On top of Karl Lagerfeld’s work, Jean Paul Gaultier teamed up with Diet Coke to produce a line of “Tattoo” aluminium bottles, displaying the many iconic designs of Gaultier’s label. Diet Coke finally forged a friendship with the fashion industry and it was looking good. Not only was this exciting news for those who were Diet Coke/ Jean Paul Gaultier fans, but packaging design nerds everywhere rejoiced. Coke was bringing back their retro bottle design and they were adding some much needed flavor to it (still calorie free). Though, the bottle designs weren’t too outlandish, making the “tattoos” recognizable to most of their consumers. Diet Coke was finally joining the tattoo trend.

Not too long after the Jean Paul Gaultier collaboration with Diet Coke, Marc Jacobs jumped on the bandwagon as the new creative director. Jacobs wouldn’t just design a new series of cans, the high-profile designer would also be the new face (and body) of the Diet Coke ads. To celebrate the 30 years since the launch of Diet Coke, the new creative director designed three new cans that would symbolize each decade. The designs were sweet, simple and appealing to the general public. While Gaultier’s designs were intricate and bold, Jacobs took a minimalist approach. The three new cans and bottles come along with codes, giving fans a chance to win their very own Marc Jacobs tote.
Diet Coke has long appealed to the fashion-savvy crowd with designer collaborations since 2003, but now they’ve taken it a step further with their most recent bottle designs. Though, we’d be interested to see if Coca-Cola ever decided to collaborate with smaller, lesser known designers, rather than big names and personalities. For the sake of packaging design, I’m sure that would be a very interesting collaboration.

Gabriel and I had the fortunate experience of being invited to speak at the Dieline Forum out in LA last Friday.  As neuromarketing is one of my big passions, we decided to put together a presentation on neuropackaging and how we leverage neurological insights to better target consumers.  One of the biggest parts of targeting the subconscious brain is by employing the 5 senses.  Here is a glimpse into targeting consumers multisensorially through your packaging.

As much as we think we are in control of our decision making process and purchasing behavior, much of it actually takes place in the subconscious.

The old brain, also known as the reptilian brain, is largely responsible for the decision making process.  But since it’s been developing for 450 million years, long before language, it is very influenced by design and symbols.  Thus, targeting the senses is a huge part of communicating to the decision making subconscious part of the brain.

When designing packaging we have to keep these 9 scientifically proven variables in check to attract the most attention possible.

Some of these elements are self-explanatory such as color, intensity, etc.  But lets take a closer look at the less obvious ones.  The brain compartmentalizes and classifies experiences based on patterns.  The goal for design is to tap into those records to provide stimuli with known or familiar imagery and leverage the reaction in our favor.

1. Attraction – We are emotional and social beings and we are naturally attracted to familiar objects such as a friendly face or a happy dog. Pictures of human beings and objects we can connect with to increase empathy resonate with the subconscious.
2. Text- The old brain cannot understand words but they still effect the design. It has been proven that the complexity of the font used can actually alter the perception of how complicated your product or service is.
3. Intersection – Our eyes constantly search for patterns.  When anything breaks those patterns it becomes the center of attention.
4. Density – Our eyes scan packages to search for blocks of information.  These can be images, text or textures.  In order to help the brain understand good packaging, designers order information into logical groups. Additionally, research shows that focus is maximized when there are 3 groups of information and no more than 5.  So keep that in mind.

Sound is strongly tied to our experience of a product and in turn, the perceived efficacy and satiation. Our ears can perceive around 300,000 different sounds that number decreases with age. The brain builds association with these sounds that can be invaluable to packaging.

So how do we make tasty packaging? We don’t need to; the brain takes care of that for us. When the brain processes images of melted rich chocolate or a gourmet sounding flavor, the descriptive text instantly triggers the memories of what it is like to consume that particular food. Yet 80% of taste is smell, When we experience taste, we are more often than not, experiencing smell.

Scent is one of our strongest ties to memory and therefore integral in the brand experience.  Studies have shown that people can recall a scent with 65 percent accuracy after one year; visual memory sinks to just 50 percent after a few months. Brands use scent in 3 ways, to actually smell the product (in the case of fragrance or candles), to develop an identity around a scent like Axe, or to trigger the idea of smell.

Studies have shown that the tactile qualities of packaging are key factors in cuing to the brain the quality and value of the product inside, weight being the major factor.  Rough textures have been linked to rejection as smooth ones have been linked to appeal. So choose wisely!

For more information on Neuropackaging design and how we can help you, call 212.738.9229 or email us at info@imagemme.com

Whenever we put together a creative brief for our clients, we also outline how we will evaluate key deliverables and define the measures for success.  However, when those deliverables are creative, there is a certain degree of subjectivity.  And you often break the “rules of success” when creating something revolutionary.  That said, there are certain elements that will always drive a package to success.

1.     Visibility: Clutter is a very real problem on store shelves.  So the biggest challenge with any package design is to break through that clutter while still being contextually relevant.  Eye tracking studies suggest that consumers actually miss two-thirds of the products on the shelf, even when they are engaged in a shopping experience.  A solid understanding of how the product will be merchandized is key.  Understanding that brands have little control in the retail environment and that they might need to design for the worst-case scenario, helps brands design for visibility.  When trying to cultivate visibility, the use of color or white space can work in your favor.  Garnier Fructis, for example, utilizes a bright neon green and when all its products reside together on the shelf, it creates a big impact.  In a world of over-stimulation, it seems that simplicity creates the most contrast and allows you to stand out on shelves.

2.     Shopability: Ever wonder why so many new product launches fail?  The marketplace is inundated with choices and oftentimes when faced with too many difficult choices, consumers will revert back to what they know.  When designing for shopability, it’s more than just helping consumers find the right products, it’s about demonstrating the relationship between products and how they all work together or separately.  Defining the differentiators of each products and clearly outlining the products unique benefits is ultimately what gets shoppers to trade up.

3.     Differentiation: Unfortunately, purchase decisions are often emotional rather than fact-based and their intuition is largely based on packaging design.  Your packaging needs to own an element of intuition in order to stand out from competitors.  In other words, your package, at first glance, needs to appear to be the healthiest, most refreshing, most functional etc.  Then the claims and supporting material convince the consumer on a rational level, but the key is differentiation.

4.     Messaging: Always design for a single, clear message.  Eye tracking studies suggest consumers spend only 5 seconds analyzing a package, so in this case, having one clear claim that stands out is the most effective.  Studies suggest that adding an additional claim does not lead to additional time spent viewing the packaging.  So in attempting to convey everything to a consumer, you could be conveying nothing.  Shoppers only take into consideration 3-4 concepts when viewing your packaging (the branding, the main visual, the product description and one claim), so keep it simple if you are looking to drive impact.

5.     Consumption: After you’ve gotten consumers to make a purchase, your work is nowhere near done.  Once the product has been taken home, we have to be concerned with ease-of-use and functionality in order for consumers to make a repeat purchase.  Where a package is stored has a big impact on its repurchase frequency.  Products that are stored in the Fridge or on the counter are a constant reminder of the brand.  Packages that extend into new usage situations also drive greater consumption from great visibility.  Take, for example, the on-the-go category.  Consumers are now using products in new situations and there is the potential for sharing which then perpetuates greater brand awareness amongst the target.

6.     Sustainability: Retailers and consumers are becoming more and more aware of the environmental impact of packaging.  Some retailers, such as Walmart, keep scorecards on how the packaging measures up.  Designing for sustainability can actually help drive shelf impact and drive a sale.  Oftentimes removing secondary packaging allows consumers to see a product or interact with it more directly, increasing the likelihood to purchase.

As socio-cultural trends evolve, it is of the utmost importance to involve the consumer in the packaging design process to identify what resonates with them and what doesn’t.  Identifying which are the most important claims to bring forth, and co-creating contextual relevance on the shelf are the keys to creating successful packaging and gaining alignment.

Designers, marketers and strategists alike pour over brands for thousands upon thousands of hours to cultivate the right images and send the right cues to consumers.  When start-ups come to me with homemade clip-art packaging I cringe, not only for their lack of appreciation for the scientific nature of my job, but for their inability to understand the grave importance of selecting or designing the right imagery.

When Evian created a label for their water bottle, they opted for crisp peaks that reflected the French Alp heritage of this pure mineral water.  The images are sharp, refreshing and natural and speak to the purity of the brand.  The light blue tinge of the bottle creates an ice-cold air encasing the most refreshing water that will ever pass through your lips.  Or so they lead you to believe.

Sometimes labels, at first glance, can see to be purveyors of extreme hyperbole.  Everybody knows that sipping a bottle of Evian wont whisk you away to the Alps, or make you any more French, but there is a method to this marketing madness.  The reason that subtle, even innocuous images can be so persuasive is because of their ability to wreak havoc on our subconscious.  What happens is that our brains connect the dots and paint a story based on the loose information it finds of a label.  So we see French Alps, we read “natural” and soon our brain starts to draw conclusions about purity, serenity, nature and peacefulness.  Soon enough our brain starts to think that if we want water in it’s freshest, most unadulterated form, we have to buy Evian.

Sound a little far fetched?  Our brains are hardwired to connect the dots and create associations, even if the writing isn’t exactly on the wall.  Thanks to the pattern recognition software we are born with, we often form associations that aren’t there.  The claims on any package are, of course, of the utmost importance, but our brains aren’t taking them at face value.  Our subconscious takes in the information, paints a picture based on the visual and verbal cues and settles on the functional and emotional benefits of your product, whether it’s there in black and white, or not.  So next time you’re deciding between clip art, and a custom image that speaks the value of your brand, ask yourself, what speaks to the ideals of the consumers and will get them to paint the picture you are longing to create?

This isn’t your parents’ election!

A completely broad statement in many ways, but thanks to burgeoning social technologies, this election is indeed a special one. Foremost, the meeting of digital media and politics is an important player in this year’s presidential election. This time around, we get to see the real affect that social platforms have on big issues. Is social media seriously impacting the election? Will we judge the merit of a candidate based on their ability to tweet? Using platforms like Facebook is a great way to measure the current approval ratings for both Romney and Obama. Sadly, Romney has yet to create his own Pinterest account. Womp womp.

Social Networking

In order to win an election, you need social validation. After a provocative ad or momentous speech, if Obama or Romney sees a spike in their Twitter followers, that’s a social thumbs up. Same goes for when a candidate makes a blunder. That candidate will feel the wrath in real time! Bottom line, Romney and Obama can’t hide from the public this time around. America is there, glaring at them through their “interactions” tab.

This generation of voters is also big on co-creation. As such, we are seeing a lot of chatter on social networks about the candidates. Memes and infographics have also been a great way to gauge the current political climate. Playing on the friction between Democrats and Republicans, there seems to be a ton of visual content out there with the aim of helping people make informed decisions. Infographics tend to break down complex issues with palatable, ADHD-friendly images.

Sites for the Politically Disinclined

On top of the many hilarious Twitter handles out there, certain sites have come into existence that make the political process a good time. Every 4 years, politicians and campaign managers try to get the “kids” involved with catchy political messages and colorful posters. While the previously mentioned gimmicks might work, sites like “ElectNext” make the voting process clearer and even, dare I say it, fun. A cross between OKCupid and a voting booth, ElectNext helps you choose your ideal candidate through a matching process. First off, you select issues dearest to your heart (i.e. Gun Control, Abortion, Gay Rights). You then answer ten questions on the issues selected. From there, ElectNext finds your “Top Matches”, the candidates you best align with. Making the voting process more fab than drab, sites like ElectNext inform, rather than lecture.

Many doubt the impact emerging technologies have on social welfare, but digital media is definitely urging the public to make educated decisions this election. Whether it’s through a humorous Twitter account, a Facebook page, or a smashing new site, new media acts as both a thermometer and a classroom for politics.

According to Forrester Research, consumers find themselves reining in purchase behavior when there is a lack of information or compelling marketing messaging.  When there’s an absence of appropriate and targeted information the product fails to stimulate the part of the brain responsible for buying decisions.  The old brain, or the brain stem (the part of the brain responsible for survival), searches for information that creates a sense of urgency and encourages consumers to buy in that very moment.  The old brain longs to be “called to action.”

This is where differentiation becomes key.  To drive consumers into action and get them to move away from the status quo, you need to highlight how a change from homeostasis would benefit them.  The brain also loves contrast, so creating messaging that shows an evolution or a “from a to b” scenario has proven very effective.

While working on a national infomercial for one of our clients, this case was proven through and through. One of the most effective tools throughout the show were the use of the before and after images.  Demonstrating to consumers how they can progress from their current situation to a future one creates promise and speaks to the part of the old brain that wants to get into action.  It takes us from apathy to excitement pulling in the emotional centers of the brain while also speaking to the old brain.  Then following those images with a call to action creates marketing magic.

So when you’re putting together your marketing plan, don’t just look at the competitive landscape.  Look at the current consumer, their reasons for buying and identify ways to take them from apathetic to excited by involving them in the brand.  The brain is longing to get into action, it just needs the right prompts.

…by Genna AlTai

So what’s the big difference between Beijing 2008 and London 2012?

Well, since 2008, YouTube now has 147.4 million unique viewers, a huge chunk of the world’s population has a Facebook profile, and Olympians have decided taking to Twitter to convey the behemoth emotional weight the games puts on them is an appropriate outlet.

Digital media has taken up such a large part of the London 2012 games, it has even been dubbed the “the social media Olympics” by the IOC (International Olympics Committee). Yet, no one really predicted that platforms like Twitter would be getting athletes and journalists into some serious trouble. One Swiss soccer player, Michael Morganella, was banned for mentioning on Twitter that he wanted to “beat up” the South Korean team and then continued by calling the opposing players a “bunch of Mongoloids” in a Tweet. Another athlete, Voula Papachristou, was ousted from her national team for mentioning on Twitter, “With so many Africans in Greece, at least the West Nile mosquitoes will eat home made food!” The IOC is taking social media seriously this time around and are apparently not afraid to make an example out of loose-tongued athletes. In addition to a few Olympians, one British reporter was banned from Twitter for mentioning the email address of NBC Olympics president Gary Zenkel. The ever-growing importance of each individual’s digital presence should, apparently, not be taken lightly. Social media is allowing for an uncensored and truly candid picture of what happens at the games, both in and out of the competitions.

Of course, not all online profiles belonging to athletes result in doom and expulsion. Personal profiles belonging to Olympians offer real-time coverage of London 2012. Never have we seen the games through the eyes of an athlete, unless through awkward interviews post-race, which don’t always truly reflect what the Olympian is thinking or feeling.  Consumers, for the first time, can understand the emotional impact of the Olympics in real time through the athlete’s social media accounts. How are the athletes really feeling, not just performing?  We feel the heartbeat and true human emotion behind these “brands” that have been cultivated and packaged into endorsement deals and saleable entities.  For the first time, we see the true human behind the packaged horsepower and it makes for a whole different viewing experience.

While Twitter is proving to be quite deadly or an exposé for some athletes, social media is still immensely useful for many major brands. Recently, Coca-Cola launched an online campaign for Vitamin Water featuring their new mantra “Skip the Dip” to coincide with the 2012 games. On a grander scale, Coca-Cola’s “Move to the Beat” campaign, which can be seen on their YouTube channel, convinced audiences the brand was far more aligned with the London 2012 games than competitor PepsiCo. On a more on-site level, fast-food giant McDonalds now features QR codes on the packaging at their Olympic Park location to supply customers up-to-date nutritional information. From major sponsors, to smaller brands trying to ride the wave of the games, social media has provided an immersion point for brands of all sizes to engage consumers in a relevant and timely manner.

Both audiences and athletes feel the palpable shift in engagement from the 2008 games to the 2012 Olympic games, and there is no doubt that social media has had a considerable impact on this year’s Olympics thus far. Whether it’s through real-time Tweets from emotional athletes or with packaging innovation, London 2012 mirrors the major changes in the world’s digital landscape and we can’t wait to see what 2016 brings!

In modern marketing it seems that QR codes and NFC tags are synonymous with ‘cheap and cutting edge.’ Both QR codes and NFC have their shortcomings, however, and misuse of either one could mean a lot of trouble for your brand. This article aims at giving a brief summary of QR codes and NFC, the limitations that both technologies carry with them, the possibilities they offer and some guidelines to consider when implementing them into your brand.

NFC

NFC stands for Near Field Communication. If a smartphone is equipped properly, it can instantaneously react with an NCF tag. The NFC tag can be used to send the phone to a webpage, set up instant payment or check in to a location. For the creative programmer there are many more ways to use NFCs, but they do require a manufactured tag in order to use. While NFC has been around since 2004, it has been a little bit slow to catch on in the Western World.
A piece Screen Media Daily. published in 2011 states, “An estimated 1 in 5 smartphones will have NFC functionality by 2014, according to a recent report from Juniper Research. That’s almost 300 million handsets and more than half of those will be in North America. Mobile carriers are working to incorporate NFC capabilities into their networks, as there are major revenue opportunities from mobile commerce, banking, and ticketing transactions.” Consider those numbers carefully.

QR Codes

QR, or Quick Response, codes are matrix barcodes that direct smartphones to certain locations on the web or perform various other functions. They require barcode readers or other, similar apps in order to be utilized by the consumer. They can direct a customer to a payment page, your website or a funny cat video on YouTube. QR codes have been around since 1994, but many modern businesses have recently adapted them due to their extremely inexpensive, easy-to-use nature.

Limitations

NFC cannot be used be as many people as QR codes can. The iPhone does not currently offer NFC support, and many other phones are not equipped with NFC technology. In some devices NFC recognition is a severe drain on the phone’s battery life if left in active mode. It can also end in the unexpected result of the device scanning every NFC tag in its immediate vicinity, which could cause some problems. Finally, whereas QR codes can be scanned from nearly any distance, NFC tags require the consumer to be in close proximity to them in order to work correctly.
QR codes, on the other hand, can be a little bit clumsy. Sometimes a consumer’s shaky hand will result in the improper reading of the code and sometimes the corresponding reader app will fail to recognize the code. QR codes are comparatively much slower to respond than NFC tags. In addition, real instant payment isn’t possible with QR codes—the code can easily send a phone to an appropriate Paypal page, but it cannot automatically charge their credit or debit card for a service. Google has mostly abandoned QR codes in favor of NFC, which some analysts see as a sign of NFC’s superiority and some see as an act of venality. It also bears mentioning that many people see QR codes as an eyesore, though there are many ways to improve their aesthetic appeal.

Possibilities

As stated previously, NFC works very well for completing instant payments with a smartphone. It can charge a credit or debit card directly when tapped against an appropriate tag. NFC can be used to open hotel doors, purchase or redeem tickets at live music or sporting events, connect with other NFC devices and perform in a number of creative ways. For instance, one gentleman put an NFC tag on the phone cradle inside of his car. He programmed the tag to open Google Maps when the phone was tapped against it, resulting in some hands-free navigation. NFC tags can be used in a huge variety of creative, outside-the-box marketing strategies for your brand. An independent movie theater might, for example, might use an NFC tag both for ticketing purposes, to give the customer a coupon for 20% off a medium sized bag of popcorn and give a friendly reminder to silence the phone before the film starts.
Though they do suffer from the limitations listed above, QR codes are a “sky is the limit” technology when they work properly. A business can route its customer to any number of places: a special happy hour menu, a blog post, a video, a section of the company’s website or really any place that exists on the web. For example, a design firm might place a little QR code on a poster, flyer or billboard. It could direct the consumer to the design firm’s webpage, but it could also direct them to an insightful page or video that explains how the design came to be and where the concept came from, which might make that consumer feel directly connected to the designer. Think of the implications.

Guidelines

There are many things to consider for a brand when using QR codes and NFC. The most important guideline is this—make sure you have a plan. If your marketing plan is solid and it includes QR codes, NCF or both at the same time then it will pan out just fine. When you start erratically using either one of these technologies, however, problems are going to arise. Make sure you know exactly what you’re doing with them and why you’re doing it. A potential customer is going to be extremely frustrated if the results of tapping a phone against an NFC tag are underwhelming or unsatisfactory, and the same thing applies to scanning a QR code. If your brand prides itself with being on the cutting edge of technology, make sure that your QR codes and NFC tags are secure and that they work properly. Always test out a tag or code before releasing it to the general public. For anything that requires instant action or gratification, consider using NFC instead of QR codes. Also keep in mind that if you rely too heavily on either one of these technologies that you’re going to alienate a large amount of people who aren’t heavy smartphone users.
There are also some budget concerns to consider. QR codes are nearly free to use and have great potential, but NFC tags cost money and usually must be ordered directly from a manufacturer. If your brand relies heavily on QR codes, you’ll likely need to pay some money to make sure the codes are secure and to track their usage. Beyond budget, though, there’s on more important thing to consider: QR codes and NFC can work together extremely well. A good, creative brand will benefit largely from using both technologies for one single campaign. It’s easy to print a QR code on an NFC tag, for example. The two can work together to make a stunning impression for your brand.

NFC and QR codes both have their pros and cons, and should by no means represent your brand’s entire strategy. They can be used as a valuable tool when you plan ahead, do your research and exercise creativity in their implementation. Above all, make sure the consumer actually knows that you’re offering these kinds of interactivity, since there’s nothing worse than spending money on technology that goes unused even by the tech-savvy.

Adam Farwell is an online publisher for custom design t-shirt printer Blue Cotton. He enjoys writing about design, marketing, and creative projects.

My initial glance at the beverage marketplace took me to evaluate creative assets such as advertisements and packaging.  Their tactics where similar in nature to other categories, touting benefits from the emotional to the physical.

My next step was to evaluate the products themselves.  That’s when I realized the answer lies not in the marketing communications, but in the product development.  In fact, sugar is one of the most addictive substances, supposedly 4 times more addictive than some illegal drugs.  Some groups argue that because of it’s addictive nature, sugar should be regulated in the same way drugs are.

According to a recent study published in Nature Neuroscience, high-fat and high-calorie foods affect the brain in the same way that illegal drugs do…it activates the release of dopamine signaling a euphoric feeling.  The same study suggests that it can lead to compulsive eating and drinking habits, because you yearn for more and more over time.

Similarly, drinks laden with caffeine also activate the pleasure centers of the brain by providing a shot of adrenaline and slowing the reabsorption of dopamine for a prolonged “happy” feeling.   Beverages heavy with sugar and caffeine have created marketing magic as they’ll never have to rationally convince consumers of the need to buy the products.  They are chemically dependent on them.  Whether you buy brand a, or brand b is another story all together, but the need will always be there.

So when consumers are saying the proposed beverage ban would be an infringement on personal freedoms are they thinking about the constitution or are they simply the charged words of a sugar addict looking for their next fix?

The design process is fundamentally a creative process. Unfortunately, clients who hire a designer for whatever reason (a logo, graphic, website, etc.), often want it to be a straightforward mechanical project, rather than the creative process it is. This often creates a bit of a communication gap/lag between designer and client, which leads all too often to miscommunication.

There are thousands of horror stories surrounding the design industry concerning both terrible designers who didn’t listen to their client and ignorant clients who were unaware of the infeasibility of what they were asking or had unrealistic design goals. There are cases where each side is at fault, but in the end it all breaks down to communication. And, since the client is paying the designer, the onus is on the designer to assure healthy communication. This is why the design process needs to be interactive.

Here is what can be gained by ensuring strong communication and interaction in the design process.

1) Better understand client needs

When first starting a design project it’s common to only have an outline, markup, brief, or general description of just what the client wants and needs. However, this is hardly ever truly enough to understand the base concept. This is the first trap designers often get caught in. The designer either believes they have enough information to move forward, or they believe they know what’s best and the client will be pleased once the client sees their accomplishment. Really, this is how it should work:

• The client offers forward an idea, brief, or outline

This is but the first step. This is where the designer makes an honest assessment of whether they think they can complete the given task.

• The designer has a conversation with the client, asking relevant questions to better understand and refine (or further create) the design. At the end, when the designer feels they have a solid grasp of the concept, they quote a price.

Always make an honest offer. If you undersell yourself you will later have hard feelings after putting in long hours of work. If you oversell yourself the client will be prone to hard feelings, and be less than satisfied.

• Once the client accepts, write a contract.

The importance of this can’t be overstated. Written documentation showing the agreed upon terms of both parties helps prevent any misunderstanding down the road. Not to mention helps the designer receive full reimbursement for their work.

Make sure both parties have a copy of the contract, and when further discussing the design down the road don’t be afraid to refer to the contract. The contract serves as a guideline of rules and understanding between both parties.

• Design a visual markup or concept of what the overall product will look like, and then share it with the client.

Don’t just email or fax it over. Make sure you send over a detailed report when first sharing your concept of the client’s concept. If possible it’s best to meet in person. Your concept will almost never fully match the clients, so communication is key. This is natural when trying to share an idea. This is because ideas are ephemeral and so subjective to perspective.

• Renegotiate the contract as needed, as further discussion and evolution of design happens. Make sure both parties agree to the terms and everyone understands why the renegotiations are happening.

One of the biggest complaints freelance (or small company) designers have is clients asking for additions or tightening deadlines. This is simply a part of life, but when falling outside of reason refer to the contract, and suggest it might be time to renegotiate.

By following these general guidelines designers can make sure they’re not only creating work the client will be happy with, but fostering strong relationships as well.

2) Outside perspective helps you create a better product

An integral part of the design process should be feedback. From our clients, target audiences, friends and family. Designers can at times place too much emphasis on their own opinion. This is natural, as they are the professional, and those who’re unfamiliar with design can give vague and generally impractical feedback at times. Not to mention that designing is often more of an art form than a science. However, because design is made to serve a specific purpose—as well as an audience—it is extremely important to incorporate feedback. In my experience, feedback has helped in the following ways:

• Feedback gives me a focus point

There are times when my design process can stall out. This happens for various reasons, and nearly without fail getting advice or feedback from an outside point gives me another jumping off point. It gives me that crucial point of focus to revive my project and build the momentum I need to launch back into the project.

• It lets me know where I’m falling short

Let’s face it. There’s times where a project is just missing that certain something. The extra oomph that makes us as designers proud. But this can be hard to quantify. Getting an extra set of eyes on the project can help with this. Sometimes an outside perspective can help poke holes in a project you’ve gotten too close to. And, while this can be frustrating, if you want the best design possible than you should always welcome quality outside feedback, even if it results in more work.

• Helps me gauge the effects of my design

Understanding the impact of your design is every bit as important as the overall aesthetic look of the design. This is important to take into account, and nearly impossible to gauge without an interactive design process. There are hundreds of famous design stories where the design unintentionally resembled something inappropriate, thereby ruining the entire project. Adding interaction to your design process can help save you from this.

3) Not only improves your current design, but your skills as a designer.

Your skills as a designer will only improve if you regularly take in feedback and costumer and client interaction. It will allow you grow to better understand client needs, appreciate the impact of your overall design, and generally be more effective.

Researching and understanding the viability of different design methods, techniques and processes should be a vital point of any design professional. It helps you learn and grow, which is the only way to stay ahead in such a progressive and competitive field. Every project should help you further your skills and focus your innate talents as a designer. The only way to maximize this is by making sure plenty of interaction is involved in each and every design project.

The more communication happening, the happier everyone tends to be. There’s no miscommunication or confusion regarding the design concept, process, and goals. That way neither designer nor client will feel as if they’ve been led astray and wronged. So remember to use interaction and communication at all steps of design, and ask for feedback whenever applicable.

Fred Richards is a custom designer and online publisher for Logo Snap who enjoys blogging about all things design including the process, tips, and tricks.