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Buying design better
Making sure that the design you buy results in a quality product that does the job
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This is about business
your creative business
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What’s important to you
_Products
_Prices
_Your company
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Design affects all these things
_Products
_Prices
_Your company
because design communicates how something should be perceived
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They might not realise it but design is important to your customers
It informs their decision making
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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
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http://www.interview-coach.co.uk/
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with style switched off
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_Price
_Trust
_Desire
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http://www.made-in-china.com/
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_Price
_Trust
_Desire
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http://www.made-in-china.com/
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Design speaks
_when you are not in the room
_when your shop is shut
_online
_when your product is passed on
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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
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Because bad design speaks and works as hard as good designit’s important that you think hard about your core design decisions
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What do I mean by core design?
_Choice of name
_Choice of logo
_Choice of materials
even before you add any other message
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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/
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My voice
_From within
_Powerful
_Representative
It’s really important that you take ownership & control of buying design
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Helping people buy design better
_Start with knowing who are you
_Create a clear brief
_Aim high and be constrained
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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
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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
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http://www.nesta.org.uk/publications/creative-enterprise-toolkit
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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
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Solving problems & seeing opportunities starts with knowing yourselfAsk a designer to reflect your business not define it
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Design is a powerful problem solver for customers & business owners_Attracts
_Explains
_Stand-out
_Alignment
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Design needs a clear brief
_Name
_Business Structure
_Size
_Service Summary
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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
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What is the problem or opportunity?
_Launching
_Redefining what exists
_Promoting to a new market
_Promoting a discount
_Upselling
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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?
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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
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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
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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
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THANK YOU.MATERIALS TO EXPLORE OVER THERE...