Communicating with your creatives

Creative departments and designers in general, are a major keystone in your end marketing product. Simply put...we turn thoughts into a visualization. We craft visions and concepts into a tangible "look" and "feel" that represents your brand.

The best way to get your project out of your head and onto a sheet of paper or a computer screen is to be able communicate those thoughts and goals with your designer. Easier said than done, I know, that is why I have listed a few tips to help in this process.

1. What's the point?
   What is it that you are trying to say. In the end it is the most important part to any design. What is the message you are trying to get across? What is the end milestone for this particular piece/project?
   
   
2. Who cares?
   Your audience dictates many things in a design. Be sure to communicate to your designer who the piece goes to. Who is going to pick this out in a stack of mail? You don't want to insult your target demographic/audience.
   
   
3. Trust me, I got this.
   Creative folks are educated professionals in their field, similar to contractors in the construction field or mechanics in the automotive field. We know all about the latest design techniques, color theories, software, visual hierarchy, etc. and have a ton of resources to implement them. In general we have a pretty good idea of what is going to work and what isn't. Trust us we are professionals - we do this all of the time. Listen to your designers thoughts and advice.
   
   
4. What's it made of?
   Its all about the details. Designers can better interpret your needs if they can visualize the facts. Let them know about: copy requirements, overall ideas, image requirements, colors, schemes, size, printing preferences, timeline, budget. Without an idea, rough content or organized thoughts, a designer has nothing to go on. We can make pretty pictures all day long but they mean nothing if the content is not on point. These are all the crucial things you'll need to tell your designer before starting a project. Do not leave out information that is important to you. You don't want to get to the final draft of an ad and remember about all of the stuff that needs crammed in at the last minute when your already out of room.
   
   
5. Timing is everything.
   Allow ample time for the design process. Design is an artform and allowing enough time for the designer to take your concepts and put them in a visual form is imperative. Often times a designer goes through many different layouts before they find what works. If a rush design is needed, be sure to inform them prior to the start of the work so they can offer suggestions to fit your timeframe without compromising the art.
   
   

Using these basic guidelines will yield a better end product as well as smooth the creative process. You will get more out of your thoughts and visions by being able to communicate them better with your designer.

Until next time,
Jeremy

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.