase. The simpler, the better. A testimonial doesn’t hurt. And BTW — plug some keywords on this page too (for Google).

Test, Test, Test!

There’s no excuse not to use different versions of landing pages, email campaigns, and banner ads (among other things.) Its as easy as trying two or more versions and looking at the results. Learn from your successes and start over — every time. You don’t have to create two entirely different pieces, just tweak the headlines, reverse the order of the content, change the subject line. You have a golden opportunity to learn what works best every time to send a message out. Use it.

Get Social

Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen. What are you using for social media? Use it for communicating, relationship building, reach, and even SEO. Build relationships with people who share interests with you. Then those people will tell others. It’s relatively easy to maintain existing relationships with occasional messages, useful resource links, and reciprocal comments. The culture of social media fosters information sharing. If you post something useful or interesting, it will be shared and re-shared. If you include keywords in your post that link back to your website, it will help your SEO standings.

Somethings don’t change — they just get better. With a little work, you can take a huge step forward in improving your brand, visibility, and conversions. Post a comment or question and I’d be happy to help you get started.

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Color Envy: Does Your Website Have It? December 16th, 2009

Graphic Design Color TheoryColor is a powerful web design tool, and it should be harnessed wisely or your website may lose potential customers. Color can talk to your readers before your content has a chance to speak. What is it saying?

  • Find the meaning. Colors hold certain meanings and emotions. Look at how your culture, state, community, etc. uses and thinks of color. Use this for your own means and incorporate them through your color palette.

  • Use color intentionally. At first glance your webpage should convey your brand clearly and not create confusion as if you landed on your page by accident. Well-known brands use color very well, and people remember color combinations. Consciously applying color through all of your marketing campaigns can achieve similar results.Graphic Design Color Theory

  • Be different. It is tough to be successful in a competitive marketplace. Color can be an effective mode of creative differentiation — think purple window cleaner in a sea of blue products.

  • Functionality reigns supreme. Above all, color should be functional, plain and simple. It is an important visual cue for visitors — it signifies headers and sub-headers, navigation bars, links, and more — so use it clearly. Also, be ADA compliant. Keep a high contrast between the background and foreground, limit the overlapping of red and green colors for colorblind individuals, and keep readability high.

So whenever making a web site, the goal is to create a dynamic, functional, and brand-appropriate design. What sites do you think rock at color — or should just stick to black and white?

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Tickle Pink with Colorful CTA’s and You’ll Stimulate Leads September 13th, 2009

Force yourself to design each and every page with one and only one primary objective.
- Seth Godin

That’s right! At a quick glance, your website visitors should know what you are selling (or service you’re providing) and take action. A call to action (CTA) is a simple and clear step to tell your web guests what they can expect and what you want them to do.

Done right, CTA’s work 24/7 and deliver leads. Every visit to your website could be a lead. Without well positioned, consistent, specific and engaging CTAs, your website could be turning away business.

Does your website have at least one call to action? If so, look to see if these points are addressed:

Why Now

Have a compelling and maybe even time sensitive reason for visitors to do more then just look at your site. Have them take action (try, buy, sign up, download, etc).

Position

Create a ‘clear and visible’ CTA. Make sure it’s not hidden behind other information that perhaps only you or your internal staff find important (a common mistake).

Consistency

Place your CTA on every page. If visitors are not convinced on the first page and are looking for more educational content, flow them to next page but keep a CTA available on all pages. This way, visitors can click when something does tickle them pink.

Color

Use consistent color on the CTA’s so that visitors identify and recognize the CTA like a stop sign on every page.

Be Specific

Tailor your CTA’s to your audience’s interest. Always consider your target audience’s interests, buzz words and pain points.

Get Engaged

Use wordage that is very engaging. Action words like Try, Hear, Join, Start are short, to the point and inviting. Phrases like Click here to learn more or Contact us for more information seem long winded and very yesterday.

Examples of CTA’s that tickle me and surely stimulate business:

Call to action buttonStrong and powerful. The white lettering and slight bevel with a shadow pops out from the rest of page.

Call to action button3D-look gives the viewer the impression that they should be depressed.

Call to action buttonStraight forward and simple black and white. Then suddenly a vibrant green attention grabber.

Call to action buttonThe sign up stands out as a result of nice breathing space and unique illustration. A fun approach.

Call to action buttonA ‘web 2.0 badge’ in the very center of the page that surely says click now. My favorite.

Want another opinion about your CTA? Ping manager@metropoliscreative.com.

PS. So what’s the most or least compelling CTA you’ve seen? Do share.

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