HOW Design Live 2013

Kt Arnesen

The Creative Company

Best of the Best

• How Story Quiets Fear

– Mary Zalla –Landor & Associates

• Design Currency – The Value of Design

– Visocky O’Grady

• Design in the Age of the Tablet

– Dr. Mario Garcia – Garcia Media

• Advanced Business Practices

– Emily Cohen- Business Consultant for Creatives

Mary ZallaLandor & Associates

Obstacles against

Change

• Lack of Rapport

• Bias and predetermination

• Fear- Familiarity quiets Fear

• Story Vs. Facts

Selling Design

• Nine Suns Winery Case Study:http://youtu.be/3g3L3R-g14I

Questions, Comments?

Visocky O’GradyDesign Currency

Design driven companies outperform the London stock exchange by

Companies that increase investments in design outperform companies that don’t by an average of

Morrisson’s Study

As a result of new packaging design ALONE, sales increased an impressive

The new design was so well received that Morrison’s experienced growth of for that year.

Questions, Comments?

Dr. Mario GarciaPresident, Garcia Media

Storytelling in the

Age of the tablet

• Media Quartet– phone

– tablet

– screen

– print

• Lean forward Platforms– Phone, screen

• Lean Back– Tablet, print

• Mario Garcia on Tablet Use and News/Storytelling :http://youtu.be/w3wmGH2IRQs

Storytelling across

Platforms

• Mobile phone – alerts updated news, weather and traffic The

editions, where do I get tickets, author signings

• Online – updated news, coverage of what’s happening. interviews

• Print - second day story on the first day, photos are getting bigger.

Analysis and interpretation of a story, the fire is over so the story is

about the after effects. Reviews of the show

• Tablet - the lean back experience in the evenings. But could also

be a lean forward morning edition. Videos of people who

remember the cheese factory… four different treatments. Videos of

the show and interviews.

Design for Tablet-

Summary

• Design for the brain, the eye and the finger

• Current Content

• Template is fine, but keep the surprise in the stories and interactivity

• Navigation on the bottom

• Photo boxes: more visual and easier to click

• Popups – Fun surprises about story the people can discover.

• Videos sound, use movement

Questions, Comments?

Emily CohenConsultant to Creative Professionals

Guiding Principles for

Proposals

• Proposals and contracts are different.

• Proposals are not a qualification or marketing tool.

• Each client and project is different; customize everything.

• Don’t make assumptions, ask good questions.

• Clients lack attention span and don’t read.

8 Common Mistakes

1. Not customized to client or project.

2. Too much “about us” content (qualifications).

3. Redundant information.

4. Conflicting information.

5. Too simple. Not enough detail about process & deliverables to put fee in context and guide relationship.

6. Too lengthy and narrative.

7. Lacks personal voice.

8. Too legal.

Guiding Principles for

Pricing• Hourly-based fees position you as a vendor not as a

trusted expert.

• Always put yourself in your client’s shoes.

• There will always be someone that charges less than you.

• Clients feed off insecurities, be confident in your fees.

• Establish a price minimum for projects/relationships.

• Talk about price first with client (in person or virtually).

Guiding Principles for

Pricing

• Fee Structure:– Logo - $12,000

– Stationary | Program - $3,000

– Website- - $20,000

• Project Total - $33,000

vs.

• Creative Investment - $35,000

$5,225 vs. $5,000

Negotiating Toolbox

Payment

• Carrot & stick requests = ask for payment of full price now but you will give credit which will apply to future work

• Don’t give your product until it’s paid

• Ask for guarantees to provide protection against anticipated “red flags”– Work w/ main decision maker

Questions, Comments?