Apr/03/15 03:55 PM
Providing Your Freelances with Effective Feedback
based on the expertise of Paul Jarvis
Your input is important and totally necessary to guide our work. We may not get everything right on the first try. That’s not just okay; it’s part of the process. Here’s how you can provide your freelancers with effective feedback. The magic happens when your hard-earned skills and expertise come together with ours.
Be honest. If you don’t like something, speak up. Your freelancer needs to know before the project gets too far off track.
Be specific. Point out what, exactly, is not working for you, and why it’s not working.
Ask why. If you aren’t sure what your freelancer was thinking, ask them to explain their thinking. Everything done for a project should have a purpose.
Refer to your goals. Relate every piece of criticism back to your goals.
Relate to your audience. Your audience should be top of mind for every decision or critique that you provide. What do they need? What will they love?
PROVIDE DESCRIPTIVE (NOT PRESCRIPTIVE) FEEDBACK
Here are some examples of the difference:
Prescriptive: “make the logo bigger”
Descriptive: “I’m afraid visitors won’t know what site they’re on”
Prescriptive: “change the word “poor” to “bad”
Descriptive: “the word “poor” doesn’t feel like the right tone for my brand”
Prescriptive: “draw that icon using #00a8ff instead of #01a8fe”
Descriptive: “the shade of blue in that icon doesn’t feel vibrant enough for the visual language of my business”
QUESTIONS TO ASK YOURSELF ABOUT A CHANGE REQUEST:
Does this change:
• Reflect your brand, including its tone, visual style, or language?
• Serve the customer or end user? Does it match your research and what you know about their needs, tastes or desires?
• Move us closer to the end goals for the project?
You are an expert in your business and we are experts in our field. The magic happens when our skills and expertise come together. Working together in this way allows us to brainstorm better solutions.
Nov/05/14 11:30 PM Logo Design
Your logo is the visual symbol of your brand. The main element of your logo design–you must to love it! Don’t be afraid to ask for tweaks or different variations until you are completely satisfied. Whether starting a new business or updating your current branding, take into consideration the following design tips for the best logo design.
KEEP IT SIMPLE
The reasons for simplicity are many. Trying to cram too much into a logo will make it look cluttered and confusing. Many times logos need to be printed or viewed at small sizes, and logos with too much going on will be difficult to understand. Avoid photographs or images that include text or lots of fine detail as these lose clarity when used at small dimensions. Try to stick to one, simple shape or symbol for the maximum clarity. A well-designed logo should look great in black and white and at small sizes, without losing its detail.
Don't mess up a good design by applying special effects such as drop shadows or bevels. These effects can quickly be become lost across devices and at smaller sizes, and can reduce the effectiveness of an otherwise great looking logo.
Certain colors can convey meaning to the viewer, although color can also be quite subjective. Soft pastel shades traditionally being chosen in the beauty and health industries, while bright colors are choses by those that want to make a bold impression. For example, orange and yellow may produce a feeling of fun and energy, while blue and gray inspire trust. Regardless of what colors you decide to go with, I recommend is using solid colors rather than shading and gradients.
ENSURE IT WORKS AT ALL SIZES AND IS SCALABLE
This goes back to keeping it simple. Your logo needs to look great at a variety of different dimensions…everything from billboard size to a tiny social media box. A professionally created vector logo will scale properly to any size required without loss of resolution. Logos really should be created as vector art only (.eps, .ai, or .cdr) using a program such as Adobe Illustrator to avoid future problems.
By Diane Foley, Owner, Creative Director, The Visual Sense