Art Direction: Inspiration Always Comes First

What I wish I'd known: by Lindsay McManus, RCM contributor and design extraordinaire

Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.

This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.

Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.

But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.

Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.

If it feels right, it IS right. Trust that.

Trade Shows ~ Know the Audience

By Autumn Moss, RCM contributor and trade show survivor

How do you decide which trade shows your company should have a presence at?

One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.

A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region

Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.

And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.

You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.