Buying Design Better : Sandra Dartnell
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Buying Design Better : Sandra Dartnell Subtitle - Making sure that the design you buy results in a quality product that does the job This presentation was developed to educate micro businesses with small budgets. It was presented at Creative Bedfordshire March 2014.
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Buying Design Better : Sandra Dartnell
- 3. Buying design better Making sure that the design you buy results in a quality product that does the job
- 4. This is about business your creative business
- 5. What’s important to you _Products _Prices _Your company
- 6. Design affects all these things _Products _Prices _Your company because design communicates how something should be perceived
- 7. They might not realise it but design is important to your customers It informs their decision making
- 8. How something should be perceived _What it is _What value it has _Who will want to own or use it _How it will make someone feel to own or use it
- 10. with style switched off
- 15. Design speaks _when you are not in the room _when your shop is shut _online _when your product is passed on
- 16. Design works hard _to tell people what you are _who you are _how to value you it better be saying what you want it to say, the same thing as you
- 17. Because bad design speaks and works as hard as good design it’s important that you think hard about your core design decisions
- 18. What do I mean by core design? _Choice of name _Choice of logo _Choice of materials even before you add any other message
- 20. My business face? _A face to stand out from the crowd _A face to join a crowd _Some kind of mask or hat that I put on for business http://wtespta.org/2012/05/friday-is-hat-day/hats1/
- 21. My voice _From within _Powerful _Representative It’s really important that you take ownership & control of buying design
- 22. Helping people buy design better _Start with knowing who are you _Create a clear brief _Aim high and be constrained
- 23. Start with knowing who you are _Functional or luxury _Cheap or expensive _Wide or niche _Often or occasional _Imagined who your buyer is _Had a look at competion
- 24. You need to develop this to know _What’s important to you _What’s important to your customers _What’s not important to your customers _What is the benefit of your products The basis of your business
- 26. What is it? _It’s a business planning tool _Designed for creative minds _Working out if your idea is a business idea _Defining your personal & professional values & motives
- 27. Solving problems & seeing opportunities starts with knowing yourself Ask a designer to reflect your business not define it
- 28. Design is a powerful problem solver for customers & business owners _Attracts _Explains _Stand-out _Alignment
- 29. Design needs a clear brief _Name _Business Structure _Size _Service Summary
- 30. A clear brief _Why I’m in business/What impact do I want to have Mission Statement _My customers buy on the benefits of... Benefits _What is really important to me/defines me professionally Values
- 31. What is the problem or opportunity? _Launching _Redefining what exists _Promoting to a new market _Promoting a discount _Upselling
- 32. A clear brief _Timeframe What is essential (minimum viable product) _Budget Range ok but must be given and should be real _Competitors More for more, more for less, less for less, same?
- 33. Aim high and be constrained _You know who you are _You know how to communicate who you are _Don’t waste it. Don’t just hand that information over to anyone It’s really important that you take ownership & control of buying design
- 34. Aim high and be constrained _Look around. See who has design that acts well for their product _Ask who did it _Express an interest. Tell them all the facts including budget _ Ask them for a referral if they can’t help _Be guided by effective design and by experts _If you put in the time and communicate clearly you will find someone you can afford and trust You only have to find the right person once
- 35. That relationship & design can grow _Evaluate and iterate _Full identity _Brand assets _Marketing _Followership and advocates Don’t get boxed-in by lack of awareness, a loose brief and underdog ambitions
- 36. THANK YOU. MATERIALS TO EXPLORE OVER THERE...