by Miriam Hara | Dec 24, 2012 | Branding, Business Success, Creative, Design
I will start this post by saying that this is not a jab at technology nor is it a rant on how business is being conducted today. Promise! Over the last 5 years the way business is being conducted has changed significantly, placing a strain on business relationships. Technology has made business accelerate at warp speed… resulting in many of us being strapped for time, overwhelmed and at wit’s end on how to meet expectations. We now have less time available for face-to-face meetings with clients and our vendor/partners. As emails have become the preferred way of business communications, phone calls are a thing of the past! I’m sure you’ll agree that calling anyone that actually picks up the phone, let alone a prospective client is like winning the lottery!
However, regardless of how the day-to-day business is being managed, ultimately relationships and the building of them is the key to any successful business. Through the years we at 3H, have noticed that quality time spent with clients is at a premium; it has increasingly become more difficult to get our clients and potential clients out for lunch, coffee or even a drink after work. That left us with the challenge of how to nurture and cultivate our relationships with our clients and even some potential clients.
Our approach was really a simply one, and one that was very natural – at least for me. You see I love birthdays. Actually, I love celebrating birthdays (I must admit I love celebrating my birthday most of all!). So every year for the last few years, an annual mandate for the 3H creative and design team is to develop, create and design a birthday card theme that would be carried throughout the year. These cards never go unnoticed. In fact, many who are on the receiving end of our birthday cards are quite touched by the thoughtfulness and are surprised that we remembered them on their birthday.
The irony doesn’t escape me either! A birthday card sent by mail is really a very traditional and low tech approach in business relationship building…. but I must say, it has garnered strong relationships for us. It has been the perfect blend of marketing, design and sales! The cards are all created and designed by the 3H creative team, allowing us to showcase our design and conceptual services. Our cards, of course, are very branded – all are purple and titanium. This not only builds the recognition of the 3H brand… it also illustrates to clients that we are effective brand builders.
Some of the concepts we’ve tackled were: Colorology, Destiny Number, Name Letter Profile, Birth Date numerology. Last year the 3H birthday card featured the Celtic Leaf Profile. The cards we send out are all created and designed by the 3H creative team. Each card is personalized. You can see these on our Pinterest Birthday Board. Feel free to download them and read about your Celtic Leaf Profile. It’s really quite accurate!
I’ll like to end this post by another heartfelt, low-tech message: Happy Holidays to one and all!
by Lindsay Sleightholm | Dec 17, 2012 | Advertising, Business Success, Creative, Design
Marketing and Design must work hand-in-hand. It really doesn’t matter if you have the best creative in the world; without a solid strategic plan to back it up, the message won’t see its full potential. Likewise, if the creative is overlooked for the strategic plan, the message won’t communicate what it needs to. Before delving into any advertising pursuit, a clear idea of what you’re aiming to achieve is essential. The following are some questions that many entrepreneurs have at onset for promoting their business venture.
Why do I need marketing?
Contrary to the hype you may have heard, marketing is not dead. Just like everything else, it’s evolving. What is dead is complacency. It doesn’t matter what business you’re in, if you’re standing still you’ll get left behind. By not continually reevaluating tactics and their efficacy, any business will suffer.
Today’s marketing initiatives need to be nimble. The surplus of new channels available to marketers means a greater challenge to find the best combination for each mandate. Determining that combination requires having the experience and understanding of both traditional and new marketing channels. Online marketing is crucial, but as any experienced marketer knows, you shouldn’t put all your eggs in one basket.
Can’t I just crowdsource design?
You can, but why would you? It will contribute no value to your business. On the surface, crowdsourced design has a certain “gloss” of something professional. But it will inevitably fall short on investment. That is, it won’t perform in the long run. And it won’t be effective communication. Similar to marketing, the creative for your communications is an integral part of your business message.
Graphic design needs to be clear. It also needs to speak clearly to a specific market segment. On top of that, it needs to be flexible. Without forethought into how the design will adapt to various media, it could end up being boxed into a corner. Any effective design solution should be able to cross platforms, channels and languages without hindering the message it’s trying to communicate.
Why do I need both marketing and design?
Marketing and design are a yin yang combination. In other words, their differences combined strengthen each other. Marketing creates the plan for the messaging while design delivers the right message. You could also say the tactics dictate the playground, while the creative shows it’s a fun place to visit.
Speaking of playgrounds, let’s use that as an example. Its marketing plan will take into account who will be using the playground, how they will interact with it and where to place the messaging. The design will address what the playground has to offer, how it will appeal to those using it and why they should check it out. Ultimately, you need to know not only where your market will hang out, but how to speak to them.
What am I investing in?
I used the term “investment” earlier. That’s what good design and marketing is. They don’t represent a cost rather an investment towards your business success. So, if you plan on communicating the benefits of your business to your market, that plan needs to be strategic. And, if you want your market to hear the right message, you need strong creative. What’s more, since you only have one opportunity to make a first impression, by all means make it professional. Effective marketing and design together equals successful communication that will produce results. You can count on it.
by Miriam Hara | Nov 11, 2012 | Branding, Business Success, Creative
Christmas, Hanukkah and the New Year’s… unbelievable but true, the 2013 Holiday season is upon us and with it comes the annual dilemma: should we send a card via mail or should we send out a digital card?
Maybe it’s because 3H Communications lives in the “creative” world that we feel more angst about this question then most businesses.
If we send a classic paper card via mail… yes with an envelop and stamp… are we going to be perceived as old, traditional or outdated?
Well I have to say, there are 2 schools of thoughts and despite my love to integrate the new, to jump in and be an early adopter of all things in the digital communications playground, I would side with the classic…. an actual mailed card.
If your inbox is anything like mine, you’re being inundated with approximately hundred daily emails. I think I can safely assume that the last thing you and I want is another 30, 40, 100 emails from business partners, friends and suppliers adding to the already crazy inbox we have. Most of the digital cards I receive are amusing, although some are annoying with the imbedded music – but I hardly take note of them, or even view them properly. I just click and then quickly delete. I don’t keep them as they add more clutter to my day. Essentially my inbox at work is… well work – I don’t surf youtube or my personal Facebook page during my work day. When I do get the digital cards, I see from who it’s from and very often, I delete, even before the complete holiday wish is revealed.
Maybe it’s because I work in the creative field… but I believe that receiving a card in the mail still means something. For me it’s always a little moment of anticipation before you actual card is revealed. What’s the design like? What’s the message? Will the use of typeface and design wow me? And I always look at the signature, and if done with the right intent, a little special message that’s just for me! Makes me smile and it actually forces me to take a moment out of the day and “be”. Yes it’s traditional, but I feel it’s more personal. Someone actually took the time to sign it…. maybe write a personal comment… and yes give it to the support team to place it in an envelop and to stamp it. The little number of cards that I received last year were decoratively added to our office tree or added a colourful accent in my office. Granted, you can throw cards out immediately too, just like you can delete an email card, but cards, in my experience tend to stay around for the duration of the holiday season!
I can hear the opposing view saying that if a digital card is done well it will get shared… and I do agree… but still, as a marketer I do believe with so many businesses have going the route of digital cards, printed cards do stand out more and as a result, and in terms of marketing speak, your business will receive more share of “holiday card” mind!
Should businesses spend their energy and money in developing a branded holiday card or go the digital ? I would like to hear your thoughts.
by christine | Nov 9, 2012 | Advertising, Branding, Business Success, Creative, Design
As a creative person, passionate about digital media, graphic design and the visual arts, colour has always been an important factor in my work.
How colours interact with each other or to a specific object can be significant especially in design. The same can be said about how colour relates to your brand and its impact on the consumer and what emotive feeling will be identified with your brand. Will the perception of your brand be a positive or negative behavioural reaction?
Pairing the wrong colour palette with your brand can kill your identity. It’s important to know your target audience, culturally, geographically, gender, age, and also the purpose for your campaign so that you launch your business in the right direction.
Just by viewing a colour in a design, and how it interacts with your brand can completely change or send out a false representation of your brand to the viewer. Colour is such a powerful and important communication tool that it should not be neglected; it is part of our daily actions in life represented in religious, cultural, political and social influences.
Studies have shown when users are shown a bright red hue; it will create a physical feeling of anxiousness and an increase in heart rate. This would not be a good use of colour if used on the interior walls of an emergency room, but if the colour red were associated with food, it would be a positive action to a reaction. You want the consumer to feel hungry and in a response really need to go out and purchase your product.
There is so much more complexity to colour and colour theory and I could go on, but maybe I will save that for another blog.
*Just a note you may want to check out a few of my favourite artist’s that were really the pioneers with colour theory– Wassily Kandinsky and Franz Marc to name a couple.
Marc
http://www.franzmarc.org/The-Red-Horses.jsp
http://artsconnected.org/collection/111185/franz-marc
Kandinsky
http://www.wassilykandinsky.net/
by Lindsay Sleightholm | Nov 8, 2012 | Business Success, Creative, Design
There are many questions in life that we are faced with that have yet to be answered. Some of those are: What came first, the chicken or the egg? Is the sky blue? And, is graphic design art? Most people have an opinion on all of these, but there remains no definitive answer. Ignoring the first two, let’s just dive into: Is graphic design art? This question has been debated for a long time. The following is a little food for thought.
What is art?
Art – specifically visual art – is difficult to define. Not simply because of its artistic nature, but also because what is deemed as art is constantly changing. And we as a society have never quite been able to make our minds up about what art really is.
In fact it wasn’t until just before the 20th century that anything other than fine art (that is, painting, sculpture and architecture) was actually considered to be art. Then came the Arts and Crafts movement, resulting in the shift to include the applied arts, decorative arts and crafts into the mix – meaning that everything from painting to interior design was termed as art.
So what is visual art today? Well Encyclopedia Britannica describes it as “a visual object or experience consciously created through an expression of skill or imagination.” But that’s a little broad, isn’t it? So let’s add the intention behind the process. Then we could include the artist’s motivation to create for the purpose of communicating a message.
What is graphic design?
Similar to art, graphic design lacks a satisfactory definition. Graphic design is also visual, has a process and a purpose. Design involves the use of various forms of visuals – illustration, photography and even “art” – combined with text to communicate a message to a specific audience. It speaks through a visual language. The purpose of graphic design is to solve visual problems. When successful, it communicates a very clear message.
Now that’s not to say that it lacks expression of skill or imagination. It is the role of the graphic designer to bring a unique visual aesthetic to any problem they solve. However, their end goal is for effective communication. The message is paramount and trumps individual creative expression.
So what’s the difference?
Both art and design have rich histories that illuminate many transformations to their standings within society. Historians have written volumes on it. And like any history, it involves a great deal of flux. Art has played a crucial role into the development of graphic design – there is no question about that. Without the leaps of great artists and art movements of the past, there would be no such thing as graphic design.
Although, it is the here and now that is the concern. Before entering into their creative careers, most graphic designers start out as artists of a sort. Through their earlier education (or individual endeavours) they’re first introduced to exploring creativity through art. That’s where it stems from and it’s a fundamental seed to what graphic designers do.
So yes, both artists and graphic designers are inspired to create, have creative processes that allow them to produce compelling visuals, and are intent on communicating a message. Although, it is the purpose behind their contributions that distinguish one from the other.
Art is subjective, while design is objective. In other words, art can be open to interpretation, whereas design requires complete clarity in order to be effective. What’s more, art involves a degree of self expression. Graphic design expresses in order to aid communication – if not, it fails to do its job. Consequently, art and design can no longer be considered the same thing.
What’s in a name?
So if graphic design and art are different, then what’s all the confusion about? Well it all boils down to a name game. And graphic design needs to be better defined. Many simply don’t understand what it is. The general public, clients, as well as the industry need more clarity.
A lack of clarity breeds a lack of respect. Graphic design – like art – has been through its ups and downs as a profession. And though it may not be art, it’s an incredible medium that takes a great deal of talent, passion and creativity to execute successfully. Now more than ever, graphic design needs to stand apart and keep hold of its status by having little room for misinterpretation on what is stands for and where it’s going.
So, where do you draw the line between art and graphic design? Or… this there one?
by Miriam Hara | Oct 18, 2012 | Advertising, Branding, Business Success, Creative
Listen up Marketing Vice-Presidents, Professionals, Brand Managers, Ambassadors and Gurus… I know only too well that it’s hard to separate yourself from the Brand you’re responsible for. After all, you work it, live it, breath it – 24/7. You understand it intimately, better than anyone else. You define its market and potential, watch its competitors (with disdain!), develop the strategy that will give it wings, provide its raison d’être (USP). Then – fight for the budget by promising the powers that be that just around the corner, there’s profit to be had (ROI)… if only they would believe, like you believe.
When you’ve done all all that and successfully received the sought after funds, you need to entrust it to an “outsider” (yes, an advertising agency!) to communicate to the world what you know is this Brand’s promise and truth… The “how” and the “why” of it.
So off goes the agency’s team, armed with your Communications Brief, Brand Guidelines, Brand’s positioning statement, market assessment and competitor’s information. They come back with creative that responds to brief, the market conditions and provides a good solid plan on how to obtain the objective that is required for that ever elusive ROI.
That’s when it begins, the shift from professional objectivity to personal judgement. That’s when business and marketing professionals change hats and become emotional human beings. The tweaks, the design directives, the micro management of font selection, type treatment, the scrutiny, the judgement calls, all about the creative. I am not suggesting for one minute that all agency work is on target, on point or on brief. Although, I am not quite sure how it can’t be if the brief provided was correct. The development and creation of Marketing Creative and ideation is very rational. Rationality doesn’t take away from creativity. Quite the contrary, it adds to it. Marketing creative is about thinking inside the box… the box that was created by the Brand Keeper.
Assessing Brand Creative properly is as important as writing a solid Marketing Plan. It’s important to learn how to assess creative effectively and efficiently. Here are 9 questions to ask yourself when assessing Brand Creative.
- Are you walking in your targets’ shoes? Remember, you aren’t the target market, even if you fit the demographic profile. You are a Marketer, and more specifically the Marketer of this product!
- Is the product benefit easily communicated? Is the communication efficient. Does the creative speak succinctly and effortlessly about the end benefit.
- Does the creative deliver? Does it offer consumers the reasons to believe so that they can take the next step in the customer journey.
- Does the creative adhere to Brand Guidelines? A good brand agency lives by guidelines. Any agency that doesn’t isn’t a brand agency.
- Is the creative in line with the Brand Persona and the Brand Voice? This is the most subtle and intuitive part of any creative. Refer back to your communications brief for guidance.
- Is the creative original and Brand Unique? Does it provide a strong identification with the Brand… and only this Brand.
- Is it provocative? No, I don’t mean showing bare skin, I mean does it resonate and engage the audience? It must provide traction to gain brand awareness.
- Is it respectful to the Brand and its audience? Does it speak to consumers and not at them, does it value the consumer’s time and mind?
- Does it work as a unit? It’s very easy to zero in on a word, colour, or small detail. The more you focus on it, the bigger it becomes and the more you feel compelled to fix it. But don’t try to fix it yourself. Articulate what is bothering you and let the agency resolve the issue. Creative is a process, so there is always room for improvement. Make that improvement effortless by communicating the issue, rather than trying to provide the solution.
I recognize that it’s not easy to let go. Often the creative of marketing is the “fun part”. Good agencies make it appear easy, but it’s not. In closing I will only say and I know it’s hard to hear but it doesn’t matter that you, the Brand Keeper, like purple or green, or that you prefer a serif type face or the use of a particular word. In short, it’s not about you. It’s about the Brand that you have been entrusted with. and have in turn, entrusted to brand agency to ensure its healthy growth by developing a strong brand awareness and position within the market.
I will start this post by saying that this is not a jab at technology nor is it a rant on how business is being conducted today. Promise! Over the last 5 years the way business is being conducted has changed significantly, placing a strain on business relationships. Technology has made business accelerate at warp speed… resulting in many of us being strapped for time, overwhelmed and at wit’s end on how to meet expectations. We now have less time available for face-to-face meetings with clients and our vendor/partners. As emails have become the preferred way of business communications, phone calls are a thing of the past! I’m sure you’ll agree that calling anyone that actually picks up the phone, let alone a prospective client is like winning the lottery!