Lessons in Listening Long before I became an art director, I learned how to listen. I could not always see the board clearly, so I paid closer attention to tone, intent and what was not being said. Years later, I realized that the same skill mattered in a conference room. That became my own creative acronym: LEAD — Listen before you Execute. Analyze before you Direct. Because good creative direction does not begin with giving orders. It begins with understanding the problem. As a child, I was incredibly shy. I always chose a seat in the back of the room where I hoped no one would notice me. There was just one problem. I couldn’t see the blackboard. The funny part is that I didn’t know I needed glasses. I simply assumed everyone else could see what I saw. So while my classmates copied notes from the board, I learned to survive another way. I listened. Really listened. Since I couldn’t rely on my eyes, I paid close attention to every word the teacher said. I listened for emphasis. I listened for clues about what was important. I learned to organize information in my head before I wrote it down. At the time, I had no idea I was developing a skill that would eventually shape my entire career. The License Plate That Changed Everything It wasn’t until I was about fourteen or fifteen that my parents discovered I couldn’t see very well. My family was competitive. Really competitive. One day we were driving, playing the license plate game. My dad noticed I was taking much longer than everyone else to read the plates. “You can’t see that license plate, can you?” he asked. I insisted I could. So my dad—being my dad—started driving closer. My mother was immediately protesting while my father kept saying, “Tell me when you can read it.” Closer. “Now?” Closer. “Now?” Eventually we were close enough that I could finally make it out. That trip ended with an appointment to the eye doctor. Looking back, I laugh about it now. My mother probably thought my father had lost his mind. But that day explained something that had been happening for years. Listening Became My Superpower Years later, when I became an Art Director and eventually a Creative Director, I noticed something. The best ideas rarely came from the creative brief. They came from conversations. Clients would tell you they needed a new brochure. Or a new logo. Or a better website. But if you listened carefully, you realized those weren’t the real problems. Sometimes you could hear it in the hesitation before they answered. Sometimes it was the excitement in their voice when they talked about a customer. Sometimes they would casually tell a story completely unrelated to the project. Buried inside that story was the answer. The assignment wasn’t to make a prettier brochure. The assignment was to help them feel proud of their company again. Or to help donors understand their mission. Or to help parents feel connected to their school’s community. The solution was almost never hidden in the words. It was hidden in what the words meant. I Always Give the Client Credit One lesson I’ve always tried to teach people who work with me is this: When you discover the solution because of something a client said… Tell them. I’ll often say something like: “When you mentioned your volunteers…” or “The story you told about your residents made me think…” or “Something you said during our meeting sparked this idea.” And it’s true. Creative people sometimes act like ideas appear out of thin air. I don’t believe that. Great ideas usually come from listening well enough to recognize what someone else is trying to tell you—even when they don’t realize they’re saying it. Giving clients credit doesn’t diminish your creativity. It builds trust. It lets them know they were part of creating the solution. My Dad Was Right My father used to help me with math homework. He wasn’t interested in whether I simply got the right answer. He wanted to know how I got there. I’d explain my long, winding process, and he’d smile. “You got the right answer,” he’d say. “But you sure went around the long way.” He was right. I’ve always taken the scenic route. I taught myself software by experimenting instead of following manuals. I’ve taken apart computers instead of paying someone else to upgrade them. I’ve solved design problems in ways that sometimes even instructors hadn’t considered. I’ve never been very interested in the “correct” way to do something. I’ve always been interested in finding a way. Maybe that’s because years ago, sitting quietly in the back of a classroom, I learned that when one path isn’t available… You find another. Ironically, the thing I thought was holding me back—needing glasses I didn’t know I needed—may have given me one of the greatest gifts of my career. It taught me that before you can solve someone’s problem… You have to truly listen in order to LEAD.

Creating a website as a graphic designer is more than just showcasing your portfolio. It’s about crafting a strategic platform that communicates your brand, attracts the right clients, and drives business growth. When you design your site with intention, you set yourself apart in a crowded market and make it easier for potential clients to understand your value. Let’s dive into how you can build a website that works as hard as you do, using a clear graphic design website strategy that aligns with your goals. Why a Graphic Design Website Strategy Matters You might wonder, why not just build a beautiful site and call it a day? The truth is, a website without strategy is like a billboard in the desert - it looks good but doesn’t reach the right audience. A graphic design website strategy helps you: Define your target audience: Knowing who you want to attract shapes your content and design. Showcase your unique style and skills: Your site should reflect your brand personality and expertise. Guide visitors toward action: Whether it’s booking a consultation or downloading a portfolio, your site should have clear calls to action. Improve search engine visibility: Strategic SEO helps your site get found by businesses and organizations looking for design solutions. Build trust and credibility: Testimonials, case studies, and a professional look reassure visitors you’re the right choice. By focusing on these elements, you create a website that not only looks great but also supports your business goals. Key Elements of a Successful Graphic Design Website Strategy When I design a website for a graphic designer, I focus on several core elements that make the site both functional and appealing. 1. Clear Branding and Visual Identity Your website is an extension of your brand. Use consistent colors, fonts, and imagery that reflect your style. This consistency helps visitors remember you and builds a professional image. 2. User-Friendly Navigation Keep your menu simple and intuitive. Visitors should find what they need in just a few clicks. Use clear labels like “Portfolio,” “Services,” “About,” and “Contact.” 3. Compelling Portfolio Presentation Your portfolio is your strongest asset. Organize your work by project type or industry to help visitors find relevant examples. Include brief descriptions that explain your role and the impact of your work. 4. Strong Calls to Action (CTAs) Guide visitors toward the next step with buttons like “Get a Quote,” “Schedule a Call,” or “Download Portfolio.” Make these CTAs visible and easy to find. 5. Mobile Optimization More people browse on their phones than ever before. Ensure your site looks and works great on all devices. 6. SEO Best Practices Use keywords related to your services and location to improve your search rankings. This helps businesses and organizations find you when they need strategic branding and design. 7. Fast Loading Speed A slow website frustrates visitors and hurts your SEO. Optimize images and streamline your code to keep your site quick. What is MySite used for? Understanding the purpose of your website is crucial. MySite is a platform that allows you to create and manage your online presence with ease. It’s designed to help graphic designers like you build a professional website without needing advanced coding skills. With MySite, you can: Customize templates to match your brand Upload and organize your portfolio Add contact forms and booking options Integrate social media and blogs Optimize for SEO with built-in tools Using a platform like MySite means you can focus more on your design work and less on technical headaches. Plus, it supports your graphic design website strategy by providing the tools you need to attract and convert clients. If you want to explore how this platform can help you, check out my site 4. Crafting Content That Connects and Converts Your website content should speak directly to your ideal clients. Use clear, friendly language that explains how you solve their problems. Avoid jargon and keep sentences short. Here’s how to make your content work for you: Headline with impact: Grab attention with a bold statement about what you offer. Benefits over features: Instead of just listing services, explain how they help businesses stand out. Storytelling: Share your journey or a client success story to build connection. Testimonials: Include quotes from satisfied clients to build trust. FAQs: Answer common questions to reduce hesitation. Remember, your content should flow naturally and guide visitors toward taking action. Designing for Engagement and Usability A strategic website isn’t just about looks. It’s about creating an experience that keeps visitors interested and encourages interaction. Visual Hierarchy Use size, color, and placement to highlight important elements. For example, your CTA buttons should stand out from the rest of the page. White Space Don’t overcrowd your pages. White space helps content breathe and makes your site easier to read. Interactive Elements Consider adding hover effects, sliders, or video backgrounds to engage visitors without overwhelming them. Accessibility Make sure your site is usable for everyone. Use readable fonts, sufficient contrast, and alt text for images. Measuring Success and Iterating Your Website Your website is never truly finished. Use analytics tools to track visitor behavior and see what’s working. Look for: Which pages get the most visits How long visitors stay on your site Where visitors drop off Conversion rates on CTAs Use this data to make informed updates. Maybe your portfolio needs clearer descriptions, or your contact form should be easier to find. Regularly refreshing your content and design keeps your site relevant and effective. Taking the Next Step with Your Website Designing a strategic website for graphic designers is a powerful way to elevate your business. By focusing on clear branding, user experience, compelling content, and ongoing optimization, you create a platform that attracts the right clients and supports your growth. Remember, your website is your digital storefront. Make it inviting, easy to navigate, and full of value. With the right strategy, you’ll not only showcase your talent but also build lasting relationships with businesses and organizations that need your expertise. Ready to start? Take a look at your current site and ask yourself: Does it reflect my brand clearly? Is it easy for visitors to find what they need? Are my calls to action strong and visible? Is my portfolio organized and compelling? Is my site optimized for search engines and mobile devices? If you answered no to any of these, it’s time to rethink your graphic design website strategy. Your future clients are waiting.

No matter how fast technology becomes, that part still belongs to the human being sitting in the chair. Someone still has to know that a rich green may wash out on press and require adjustment. Someone still has to ask whether an image is large enough, whether the hierarchy is working and whether the final piece communicates what the client actually needs. Those decisions require judgment, experience and curiosity. They require thinking. The danger is not that AI will replace creative professionals. The greater danger is that some people will use AI as permission to stop developing the skills that make creative professionals valuable in the first place. The best art directors I have known do not merely approve or reject work. They ask questions. Why did you choose this? What problem does it solve? What else did you try? What would make this stronger? Would you place it in your portfolio? AI should help us ask more of those questions—not avoid them. Because execution has never been the entire job. The job is to see the problem clearly, consider more than one solution and know why the final choice is the right one. And no matter how fast technology becomes, that part still belongs to the human being sitting in the chair.

Generosity is a choice. Unpaid work should never become an expectation. AI helped me see the difference—and protect the value of my time. How I use AI to recognize billable time, set better boundaries and write client emails that protect both the relationship and the invoice. Creative people are generous by nature. We add one more idea. We fix the tiny thing nobody else noticed. We stay a little later. We make the extra version because we can already see it in our heads. And when a client asks, “Could you just make one quick change?” many of us instinctively say yes. I certainly did. I have spent much of my career working quickly. That sounds like an advantage—and it is—but speed can also become a trap. When something takes me 20 minutes instead of two hours, it is easy to tell myself it barely counts. So I absorb the time. Then the one small change leads to another. A revised size affects the layout. A new sentence changes the hierarchy. Combining two concepts means rebuilding a third. A client changes direction after approving the original direction, but describes it as a minor adjustment. Before long, I have donated several hours while convincing myself I was simply being helpful. AI has helped me interrupt that habit. The Most Expensive Word in Creative Work May Be “Just” “Can you just move this?” “Can you just combine versions two and four?” “Can you just make it a half-page instead?” “Can you just try one more direction?” Sometimes the request really is quick. Other times, the word just disguises a surprising amount of work. A designer may need to rebuild the layout, resize or recreate imagery, rethink the visual hierarchy, adjust typography and prepare entirely new production files. A writer may need to restructure the piece rather than replace a sentence. A photographer may need to reopen, retouch and export a new set of images. The client may not understand everything involved. That does not necessarily mean the client is trying to take advantage of us. They see the finished result. We see the construction behind it. The problem begins when we allow the client’s description of the request to determine its value. A “small change” is not automatically small because someone calls it one. AI Gives Me a Pause Before I Say Yes My old reflex was to respond immediately. Of course. No problem. I’ll take care of it. Now, before answering, I stop and look at what is actually being requested. Is this a correction to something I did incorrectly? Is it a small courtesy I genuinely want to provide? Is it included in the original scope? Or is the client asking for a new direction, a changed format or additional work? That pause makes an enormous difference. I often bring the request into AI and explain what the original assignment was, what was approved and what the client is now asking me to change. AI helps me separate the emotional reaction from the practical facts. It may point out that what sounds like a simple resize actually requires three approved designs to be rebuilt. It may help me recognize that a new concept is not a revision at all. It may remind me that the client changed the specifications after the work was completed. AI does not decide what I should charge. It does not understand my client relationships as well as I do. It does not replace my judgment. What it does very well is hold up a mirror and ask, in effect: Are you choosing to give this time away, or are you doing it automatically? That is a question many creatives need to ask more often. AI Helps Me Say It Without Making It a Fight Recognizing billable time is only half the problem. Then we have to tell the client. That is where many creative people become uncomfortable. We do not want to sound difficult. We do not want the client to feel scolded. We worry that mentioning money will make us seem uncooperative. When I am frustrated, I also know that frustration can slip into an email even when I think I have hidden it. My internal response may be: This is not a quick change. You changed the assignment after I completed the work, and I cannot keep rebuilding things for free. That may be accurate, but it is not necessarily the most productive way to begin a conversation. AI helps me turn that reaction into language the client can hear: I’m happy to make that adjustment. Since the requested size has changed from the original approved format, the layouts will need to be rebuilt. I’ll complete the additional work at my hourly rate. The meaning has not changed. The boundary has not disappeared. The email is simply calmer, clearer and less likely to create defensiveness. That matters because the goal is not to win an argument. The goal is to help the client understand that changing the assignment changes the amount of work—and therefore changes the bill. The client does not need to feel punished for asking. They just need accurate information before I proceed. Softening the Email Does Not Mean Weakening the Boundary For years, I think many of us were taught that there were only two choices. We could be accommodating and pleasant. Or we could be firm and risk sounding difficult. That is a false choice. A professional response can be warm and still include the words additional time, hourly rate or outside the original scope. For example: I can certainly explore that direction. Since it is a new concept beyond the options already presented, I’ll track the additional design time hourly. Or: I’m happy to incorporate those revisions. Because they involve changes to the approved layout, they will be included as additional billable time. Or simply: Yes, I can do that. I estimate the change will require approximately one additional hour. None of those responses is hostile. They are not lengthy defenses of my value. They do not accuse the client of asking for free work. They connect the request to the labor required. That is often all that needs to be said. Being Fast Does Not Make My Time Free This has been an especially important lesson for me. I am fast because I have decades of experience. I can often look at a problem and see the solution quickly because I have solved thousands of similar problems throughout my career. The client is not paying only for the minutes my hands are moving. They are paying for the years that allow me to know what to do during those minutes. Creatives sometimes punish themselves for becoming efficient. We think, That only took me half an hour, so perhaps I should not charge for it. But the plumber who knows exactly which part failed does not become less valuable because the diagnosis was quick. The attorney who recognizes the issue immediately is not less knowledgeable because the answer did not take all afternoon. Speed is not evidence that the work has no value. It is often evidence of expertise. Courtesy Should Be a Choice, Not a Reflex I still give clients things. Sometimes I make a tiny correction without charging. Sometimes I include an extra version because I believe it will improve the project. Sometimes I decide that a few minutes are not worth adding to an invoice. There is nothing wrong with generosity. The difference is that I want it to be an intentional choice. A courtesy feels good when I decide to offer it. It feels very different when I realize later that I gave away three hours because I was afraid to send a straightforward email. AI has helped me distinguish between the two. Before absorbing the time, I can ask: Am I doing this because it supports the relationship? Am I doing it because I made an error? Am I consciously making a gift of my time? Or am I worried the client will not like me if I charge for the work they requested? That last question can be uncomfortable, but it is useful. We Train Clients How to Work With Us Every time we quietly complete additional work without mentioning it, we teach the client that the additional work is included. They may never realize we made a sacrifice. From their perspective, they asked and we said yes. Then, when we finally object after months or years of free extras, the client may be genuinely confused. The arrangement has changed, but nobody told them there was an arrangement in the first place. Clear communication prevents resentment on both sides. When I explain early that a request will involve additional billable time, the client has a choice. They can approve the work, reduce the request or decide that the change is not important enough to pursue. That is fair. What is not fair—to either party—is silently doing the work, becoming resentful and then blaming the client for accepting something I never told them had a cost. AI Is Helping Me Retrain Myself The biggest change has not been in my clients. It has been in me. AI has become a place where I can stop before responding, organize my thoughts and test the wording of an email. It helps me remove the irritation without removing the truth. It helps me sound like myself on a calm day rather than myself five minutes after receiving the fourth “tiny” revision. Over time, I am becoming better at recognizing these situations without assistance. That is what I mean by retraining. AI is not speaking for me. It is helping me practice a healthier professional response until that response becomes more natural. The process usually looks something like this: The client makes a request. My generous reflex says, Just do it. My experienced brain says, That is more work than they realize. AI helps me pause long enough to listen to the experienced brain. Then I answer kindly and clearly. Protecting My Time Protects My Creativity Unpaid work costs more than the missing amount on an invoice. It takes time away from paying clients, personal projects, rest and the part of the creative process that actually requires thought. It also changes how we feel about the work. A project that began with enthusiasm can become exhausting when every approval leads to another free round. Resentment slowly replaces creativity. We begin to dread messages from clients we once enjoyed working with. Boundaries help prevent that. They are not walls between me and the client. They are part of the structure that allows us to continue working together. When expectations are clear, I can be more generous with my ideas because I am not quietly keeping score. I can focus on solving the creative problem rather than wondering whether I am being taken advantage of. AI Didn’t Make Me Less Generous It helped me understand that generosity and professionalism are not opposites. I can be kind without being vague. I can soften an email without surrendering the boundary. I can value a long-term client relationship while also valuing the time required to serve that client. And I can occasionally give something away—as long as I understand that I am giving it. That may be the most useful thing AI has done for me as an independent creative. It has not replaced my pencil, my judgment or my voice. It has helped me stop giving all three away for free.

Creatives do not naturally think in tidy paragraphs. We think in images, concepts, hierarchy, rhythm, color, emotion and the final result. We can often see the entire campaign in our heads before we can explain why the logo needs to move three pixels to the left. Then someone asks us to write an email. Suddenly, we have to turn instinct into orderly sentences, soften criticism without becoming vague, ask for missing information without sounding annoyed, and explain decisions that felt obvious the moment we saw them. It is not that creatives do not know what they want to say. We usually know exactly what we mean. The difficulty is translating visual thinking into business language. Years ago, when I was a creative director, I reported directly to a vice president of marketing. Every week, I had to submit reports explaining what my team had accomplished. I would write what we had actually done: what we designed, revised, solved, delivered or moved forward. She would sometimes respond with: “What does this mean?” And I would think: It means exactly what I wrote. But eventually I understood the problem. I had written the report in creative-team language. She wanted it translated into marketing-executive language. I might write: Completed three campaign concepts and revised the brochure. What she wanted was closer to: Advanced the campaign toward launch by developing three concepts aligned with the approved positioning and refining the brochure to improve message clarity and support stakeholder review. Same work. Same meaning. Different dialect. I did eventually get better at writing those reports. I learned to explain creative work in the language of objectives, outcomes and business value. But it took hours. Hours that could have been spent leading the team, solving problems and doing the actual creative work. Too bad AI was not around then. AI would not have done the thinking for me. I already knew what my team had accomplished, why it mattered and what needed to happen next. It simply could have shortened the translation process. That is one of the ways I use AI now. I do not ask it to invent my ideas or replace my creative judgment. I use it to take the thought already in my head and help me communicate it clearly, professionally and without the three irritated sentences I wisely deleted before pressing Send. It helps turn: “I need these files because I cannot design the piece without them.” Into: “To keep the project moving efficiently, please send the remaining files when they are available.” Same message. Less shrapnel. Creatives are not poor communicators. We often communicate in a different professional language. We think visually, intuitively and all at once. Business communication usually expects ideas to arrive in a straight line. AI can act as the translator between those two worlds. It does not create the idea. It does not replace experience. It does not make the creative decision. It simply straightens the typography of the language.

I use AI the same way I use a very sharp pencil: as a tool. It does not magically create taste, judgment, experience, or a good idea. It is only as useful as the person holding it—and fortunately, I have been holding creative tools for a very long time. For me, AI is part researcher, part editor, part translator, part brainstorming partner, and part assistant who never gets tired of hearing me say, “No, that is not quite what I meant.” It is especially helpful with client emails. You know the kind: the client has the entire project beautifully organized in their head, but the email contains six words, two attachments, and a sentence that says, “You know what I mean.” AI helps me figure out what they said, what they probably meant, what they forgot to mention, and which question will save us from seventeen rounds of revisions. I also use it to bounce around ideas, organize research, polish writing, troubleshoot technology, develop concepts, translate confusing information into normal human language, and occasionally create content for a four-and-a-half-pound dog who believes she is the creative director. The final decisions are still mine. I choose the concept. I judge the design. I rewrite the words. I reject the bad ideas. I refine the good ones. I know when something is technically correct but creatively wrong. AI does not replace the artist, designer, writer, or thinker. It simply gives us another very useful tool—and sometimes a wonderfully patient assistant who does not mind when the brief changes for the fifth time.

A hashtag the metadata tag prefaced by the hash (or pound) sign, #. Hashtags alive and well in microblogging, photo-sharing on TikTok, Twitter or Instagram as a form of user-generated tagging that enables cross-referencing of content by topic or theme. The key, though, is making sure you're using them properly. The main reason why social media users, including businesses looking to boost their online presence, use hashtags is to increase visibility and support their branding efforts. But all that being said, you need to choose the “right” hashtag to REACH your brand’s most relevant audience. Sometimes using the most popular hashtags isn’t the right approach. in 2022 according to IG (Instagram) the top 10 hashtags were: #love (1.835B) #instagood (1.150B) #fashion (812.7M) #photooftheday (797.3M) #beautiful (661.0M) #art (649.9M) #photography (583.1M) #happy (578.8M) #picoftheday (570.8M) #cute (569.1M) and on Linked in you can add 1. # investing 2. # personaldevelopment BUT are these YOU BRAND’S NICHE? To find hashtags that are specific to your brand, your industry, and your audience, you’ll have to do a little research. First gather intel about your competitors and any relevant influencers within your brand’s niche. Take note of which hashtags they use most often and how many hashtags they use in each of their posts. This will help you learn how your competitors are engaging with your shared target audience and which keywords they tend to use. Use some of the hashtag tools to help point you in the right direction. Trending Hashtags: https://app.ritetag.com Social Listening Hashtags: https://apps.hootsuite.com/apps/adview Related Hashtags: https://kicksta.co/instagram-hashtag-generator DON’T get hashtag crazy. Be careful though, Instagram recommends only using 3-5 hashtags per post. Using over used hashtags can also hurt your reach as y9u will get lost in the sea of hash-tagging overuse. TikTok 3-5, Twitter 2, LinkedIn 1-5, Pinterest 2-5. One big mistake many clients make is creating their own hashtag that has no pull. Test your # before you commit to it. Did it pull up trending material that matches your brand? Did it pull up nothing? Did it pull up something you do not want to be associated with? Researching the right # hashtag is as important as your brand strategy. Happy # hash tagging.

In a world overflowing with social media and digital growth what will make your brand stand out? Will you join in on the newest TikTok rage? Create content because everyone else is doing it? Or will you keep your brand current and creatively authentic? Your audience is tech-savvy and research oriented, they respect … no they demand … genuine, credible, trustworthy and authentic brand experiences. One step outside that authentic experience and you may find your messaging tossed into the clutches of ad blockers and anti-spam filters so that your messages are never seen / heard again. So remember when posting, blogging, printing or just making the news … BE transparent BE consistent BE authentic Your brand will thank you and your customers will respect you.

One of the biggest issues I see is a client who doesn’t have their vector logo. When asked for their logo they give a jpg or png that has over time become so pixelated it is going to look horrible and is practically useless. Logo should always be created in a vector format and all those other “types” of logos created from your original vector logo. WHAT ARE ALL THESE TYPES OF LOGO FILES and WHY DO I NEED THEM You may never use some of these files BUT you must keep all of them safe and sound as part of your marketing materials. NEVER EVER trash your .ai file. It is the most important file your designer will give you, treat it like gold because. It is the DNA of your logo. Adobe Illustrator (AI) The .ai file type is the rawest of raw. It’s the file containing the original lines in a controllable and modifiable format in various layers. From this center point, all of the other file types are exported. A vector file is file made up of lines. Those lines never get pixelated and are able to be scaled to any size no matter how big or small. Uses: Designing and printing Exporting to high-quality file types PDF This is the file format most often requested by print shops. The PDF reigns king as a vector file format. Note: the PDF has to be saved from a vector program to be a true vector PDF. If you save a PDF from Photoshop (and they aren’t vector shapes), it will still get pixelated when it hits the print shop. Uses: Logos Marketing materials High-quality document printing EPS The EPS was the PDFs predecessor. Nowadays, this format is dying off and is mostly reserved for old vector graphics using the format. You’re able to export EPSs from Adobe Illustrator, but I don’t recommend using it as a viable file type unless you hear differently from a printer. Uses: Back ups (use a PDF as your first choice) some printers may ask for it. SVG SVGs are amazing file types for website design. You should use SVG for your graphic/iconic elements on your website. Being a vector format, these will scale infinitely without pixelation, which comes in handy for cross-device quality control. And also, they’re extremely lightweight in file size, which will make them load faster. I’m talking the low kilobyte range. You can also leverage SVGs for advanced functionality. Uses: Website graphic or iconic elements Advanced graphics modified by CSS in website design (You most likely won’t utilize this file type unless you’re working with websites. For printing purposes, stick with PDF.) USE PIXEL FILES ONLY FOR WEBSITES AND SOCIAL PLATFORMS You’ll utilize these file types most prominently on websites and platforms (social media, profiles, etc.) JPG Of all the pixel file types, JPGs carry the smallest file sizes. When it comes to website design, file size matters. Anything over 800kb is too big to be placed on a website page and will slow down page load. Slow page load equals less search-engine optimization (SEO) power, as well as a higher bounce rate (people getting impatient and leaving). The image bannering this blog post is a light-weight JPG. A JPG is easily able to losslessly compress large files with a high-quality output. This means the file size is small and lean, but the final product is gorgeous. Other website graphics (logos, designed items) are up in the air. If you export the graphic with the highest-quality possible, you’ll most likely be OK. Just make sure the file size isn’t to big. Note: JPGs don’t support transparent backgrounds. Some graphics might require this capability which is best served by PNGs. Also, if using these, make sure the file size is correct and the resolution is at least 300 dpi. Uses: Photo files Photo-related assets on a website (like this blog post’s banner/hero image) Some graphics Nevers: Never ever send a JPG file to be printed for any marketing material (business cards, brochures, etc.) Never ever rely on JPGs as your “raw” file standard. Every single time a JPG is saved, it loses quality and compresses itself. Somewhere down the road, you might end up with an incredibly pixelated file and there’s no way back. PNG Portable Network Graphics (PNGs) are high-quality file formats. The biggest advantage that they offer for online usage is their transparent backgrounds. This makes them ideal for usage on websites where a transparent background is required (as long as they aren’t too large). Another key advantage of the PNG is that it’s a lossless quality file. This means that it won’t get grainy or blurred when uploaded or utilized (like pixelated file types). Note: to properly export a PNG, make sure the file dimensions are large enough and that the resolution is set to at least 300 dpi. Uses: Website graphics requiring a transparent background Pro Tip: Use this file type for social media profile graphics (because they won’t lose their quality upon upload like JPGs so often do) GIF GIFs are similar to PNGs. They support transparent backgrounds and don’t lose their quality. The main difference is that GIFs support basic animations. Uses: Animated images/graphics

Choosing the right colors for your brand image is a matter of psychology. Have you ever wondered why most fast food uses reds and yellows as their main colors? Maybe not but your brain made a psychologically connection. The color red has been shown to stimulate appetite which is why fast food uses reds and yellows. You have heard the saying that in business “image is everything”. That includes your color palette and picking the wrong colors ca hurt if not destroy the perception of your brand. Here is a quick reveal of what color means to a brand. The Psychology of the Color Red From Target to Netflix, Red strikes a chord with the psyche. Positive associations: Power Passion Energy Fearlessness Strength Excitement Negative associations: Anger Danger Warning Defiance Aggression Pain The Psychology of the Color Orange From Home Depot to Nickelodeon, orange stimulates the eye, conjuring up feelings of excitement, enthusiasm, and fun. Positive associations: Courage Confidence Warmth Innovation Friendliness Energy Negative associations: Deprivation Frustration Frivolity Immaturity Ignorance Sluggishness The Psychology of the Color Yellow From McDonalds to Post-It, yellow is a considered to be a cheerful color, but used too widely it can conger up feelings of anger and anxiety. Positive associations: Optimism Warmth Happiness Creativity Intellect Extraversion Negative associations: Irrationality Fear Caution Anxiety Frustration Cowardice The Psychology of the Color Green From Starbucks to the Girl Scouts green is seen as pleasing and calming. Positive associations: Health Hope Freshness Nature Growth Prosperity Negative associations: Boredom Stagnation Envy Blandness Enervation Sickness The Psychology of the Color Turquoise From Pampers to Siemens turquoise is often found in brands centered on communication, including education and computer technology. Positive associations: Communication Clarity Calmness Inspiration Self-expression Healing Negative associations: Boastfulness Secrecy Unreliability Reticence Fence-sitting Aloofness The Psychology of the Color Blue From Intel to Ford blue it is one of the most trusted colors of corporate logos because it evokes calming, clarity and communication. It is a color we find all around us from the sky above to the oceans and lakes. Positive associations: Trust Loyalty Dependability Logic Serenity Security Negative associations: Coldness Aloofness Emotionless Unfriendliness Uncaring Unappetizing The Psychology of the Color Purple From Yahoo to Hallmark purple is the color of royalty, wealth, luxury, and sophistication. Positive associations: Wisdom Luxury Wealth Spirituality Imaginative Sophistication Negative associations: Introversion Decadence Suppression Inferiority Extravagance Moodiness The Psychology of the Color Magenta From T-Mobil to Barbie pink is brings support, kindness, compassion and is associated with feelings of self-respect. Positive associations: Imaginative Passion Transformation Creative Innovation Balance Negative associations: Outrageousness Nonconformity Flippancy Impulsiveness Eccentricity Ephemeralness The Psychology of the Color Brown From UPS to M&Ms Brown is the color of reliability. Brown is the color of the dirt beneath our feet it keeps us grounded. Positive associations: Seriousness Warmth Earthiness Reliability Support Authenticity Negative associations: Humorlessness Heaviness Lack of sophistication Sadness Dirtiness Conservativeness The Psychology of the Color Black From Apple to Sony black is the total absorption of all color. Black is a symbol of power. It is a barrier color: it absorbs energy and enshrouds the personality. Positive associations: Sophistication Security Power Elegance Authority Substance Negative associations: Oppression Coldness Menace Heaviness Evil Mourning The Psychology of the Color Gray From Mercedes-Benz to Wikipedia pure gray is the one color that’s been shown to have no dominant psychological characteristic but can be used as sophistication in luxury brands. Positive associations: Timelessness Neutrality Reliability Balance Intelligence Strength Negative associations: Lack of confidence Dampness Depression Hibernation Lack of energy Blandness The Psychology of the Color White From Chanel to NIKE the color white embodies all color and is the reflection and absence symbolizing innocence and purity. It implies a blank slate. Positive associations: Cleanness Clarity Purity Simplicity Sophistication Freshness Negative associations: Sterility Coldness Unfriendliness Elitism Isolation Emptiness Your brand’s visual identity strongly influences how the world perceives your company. Color is one of the most essential components of your visual identity. Choose a color that is authentic to your brand, embodies your brand personality, appeals to your audience, and differentiates your company from the competition is one of the best ways to create a powerful and meaningful visual identity. Which color is right for your brand?

So you want to get social with your brand? First make sure you are using the platform to your brand’s advantage. Lots of companies do not understand the pull a brand can have on social media and make the mistake of using it as a calendar of events or an unwanted task that aunt Betty can take care of in her spare time. Social media is a place to build a brand’s voice. You want your social media to speak to the consumer’s heart and head. And consistency is the key. It is true that social media can look like the wild west but if your social page doesn’t have a consistent theme that speaks to your audience and makes them want and need to see your next post you’re doing it wrong. Go look at some of the companies that “GET” social right. Here is one example. Dove: Dove showcases images and videos of women from all walks of life with various skin tones to prove that beauty comes in all shapes and sizes. They aim to help every woman feel confident in her skin by breaking down harmful stereotypes and unrealistic expectations. Message – Dove is committed to helping all women realize their personal beauty potential by creating products that deliver real care. Vision – Dove believes that beauty should be for everyone, because when you look and feel your best, you feel better about yourself. Be a Social Success and stand out from your competition by standing above it with: Clear goals for every post you publish – on every platform. Consistently and frequently engage with your audience and followers. Sharing more user-generated content, featuring consumers as the heroes in your stories and promotions. Get creative and innovative. Create campaigns that are meaningful and authentic that translate to be powerful, inspirational, and relatable. Use your Brand Voice: a consistent tone, style, photography, designs, and branding in your posts and across different platforms. Provide value over promoting your products or services. Now go to the party, get social and make friends.

Two coffee cups walk into a bar … One cup gets star treatment. Joe, great to see you again! What can I get for YOU today? The other coffee cup gets ignored. What happened there? Return On Investment …. The “star” treatment was given to the well branded cup called Starbucks. Both cups are “just coffee”, a commodity… the difference is one cup is “branded” and has immediate recognition as something special. Let’s look closer Starbucks Mission and Vision Statement Mission – “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Vision – to “treat people like family, and they will be loyal and give their all.” So when the cup with the famous crowned mermaid icon walked into that bar … they were immediately recognized as a “trusted friend”. That is well crafted branding and design at work. Nothing needed to be said, no elevator pitch because the cup had invested in “branding” and the ROI was rolling in: Loyalty, Trust, Differentiation, Positioning, Clarity. Branding is a well spent piece to your ROI. Have you invested in your brand recently?