Bad graphics- killing products one day at a time.
Good product development can only get you so far.
We’ve all seen how poor execution of visual communication can take a good brand and give it a bad rep. A quick google search for “terrible logos” brought up this example from the Institute of Oriental Studies-Santa Clarita University. Ouch!
Yes, that logo is bad. But what’s worse is the fact that before we all saw it, it was passed across the desks of NUMEROUS people who failed to see any issues. I’d like to think that in most cases people are able to step back, separate themselves from their work, and notice when something isn’t sending the right message… but clearly these things do still happen. More likely you’ll find smaller errors in letter spacing, but even these little mistakes make a big difference. Nice job esurance.
When you’re a small company just starting out, it can be tempting to give your next door neighbor’s sister’s cousin a shot at designing your website on the cheap. But I would urge you to pump the brakes before you do that.
I don’t know about you, but I generally don’t enjoy my vanilla ice cream and brownies topped with a single piece of dog crap. Investing funding, time, and energy into developing a reputable product that is shrouded in lackluster graphics is metaphorically topping your dessert with a turd. Not only does it leave your audience with a bad taste in their mouth, it can be the single thing that breaks your business.
In the first episode of The Variable, Joel Cook gives us a number of great insights on how to up our visual communication, especially if we’re a business that’s been around for a few years. One of the things he specifically suggested that EVERY business owner do is collect all their visual assets into one place. Yes, screen grab every single page of your website, every email template, every word doc and put them all in front of you. What do you see? Is everything consistent? Or are your email signatures in comic sans font and your social links still sending potential buyers to your myspace? Pick a font, stick with it. Pick one color, and stick with it, etc.
While you have all this content in front of you, avoid asking yourself the question “Do I like how it looks?” Don’t get me wrong, we all want to be proud of the brand we’re behind, but there’s a more important thing that needs to be established. First you need to ask yourself “Does it work?” Can people find your products from your homepage? Is it clear to everyone how to navigate through your site? Do the graphics on your instruction manual help make it clear how to use your product? If your grandma can’t figure out how to click it, buy it, open it, or assemble it, you know where to start.
While I would love to enumerate all the helpful variables of success that we discussed in our podcast interview with Joel, I’d hate to deprive you the opportunity to hear it straight from the source. Be sure to check out episode 1 of The Variable and message us with questions you have about bringing your ideas to life.
May your graphics be stellar and your ice cream turd-free.
Russ
Episode 01
About Joel Cook
Joel Cook is the lead designer at Rocket Media. He graduated from ASU in 2014 with a Bachelor’s of Science in Visual Communication Design. He has worked in numerous industries developing compelling graphics for vehicle wraps, apparel, print media as well as front end web and app development.
In this episode Joel tells us about his experience working in various positions and shares specific advice on how to do well in the design industry. He shares his thoughts on how entrepreneurs can have the best success when working with creatives and openly shares his thoughts on how to execute the design process for the best results. We cover best practices on working with clients, tips for improving your portfolio, and which online influencers aspiring designers should follow for inspiration.