Posts Tagged ‘Design’

By Donna Marrin

Tell us about your business and how you got it started?

Growing up helping out with a family business, I always knew I wanted to start my own business. After interning as a landscape architect and building the required experience with various firms, I returned to school to pursue a master’s degree in landscape architecture. While in school, I started my own landscape design firm, Shawn Gallaugher Design, and had several projects on the go. Starting my business while in school allowed me to apply knowledge to real-life experiences. One of my clients had the greatest confidence in my abilities as a designer and referred me to several other clients. Her help and guidance has been paramount to my business and continues to be. (The garden I designed for her was recently on the cover of the fall 2010 issue of Canadian Gardening Magazine.) At the end of the last term, I was excited for my classmates who were landing employment in prestigious landscape architecture firms, but I resisted what seemed like the easier route and held onto my dream of developing my own business. On one of the last days of school, I received a phone call from a potential client asking me to visit their property and present a design proposal. When I visited the client and project site, I had the realization that this was a great opportunity to establish my business and initiate my first large design project. Again, I was hired on reference from my former client and by holding onto my dream, I was available to take on this work and further establish my business.

What was your early vision for your business, and how has it changed over time?

When in school, my professional practice professor asked, “What is the most important thing to running a design firm?” Naively, I said, “Ethics,” but the answer was ‘Cash Flow.’ With this in mind, when I first started my business full-time after gradation, my goal was just to have enough cash flow to pay my bills and concentrate on the design work at hand. My objective was to put in the extra time and effort to produce a body of work that I would be proud of, and could show as my design portfolio. Being more arts than business minded, I believed that if you are passionate about what you do and try to the best of your abilities, then the finances will take care of themselves. With this, I fully concentrated on one project at a time with the hope another job would follow from work successfully completed. My earliest vision was to promote my business as a company that could provide fresh and creative ideas. To do this, I designed and installed several gardens at Canada Blooms. The gardens received some awards for creativity that helped establish my name as a unique and creative designer.

I have a background in Fine Arts and incorporate my appreciation for art in my business. For instance, I have designed sculpture gardens and site-specific sculpture for gardens. The way I work is art oriented, in that I like to draw when visualizing and presenting design ideas. This is somewhat of a lost art in our age of computer graphics but I do see my work process changing to adapt. Hopefully, I can incorporate the two mediums of hand drawings and computer graphics together to continue my vision for providing creative solutions. In the early stages of my business, I not only designed the gardens but worked on-site during installation to direct the project. I continue to work this way because I feel it allows you, as a designer, to refine site details that would not otherwise be figured out in a plan. For instance, working on-site and placing plants allows you to make decisions that would never have happened otherwise. When I work on a planting, I find it is the same process as if I was working on a painting. Creative and artful solutions happen in the moment when placing plants at the site. By working on-site, I can have my hand on each part of the project and it is truly an expression of my work. Early on, I decided not to promote my business with traditional flyers or media. I thought instead, I would try to make a difference and establish my name and business by volunteering to good causes. Since starting my business, I have one project on my desk at a time that is a community or private volunteer project. After three years of doing business, I am more established and able to donate some money, as well. I feel that volunteering and donating some money is the perfect scenario, because you can move forward ideas to help others. For instance, I facilitate and sponsor a landscape design competition for the Landscape Design Certificate Program at The G. Raymond Chang School of Continuing Studies at Ryerson University, and the winning student project receives a cash subsidy and the Shawn Gallaugher Design Excellence Award. This promotes my business, but at the same time, gives students the opportunity to pursue design excellence, helps build their confidence, and gives them exposure and recognition that can help them to secure future employment. In the early stages of my business I was working on residential landscape design projects, one project at a time. This has since changed, as I am working on larger and higher end residential projects and handling several projects at a time. As well, the type of work I do has expanded to commercial and public properties. I have designed landscapes for various condominiums and designed several public parks. I feel having an established background in garden design is an important quality, because as I work on larger projects, I feel I have a strong sense of how to incorporate plants into the landscape. In the future, I would like to see myself working in other parts of the country and the world.

Your business is seasonal. How do you handle periods of downtime?

My business is sometimes perceived as seasonal, but the profession of landscape architecture is diverse and there is much planning and design to be done year-round. Landscape architects design residential gardens, commercial and public properties, communities, streetscapes, parks, and also work for municipalities or conservation authorities and teach, as well. Some larger projects take several years to complete and, as a result, there is much work to be done throughout the year. Landscape architecture work is primarily office work; however, I like to get my hands dirty and take a hands-on approach, also working in the field. A large part of my work is residential landscape design, and while the construction and site supervision takes place in certain seasons, the design happens all year, so there is little downtime. However, I also keep a full schedule by complementing my design work with teaching. I am an instructor in the Landscape Design Certificate Program at the G. Raymond Chang School of Continuing Studies at Ryerson University. It is very rewarding to be around young and energetic minds, and I find the work very inspiring.

What has your biggest learning curve been in terms of building your business?

In a perfect design solution, a combination of factors make a project successful. They are the designer, client, site, and budget. My greatest surprise has been how much you learn from your clients. With three years of experience in building my business, I feel I am such a better designer after having had the opportunity to work with the clients I have had. Clients have set high standards and taught me how to listen to their needs and expectations. I strive to make my clients happy because I am hoping to make lifelong relationships through my work.

Describe a day in the life.

I start the day off with meditation. It’s very grounding and gives you some time to focus on what is important. By the end of meditating, you have a plan for the day. I wake up early and work on designs when I am most fresh and can think fast. My work is deadline driven, so I set meetings to move work forward. With this, I am often completing some work for a meeting. In the winter months, I am designing and in the other months I will go out to garden installations and site supervise, meet with clients and contractors, or work out design details on-site. I enjoy walks and exercising in the evening and am often training for the next running marathon. I typically work in the evening in order to catch up and get ready for the next day. Having a business means you wear many hats and take on many responsibilities. These tasks can also be divided up through the day or throughout the week.

How do you find balance between your business life and your home life?

My work is a lifestyle. I have always been highly motivated and choose to work long hours. I work from home when I am not site supervising the installation of gardens or meeting with clients, and I find I have extra time and energy during the day since I am not commuting. Since I work on many cottage landscapes in the Muskoka area, I have the opportunity to stay at our family cottage through the week. It has always been a dream to work up in this area and spend as much time as possible at the cottage. Even though I am working, it is a pleasant environment to be in.

Do you have a favorite business tool or resource?

Tracing paper and thick to medium black Sharpie markers are my favorite business supplies. I never settle for one idea and always try to push the limits by drawing alternate designs. As a result, I go through a lot of tracing paper, laying one over the other and quickly drawing and revising the last sketch. Sometimes I will go through a roll of tracing paper while refining one concept. I feel if you can get all your ideas down on paper, then they can be evaluated and the best scenario found. When I have several preferred solutions, I like to pin them on the wall for review. It allows you to see what features work within individual concepts, or if there is one particular concept that you want to expand upon. I especially like using a medium to thick Sharpie marker for concept development because the dark crisp lines allow you to see the solution faster. The idea becomes more refined when you can clearly see and think.

What is the key to your success?

I strongly believe the key to my success is my creative talent. I can provide unique and creative design solutions. Secondly, I believe I am successful because I am very passionate about my work and pursue design excellence in everything I do.

What is the one piece of advice you would like to give to others thinking about starting a business?

Go for it. The hardest part is having the confidence to make the move to start your own business. You can easily overcome this by developing a business plan and strategizing your path to success.

About Shawn Gallaugher: With a background in Fine Art and a BLA and a MLA, Shawn offers a creative approach in teaching Project Studio and Residential Landscape Design at Ryerson University. As principal of the firm, Shawn Gallaugher Design, Shawn is current in the landscape design field. Shawn is an associate member in the Ontario Association of Landscape Design Architects and a 2008 Feature Garden Award Winner at Canada Blooms, “Outstanding Use of Artistic Elements in Garden.” Shawn fosters individual growth and creativity.

By Rick Sloboda

Designers Can Be a Copywriter’s Best Friend

With design forming first impressions before visitors even have a chance to process headlines and body copy, designers can make copywriters’ jobs awfully hard, or easy. Poor design can put visitors into a negative mindset, which sets the stage for a grueling uphill, nearly impossible battle for the Web copy.

On the contrary, good design, explained Dr. Lindgaard, can prime visitors for a sale, and make them more lenient and forgiving. Reflecting on the study, she said, “The strong impact of the visual appeal of the site seemed to draw attention away from usability problems. This suggests that aesthetics, or visual appeal, factors may be detected first and that these could influence how users judge subsequent experience.” She added, “Even if a website is highly usable and provides very useful information presented in a logical arrangement, this may fail to impress a user whose first impression of the site was negative.”

Therefore, it’s wise for Web copywriters and other Web specialists who take their craft seriously to partner with high-caliber, experienced designers. Professional designers have the know-how and skills to set the right tone to help websites gain credibility and trust, and achieve desired objectives, goals and conversion rates.

While many people say, “content is king,” on the Web, Webcopyplus has politely turned down several prospects whose website design was so dismal, no Web copy — regardless how optimized and engaging it might be — would be able to produce the desired value, results and ROI.

Just last week, we told a business owner of a moving company start-up to “invest in a professional designer.” The flaw-filled website comprised a long lineup of trucks, each with a company logo amateurishly Photoshopped on its side. The image was clearly fake, even to the untrained eye. If visitors feel they’re being misled, why would they trust the business behind the website?

Good Design Produces Happy Visitors and Healthy Businesses

Designers are at the core of the Internet’s abruptly advancing speed, sophistication and reach. Good designers can make websites aesthetically enticing and so much more. They can make them findable, usable, distinct, helpful, productive and profitable.

As Thomas Watson of IBM said in the 1950s, “Good design is good business.”

 

clip_image002_thumb.jpgRick Sloboda is a Senior Web Copywriter at Webcopyplus , which helps designers and businesses boost online traffic, leads and sales with optimized web content. Clients range from independent retailers to some of the world’s largest service providers, including AT&T (formerly Cingular), Quest Diagnostics and Scotia Bank. Rick advocates clear, concise and objective website content that promotes readability and usability, and conducts web content studies with organizations in Europe and the U.S., including Yale University. He speaks frequently at web-related forums and seminars, including Small Business BC, Content Convergence & Integration, SUCCESS and HRMA. Rick also serves as a consultant to various organizations, such as the Web Development Advisory Committee at Vancouver, B.C.’s Langara College.

By Rick Sloboda

 Looking at the ROI

Before making the decision to do things on the cheap by taking the do-it-yourself route, it’s important to consider the bottom line. Let’s say a professional website costs Dean the Mover $7,500. That’s a lot of pocket change. But, if it generates just four sales a month at an average of $300 a pop, that’s $14,400 worth of business in the first year alone. 

Those are conservative numbers, but regardless, the site’s paid for in about six months. And the business will continue to benefit from the website with minimum costs for several years. That’s an outstanding marketing investment and ROI. Our copywriting firm has teamed up with designers to create websites that paid for themselves in as little as three months. 

So, while many business owners view design as a fluffy, abstract, let’s-play-with-colours-and-move-the-logo-around activity, they’re missing the point. Design is not art that merely exists. Design serves a specific purpose, forming a connection and relationship, as award-winning designer Gonzalo Alatorre says, “between object, business and consumer.” A good designer can solve complex problems and create a wealth of opportunities with direct, measurable impact on a business’ bottom line. 

Meanwhile, a $500 website that doesn’t generate business and merely shows up on sites like www.webpagesthatsuck.com will only hurt a brand and business.

Good Design Gains Importance With Information Overload

More than 75% of North Americans are using the Internet, and more consumers are seeking products and services and spending more money online. As a result, businesses are swiftly transferring their marketing dollars online and delivering more content to consumers at an explosive, unprecedented rate. As people are bombarded with information overload and have limited time to observe, orient, decide and act, they may increasingly rely on instinct and intuition.

Living in a world where we assume the quality of a decision has direct relation to the time and effort that went into making it, it can be difficult to trust our primitive ‘gut feelings.’ But consider the fact that we don’t need to understand mass x velocity to leap out of the way of an oncoming car. It just “feels right” and ultimately results in a decision with an optimal outcome. The old adage that you should always trust your instincts is supported by scientific studies. 

Dr. Lindgaard and her team presented volunteers with brief glimpses of Web pages previously rated as being either easy on the eye or particularly jarring, and asked them to rate the websites on a sliding scale of visual appeal. Even though the images flashed up for just 50 milliseconds, roughly the duration of a single frame of standard television footage, their verdicts matched judgements made after a longer period of examination.

 German social psychologist, Dr. Gerd Gigerenzer, the director of the Max Planck Institute for Human Development in Berlin, conducts breakthrough studies on the nature of intuitive thinking. Based on his research, he told the New York Times, “When a person relies on their gut feelings and uses the instinctual rule of thumb ‘go with your first best feeling and ignore everything else,’ it can permit them to outperform the most complex calculations.” 

In the book, Blink, Malcolm Gladwell wrote about a marble statue from the sixth century BC, which was bought by a California museum for $10-million, following a 14-month investigation with an electron microscope, electron microprobe, mass spectrometry, X-ray diffraction, and X-ray fluorescence. The point is that they had top industry authorities use all sorts of high tech equipment to confirm the statue’s authenticity. 

However, the were a few observers who — in a single glance — felt an “intuitive repulsion.” They felt the statue was a fake. And they were right. Letters used to trace the statue’s history were found to be phony and the statue didn’t come from ancient Greece. It came from a forger’s shop in Rome in the early 1980s, when mullets, the Rubix Cube, and Madonna were ‘in.’ 

Blink also documents a study where psychologist, Nalini Ambady, gave students three 10-second videotapes of a teacher with the sound turned off. The students had no difficulty coming up with a rating of the teacher’s effectiveness. Then the clips were cut back to five seconds. The ratings were the same. The ratings were remarkably consistent when students were showed just two seconds of videotape. Then Ambady compared those snap judgments of teacher effectiveness with evaluations of those same professors made by their students after a full semester of classes and she found they were also essentially the same. 

Gladwell noted, “A person watching a silent two-second video clip of a teacher he or she has never met will reach conclusions about how good that teacher is that are very similar to those of a student who has sat in the teacher’s class for an entire semester.” 

Stay tuned for Part Three on Friday!

clip_image002_thumb.jpg Rick Sloboda is a Senior Web Copywriter at Webcopyplus, which helps designers and businesses boost online traffic, leads and sales with optimized web content. Clients range from independent retailers to some of the world’s largest service providers, including AT&T (formerly Cingular), Quest Diagnostics and Scotia Bank. Rick advocates clear, concise and objective website content that promotes readability and usability, and conducts web content studies with organizations in Europe and the U.S., including Yale University. He speaks frequently at web-related forums and seminars, including Small Business BC, Content Convergence & Integration, SUCCESS and HRMA. Rick also serves as a consultant to various organizations, such as the Web Development Advisory Committee at Vancouver, B.C.’s Langara College.

By Rick Sloboda 

Online visitors form a first impression of a website quicker than the blink of an eye — literally. It typically takes humans 300 to 400 milliseconds to blink. Meanwhile, scientific research led by Dr. Gitte Lindgaard at Carleton University in Ontario, reveals that websites have as little as 50 milliseconds to establish a first impression — a mere 1/20th of a second. That’s it!

This is crucial information for any business, since once a visitor forms an impression on a subconscious level, he or she will selectively search for information confirming that impression. People do this because we all want to prove we have good judgement. So, if our first impression of a website is negative, we have a tendency to mainly seek and see the negatives, regardless of how good their products and services might actually be. Alternatively, if we immediately like what we see, we’ll look for positive information to reinforce that impression.

So how do you avoid making a bad first impression on the Web? Easy. Find a good designer.

Poor Design Sets the Stage For Failure

DIY website design might seem like a good idea at the get-go. Not only can you avoid spending wads of money on eccentric creative types, only you know how you really want your business branded. No one loves your business like you do! Plus, throwing together a layout with some colours, images and buttons, while sipping a Caramel Macchiato on a Sunday afternoon is easy, right?

Wrong. Based on 20-plus years of communications experience, speaking at Web-related events, and teaching Web-writing courses to small business owners, our copywriters have come to recognize a common cycle: 

  1. The do-it-yourselfer spends several hours to a few weeks building a website.
  2. The website is launched. 
  3. The website is live, but there are few visitors that trickle in, if any at all. The few who arrive don’t stick around. 
  4. Typically, 12 to 24 months later, if they’re still in business, they reach out to specialists to improve their SEO. If they get rankings, they wonder why the emails and calls still aren’t arriving. 
  5. Another six to 12 months later, they start to realize the website isn’t working and it’s not going to fix itself. Then comes the sobering realization that, in addition to wasting a few hundred dollars and countless hours and enduring unnecessary stress, they missed out on about three years of opportunities, revenues and growth.

Stay tuned for Part Two on Wednesday!

clip_image002_thumb.jpgRick Sloboda is a Senior Web Copywriter at Webcopyplus, which helps designers and businesses boost online traffic, leads and sales with optimized web content. Clients range from independent retailers to some of the world’s largest service providers, including AT&T (formerly Cingular), Quest Diagnostics and Scotia Bank. Rick advocates clear, concise and objective website content that promotes readability and usability, and conducts web content studies with organizations in Europe and the U.S., including Yale University. He speaks frequently at web-related forums and seminars, including Small Business BC, Content Convergence & Integration, SUCCESS and HRMA. Rick also serves as a consultant to various organizations, such as the Web Development Advisory Committee at Vancouver, B.C.’s Langara College.

Along with your business name, your logo and word mark your meaning and say a lot about your company’s personality. Like dressing well in an interview, a clean, smart and iconic logo won’t guarantee success, but a bad one can send the wrong signal to your potential clients.

Take for instance, Apple’s original logo:

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Now there’s no way of knowing whether ditching this logo for the iconic apple with a bite out of it was key to the company’s success. But few of us would look at the logo above and think “progressive design and technology leader.”

Graphic designer Jacob Cass lists five important design elements that all good logos share. They are:

1. Simple: A simple logo design is easily recognizable and often features something unique.

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2. Memorable: Simple logos, because they’re simple, tend to stand out and are easy to recall – something we can picture in our mind’s eye. Think of McDonald’s, Nike or BMO.

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3. Timeless: None of us can predict the future, but when you look at a logo does it look too trendy? Are the font, colour or graphic too similar to other logos you’ve seen recently? AT&T’s logo from the 1990s was similar to a variety of other logos designed around the same time.

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4. Versatile: An effective logo ought to work in different mediums – online, print, TV, point-of-sale – as well as in different sizes and either horizontally and vertically.

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5. Appropriate: Are you designing a logo for a children’s product or a mutual fund? You can imagine a logo treatment for one audience or product wouldn’t work very well for the other.

Cass also points out that a logo doesn’t have to be literal. Nike’s doesn’t show shoes and Harley Davidson’s logo isn’t a motorcycle. In fact, he says 94% of the world’s top 50 brand logos don’t visually describe the company at all.

But sometimes, they sort of do:

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Keep in mind too that while many logos include icons like a panda or a globe, it’s not required. A stylized word mark – Coca Cola is a classic example – can be just as powerful.

For a wonderful repository of logos from around the world, click here.

Q&A with Rick Sloboda, Senior Web Copywriter for Webcopyplus

(Part two of a two-part series. Also see Generating Online Traffic.)

clip_image002So you’re getting people to your website, which was covered in Generating Online Traffic, the first part of this two-part series. Now, how do you turn these visitors into customers? Rick Sloboda, Senior Web Copywriter at Webcopyplus, which produces professional Web copy for businesses around the globe, including Scotia Bank and AT&T, answers your questions.

How important is the first impression on a website?

It’s essential. Studies show you have no more than a few seconds to make a positive first impression on the Web – and as little as .55 seconds. Your website should have a clean, appealing design, with relevant, engaging and informative Web copy, and intuitive navigation and information flow. If you don’t answer key questions right off the bat, Google, Yahoo and Bing will take your visitor to a competitor that does.

What are the key questions?

Am I at the right place? Can these guys help me? What makes these guys different? Several factors are already at play. For instance, is the design professional looking, does it generate trust and credibility? If you get your niece or nephew to do website design and development for $500, chances are it’ll show. That’s like selling retail products or consulting services from a lemonade stand. Also, is your Web copy clear and customer centric? Does it explain why people should choose you over competitors? Or is it full of self-centered, empty hype? Business owners need to that when a person arrives at your website, the visitor doesn’t really care about your business. They care about what your business can do for them.

That’s where experienced copywriters and marketers come into play?

Whether you write the web copy yourself, or hire a copywriter, make sure you flesh out and promote your benefits. Most business owners and copywriters write exclusively about features – what the product or service is, or has. Benefits are what the visitor gains as a result of the features. For instance, binoculars might have oversized lenses. Fine. But what will engage a visitor is the fact that they deliver low-light performance.

Benefits engage people emotionally, which is how we make decisions. We then rationalize decisions logically. For instance, does a person really need a $120,000 luxury vehicle? No. They might desire it for status, which is an emotional desire. And then they’ll justify it with rational, practical reasons, such as cutting edge brake technology, safety rankings, and so on. Benefits appeal to a person’s self-interest, and get people to act. People purchase things for three basic reasons: to satisfy needs; solve problems; or make themselves feel good. That’s why experienced copywriters often say, “Features tell, benefits sell.”

If benefits are so important, why do most websites promote features?

Because it’s easier to list features. A copywriter has to really understand a product or service, and have a good marketing mind, to define and convey benefits effectively.

So isn’t it better for a business owner to write their own web copy, as they know their business best?

Well, most people can write. But most people can also take photos. Take your own photos, and chances are you’ll have an amateurish website representing your business. The same goes for copywriting. Moreover, business owners tend to write what they want to say rather than what website visitors need to hear. A copywriter can bring an objective view to the table.

How much information is necessary on websites?

It varies. For instance, if you’re in fashion selling perfume, and want to build presence and nurture a brand, a few words might do. Visuals would play a key role. But, if you’re actually trying to get visitors to purchase a product from your website, or sell a subscription to a publication or software, you’d need a lot more web copy to make the sale.

As a general rule, web copy should be about half of what you’d use in traditional print, such as brochures. This is partly because it’s harder to read content on monitors and handhelds, and people tend to be impatient and easily distracted when using the Web. So it’s good to keep web copy concise.

What other elements are important to engage and convert visitors?

Since about 80% of people scan copy on the web, meaning they don’t read word for word, it’s helpful to provide visitors web copy in digestible chunks. To achieve this, web copywriters and designers often apply information layering techniques, using links to let visitors drill down to get more detailed information. It allows visitors to quickly access info relevant to their needs, without having to wade through huge chunks of text.

In line with keeping web copy lean and clean, you should kill any filler and clichés. Also, keep the language at about a grade 8 to 10 level, which is in line with Time and Newsweek, so you don’t alienate visitors. And include lots of testimonials. Third-party endorsements effectively generate trust, credibility and sales. Just edit them down to a sentence or two, and be sure to include a full name and city, when possible. A vague “John S.” reeks of spam on the already suspect Web. 

And, finally, ask for the sale. What do you want visitors to do? Whatever it is, it’s in your best interest to ask. This is your call to action. We might be writing copy for the cutting edge Internet, but the old-fashioned ‘ask for the sale’ still applies.

Note: This is the second of a two-part series. Also see Generating Online Traffic.

 

Rick Sloboda is a Senior Web Copywriter at Webcopyplus, which helps designers and businesses boost online traffic, leads and sales with optimized web content. Clients range from independent retailers to some of the world’s largest service providers, including AT&T (formerly Cingular), Quest Diagnostics and Scotia Bank. Rick advocates clear, concise and objective website content that promotes readability and usability, and conducts web content studies with organizations in Europe and the U.S., including Yale University. He speaks frequently at web-related forums and seminars, including Small Business BC, Content Convergence & Integration, SUCCESS and HRMA. Rick also serves as a consultant to various organizations, such as the Web Development Advisory Committee at Vancouver, B.C.’s Langara College.