Unleashing Creativity

By definition, creativity is the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination. Traditionally, it is said to be a "right-brain" function, however, we are all born instilled with creativity. It's just a matter of "tapping into" it to release its gifts.

Creativity may be boundless and unpredictable. However, from time to time, one may fall into a "creative block" where you may feel devoid of all inspiration or stimulus. No matter what, you just can't seem to get motivated. We've all been there, no matter what profession you are in. 

So how do you get out of "the funk"? What motivates and inspires you? Here are a few tips that may help those creative juices to get flowing again.

1. Let yourself have fun. 
The best creative breakthroughs result when you are uninhibited. Be a little impulsive! Stop over-thinking and let yourself go a bit to see what happens.

2. Allow yourself to make mistakes. 
Mistakes lead to achievements. Take the risk and learn from your mistakes. Success will surely follow.

3. Find your muse.
What sparks you? It could be going to the gym to get your blood pumping, taking a walk on the beach, a certain song (there is a band called "Muse" after all!), a favorite quote that you resonate with. Take some "me" time to reset and see what inspires you.

4. Change perspective.
Sometimes when you look at a problem from a different angle, you find the answer to that problem. Solicit input from others... it's all about perspective!

5. Trust your instincts.
Leave the perfectionism behind – trust your instincts and connect on a deeper, natural level and the creativity will flow.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. Steve Jobs

For the Love of Great Type...

One of the most important aspects of any piece of design hinges on its use of typography. The proper choice of font, its placement on the page, color spacing, etc., all combine to set the tone of a piece. Whether you choose a serif or sans-serif, modern or traditional style, roman or italic type treatment, a few principles should be followed to ensure great typographical design.

1. Font Overload.

There are hundreds of thousands of beautiful typefaces out there... however, using them all could cause continuity issues, as well as a seizure! Limit your use of too many fonts. A general rule of thumb would be to use 2 different fonts... at the very most, 3. Varying the weights, sizes and styles of a chosen font family for headers, subheaders and body text will usually be all you need to keep a cohesive, professional look in a design.

2. Size Matters.

Yes, size DOES truly matter in creating great typography in your design. It helps to distinguish and group different sections of thought throughout the piece... establishing a flow for reading and legibility. Body copy should be all one size... and determining that size should depend on the media it will be viewed (print or online?) and who the viewer will be (20-somethings or baby-boomers?). Use headers and subheaders in a larger size than the body to further organize the content to make the piece more appealing.

3. Space – The Final Frontier?

There 4 types of spatial properties that need to be correctly addressed when working with typography:

• Leading, the space between the baselines of successive lines of text;
• Tracking, the space between groups of letters;
• Kerning, the space between each character in a font; and
• Alignment, how the text aligns on a page.
  

Leading can affect the readability of long lines of text. The tighter (closer) the leading, the harder the text may be to read. The looser the leading, and the more white space there is can reduce the pace of reading. It is recommended that leading be set at 120% of the font size. For example, if you have 10pt text, your leading should be set at 12pt.

Tracking can be described as loose, tight, or set by a numerical value. It is a more global setting that affects how close all the characters are. Generally, the longer the line, the looser the tracking needs to be, depending on the font.

Kerning is the local view of space between characters. The shape and the amount of space between each character will determine the need for kerning. Proper kerning will allow the eye to flow easily when reading a piece.

Alignment refers to flush left, flush right, centered, or justified text. Flush left is how western societies normally read... from left to right... with the text aligned to the left and ragged right. Flush right is more cumbersome to read and is traditionally used to highlight important sections of text. Centering text works best with limited lines as it can be difficult to read. Justified text means that both the start and end lines of text reach both the left and right edges. This can create awkward spaces (valleys) throughout a block of text. However, when done correctly, it can create a very clean and legible effect.

4. Readability/Legibility... What's the Difference?

Readability refers to how easy it is to read words, sentences and blocks of text. Legibility is the capability of distinguishing one letter from the next in a font, and distinguishing small chunks of text (headers).

Our eyes read in phrases, and the shapes of words determine the speed at which we read and comprehend. For long blocks of text (body copy), sans-serif or old style serif fonts set in lowercase provide the best standards for readability. All caps are suitable for headlines and short sentences. Using fonts with extra large or small x-heights makes text less legible.

5. Color Me a Rainbow... or Not!

Color and typography interact dynamically and help to set the tone for a design piece. Choosing certain colors can help attract attention, organize content, and help with readability. Black on white is the easiest to read, however; using other colors with high contrast can work as well. The same colors create different effects when placed on light and dark backgrounds, so it's a good thing to experiment to find which works best.

Happy New Year!

So what's new for 2014? Radiant Orchid...

Happy Holidays! Happy Planning...

The Holidays are now upon us, bringing much hustle and bustle to our personal lives with family gatherings, shopping and parties. On the business side, things tend to slow down a bit, and we find ourselves planning our goals for the upcoming year. But during this goal planning, how many of us include pre-planning of our brand marketing materials?

Now is the time to take inventory! While you are busy planning your 2014 business sales and marketing goals, and in-between all of the holiday parties, be sure to think about what you may need from a brand, design and print standpoint:

1. Your business logo/tagline... is it outdated? Do you need a revamp your look and message to reconnect with your audience? Are your competitors looking similar to you? Most importantly, is your logo and tagline still true to your overall brand message? 

2. Your business cards... is the information correct? Do you have new employees? Are you utilizing both sides of the card? Does it list your social media channels? Are you making use of QR codes? Do you have enough supply to get you through the first quarter of 2014?

3. Your brochures/post cards/stationery/print materials... are these items up-to-date and reflect your services/products correctly? Do you need to update photos/content? Do you have enough of these items to cover business events that you may be involved in through the first quarter of 2014? If you mail these items out, when was the last time you updated your lists?

4. Email marketing... are you connecting with your audience? What are your open/click/conversion percentages? When was the last time you updated your templates? Your mailing lists? Does your mailing list have relevant contacts on it? How long have you been using your advertising campaign(s)?

5. Your website... is your content up-to-date and reflective of your services and products? Do all of your links work? Is your navigation user friendly? Is your site responsive, with all the coding current? Are you using SEO standards? Have you been tracking your analytics? What are your bounce & conversion rates? When does your domain/host server expire, and are you happy with their services? 

It doesn't take much time to ensure that your brand and design materials are ready to go for the new year. It will help you to avoid looking unprofessional, incurring last-minute rush charges and give you peace of mind... and who couldn't use a little peace at this hectic time of the year!

Happy Holidays from Identity Brand + Design

Emotional Marketing

Our Top 5 Emotional Marketing & Advertising Campaigns of 2013

Having worked in the television industry for 17 or so years, one may gain an affinity towards certain aspects of the industry. For me, it was always the commercials... and not just during the Super Bowl. I was always intrigued by the concepts... and I'm talking ALL TYPES of commercials: the creative, the humorous, the sexy, the direct sell, and more often than not, the emotional. 

Emotional Marketing is used to create a bond between a brand and a consumer by engaging an emotional response in the consumer for the brand... in which the brand is hoping to fulfill a specific need. Storylines, symbolism and imagery, cinematography, music integration, product placement, etc., need to all work together to produce the desired emotional response from the consumer. Elicited responses can range from love, joy, security, elation, reassurance, gratification, and empowerment, to name a few. 

Emotional Marketing also creates a personality for the brand, in which the consumer will recognize and gravitate towards, further developing the bond between the brand and the consumer. Developing a personality for the brand is critical in emotional branding... and it is established over time.

There have been some amazing emotional marketing & advertising campaigns over the past year, and I've managed to compile my top 5 for the year. Hang onto your seat... and bring a box of Kleenex!

#5. Johnson & Johnson - " For All You Love"

Love is the most powerful thing on the planet. What says "love" more than a beautiful, smiling baby/child? Soft, black and white imagery with subtle product placement, with the retooling of the popular Guns N' Roses "Sweet Child Of Mine" from the late 80's as an angelic lullabye, all combine to restore trust in the Johnson & Johnson brand. Powerful, emotion-provoking piece.


#4. Guinness - "Wheelchair Basketball"



The choices we make reveal the true nature of our character. How powerful that statement is... as well as this commercial. I was absolutely speechless when I saw this for the first time. The first half of this spot just sucks you in, completely unaware of what the commercial is for. The rhythmic build of the music (The Cinematic Orchestra "To Build a Home") works beautifully with the intensity of the game, and the strong message of the voice-over, connecting friendship and character with the Guinness brand. The end frame reveals the tagline "Made of More". Did this provoke the question of "am I made of more (character)" when you viewed this?  Kudos to Guinness for such an incredibly powerful ad with an equally powerful message.


#3. Purina Pro Plan - "Inside Every Good Dog is a Great Dog"

Inside every good dog is a great dog... and how can you not respond emotionally after seeing these dogs! All dog owners/lovers know the power of the pooch on our emotions. Unleash the greatness in your dog by feeding him/her Purina Pro Plan. The music for this spot was written and performed by Tony Rogers, the SVP/Creative Director of Arc Worldwide/Leo Burnett.


#2. Sealy Posturepedic - "Life Before Your Eyes"



Incredibly clever concept of one family's milestones through the "eyes" of a mattress. Beautifully filmed, edited and produced with an original music score... the images tell the story without the need of voiceover. Great emotional connection with the viewer as we all can relate to the special moments in everyday life. An equally clever tagline of "Whatever you do in bed, Sealy supports it".


#1. Budweiser - "Brotherhood"



By far one of the best Super Bowl Ads from 2013, Budweiser does it again with their Clydesdales. The storyline of the connection between the trainer and his horse parallels that emotional bond between parent and child. Since this spot was about raising a Budweiser Clydesdale, product placement was weaved into the story seamlessly (Budweiser truck, Budweiser bottle and newspaper article). "Landslide" by Stevie Nicks/Fleetwood Mac is expressively edited to provide added emotional intensity.


So what are your thoughts?

The Business Website... Part 2

The discussion continues on the top 12 points to keep in mind when designing your new business website. 

So you've mastered that content and professionalism is "king" from the first 6 points to designing your new website. What's left?

7. Make it easy-to-use. The navigation should be easy to maneuver. Branding, email links, phone and social media links should be easily accessible on each page. Text should be easy-to-read and photo galleries should give close-up options. If videos and music are applicable on your site, give the option of a stop or mute button. Keep forms (if necessary) short and simple. The easier your site is to navigate and more visually appealing, the more time clients and potential clients will spend on your site.

8. Differentiate from your competitors. How can you stand out and above your competitors? Be unique... think of creative ways to make your website shine through by offering free downloads or using special offers that just can't be refused.

9. Keep your credibility. If you have to include advertising on your website, make sure it's relevant to your content. Too much advertising can damage your credibility as well as junk up the look of your site. Affiliates you include on your site look like recommendations, so be sure to research these companies and their business practices to ensure that they conduct business professionally.

10. Invest in SEO. What’s the point of having a website if potential clients can’t find you on the internet? Take the time to learn about search engine optimization; or better yet, hire a professional to apply the most creative tactics to ensure that your site is easily accessible on the internet.

11. Incorporate social media. Facebook, Twitter, Linked in, You Tube, etc... stay plugged in and on top of current social media trends to maximize your visibility and client reach.

12. Most of all, LOVE your business. Your business website should show that you love what you do. Once you put your heart into it, your confidence in your products/services will shine through!

The Business Website...

The top 12 points to keep in mind when designing your new business website. 

Part 1 of 2...

Your website will be one of your most valuable marketing tools when it comes to your business. It will most likely be the first place people will look to find out about the products and/or services you offer. When developing your business website, keep these all-important key points in mind.

1. Develop your website for your target market.  You want to appeal to the people that you want to be your clientele, so make sure that your content reflects what your business has to offer. Keep it streamlined for business and not personal. You're providing a solution to their problem, so avoid the sales and marketing tactics.

2. Create great, to-the-point content.  People scan websites as opposed to reading them like a book. Keep your content concise, relevant and informative while providing interest. Organize the information in easy to read columns with short, descriptive headers. Simplicity is the key and ask yourself if you would be interested in reading it. If you’re not the best writer, consider hiring a copywriter to help you with the content to ensure that grammar and sentence structure is correct and to also infuse creative writing techniques. Articles, tips, tutorials, special deals, freebies, etc., are even more ways to generate interest in your content as long as it is applicable.

3. Cut out the clutter.  You want your business message to be crystal clear. Keep the number of pages/links in your site relevant to your services to keep it streamlined. Focusing on the main aspect/service of your business will add more value and professionalism to your website.

4. Invest in professional photography. You want your business website to reflect your highest, most professional standards. So why would you include an out-of-focus "headshot" taken with an outdated digital camera from your college years? You are a business owner... hire a professional to take a photo that reflects your professionalism. Same with stock photography... invest in some key shots that portray your services (if applicable) and review the usage licensing associated with them. The more professional your site looks, the more professionals/target clients you'll attract.

5. Invest in quality, customization and branding. The look of your website will reflect on your business image and the clients you attract (or not attract). Working with an experienced web design/branding professional is the best way to ensure that your site looks good and is up to current website standards. Keeping your brand consistent throughout your website and your other marketing materials (business cards, advertising, etc.) is paramount. 

6. Keep your content up to date. Update your content frequently via a content management system to give your target market reason to visit often.  Add news, new photos/products, blog posts, features, etc. 

Starting with these first steps will ensure that your website is on the path to attract the right clientele. Check back for the next installment of idbd:focus for the next 6 steps to developing a successful business website.