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he other day an ecademy member showed me an article about how creative workers (designers) should follow and learn from financial workers to become more business acute. The overall theme suggested that designers are creative but not natural business people and struggle with running a real business. They should get help from the specialists with a financial background to succeed.

There is much to learn from financial specialists and it would certainly help any business not just a creative one but IMHO it’ the financiers who should be learning from us (the designer). Here it comes, a very bold statement.

Designers make the best business men/women.

The idea of a designer dressed in baggy jeans and a t-shirt, drinking copulas amounts of coffee combined with quick microwave snacks whilst sitting on their Mac listening to music and creating brilliant but irrelevant pieces of work for personal purposes is still very real and vivid BUT there are also the alternative versions. Designers today come in many forms and they have moved up a step, capitalizing on technology, knowledge and ambition.

What other business sector do you know (including financial) who can use their professional background to generate a business idea, research it, conceptualise it, utilse modern technology, brand it, market it, sell it and make it a reality whilst keeping it all in house.

Todays designer takes on a varied selection of roles which intertwine with each other and expand into other sectors. This builds the experience that the designer needs to contend as a great business person. A designer can learn how to do the job of others but not just anyone can learn to be a designer.

Right now you may be saying “If you’re so good why aren’t you a millionaire?”
Well, I am, thanks very muchsmile I’m a gazzillionaire ( gazzilionaire???, maybe I do need financial help)

“okay why aren’t all designers millionaires?”

Businesses revolve around their assets, some have a shop, some a product, some have tools. A designer on the other hand has nothing just them self, the possibility of an idea and a cultured skill set.

People walk into shops without being invited, people buy products on a daily basis but who will pay for an idea. Forget buying it, can you sell it?
Why designers are the best business people but not necessarily millionaires, because they take hardest job. They make a sale out of pure trust, they sell you something thats not physical, they sell ideas which you don’t even know about, they sell the making of a business.

You may well now ask is that really a great person, one who chooses to sell something which doesn’t sell. It’s a good point and raises the question, “what makes a good business person, one whose a millionaire or one who does the impossible?”

Designers are good business people but you can’t define a good business person by their industry whether it be design, finance or anything else. The human character has too many variables to make a generic stereotype of anyone. The best business people are not designers or financial experts but people who do the impossible.

5 of my most valued design tools. I’m talking about the little specific details which make life so much easier for a designer:

1.)Ink dropper/Colour picker - When I was a young ladsmile my first experience of digital graphics was Windows Paint (lol). Easily enough I figured out what each tool did, except for the ink dropper. I could see what it did but I thought “What exactly is the point?”

Today it’s probably the tool I use the most. It’s a generic tool which every piece of creative software has. If it doesn’t then it should have. I even hate the fact that other creative software like Word and Dreamweaver don’t have it because it makes like so much easier.

2.) Pen and paper - Forget your computer. For complete creative action the pen and paper always wins hands down. Even if it’s a down and dirty sketch, it just helps to get that idea on paper.

3.) The box - Whether it’s a shoddy 1 colour newsletter from a political party or a stunning glossy magazine advert, I have a box full of varied design inspiration.

4.) The graphics tablet - After you get one you won’t draw with a mouse ever again. I can’t imagine how I did it before.

5.) Stock photos - I like to think I can take a good photo but it’s harder and more time consuming then it looks.
Stock photos can be the start of a great idea.

Conceptstore has created its very own first full font and we’re giving it away for free. It’s a sans font and I’ve named it Tectro. I designed it with the intention of being a modern, warm but slightly techy character and I hope it shows through. It’s quite a nice font and a designer will probably make more use of it then anyone else but nether the less please feel free to download and use it whoever you are.

Tectro.ttf

Below is a line up of people and I’m pretty sure that everyone will make their first impression of each person based on their looks. How does that particular person’s image make you feel and what does it conjure in your head. Every opinion will be different but the overall impressions will generically be the same.

Below is another line up of the same people, this time with different clothing. Looking at the same people again in a different light should produce at least a slightly different message, an alternative from the one made above.

What has this got to do with deciphering fonts?

Like people fonts have certain visual characteristics which can be used to judge them but a font is not as bold as a person, or is it? Maybe they are but you just don’t know what you’re looking at.
Below are several general font characteristics which will help you to decipher the underlying message the next time you see a font.

Serifs - Serifs are the little bits which hang off of the end of a letter. They add clarity and style to a font although they’re considered a more traditional element used through the ages of writing to provide a professional sense of prestige. They can be sharp, curved, blocky or take on any shape as long as there are present.

Sans-serif - A font without serifs. Its like striping away all the décor left with something minimalistically modern. Sans-serifs in its basic form create a contemporary and professional image with a hint of warmth.

Body weight - The weight being how thick the stroke is. A stroke shows boldness in a letter as the weight differs. Obviously something thicker creates a brave impact whilst something thin is a subtle approach.

Spacing/Tracking - Are the letters condensed or extremely spaced out. Condensing a set of letters might make a cuter, well rounded word whilst spreading letters out may signify a clearer significant single message.

Body size/kerning - The weight may be thick or thin but how about the space the individual letter takes up. Is it a round fat letter which uses two spaces to make a warmer gesture or a thin letter using little space to send a slick stylish message?

Unique characters - Every font Is different so look out for the unique characteristics such as cuts, or odd versions of any of the above as this will be a tell tale as to what that font is trying to suggest.

The above characteristics are the general typical interpretation used to decipher a font but what if we put them in different clothes.

Adding a different colour, layout or changing any of the unlimited general elements above (even slightly) can create a significantly different message. With endless possibilities how can you communicate the right message for your business? Hire a designer, they’ll have a library of varied fonts and know how to project the right message for you by using the right combination of elements.

Next time you see a logo, poster, or credits for a tv program think about the above elements and you should be able to tell what message is being projected without even reading the word.

With regards to films you’ll even be able to tell what type of ilm it will be based on font used in the opening credits.

They take on many forms such as a signature, a monthly newsletter or even an unrequested email shot. HTML emails are as common as physical junk mail.

Are they easy to create? Well there actually not. 50% of web design knowledge goes out of the window when designing a HTML email. Unlike websites the technology of email design hasn’t really moved anywhere, in fact I find that it’s a lot more technical then building a website. It’s like having your hair cut with a knife instead of a pair of scissors. It’s doable but inefficient and limited. If you practice though, you can achieve what’s required. Essentially you’re going back to basics.

Do they work? Yes they can, if executed well but there are 100’s variables to consider which can affect the outcome of your HTML email. Each email client reacts differently to a HTML email. The final HTML email you create may not be the actual email the recipient sees. Some email clients don’t even allow HTML emails so how do you overcome this……….. With good design.

Design & development - I always say it but on this occasion it’s actually the make or break element in your campaign. “Design is the most important factor of the HTML email”. Without a professional design, the email will not even be viewable so here’s what to do.

Correct formatting -You have to go back to basics and preferably hand code the email using inline formatting and tables. Without this method your email will not appear as it should be or it may not even show up at all.

Text - Create the main text in “text format” so the content is always readable by both disabled users and the variety of email clients which don’t accept HTML emails. Do not embed the main text in an image, it lowers the chance of your email being viewed.

Place a “can’t see, click here to view link” at the top of the email to counteract any email client which does not read HTML emails. Upload your email to your server and keep it there. It acts as a backup copy as well.

Images - Images are not sent with the email like an attachment. They should be uploaded to your server and linked to via HTML. The email then pulls in the images for display. Make sure all your images contain alt tags. Just in case the image doesn’t appear, it can be replaced by text instead. It also helps disabled users to read through your content.
Use good graphic design to make it an eye-catching email.

Subscribe & Unsubscribe - Make sure you have these links so people can opt out or in of your emails. It’s a requirement!

Layout

Another variable introduced by email clients is the size of display. This variable is also affected by monitor sizes and resolution. Someone may have a 19inch screen at 1024×768 whilst another may have a 12″ laptop screen at 800×600. This means the size of the display the email has fit into can change from one user to another and ultimately your email may look different from user to user. To ensure your email is displayed and viewed correctly, it should be no wider then 600 px in width, preferably 500px to be safe.

Email shots seem to follow the same method of layout because the design capability is limited. You also have one quick chance to catch the reader’s attention and make your pitch so the typical method is probably the best method, “a one column scrolling down sales pitch.” The key is to be specific with your TA. Make it relevant and credible, not spammy in any way.

Distribution

Lists - You need someone to send the email to. You can do this in one of three ways.
1- your own subscriber list
2- buy a list from a list company
3- Buy a list from a company who will also send your email for you.

If you have your own list then you may be interested in getting your own software to send the email out on your own. There are also some free versions but have limited capabilities.

Buying a list ultimately means you are spamming. You are not allowed to send emails to anyone who has not specifically given you their email address and consent to do so. This can get you blacklisted. In saying this many still buy lists and run successful email campaigns so just be careful in your selection

Hiring a company to send your list can be helpful. They take the risk of being blacklisted but have ways and means around that. They also provide stats on how your campaign is going.

Testing - Test your email. Open an account with various email clients and Send it to your address such as hotmail, yahoo, outlook, horde, and others to see how the appearance comes out.

Some examples of good HTML emails: