Why a “simple” logo or basic web site can be a complicated project
Often the most simple looking product or image can be a very complicated undertaking. The fact that something looks like an easy task or has minimal elements can be very deceptive and cause a lot of misunderstandings.
People are often shocked when they discover the price some companies charge for a logo or web site when they are other tools or services that “create” a logo or basic web site for “next to nothing”. What causes this confusion? Usually people will see a web site or logo and they know that they are tools to quickly put something together but what is often not understood is the time it takes to get it right. It’s not about the web or graphic designers skills or the tools they have but rather their time and approach to getting to know the client and their company brand and translating that into a logo, web site, print project or portable media that clearly communicates the companies mission and makes interaction with the public easy.
The only exception to this is if a company is recreating or optimizing something already in existence like when we covert a low resolution graphic into a high resolution vector graphic or edit some text. Creating something new that is a quality work takes time. The time can be a concentrated at the beginning of the process or constantly over time until it is right.
Our goal is to communicate with our customers as much as possible at the beginning. It may take several meetings or a longer meeting at the beginning but in the long run time will be saved when it comes to getting it right. A designer can be the most creative person on the planet but unless they know you and your company, what you think would be an easy project could be more complicated that it needs to be.
Any project, be it cooking dinner, writing an article, or creating a creative marketing piece can take longer than expected if preparation is not taken into account. If you tell your designer to “just be creative, I know you’ll come up with something good.” You’ll be in for a long drawn out process. Communicate who you are clearly, have any content like articles, company info, photos and other previous images available. If you’re a designer be prepared with a list of comprehensive questions and requirements that will draw out the information you need. Have you experienced a project that has taken longer than expected or been surprised at how some simple preparation has saved a lot of time?
March 13th, 2008 at 10:10 pm
You make some very good points. I would just add to the “make a list of comprehensive questions” comment. In this new age of digital delivery, knowing what the client really wants from the start is critical. Nothing puts a strain on a business relationship then when the customer says one thing but really means to say something else. No matter the reason, lack of knowledge, poor communication, and/or incorrect terminology, the customer leaves upset and the business suffers. It’s not enough to say, I just need some pictures on my website, or a radio spot produced, or a tv commercial edited. Without making the customer aware of all your needs from the start, the business is just setting itself up for a bad experience. Would love to know if you go through a checklist of sorts? I have a somewhat modified form when working on projects.
March 14th, 2008 at 4:31 pm
When you (either Patrick or Stefan) figure out how to efficiently herd that pack of “preparation cats”… LET ME KNOW!!!
I’ve been doing this for more than a decade now and preparation time is the biggest time suck/ stumbling block, especially when working with the “marketing virgin” client.
The client who has already prepared marketing products such as sales brochures, sales letters, logos, etc is INFINITELY easier to work with than the one who answers the question about logos with, “Logo? Logo? I don’t need no stinkin’ logo!”
For many new business owners, the logo is the HARDEST part of the process. It’s the first time they’ve tried to condense their “business identity” into a two dimensional image. That’s why the first “item” on my “checklist” is to ask, “Do you have a logo?”
The thing about “checklists” is my client’s don’t read them. (If yours do, then I’m really jealous!) Checklists are useful to help keep ME organized though.
The problem is clients don’t know what they don’t know and they don’t discover the depths of what they don’t know until they’re deep in the development process.
You know what they say… experience is when you learn from YOUR mistakes… wisdom is when you learn from someone ELSE’S mistakes. When someone is determined to create their own set of “experiences” there’s not much you can do other than take their money and do as you’re told. After all, this isn’t your first rodeo… and wisdom would be seeking YOUR advice now… wouldn’t it?
March 14th, 2008 at 5:29 pm
Thank you Kathy and Stefan for your comments. We are constantly refining our questions based on past “experiences” and yes I am researching the work and advice of others in the field. I’m also glad to see you took the time to share your feelings on the matter as it helps magnify this situation.
One thing we have adopted in our business is our commitment to compelling content. We require at least the basic needed content from a customer or when won’t even begin the design process be it for print or web. Our company is not in the business of creating empty shells. If a customer doesn’t agree or is not ready then maybe they are not ready for us. Yes, we might lose a customer but it’s already saved us time and heartache.
If they don’t have the content we will certainly help them develop it, for reasonable charge. This results in one of two things, We earn more writing copy, photographing or graphic design or if the customer doesn’t want to spend the extra money with us they will gather the material together sooner so we can begin the technical part of the project.
The goal is to help our clients deliver compelling content so they can general more sales, membership, etc.
I’m sure I will be writing more on this process in the days and weeks ahead.
March 18th, 2008 at 8:26 am
[...] a previous article I mentioned how apparently simple projects like a basic web site or logo can take a long time and become complicated if proper planning is not taken into consideration. I would rather work with [...]