Life Imitating Design

No, you can't borrow my studio.

Everyone loses things from time to time. A key for the garden shed; a receipt for a pair of shoes you meant to return; then lens cap off your camera when you’re on holiday. It sucks.

But when somebody else TAKES something from you, it hurts more. The thought of some desperate nuisance deciding to take what isn’t theirs, willingly, is a stinging feeling. It makes you angry, resentful, and somewhat overcautious for a while.

If I lost my phone, the thought of someone else wandering around using MY phone, with MY apps, would be maddening. I paid for that phone, so I should be the one enjoying it. Not them. How dare they? I bought it with my cash, and I deserve to be using it.

So when I have bought software (which can, for something like an Adobe suite, run into thousands of dollars) and I hear of someone else using a copy they downloaded for free, I take it personally. Why should I (the one with a conscience) have to pay for something that other people (without consciences) get to enjoy for free?

Of course, I answered my own question. I like to live with a clear conscience. I like to work (and record music) legally. I like to be able to proudly phone or email tech support when I have an issue, and be able to get all the help I need.

On their website, Adobe have something to say about the effects of software piracy:

Illegal distribution of software affects the worldwide economy. With an estimated 36% piracy rate globally, the economic effects are significant. In 2001, according to the Business Software Alliance, piracy cost the global economy over US$13 billion dollars in lost tax revenues that would benefit local communities. Hundreds of thousands of jobs in software and related industries were also lost.*

In other sources, that figure is as high as $50 billion, but I think $13 billion is high enough. That’s still a mountain of money. Adobe also admits that piracy hinders further development by crippling the revenues of software companies. They go on to state:

Pirated software can carry viruses or may not function at all. Unlicensed users do not receive quality documentation and are not entitled to receive technical support or product upgrades, patches, or updates. Organizational productivity also suffers when employees use pirated products. Pirated software often leads to version control problems that prevent employees from efficiently sharing files, while driving up IT support costs.

Even for self-interest, it would make sense that anyone interested in using a particular piece of software for any length of time would be interested in investing in it’s longevity. As an example, I was using Smultron for some time before it ceased being developed. This was actually due to the developer didn’t “have the time to spend on the applications that they deserve.” Still, I was little upset that there would be no more updates, so when it came to looking for a text editor that had more functionality, I went with a paid option. Imagine if other software would cease to be simply because pirates had stolen revenue from the developers?

Even if you think you aren’t hurting anyone, consider this. You didn’t pay for that software, and you don’t have the right to use it. You’re also hurting the working professionals with a conscience (and need for support and further upgrades) by potentially raising prices.

Honestly – if you’re not using much of this software in your business, you don’t need most of the features anyhow. Here are some free (or cheap) alternatives to software that pirates may be using:

• Photoshop Elements (Image Editor)
• Gimp (Image Editor)
• Open Office (Wordprocessing, spreadsheet, etc)
• SwishMax (Easy Flash creator)
• Audacity (Audio Recording)
• Windows Movie Maker (Video Editing for Windows)
• iMovie (Video Editing for OS X)

Your Business is an Elephant.

Once upon a time (as all true stories begin) there were four blind guys visiting the zoo. When they come to the elephant, they ask the staff if they can be allowed into the pen to feel it. Once inside, they each take a part of the elephant to find out exactly what an elephant is like. Later on, they get together to discuss what they found. One guy felt the trunk and said ‘An elephant is a long, snake-like animal’. Another fellow felt the legs and reported ‘No, an elephant is more like a tree’. The guy who inspected the animal’s side contested ‘An elephant is a huge, leather clad hill’, while the one who had stood at the rear said ‘What are you all talking about? An elephant is just like a piece of rope.’

Who was right?

OK, it’s an old illustration, but it still works. If you talk to a number of professionals about your business, each one will have a different bias towards a different aspect of your business. Some professionals will be more open minded than others, but you will still often hear emphasis placed on different aspects.
One consultant will say you need a blog to market your business. Another will say content is king. A third will say that without great design, nobody will give your materials a second look, while another professional will boldly state that what you really need is search engine optimization.

Who is right?

Yes, you need a blog, but it may or may not replace a website that is capable of so much more. Of course, content is necessary, but it’s important to note that massive amounts of text are wasted on an online audience. Design is only important if it supports the brand and enforces the message, and SEO is vital as long as you are optimizing for the correct keywords (by the way, there are more ways to reach your website than using a search engine…)

Don’t be blinded by one point of view. Get as much advice as you can when it comes to promoting and marketing your business. While many professionals are biased towards their particular offerings, it’s important to keep all aspects of marketing in balance.

To intend, purpose. No lottery here.

This has to be said, so I’m going to say it (yup, hang on to your cap).

There are numerous sites out there that enable business owners to throw in an RFP, get hundreds of options in return, and choose the one they want to pay for. If this doesn’t sound particularly unethical or problematic to you, allow me to talk more on the problems of spec work.

First of all, let’s talk about design. Design is not pure aesthetics. Design is not choosing your favourite colours, finding a pretty font (maybe one that hasn’t been used much because it’s SO unique), and making everything look nice.

Have you ever heard of anyone being ‘lucky’ and making a website just right? Or being lucky enough to have a good looking business card? Or even luckily finding the right can of paint to decorate their living room? (I like to include other design disciplines in the discussion).

You see, graphic design is not about making a huge number of options, throwing them against the wall and seeing which one sticks. That’s for spaghetti, dice and children’s games.

We’re talking business here. The business of graphic design and the business that you are in. If you want to gamble on your business, you may be in the wrong place. Perhaps a poker table might be more suitable, because being in business (as I know you know, whoever you are) is about calculation, planning, strategy and wisdom. Ok, perhaps a little luck, but that’s not luck is it? It’s actually your hard work that others perceive as luck.

There is a reason that building websites, print materials and multimedia productions is called DESIGN. It’s because it takes planning, experience, expertise and a skillset that involves communicating with the client to understand their needs. It’s a process, not an end result.

I’m all for business owners (and others) doing what needs to be done to get the job done. But if you are serious about your business, you need to be serious about how you market and present your brand to others.

Leave your dental work to your dentist, plumbing to a plumber and renovations to a specialist. Don’t leave it up to luck. Leave it to a professional.

Are you confused about what to Twitter or post on Facebook? Don’t be. You already know how!

Using any kind of technology to communicate is more about approach than application. The easiest approach when it comes to updating Facebook, Tweeting, emailing or any other way of reaching others is to consider this: you are reaching people. It sounds obvious and simplistic, but really ,that is all there is to it.

Instead of thinking about sending messages into the stratosphere, consider social media as a kind of conversation. Rather than feeling disconnected, imagine that you are sitting across the table from your audience. Engage in conversations, raise subjects, comment on what you’ve seen or considered.

Most people already know how to use social media, because it’s something they’ve been doing all along – communicating with people. The more layers of technology we invite into our lives, the more we can feel removed from the real essence of communicating. But really things haven’t changed at all.

It’s no fun hanging out with someone who talks about their business all the time – it’s like having coffee with a TV ad playing non-stop. Be human. Be yourself. Converse. Whether you’re in it for personal reasons, or because you want to attract new clients and business, you will find that people like to connect and work with people they like.

You will see my logo more often than these shoes.

Your business is often your biggest investment. Perhaps you don’t have more of your financial assets buried in your venture, but your time is certainly going to be swallowed up by the black hole you created. Whether you a single person business or a team, your time is going to be your most precious resource.

So with so much invested, it only makes sense that you should do your very best to make sure that your best foot is put forward at all times.

But what I really don’t understand, is how someone might spend so much time and effort working on their physical appearance (hair salons, tailored suits, designer labels) and cheap out on their business appearance.

If you are doing business online or with printed materials, you already understand that people are seeing your business without seeing you (others will see your business card, brochure or website long before your meeting). So why shoot yourself in the foot at the first impression with a cheap, poorly conceived and badly executed logo?

Isn’t your logo/wordmark the way that people would remember you? And if not, why have one at all?

Considering investments, a logo is a small one. Computer hardware, software, office rental, signage, printing materials and possibly shoes will all cost more than your logo. Yet, your logo will be there at every brand touchpoint.

Your shoes won’t!