From print and page to panel and pixel, marketing is evolving. Our work as designers requires an always open mind and a lean fitness from our ambition to work on bigger, better projects. But what does it mean to work on bigger and better? No matter the scope of the assignment, you’re needing to focus on three main disciplines to ensure your relationship with the client or customer is solid and ready for future growth, and those are as follows:
When writing copy or throwing up a digital asset for a site, remember to respect the client. Abide by his or her wishes. Never assume a one way, when, in fact, another was the point. This goes tenfold for the proposed customer that is, one day, subject to your design. Never assume, and always be respectful.
But then what does it mean to truly be respectful? Isn’t that a given? It means you are a designer with integrity. You deliver on time and with a fully developed understanding of the mission by asking questions first, implementing changes later. You don’t take things personally, and you’re willing to look like a fool with asking more questions through the process. It is actually more foolish to not ask questions over and over. Design matters too much to save face with assumptions. Never assume.
You’re always at a point of curiosity when it’s the first day. You’ve met with the client, and he or she wants change. They say the project is focused on color and copy and creativity, when, in truth, as with all projects, the focal point is cost. What is the cost per customer acquisition? What is the cost per click? What is the cost for you? Business is business, and you can never fault any client for focusing on the bottom dollar. That’s the point of it all, isn’t it? To focus on the difference between a successful campaign, with great profit, and a not so hot and shiny one, where the client actually provided greater spend for weaker return on investment? Perhaps that designer assumed, and, as we know, that’s a no-no waiting for a loss.
Be curious with your design. Keep that mind of yours, crunching numbers and writing copy, open to new ideas and propositions. But, also, remember to place yourself in the shoes of your client. It’s natural for him or her to express a vision of something pretty. And, sure that comes too. But know that the real mission is growth. He or she might say one thing; it’s your job to read between the lines. Understand the real goal.
With the above mentioned so focused on the bottom dollar, you are to assume being inspirational is then where creativity comes along. Perhaps, but rather we as designers should focus on inspiration as the pivot point with our client, the relationship that cements trust and willingness to change your designs. Being inspirational means you leave the kind of impression that carries far beyond that moment you leave the office, and, with successful inspiration
Thank you for reading. Now, you have a better understanding of the basics from digital analytics. If you have any comments or questions, please drop a line below or contact me directly at: firstname.lastname@example.org