@melissarachlove @melissalove
WEBSITE TEMPLATES & MATCHING PRINT MARKETING SETS
ARE YOU HAPPY WITH YOUR BRAND?
Bad design happens to good people
WE ALL HAVE TO START SOMEWHERE melissa love design
“Hello� I create gorgeous branding, lovely websites & killer blogs for creative professionals. Come and say hello.
twitter // melissarachlove facebook // melissalovedesign www.melissalove.co.uk
WHAT IS A BRAND?
WHAT IS A BRAND?
+ =
MAGIC
WHAT IS A BRAND?
“A brand is a person’s gut feeling about a product, service, or company.” “A brand isn’t a brand until customers develop an emotional connection with it.” “…brands speak to the mind and heart”
BRAND SHOPPING
GENUINE CONNECTIONS
MAKE IT PERSONAL MAKE IT AUTHENTIC BE HONEST
PERSONAL
PERSONAL
GETTING INSPIRED
BE ORGANISED ABOUT IT
BRAND LANGUAGE + VISUAL INSPIRATION = MAGIC
THE CREATIVE PROCESS: THE LANGUAGE
THE CREATIVE PROCESS: THE LANGUAGE 1. Who is your ideal client? 2. Where do they work, rest & play? 3. What brands would they admire 4. What would you want them to say about your business? 5. What is your approach to capturing images? 6. What is your signature style? 7. What are you passionate about? 8. Who and what inspires you?
THE DREADED ABOUT PAGE DON’T BE THESE PEOPLE The third person ghostwriter The boring CV lister The mysterious artist The under-confident boaster - qualifications - blog badges - press - testimonials
IT’S NOT ABOUT YOU AT ALL. IT’S ABOUT WHAT YOU CAN DO FOR THEM.
WHAT MAKES YOU SO SPECIAL? WILL YOU BE LIKE-MINDED? WHAT NEED WILL YOU FULFILL FOR THEM? WHY CHOOSE YOU OVER SOMEONE ELSE?
USE YOUR SECRET WEAPON
ABOUT
ABOUT Life is precious. We have 28,000 days to live and to love. Moments spill from a life lived. The time I fell off the bike with my brother and needed stitches. The love and loss of a mother. The first kiss in a game of spin the bottle. The disappointment at failed exams. The achievement of passing them and going on to a marketing degree at University in Edinburgh. The year studying and making friends in Sweden. Buying my first house in Belfast. Moving to London and working in the sky (28 floors up in the Gherkin). Taking my first photography course and finding my passion for capturing life better. The invitation to shoot a wedding in Australia, and the moment on Tom and Lorelie's wedding day that I decided I wanted to be a photographer for the rest of my life. Falling in love.
CRAFTING A STRAPLINE Aspirational Truthful Genuine
EXERCISE
5 POINTS WHICH TELL ME WHY I SHOULD BOOK YOU OVER THE COMPETITION
WHAT MAKES YOU SO SPECIAL? WILL YOU BE LIKE-MINDED? WHAT NEED WILL YOU FULFILL FOR THEM? WHY CHOOSE YOU OVER SOMEONE ELSE?
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
THE CREATIVE PROCESS: VISUAL INSPIRATION
1. COLOUR 2. TEXTURE, SHAPE & PATTERN 3. TYPOGRAPHY 4. STYLE 5. SCRAPBOOK (IF USED) 6. YOUR SIGNATURE IMAGES
THE CREATIVE PROCESS: VISUAL INSPIRATION 1. COLOUR 2. TEXTURE, SHAPE & PATTERN 3. TYPOGRAPHY
1. 2. 3. 4.
A PALETTE OF 3-5 TONING COLOURS A SET OF DESIGN ELEMENTS FOR EVERY SITUATION 3 FONTS THAT WORK TOGETHER SEAMLESSLY A CLEAR BRAND STATEMENT THAT SUPPORTS THE VISUAL THEME
COLOUR
THE FOUNDATION COLOUR The workhorse THE COMPLEMENTARY MIDRANGE Two tones from the same range THE HIGHLIGHT COLOUR The attention grabber
COLOUR
COLOUR
COLOUR
COLOUR
PROTECT YOUR BRAND
PROTECT YOUR BRAND
www.mattparryphotography.co.uk
TEXTURE, SHAPE & PATTERN
1-2 TEXTURES (optional) For background & for controlling flow STRUCTURAL ELEMENTS For navigation & breaking up space DECORATIVE ELEMENTS For drawing attention & for functional elements
TEXTURE, SHAPE & PATTERN
ZACH & JODY GRAY
ZACH & JODY GRAY
ZACH & JODY GRAY
weddings.zachandjody.com www.zachandjody.com
FONTS / TYPOGRAPHY
3 FONTS For headlines For contrasting sub-headings For body copy For drawing attention
FONT FAMILIES - SERIFS
FONT FAMILIES - SANS SERIFS
FONT FAMILIES - DISPLAY / SCRIPT
3 FONT RULE
ONE FONT
SIMPLE TEXT LOGO
FONTS
FONTS
HOW DOES IT ALL COME TOGETHER?
Sweet Pea & George
COLOUR - SWEETPEA & GEORGE
TEXTURE / SHAPE / PATTERN - SWEETPEA & GEORGE
TYPOGRAPHY - SWEETPEA & GEORGE
THE MOOD BOARD
THE LOGO PROCESS
THE LOGO PROCESS
THE LOGO
THE BRAND GUIDE
THE BRAND CONCEPT
THE WEBSITE
THE FINAL TEST YOU
X YOUR IDEAL CLIENT
YOUR WORK
ATTRACT OR REPEL
LIFELINE PHOTOGRAPHY
NOW WHAT?
CAN YOU DO THIS YOURSELF?
WHAT TO EXPECT FROM A GRAPHIC DESIGNER A STYLE GUIDE / BRAND KIT Colour references Fonts Design elements Logo variations Original vector files - eps or ai Mockups for print & web A clear timetable for delivery
HOW OFTEN DO YOU NEED TO UPDATE?
DON’T PANIC!
DON’T PROCRASTINATE DON’T THROW THE BABY OUT WITH THE BATHWATER BE THE ORGANISED CREATIVE
5 GOLDEN RULES OF CREATING A BRAND
1. 2. 3. 4. 5.
Don’t brand shop Language & visuals should work together not in spite of each other Your brand is not for everyone (attract or repel) Your brand will change & grow Your dream brand already exists. It will not be created by a graphic designer.
BE MORE KYLIE!
@melissarachlove @melissalove
HOW DO HUMANS ENGAGE WITH WEBSITES?
They don’t. People rarely read web pages word by word. Instead they scan the page, picking out individual pages and sentences. *
84% only scan a new page 16% read the whole page *Jakob Neilson
WHAT ARE YOUR VISITORS DOING?
ENGAGEMENT
WHAT DO WEB VISITORS HATE? 1. Autosound 2. Pop ups 3. Slow load time 4. Pagination 5. Confusing navigation 6. Video only 7. Typos 8. Tumbleweeds 9. Lack of clarity 10. Key information is hidden
TO PRICE OR NOT TO PRICE
WWW.DEVLINPHOTOS.CO.UK
WHAT DO WEB VISITORS LOVE?
Fast load speed - image size (www.jpegmini.com) - caching plugins (W3 Total Cache)
WHAT DO WEB VISITORS LOVE?
Scannable text - highlighted key words - meaningful subheadings - bulleted lists - much less text than you think you need - one idea per paragraph
SCANNABLE TEXT
WHAT DO WEB VISITORS LOVE? Ease of use on all devices - fixed width (need to give a better option than pinch & zoom) - responsive
FIXED WIDTH VS RESPONSIVE
THE CUSTOMER JOURNEY •
First time user experience -
•
left brain vs right brain number of clicks to goal
Returning user experience -
number of clicks to goal
NEW VS RETURNING
LOVE AT FIRST CLICK COMPELLING CONTENT Control the user experience by telling the story the way you want it told. Natural & logical THINK CONVERSATION
BUILDING THE CONVERSATION
WHO YOU ARE WHAT YOU DO WHY YOU’RE A GOOD FIT THE EVIDENCE THE CONTACT
THE PAGE STRUCTURE ATTRACTION REACTION DIRECTION • • •
Important information above the fold Left - right - left - progression Centre or bottom right for action
THE SCENT TRAIL Make it easy to sniff out information Make sure the scenery is pretty along the way Don’t lead them down any dead ends Leave breadcrumbs ‘Dorothy’ options - single click to key decision points Good visual signposts
VISUAL SIGNPOSTS
VISUAL SIGNPOSTS
TELL THE EMOTIONAL STORY THROUGH LANGUAGE THROUGH IMAGES
LANGUAGE DON’T Use slang. “Lol”. Use jargon - “details”, “posing”, “formals”, “bridals” Use hyperbole - “the hottest ever”, “coolest locations ever”
DO Be personal Be conversational Be confident Be brief
THROUGH IMAGES
REMEMBER THIS? Life is precious. We have 28,000 days to live and to love. Moments spill from a life lived. The time I fell off the bike with my brother and needed stitches. The love and loss of a mother. The first kiss in a game of spin the bottle. The disappointment at failed exams. The achievement of passing them and going on to a marketing degree at University in Edinburgh. The year studying and making friends in Sweden. Buying my first house in Belfast. Moving to London and working in the sky (28 floors up in the Gherkin). Taking my first photography course and finding my passion for capturing life better. The invitation to shoot a wedding in Australia, and the moment on Tom and Lorelie's wedding day that I decided I wanted to be a photographer for the rest of my life. Falling in love. Donal is an internationally travelled destination wedding photographer, who calls Derry~Londonderry home.
IT’S OK TO HAVE SOME FUN
IT’S OK TO HAVE SOME FUN
GOLDEN RULES
• • • • • • • •
Understand what your Analytics are telling you and act on it Write your copy for the scanning generation Be briefer than you think Be as genuine as you dare Control the experience & tell your story Get the technical details right Keep the conversation going Have some fun. People remember fun.
WEBSITE & BLOG OPTIONS template site
hybrid systems
wordpress site
hand-coded html or wordpress site
cheap
dear little or no flexibility
good SEO performance
best SEO performance
good SEO performance
may not have great mobile capability
good design flexibility
easy to update but has design limitations when DIY
difficult to update but completely custom
easy to set up
may be mobile-ready
mobile-ready
mobile-ready
no coding required
no coding required
some coding required
coding required
RECOMMENDATIONS NON - WORDPRESS SOLUTIONS SHOWIT (includes WordPress hosting) QUEENSBERRY WORKSPACE (includes WordPress hosting & proofing) SQUARESPACE (includes their own version of a blog) ZENFOLIO (includes their own version of a blog + proofing)
WORDPRESS SOLUTIONS PROPHOTO5 DIVI FROM ELEGANT THEMES
RECOMMENDATIONS FOR YOUR DOMAIN NAME HOSTING •
Choosing a domain name
DOMAIN NAME HOSTING SHOULD INCLUDE • • • • •
Email hosting Domain mapping Support for subdomains Auto renewals so you don’t ever let your domain expire Easy transfer in and out in case you ever need to move your domain name
RECOMMENDATIONS FOR YOUR WEB HOSTING • • • • • •
Ability to grow with your business. ie. you can get more space when you need it Email hosting included (most do these days) Support services that suit you. eg. If you prefer to call / live chat / email, make sure they offer that The option to have an SSL certificate (if you plan to trade online this can help both with security and SEO) One click installs of popular applications like WordPress Consider where their servers are
GET IN TOUCH
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BESPOKE20
@melissarachlove @melissalove