Am I Living in a Box?

Clearly, I am having a hard time keeping up the blogging schedule I set for myself. It's not that I haven't had anything to write about, it's just that we're starting to get into baseball season and things are (finally) picking up around here.

Part of what has been keeping me so busy is that we are getting more projects in the studio that require both writing and design. I feel pretty comfortable with my writing skills, but when it comes time to write for somebody else it just takes me longer to get my mind around it. Part of it is that I have to learn about their business so that I can write about it intelligently. Plus, it takes me a little time to really "get into character," so to speak. It takes time to find the right voice for a project, the right words, and so forth. I'm enjoying the challenge it brings, but it also makes it harder to shift gears back to the blog.

I've also been spending a little more time reading, which is part of what I wanted to write about today. There is a very nice article in the current issue of Wired. The article is all about designing within boundaries and making that work for you instead of against you. The link above will take you to the intro to the article, which mentions the constraints of the page in graphic design. There are linked pages in the article to short pieces about design electric cars, antenna-less cell phones, and building a better plastic bottle.

As I read the piece it dawned on me that this isn't just about design, but it's about everything. Through the limits placed on us by ourselves or by external forces, we are forced to adapt to these constraints. It's either adapt to them or be crippled by them. With the current state of the economy, we are staring into an abyss that could change our way of life for generations. At the same time, though, there's an opportunity there. Not just for the country as a whole, but for many individuals who are choosing to try something new.

I've had three or four new businesses contact me about designing logos and stationery and each new startup excites me. Will every new business be a success? No, they won't. It's a sad fact, but statistically speaking, it is true. The people I've met with know that they are taking a chance by starting a new business, but they aren't willing to let their current constraints dictate how they choose to live their lives—how they design their lives, if you will.

Look at your current situation. What constraints are there upon you? How can you work within or around them? How can you make your situation work better for you? Try to discover the opportunities that are out there that you might be able to take advantage of.

Image above: From Wired, Bryan Christie Design

Think Classy, Be Classy

Here's a very quick marketing tip. This one is both very simple and at the same time it is one of the most-broken rules of marketing. Does your business have an office or storefront open to the public? Take a look around and count the handwritten signs. At least half of the restaurants and stores I go into have handwritten signs somewhere. On the front door, at the cash register, in the restrooms, etc. Do yourself a favor and tear them all down. Immediately. Don't even finish reading this sentence...get up and tear them down.

There is nothing more amateur looking than an establishment who can't take the time to put even a half-ass sign together. Every business in the universe has access to a computer and printer, so there really isn't any good excuse. It's just simple lack of attention to detail. And if your printer at home is ten years old or older, maybe you should consider sending your file to someone else to print (I strongly suggest sending your file anywhere other than Staples, because there really is no telling if they'll be able to figure out the mysteries of your very complex order).

Here is an example of what I am talking about. Once upon a time, there was a restaurant that wanted to position itself as a high-end steakhouse. The restaurant itself was very nice, complete with white linens and entrées starting in the mid- to high-$20s. Not the fanciest or the most expensive, but in a town where the average entrée price is a lot closer to $8, they were trying to win over a more discriminating clientele.

What always stood out to me as I passed the restaurant, though, was that the sign in their front window was a homemade tractor-feed banner. Remember tractor-feed banners? They were very common back in the 80s. And this banner looked like it came right out of the 80s. The ink was a very faded black, the paper had rough edges along the perforations where the tractor feed was removed, and it wasn't hung very well. All in all, the sign didn't communicate anything high-end or classy. It just looked half-assed and cheap. Clearly, they didn't think their restaurant was worth a $150 investment, why would any consumer want to spend good money if they didn't even believe in themselves?

In an era when you can buy 5' x 3' full-color banners for under $150, why go cheap when it comes to signage? Think about that figure...one table for two with appetizers, entrées, and a decent bottle of wine would almost cover the cost of the sign. Okay...fair enough...add in the cost of a quick design and you'd need two tables to cover the cost. How many people may have been willing to give them a shot if it looked like they cared?

Handwritten signs are great examples of one of my favorite business screw ups: tripping over dollars to pick up nickels. Take a little bit of time and, if possible, spend a couple of dollars to upgrade your signage.

I think marketing guru Crash Davis summed it up best when he said, "Think classy, be classy."

Part of the Community

About three weeks ago, I received an e-mail from a woman I met at a Bay Area Chamber of Commerce event. We only met the one time and didn't really know each other, but she wrote to ask if I would be willing to let her son spend a couple of hours in the studio, interviewing me and getting an idea of what it is to be a graphic designer. I think part of why I belong to the Chamber is because I don't just want to have a business here, but I chose to build my life here. And as part of that, I want to be involved with the community. I told her that I was happy to do it so we arranged for her son to come in to the studio for a couple of hours.

The son, whose name I am going to withhold because he is a minor, is a really nice, normal kid. He goes to school at Saginaw Academy of Science & Arts (I didn't even know such a school existed in the area). He likes art, but it isn't his only interest. He came to the studio with a few pages of questions about what I do. As somebody who writes profiles professionally, I have to tell you, he came armed with some really bright questions. I was really impressed with his preparation and we talked for a while about my career and stuff like that.

Time passed very quickly while we just sat there and talked. I asked him a little bit about what sort of art he likes and what he likes to do. In our back-and-forth, I got really excited talking about my career. I came to design through a back door, but I feel really lucky to have a career that I genuinely enjoy. I love going to work, I love being in the studio, doing the actual design, etc. I've never lost sight of how much I appreciate being able to do something I love and get paid for it, but in talking with this young many it sort of rekindled the fire a little bit.

I'm really grateful that I had the opportunity to spend some time talking with him. I know I got a lot out of it and I hope he feels the same way. After he left I was picking things up before heading home and noticed that he left me a message on the Etch-a-Sketch. He also took the time to write me a thank you note and mail it, but for me the Etch-a-Sketch message was perfect. You're welcome.

On a completely unrelated note...I thought I'd do a little show and tell with the other objects in the photo above. Along with the Etch-a-Sketch note we have:

• A photo of myself and Mr. Hockey, Gordie Howe. This photo (taken by Barry Rankin) was taken on an evening when my job was to spend a few hours taking photos of Gordie Howe while he signed autographs. Other than to say hello, we didn't talk during the autograph session, but Gordie kept hamming it up for me. At the end of the evening, I had the chance to go up and chat with him for a minute. I can't tell you what a huge thrill that was!

• A Detroit Red Wings puck autographed by Gordie. He had just been signing his name for most things, but because we had "worked together" he surprised me and personalized it. When he handed it to me he said, "Here you go...To Mr. Photo from Mr. Hockey."

• A signed print of a photo I took of Ryne Sandberg when he was coaching the Peoria Chiefs.

• A photo of me from the first time I met the Stanley Cup. My friend Jim Biewer, now with the Detroit Red Wings, took this photo. I had about thirty minutes where it was just me and the Cup. I took lots of photos, but mostly I just read the names in the rings. I wanted to touch it, but I knew better. In any of the three or four times I've been around the Cup, I haven't touched it.

• Tucked between the Etch-a-Sketch and the Red Wings puck, you can see a Great Lakes Loons baseball peeking out.

Man, do I have a cool job, or what?

Customer Dissatisfaction Department

Our January winner for bad customer service is Staples in Bay City.

I had to run into Staples to have something laminated. While I was at picking up and paying for my order at the copy center desk, I told the girl working behind the counter that I needed to buy five sheets of 11" x 17" paper. Simple request, right?

Me: "Do you have 11" x 17" paper in colors?"

Staples co-worker: "Yes."

"Can I have five sheets on the ivory or the cream?"

"We don't have it in stock...we have to special order it."

Didn't I just ask if you had it? Did she think I was inquiring as to whether or not such 11" x 17" colored paper existed?

"Okay...that's not a problem. Do you have it in stock in white?"

"Yes."

"Great. Can I have five sheets of that?"

"Um...okay...um...we don't...um...we can't really sell you five sheets like that. There isn't a way that we can ring it into our system."

You would think I was asking her to sell me her shoes or something. Even now when I think about it I have to shake my head in disbelief. There are several options she had, any of which would have worked out better than her response. She could have decided to:

1. Sell me the paper as if it were 5 copies. Easy. Problem solved.

2. Give me the paper for free. It's five sheets of paper...they cost you next to nothing. It creates goodwill with a regular customer.

3. Almost anything other than stand there like a deer in the headlights, stammering about point-of-sale systems.

My last job with Kinko's was as a regional trainer, handling customer service classes. This is Customer Service 101, Staples. Hire people who can solve problems, rather than create them. I'll still shop at Staples for supplies sometimes, but from now on my print work will probably end up elsewhere.

These days I frequently hear people blathering on about branding, but the truth is that very few people really have any idea what branding is. It's not your logo, it's not your tagline--it's everything. Including—especially in service businesses—the people who man your registers. In a micro environment like a small city where word of mouth carries a lot of weight, who you hire says more about you than your logo ever will.

Regular or decaf?

As silly as it sounds, I really like pouring the coffee when 989 Design is the Chamber coffee sponsor. I always enjoyed my retail jobs in the past because, on the whole, I really do like people. I may pretend that isn't the case, but there I was this morning with a coffee pot in each hand and a smile on my face.

"Regular or decaf?" I asked.

The studio doesn't get much foot traffic—almost none, in fact. Outside of the mailman and Randy the UPS guy, it's rare to have anyone randomly stop by. So having thirty minutes to socialize and say good morning to a lot of people is fun for me. Plus, if this whole graphic design thing doesn't work out, I think Greg has a spot for me behind the bar. So I've got that going for me.

The hardest part of the coffee sponsorship is having to speak in front of the whole room for two minutes. I never really prepare what I am going to say because I end up sounding like a robot. Instead, I think of a few points I want to hit and wing it, hoping to not hear the bell that indicates I've gone over my two minutes (I'm two-for-two on being on time). Today I talked a little about the studio, a little about the site, pitched the Good Works Group again, and then did a few 15-second spots for the Saginaw Spirit, Great Lakes Loons and Saginaw Bay Symphony Orchestra. I hit all of my points, stayed under two minutes, and didn't throw up on my shoes.

I did get the chance to talk to a few friends and even met a few new people. All in all, I'd say it was a successful morning.

When I first moved to Bay City, I joined the Chamber to get to know more members of the business community in the area. I was new in town and didn't really know anybody. I've been a member of the Chamber for around four years now and even though I wasn't as active a participant in Chamber events the first year or two (which was dumb on my part, I realize, but I'm kind of shy), I've really tried to be more active the past couple of years.

Speaking for two minutes in front of a group of ten is intimidating to me, so doing the soapbox at the breakfast is terrifying, but I really do want to get the message out about 989 Design and the Good Works Group. After the breakfast a lot of people told me that I did a good job and I really appreciate that.

Thanks again for the support, Bay City.

Two Minutes Can Save You Hundreds of Dollars

Do you have a preferred print vendor? The Tri-Cities...er...Great Lakes Bay Region (don't get me started) has a number of commercial print shops to choose from and chances are, if you do much print buying through the year, you have a favorite. It's great to have a relationship that you know you can rely on. You make a phone call and your rep is there to save the day. We're actually really lucky in that out of all of the shops there are several that offer a great combination of excellent quality work and a very high level of service.

The downside of having these great relationships is that sometimes you just quit bothering to comparison shop. When is the last time you quoted your job at another printer? Don't misunderstand me, I'm a very loyal client when it comes to print shops, but different shops have different equipment and may or may not be the best fit for a job. There are many shops who can print an oversize poster, for example, but some of them are better-suited to it than others and the shops who are better-suited for a job, generally can offer better prices as a result of economies of scale. It's rare that your print rep is going to tell you that maybe another shop is a better fit for a job (although it does happen from time to time). Who can blame them? They're paid on commission so they have a vested interest in keeping the job in their hands, no matter what the cost is to you.

In an economic environment like we currently find ourselves in—especially in Michigan where so many businesses are hanging on by a very thin thread—we need to be sure that we are making the most of our money.

Take the time to have another shop quote your next project. It's sad to say, but some shops are really hurting right now and they are very aggressive in their quoting. They are more interested in keeping their presses running, so they are offering great deals.

I recently designed a brochure for one of my larger clients and, as is my practice, I quoted it at the two shops who were the best fit for the project. I knew that either shop would do a great job, so no matter which direction I went I would not be sacrificing quality. I was really surprised, though, when I got the quotes back. One shop was almost double the price of the other shop (at lower quantities). At the quantity we ended up printing, the cost difference amounted to over $700, which was about 30–40% lower than the other shop. In the end we got a product that everybody was very happy with and I saved my clients a chunk of change all because I took the time to send one e-mail.

Time to write one e-mail: 2 minutes.
Cost savings: $700

If you don't have a sales rep from another shop, feel free to e-mail or call and I will give you names and numbers for several shops.