Research for Designers

Proper research provides the basis for superior presentations and is a necessary part of branding and design process. The research process is made of these stages:

• Planning
• Source identification
• Assessment
• Note taking
• Making sense of the data

Planning. Good research requires planning, otherwise you might end up collecting a lot of irrelevant data. Brainstorm for five minutes, and jot down the questions you need answered. Refer to your list as you research to stay on track.

Source identification. With your questions in hand, consider what your sources may be. The internet should not be your only source. Consider primary research (data you collect) and secondary research (data other people have collected).

Assessment. As you research, assess the credibility of your sources. Does the newspaper or book have an agenda that would influence their point of view? Commercials promoting milk as a healthy product may be less persuasive when you consider the Dairy Farmers Association paid for the ads. Be critical of the research you review.

Note taking. Record information about your sources, so that you have the research and can find it again if necessary. Take notes of when and where you found the information (include all publication dates and information), relavant statistics, names, ideas, etcetra. Quotations, with the person’s name, title, and affiliations, where the person quoted is famous or would add credibility/validity to the research.

Make sense of the data. It’s nice that you’ve got all this research, but it’s of no use unless you must make meaningful sense of it. Compare the information to your original questions. Ask yourself:

• Have my original questions been answered?
• What new questions have cropped up in my research?
• What surprising information have I found?
• What significant themes and points run through my findings?
• How can I present my findings most effectively?

Research Sources

Libraries. Public libraries contain reference sections, with catalogs, indexes, and other references that anyone can access, and reference librarians can help you find what you’re looking for. If your local library doesn’t have the magazine, journal, or book you want, they may be able to transfer it from another branch, or access it online. College libraries also have reference sections, and keep trade journals and other references on hand. If you’re not a student, you should still be able to access them in person.

Bookstores and publishers. You may was to check web-based bookstores like Amazon, or college bookstores for industry-specific books and journals, if you are specializing in those industries. Check the publishing houses – they may have other relevant publications specific to that industry.

The internet. Of course, you know this. Here are a few resources you might not know about: www.adage.com; www.bigbook.com; www.marketingpower.com; www.allonesearch.com; www.inform.com

Got any more research sources? Let me know in the comments.

The Creative Brief – Essential to a Good Campaign

Behind every successful design is a good creative brief. With a creative brief, both client and designer (or photographer, or creative director, etc.) should understand the company’s background and the purpose of the project, and share expectations about the creative direction.

Although it may seem tedious, writing a clear brief ensures that the client has a united clear sense of purpose, and helps the designer achieve desired results sooner. Writing a good brief helps a marketing team agree on what they want from a project, and may help them realize that a different approach is required; a creative brief can reflect any weaknesses in a marketing strategy.

I have provided our brief template for download. Please use it for any projects you may be considering. (more…)

Recession-Proofing Your Business

Reducing costs doesn’t have to mean losing your edge. Thinking strategically and creatively will keep your message focused on your target market and contribute to your long-term growth. Strategic spending will help you increase market share without increasing your budget.

Work with Justin Ray, owner of Factory on Fire Design to find your unique selling proposition that sets you apart from your competition and pinpoints your message to a specific audience. A distinctive strategy will grab the attention of your ideal customers, build your client base and prepare you for capitalization as markets improve. The cornerstone of an effective strategy is incorporating eye-catching design that will pique your audience’s curiosity and convey your business’s concept and message. A memorable image, a unique website or a one-of-a-kind logo will help to build your company’s brand equity and market position.

Justin has been certified as a professional designer by the Association of Graphic Designers of Canada and can help your business achieve success. By working with him, your business will be well prepared for growth in the face of the recession.

Call Justin for a consultation or project estimate at 604-317-1097 today.