6 Tools Every Designer Needs

If you are a graphic designer, you are probably extremely familiar with Illustrator, Photoshop, and the like. After all, these programs have become foundational tools for graphic design, as we know it. These programs are so widely used that many people know them like the back of their hand.

However, there are so many additional, might I even say essential, tools out there that work along with these programs and help take your designs to the next level. Some of these are more specific to graphic design, while others are focused on improving productivity or effectiveness. I thought I’d share some of my favorites with you.

1.) Jumpcut

This tool is especially useful when it comes to designing work for clients based off of a brief or document. It is an application that gives you the ability to access all text that you’ve copied or pasted, not just the most recent. It’s a relatively simple tool that allows you to increase the size of your clipboard to hold multiple things at once.

2.) iDisplay

Don’t you wish you had a second screen to work off of? Well, with iDisplay, now you do! It allows you to mirror image from your main display onto your tablet, smartphone or laptop. You can finally de-clutter your desktop and focus on your work, all with your portable secondary display.

3.) WeTransfer

My team and I couldn’t work without this application! WeTransfer allows you to send big files to any recipient via email, without getting stuck or delayed in spam filters. You can send up to 2GB per email for free, or pay for the “plus” account and get up to 10GB. It’s really simple, straightforward, and quite frankly, a lifesaver.

4.) WhatTheFont

Have you ever stumbled across the perfect font but couldn’t figure out what it is or what it’s called? WhatTheFont solves this issue. You simply upload an image of the desired font to the site and it gives you the closest matches from their database. If you still can’t figure it out, you can also post in the WhatTheFont forum and talk with others who may be able to help you.

5.) ColorKit

ColorKit is essentially a color organization tool to increase your productivity. It’s similar to Photoshop’s swatches, but it allows you to create your own collections of colors with just a few clicks. You can also connect colors with shapes or text and change them all with a single click. It will save you a lot of time – trust me.

6.) LittleIpsum

If you are working on a design but don’t have exactly copy yet, then you should consider trying LittleIpsum. This free app generates Latin text – words, sentences, or paragraphs – for you to use as a placeholder. It’s fast and really simple to use. You won’t have to delay or stop your creative genius to wait for copy.

Have you heard of or used any of these tools before? What other apps or sites would you add to our list? Share your favorite tools with us below!

How To Write A Blog

If you are like most people, blog writing can seem scary and daunting. Any time you put something out there for the world to see, it’s only natural to feel a little anxious and a little insecure. However, with the evolving market, growth of digital, and rise of content marketing, creating and curating content is no longer optional.

Blogging allows you to share your knowledge with a larger audience and position yourself as an expert in your field. It gives you a channel to connect with potential customers and lends a voice to your brand. If you are new to the world of blogging, the easiest way to squash initial fears is not to run for the hills, but to follow a template or format guide. It takes some of the pressure off and is an easy way for you to communicate your words in a layout that your readers will understand and appreciate. Like any other skill, the more you practice it, the better you become and the more comfortable it feels.

To help you along your way to becoming an expert blogger, I wanted to share the general blog format that I follow:

Introductory paragraph – Give a brief introduction to what you are about to discuss in the blog. Use this paragraph to connect with your readers and hook them in; in other words, show them why the rest of the blog is worth reading! This paragraph should be about 3 sentences. Sometimes it is also a good place to share a personal story or experience and open up to your readers.

Overview of topic – Use the second paragraph to review your topic more specifically. Provide a brief definition or example, if necessary. Give your readers all of the background information they need to fully understand the remainder of the blog. This section should be 3-5 sentences. Some people will use storytelling in their blogs and this is a good place to share how your story relates to the topic you are discussing.

Sentence leading into bullet points – Use one sentence to lead your audience into the bullet points. Three to five bullet points per blog are ideal. You should try to use bullets (or bolded headings, as I am now) whenever possible because it breaks up the content for your audience and makes it easier to read and comprehend. It also allows people with limited time to skim the article and still gather all of the main points.

Bullets – Break up the main section of your blog post into 3-5 bullet points. This should be the bulk of your content and should be the area you want readers to zone in on. For each bullet point, provide a 2-5 sentence explanation where you can elaborate in greater detail for your readers.

Conclusion – Your conclusion paragraph should include a few sentences wrapping up the main points of the blog. Provide a brief summary of what you just explained and don’t forget to state why it’s important or why it matters.

Questions for engagement – I always like to end a blog post with a few questions for readers to answer. It opens up the floor for a larger discussion to take place and it gives them an opportunity to engage and share their experiences or feedback with you.

If you follow a simple, straightforward template like the one above, writing your first few blogs will be a breeze. Using a format will give you more confidence in your writing and will naturally walk you through the blog writing process. Of course, every blog or topic is different, so be sure to tailor your format to your specific needs. For instance, certain topics may need more explanation upfront in the introduction, while another topic may require 7 bullet points, but minimal overview.

Finally, if this format seems too strict for you, remember that the main point of blogging is to share and engage readers to build your brand. Other formats for blogs can include checklists, short stories, straight sharing of data or even infographics. There is no right or wrong way to blog.

What other blog writing tips do you have for new writers? Do you use your own blog writing format already? We’d love to hear from you!

Work/Life Integration: The New Way

There continues to be a lot of talk lately about “work/life balance.” You’ve heard the arguments – people need to be able to balance their family and personal lives with their professional selves. Quite frankly, there aren’t enough hours in the day to participate fully in both. As we all know, life happens during that 9-5 (or 8-6) work window and can’t be ignored.

As Millennials began entering the workplace, they introduced a whole new set of ideas and demands regarding work/life balance. They started to change up the way traditional business operated and are a strong part of the reason (along with the emergence and growth of technology) as to why we have more flexibility now than ever before. But let me tell you something; Millennials don’t want work/life balance, they want work/life integration. These two words may sound like synonyms to some, but they are extremely different.

So what is the difference? For the Traditionalists, Baby Boomers and many of the Gen X folks, life is compartmentalized into work and home. You step from one box into the other and one must respect those boundaries. Today, not everyone may desire work/life integration since everyone has different preferences when it comes to their work style and jobs. However, we’ve seen a large movement in favor of this work style, and research shows that there are many benefits to integrating both work and life.

Work/life integration focuses on the idea of blending the personal and professional selves versus compartmentalizing, in order to be most successful and involved in both. Although work/life balance was a good first step, as we’ve grown as a culture, we’ve come to the realization that it may not be practical to keep both identities separate or compartmentalized. Work life integration is becoming the new norm.

Here are a few reasons why we are moving so quickly toward work/life integration:

More remote workers/freelancers – There are more remote workers and freelancers now than ever before. Offsite employees and virtual offices have increased dramatically over the past few years, and for good reason. Research shows that remote workers or freelance hires are just as productive as employees in the office. Remote offices also save money for organizations and costs. At the end of the day, employees should be rewarded based on the work they produce, not how much face time they spend in the office. Companies are finally starting to grasp and embrace that.

Technology – Obviously, work/life integration would not be possible without technology. Laptops, the Internet, cell phones, video conferencing and email allow employees to work virtually anywhere with connectivity! It is now possible to answer emails and submit proposals late at night, while traveling, or even on weekends, whereas in the past this was not the case.

Productivity – Think about it: where are you most productive? The answer for many of you may not be “in the office,” especially depending on what type of field you are in. Studies have shown that some people are more productive in the comfort of their own space, while others may produce better work in a quiet area like a library or study. Again, everybody has their own preferences and companies that embrace work/life integration with flexible policies allow workers to be their most productive selves, whatever that may mean.

Boundaries are blurred – Let’s face it, the boundaries between work life and personal life are blurred. This holds especially true for employees who are caregiving for children and/or elderly parents. Sometimes “life” cannot be ignored. By mastering work/life integration, companies are giving employees the freedom to float between both throughout the day. Employees, in turn, are less stressed and more productive, as they have the ability to manage their own time effectively.

Happier employees – Giving employees the power of choice leads to happier workers overall. Whether they choose to make use of flexible policies or not, having the choice to do so creates a positive company culture. Happy employees have higher retention rates and stay with companies for longer, so everybody wins.

Clearly, there are many reasons why we are moving toward work/life integration – and even more reasons as to why this is a good thing. Teams will be stronger and more efficient in the long run, and employees will be happier and more engaged when they have more control over their schedules.

What do you think about the concept of work/life integration? Do you feel like employees would benefit from greater flexibility? Share your opinion with us below.

Why Your Brand Should Use Experiential Marketing

The other day, I received a J. Peterman Company catalogue in the mail. I did not even realize I subscribed to this catalogue; however, this time it caught my eye. As I began to flip through the pages, I realized how unique the premise really is. Despite all of the Seinfeld jokes, there really is something proprietary to this method of business. J. Peterman makes excellent use of experiential marketing techniques and it made me smile.

The idea of experiential marketing is not new, and has been until now, widely underutilized. Although many of you already know, experiential marketing is built on the idea of helping consumers experience and engage with a brand by giving them a consistent message they can touch, feel, view or participate with (sorry to end with a preposition). In our ever-pervasive digital world and increased online shopping, do consumers still crave a tangible brand experience?

As it turns out, they do! Companies that use experiential marketing techniques and strategies have had major success. J. Peterman is able to create an experience around his brand through the hand drawn images of the clothes (versus standard photography) and exotic, story-like descriptions of each item he sells. The consumer can instantly envision the brand’s story – and more importantly – their role in it. They even refer to the catalogue as the “Owner’s Manual” versus a standard or generic “Spring Catalogue,” thus further differentiating themselves from the other brands in the industry. It’s like reading a collection of short stories, each description more interesting than the last.

Whether you engage your customer on large or a small scale, there are many benefits to experiential marketing. Here are a few:

It saves time. Time is valuable (but you already knew this!) Traditional marketing relies on putting out advertisements, commercials, and promotions and hoping that they snag someone’s attention. Consumers have grown accustomed to this and have learned how to tune it out. They are just too busy. Experiential marketing takes a different approach. Creating a brand experience, whether it is through an event, sponsorship, or other method, entices consumers to willingly spend time with your brand. Viewers become engaged and opt in on their own time. See the difference?

Engages through storytelling. Storytelling is everything. Having a story to tell, whether it relates to your mission statement, company culture, customer service beliefs, or organizational values, makes you much more attractive to a potential customer. Having a story makes you memorable and consumers can identify more easily with your brand. Your brand becomes so much more than a product or service, it becomes the experience.

Strengthens value through personalization. Allowing consumers to engage and take part in your brand is very personal and unselfish. The experience is different for each and every person, which makes what you are selling more valuable. Let’s say you and your team decide to embark on a ground tour where you travel the country and distribute samples of your product to consumers. The act of personal engagement with each and every customer creates a memorable and meaningful experience that they will remember. Research shows that customers are far more likely to buy a product if their experience with the brand is both memorable and meaningful. It’s quite simple – experiential marketing is more personal than a widespread advertisement.

Allows for interactive conversation. Communication is no longer a one-way street (as it was in the past with traditional advertisements and commercials). Marketing is now interactive with both sides actively participating in their roles. Experiential marketing allows for this two-way conversation to happen. Consumers feel as if they have a say and a voice in the process, and in turn, brands show they care about their customers and their feedback. This conversation is also amplified through the use of social media, where consumers have the ability to follow and communicate directly with brands online.

The marketing game has changed. Today’s consumer expects so much more from brands when it comes to delivery, product formulation, mission, and marketing practices. In order to compete, we need to think outside the box and start creating experiences for our consumers to engage with. Experiential marketing builds trust, and trust builds repeat purchase and loyalty.

What are some of your favorite experiential marketing success stories? Has your company used any of these techniques? Share your insight with us in the comment box below!

How to Create a Strong and Concise Packaging Hierarchy

Do you ever see a package and just say, “Wow that is beautiful”? On the contrary, do you ever look at a product and have no idea what they are selling, why it is important, or what to look at first? Those are two very extreme examples of how a strong and well thought out hierarchy can effect packaging and leave an impression on your customer.

Knowing your product and hierarchy of information is so important. You can have an amazing product, but if you can’t convey that on the packaging (through the way and order in which you communicate) then no one will know.

I have had many clients that want to put everything on the front panel. They say, “…But it’s all important!” Yes, but no. Customers only take 2-3 seconds to read and absorb information on packaging. That’s not a very long time.

Studies show that customers will actually interact with your package differently each and every time they encounter it. The first time, they may spend the majority of time reading and investigating the package. The second encounter, they may just skim the copy but enjoy the appetite appeal or interesting photography. The third time, they start to recognize colors, shapes and graphics. And so on…

Knowing what you want to communicate and the order of importance of that information is KEY to connecting quickly and communicating with a customer.

Here are a few things to think about as you are creating a strong brand and package hierarchy:

What is the feel of brand/ package? Yes, information is important, but that first impression will be a total snapshot of your brand. Do you want to communicate heritage? Modern innovation? Strong appetite appeal? When you know your positioning, you can more clearly write and define your words and hierarchy so that it aligns with the marketing objectives.

What do you HAVE to communicate? Know what you are required to say and what the regulatory rules are that you have live with. A good designer can integrate regulatory information in a way that meets the standards, but does not distract from the marketing objective and shelf impact.

What do you WANT to communicate? What results, feelings, or impressions do you want the consumer to have when they engage with the package? Do you want their mouth to water because of the delicious photography? Do you want them to be given a list of claims that justify the purchase? Write all of them down, then number them in order of priority. This will give you a chance to really decide what is important, and what is there as extra information. Remember, there are so many other places to tell your story. It doesn’t all have to fit on the front panel.

KISS – (Keep It Simple Stupid) – You’ve heard it before: simple is better, less is more. It really is true. Just look at Apple packaging and ask yourself, do I want that or a Microsoft box? (Sorry Microsoft.) There is elegance in simplicity in our over-communicated lives. So pretend that you can only have 2-3 callouts. What will they be? Determine what you MUST say and try to stick with that.

Now write it down – Here is a list. Feel free to use it and apply it to your own brand.

1. Brand position – What do I want to convey?
2. What MUST I communicate?
   1. Net weight or content statement
   2. Mandatory claims (regulated information)
   3. Product name
   4. Sub-descriptors (flavor, artificially flavored, enhanced, etc.)
3. What do I WANT to communicate?
   1. Brand logo
   2. Claims
   3. Benefits
   4. Results
   5. Imagery
   6. Violators (new, low fat, etc.)

Now number these in the order of importance. Share the list with your design team and trust them to figure out how to visually communicate that order using type, color, size and graphics.

Taking the time to figure out your hierarchy of information will make this process a lot easier for your team. Commit to fully completing and reviewing this internal document with your team before you start design. Your results will be: a faster time to shelf, less revisions, clear communication, happy customers and ultimately, more sales!

How do you organize information and callouts on your packaging? How do you structure communication in order to connect with your clients? Let us know your thoughts in the comment box below.