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Confessions of an Undercover Naturopathic Designer: The 7D Approach to Media Design Success ... with Garlic!

  2. Design, like any creative endeavor, is a process. Sometimes design brilliance occurs by chance, but exceptional design is usually the result of a series of steps, guided by intention and deep preliminary analysis. We’re going to talk about seven steps in the design process and, since I’m a designer who’s an undercover naturopath, we’re going to learn a little about … garlic! Lot:21 Design 2015 THE 7D APPROACHTO MEDIA DESIGN SUCCESS …WITH GARLIC!
  3. Of all the most nutritional foods to consume, garlic is at the top of my personal list for great health. It also offers an interesting parallel for discussing the process of design. Let’s talk about it. Lot:21 Design 2015 THE 7D APPROACHTO MEDIA DESIGN SUCCESS
  4. Talking about it is how the door to a new project gets opened. A prospective client calls you, Skypes you, emails you, texts you,Tweets you. It begins with a DIALOGUE. Ask a lot of questions. Gather intel.Take good notes. The opening dialogue can yield essential information, but, like cooking with garlic, you have to skillfully extract it. In this first conversation, you discover your client has a … Lot:21 Design 2015 D1 = DIALOGUE
  5. Desire. Every creative project begins with a DESIRE.Your client has a message they desire to send, a product they desire to sell, a service they desire to offer. The client comes to you with that desire in hand and wants you to make it happen. Wants you to make it compelling. To do that, you have to find its … Lot:21 Design 2015 D2 = DESIRE
  6. Definition. Notice the outside of a garlic bulb is covered with a thin, papery skin. Accordingly, the starting concept you’re given to work with may be a little thin, a little papery and translucent, not fully thought out or clearly articulated yet. Just the shell of an idea housing an essence that could prove to be quite powerful. Lot:21 Design 2015 D3 = DEFINITION
  7. Your job as a designer is to peel away that layer and see what lies beneath. Find out what your client really wants to say or do or sell. Define the target audience. Define the desired outcome. Ensure that you and your client are in agreement on the definition of the project because ... Lot:21 Design 2015 D3 = DEFINITION
  8. Definition is the most important part. Definition will inform and direct the entire workflow. Be thorough with this. If you don’t, you may by chance come up with something so that your client is overwhelmed by your creative genius and on board … But more likely, you’ll totally miss the mark and your client will disappointed. Lot:21 Design 2015 D3 = DEFINITION
  9. So now you’ve peeled away the thin outer layer of the garlic bulb and extracted a few cloves. Each clove represents an idea. Each clove has a tougher skin surrounding it. Just as each garlic clove has its own size and contours, your client has some ideas, some preconceived notions, some established conventions, some thoughts and opinions and tastes. It can be a little tough to get your client beyond this layer of tried and true, of doing what has always been done. Lot:21 Design 2015 D4 = DEVELOPMENT
  10. Your job as a designer is peel away the barriers that exist and take your client to a good place. To a fresh perspective. How can you support or enhance your client’s brand? Lot:21 Design 2015 D4 = DEVELOPMENT
  11. Get to the heart of the message to be conveyed. Grab a pencil and start sketching concepts. This the development phase. Experiment. Mind-map. Keep peeling away that tough inner skin until you discover the heart and can begin your design. Lot:21 Design 2015 D4 = DEVELOPMENT
  12. Here is where you bring the project to life. When that inner skin is peeled away from the clove itself, there’s a sudden burst of aroma! In the heart of the clove are its flavor and life- giving nutrients. To release garlic’s immune-boosting elements, you must crush the clove. Likewise, crush your design. Lot:21 Design 2015 D5 = DESIGN
  13. Your client should smell the dish cooking before you deliver it the table. By keeping your client in the loop with samples, drafts, and checkpoints, you’ll know in advance that the dish is going to satisfy your client’s palate. You want your client salivating ... Waiting with fork in hand. Lot:21 Design 2015 D6 = DELIVERY
  14. If you’ve been thorough in the first four steps, the design has come easily and delivery will be a celebration. Happy campers and exceeded expectations all around! That leads to dividends. Lot:21 Design 2015 D6 = DELIVERY
  15. Did you know that garlic has strong medicinal properties that pay excellent health dividends? Garlic contains fiber,Vitamins B6 and C, Manganese, and Selenium as well as Potassium, Iron, Calcium, Copper, and many other essential nutrients. Another dividend ingredient in garlic is Allicin, which can play a crucial role in boosting your immune system. Cutting, crushing, or chewing the cloves releases garlic’s health- boosting power on your entire body. Lot:21 Design 2015 D7 = DIVIDENDS
  16. Garlic supplementation can: • Help reduce high blood pressure. • Improve the body’s iron metabolism. • Treat hair loss. • Act as a natural remedy for acne, cold sores, and psoriasis. • Treat and prevent colds with its powerful antioxidants. • Help control weight gain when included in your daily diet. • Treat athlete’s foot with its antifungal properties. Lot:21 Design 2015 D7 = DIVIDENDS
  17. Here are some interesting and less conventional uses of garlic: • Use garlic salt to de-ice your walkways. • Rub a garlic clove over a hairline crack in glass as a temporary seal. • Create a natural elixir of garlic, water, liquid soap, and mineral oil to use as a garden pesticide. • Use garlic cloves as an enticing bait on your next fishing trip! Lot:21 Design 2015 D7 = DIVIDENDS
  18. A well-executed design project yields dividends, too: • Satisfaction. Your client’s and your own. • Repeat business. Your client will likely ask you to serve up another dish ... • … and tell friends that you can really cook! Word of mouth Lot:21 Design 2015 D7 = DIVIDENDS
  19. Those dividends will open a new DIALOGUE … New prospect, new project, new D7 process …. Lot:21 Design 2015 D7 = DIVIDENDS
  20. SUMMARY: D1 = DIALOGUE. Start a conversation. D2 = DESIRE. Hear the need. D3 = DEFINITION. Hone the purpose. D4 = DEVELOPMENT. Build the concept. D5 = DESIGN. Execute the project. (Crush it!) D6 = DELIVERY. Make the presentation. (Crush that too!) D7 = DIVIDENDS. Next project. Get your saucepan ready. Lot:21 Design 2015 THE 7D APPROACH TO MEDIA DESIGN SUCCESS … WITH GARLIC!
  21. By Lot:21 Design | Roz SwartzWilliams Lot:21 Design 2015 THE 7D APPROACHTO MEDIA DESIGN SUCCESS …WITH GARLIC!