ARTICLE
Scott Design is celebrating 25 years this year, and though the tools we use to create, and the media our clients use to reach their customers may have changed since we started, the essentials of good design and effective marketing haven’t changed. Every project we work on presents the same challenge to create clear, concise communications to a targeted audience, with a compelling call to action. Timelines are always short, every piece needs to be well designed and error-free, and all of the many integrated pieces need to present a consistent branding story. Even if color trends change and font styles evolve, good design is timeless. Clean layout, natural hierarchy, organization of content, striking imagery, and clear copywriting are the best ways to engage an audience, wherever they are seeing your message. In 1993, most of our work involved designing and producing printed marketing pieces. While the process of designing and producing brochures, packaging, and direct mail was the same as it is today, once the design was completed, we spent hours at press checks, making sure that everything looked great before a quarter-million pieces were printed and mailed. Now, our work ends up almost exclusively online, either as websites, emails, or web apps. Fortunately, if something needs to be changed after a website launches or an app goes live, we can change it instantly. The closest we get to our pre-press checklist — to avoid printing hundreds of thousands of brochures incorrectly — is going through our deployment checklist to prevent sending hundreds of thousands of people an email with an error in it. But the underlying processes, strategies, and philosophies haven’t changed all that much. Let’s take a look back at what some experts were saying about design, marketing, and innovation in 1993. It’s amazing how true these statements still are today. Read the rest of this blog post here.
Scott Design is celebrating 25 years this year, and though the tools we use to create, and the media our clients use to reach their customers may have changed since we started, the essentials of good design and effective marketing haven’t changed.
Every project we work on presents the same challenge to create clear, concise communications to a targeted audience, with a compelling call to action. Timelines are always short, every piece needs to be well designed and error-free, and all of the many integrated pieces need to present a consistent branding story. Even if color trends change and font styles evolve, good design is timeless. Clean layout, natural hierarchy, organization of content, striking imagery, and clear copywriting are the best ways to engage an audience, wherever they are seeing your message.
In 1993, most of our work involved designing and producing printed marketing pieces. While the process of designing and producing brochures, packaging, and direct mail was the same as it is today, once the design was completed, we spent hours at press checks, making sure that everything looked great before a quarter-million pieces were printed and mailed.
Now, our work ends up almost exclusively online, either as websites, emails, or web apps. Fortunately, if something needs to be changed after a website launches or an app goes live, we can change it instantly. The closest we get to our pre-press checklist — to avoid printing hundreds of thousands of brochures incorrectly — is going through our deployment checklist to prevent sending hundreds of thousands of people an email with an error in it.
But the underlying processes, strategies, and philosophies haven’t changed all that much. Let’s take a look back at what some experts were saying about design, marketing, and innovation in 1993. It’s amazing how true these statements still are today. Read the rest of this blog post here.