Change Your POV: Design for Marketing Part 2
By: Sarah Rushakoff
This month, we’re talking all about what information and materials you need to begin the design process and some tools you can use to build your marketing masterpiece. There are a lot of choices out there beyond what I’ve highlighted here, so don’t be afraid to try something new or say goodbye to something that doesn’t work for you.
YOUR TOOLS AND MATERIALS
After designing what seems like billions (lol) of marketing pieces for millions (lollll) of clients, I ask a lot of questions up front so I have a good idea of what the client expects. Gathering materials and specs is possibly the most boring part of design, but it’s a necessity!
Is it digital or print? What size? Will I need to include photos and logos? What’s the copy? Does the brand have a style guide with specific colors and typefaces I should use, or are we starting with a blank slate? When do you need the final product? Some of the feedback that makes me cringe when I’m halfway done with a design: can we make this piece a different size, or can we possibly squeeze in this required micetype at the bottom, or oh yeah, did we say this needs to be a self-mailer? It’s much easier to meet expectations when you’ve asked questions to find out what the expectations actually are!
When I’m consistent with how I ask clients to give me their materials, the process goes much more smoothly and quickly. This can mean making yourself an email template with a checklist you can customize for each project. Sometimes, for repeat and high-volume clients, I create a design request form that asks for the most basic info. With this kind of consistency, your best clients may even start to prepare their materials ahead of time! If you’re spending less time chasing and hounding folks for specs and materials, you’ll end up doing fewer revisions, and everyone will be happier.
Once I have the info I need to begin a design, I use a range of programs and tools to actually create the promotional materials. The most powerful programs are Adobe products like InDesign, Photoshop, and Illustrator, which are also the most expensive and difficult to learn to use. A great, accessible alternative is Canva, which anyone can use for free (although you can pay for some advanced features). Canva offers customizable templates for many different kinds of design pieces. Some clients have needed me to use MS Word or Powerpoint, which require some fancy footwork to make anything look good.
My best advice is to try out some programs and apps, ask your friends what they like to use, and keep using the ones that make the most sense in your brain. As you discover your favorite tools and use them more, you’ll get more comfortable and more skilled. Congratulate yourself on a job well done!
We’ll pick up next month with my tips for organizing your information and dealing with client surprises.
