Heather McCullough

The Thinking Designer

Heather — Thu, 23 Jul 2009 04:08:08 +0000

I often wonder, do the people I work with know that I think about their business? Do they think I am considering the end goal of a piece? I wonder about this when clunky copy comes across my desk and I question someone about it and nothing changes. That type of interaction is often difficult for the thinking designer, who IS considering the end goal of the piece, who IS trying to add some value to a piece that may be loosing it’s potential impact.

We get the creative brief, review it and then take action to design a piece that meets the business needs of the person requesting it, but what happens when the person requesting the piece doesn’t allow you input on anything beyond the creative layout? Do you make suggestions anyway hoping that at some point the person will figure out that you have been listening all along to their business needs. that your years of experience can be helpful to them? Or do you give way and just give them what they want no matter how dysfunctional it is?

This is where the compromise comes in – where I say YES! But to both options – you must always try to do the best for your clients – always! Try and figure out their motivations – what are they trying to do that you might not be getting – and then have a conversation. Don’t make it a win/loose situation, if you do that you’ll always feel like you’re fighting and it will be come a drain on your creativity.

It’s horrible to say, but designers can be territorial and defensive about their creations – I know I can be at times. However, if we’re truly trying to give the customer what’s best for their business then we shouldn’t be feeling defensive about anything, we should be working with them to solve the problem. Once you get that mind set you can’t feel defeated.

The best materials answer the business need with the design!

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Portfolio Samples

Heather — Mon, 12 Jan 2009 05:53:29 +0000

I’ve recently uploaded a limited sample of some of the work I’ve done. View here : http://heathermccullough.com/portfolio/

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Explain 2 Me

Heather — Sat, 10 Jan 2009 20:58:21 +0000

When dealing with clients, be it in-house or other wise, you have to be able to articulate the dimensionality of your work. Explain why it accomplishes its goals, how it’s balanced and brings the end user to the call to action. Make sure to think through that print ad you just finished – review your creation. If you know the client well enough you should be able to predict one or two objections/edits. Be proactive and address them. Some of us who design from the gut know you have to evaluate at every stage allowing the business part of your head to peek out and have a say.

The more evaluative you are during the creative process the easier it’s going to be to explain the layout to the client – then they’ll know you’re looking out for them as well as the design. Often times this proactive, deliberate approach garners more respect from the client – a win for both of you.

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