Buying Design Better by Sandra Dartnell : Make Design Happen
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Buying Design Better by Sandra Dartnell : Make Design Happen Subtitle - Making sure that the design you buy results in a quality product that does the job This presentation was developed to educate micro businesses with small budgets. It was presented at Creative Bedfordshire March 2014.
Transcript of Buying Design Better by Sandra Dartnell : Make Design Happen
Buying design better
Making sure that the design you buy results in a quality product that does the job
This is about business
your creative business
What’s important to you
_Products
_Prices
_Your company
Design affects all these things
_Products
_Prices
_Your company
because design communicates how something should be perceived
They might not realise it but design is important to your customers
It informs their decision making
How something should be perceived
_What it is
_What value it has
_Who will want to own or use it
_How it will make someone feel to own or use it
http://www.interview-coach.co.uk/
with style switched off
_Price
_Trust
_Desire
http://www.made-in-china.com/
_Price
_Trust
_Desire
http://www.made-in-china.com/
Design speaks
_when you are not in the room
_when your shop is shut
_online
_when your product is passed on
Design works hard
_to tell people what you are
_who you are
_how to value you
it better be saying what you want it to say, the same thing as you
Because bad design speaks and works as hard as good designit’s important that you think hard about your core design decisions
What do I mean by core design?
_Choice of name
_Choice of logo
_Choice of materials
even before you add any other message
My business face?
_A face to stand out from the crowd
_A face to join a crowd
_Some kind of mask or hat that I put on for business
http://wtespta.org/2012/05/friday-is-hat-day/hats1/
My voice
_From within
_Powerful
_Representative
It’s really important that you take ownership & control of buying design
Helping people buy design better
_Start with knowing who are you
_Create a clear brief
_Aim high and be constrained
Start with knowing who you are
_Functional or luxury
_Cheap or expensive
_Wide or niche
_Often or occasional
_Imagined who your buyer is
_Had a look at competion
You need to develop this to know
_What’s important to you
_What’s important to your customers
_What’s not important to your customers
_What is the benefit of your products
The basis of your business
http://www.nesta.org.uk/publications/creative-enterprise-toolkit
What is it?
_It’s a business planning tool
_Designed for creative minds
_Working out if your idea is a business idea
_Defining your personal & professional values & motives
Solving problems & seeing opportunities starts with knowing yourselfAsk a designer to reflect your business not define it
Design is a powerful problem solver for customers & business owners_Attracts
_Explains
_Stand-out
_Alignment
Design needs a clear brief
_Name
_Business Structure
_Size
_Service Summary
A clear brief
_Why I’m in business/What impact do I want to have
Mission Statement
_My customers buy on the benefits of...
Benefits
_What is really important to me/defines me professionally
Values
What is the problem or opportunity?
_Launching
_Redefining what exists
_Promoting to a new market
_Promoting a discount
_Upselling
A clear brief
_Timeframe
What is essential (minimum viable product)
_Budget
Range ok but must be given and should be real
_Competitors
More for more, more for less, less for less, same?
Aim high and be constrained_You know who you are
_You know how to communicate who you are
_Don’t waste it. Don’t just hand that information over to anyone
It’s really important that you take ownership & control of buying design
Aim high and be constrained
_Look around. See who has design that acts well for their product
_Ask who did it
_Express an interest. Tell them all the facts including budget
_ Ask them for a referral if they can’t help
_Be guided by effective design and by experts
_If you put in the time and communicate clearly you will find
someone you can afford and trust
You only have to find the right person once
That relationship & design can grow
_Evaluate and iterate
_Full identity
_Brand assets
_Marketing
_Followership and advocates
Don’t get boxed-in by lack of awareness, a loose brief and underdog ambitions
THANK YOU.MATERIALS TO EXPLORE OVER THERE...
