The situation abroad is very similar, here in Italy many companies use the downturn as an opportunity to lay off those inefficient workers as employment laws here are very different than the USA.  So how does one get work done in this kind of situation where money and resources are cut, but the demands of creating innovative and quality work become even more crucial for the survival of businesses?  The answer is simple because the answer is always the same no matter what the situation.  Every business has to work smartly and efficiently to maximize their success.  Simple concept, but how does it translate especially for freelancers and marketing departments who are usually the first ones cut?

Well, I know that I have an advantage being in the technology and science industry…because it’s always growing. New technology will progress forward no matter what. I have found that the work exists even during bad times, but only the best survive as the standards are pushed up higher. I think quality, optimism, loyalty, respect, dedication and organization are paramount. Everyone has optimize so there is no wasted time, hence no wasted money.

As a freelancer I’ve learned a few things…

• Optimize and automate processes, doing things smarter and not just doing it, whether it’s in designing, coding, marketing my skills or looking for jobs.  I can’t waste my time ever or leisuring go about any of those tasks.
• As a home-based business I can actually offer cheaper rates than in-house personnel, so I leverage that point.
• Reframe skills and products to apply for more industries, branching out so that all my eggs are not in one basket.
• Reach worldwide, this should already be the case for freelancers but it’s even more important now to realize there are no boundaries.

For employers such as the many marketing departments I work for…

• Having a solid project plan helps freelancers work more efficiently, no need of redoing things as that often happens when a project is ill-defined.
• Reuse graphics or a certain ideas for multiple products so you can kill two birds with one stone!
• Employ multiple freelancers if necessary so you can optimize the time it takes to complete a project – choosing whoever is optimal for each task.

Getting work done in this economy… is a post from Calimera Web - Blog and Website Design for Creatives

Given that it is such a buzz word, it’s important to define what web standards really means. In conversations with clients I never go into detail about technical aspects or pure theory of why we should do the right thing for the industry because I don’t think clients really care about that. Web standards are the rules, regulations and guidelines for working on the web. Professionals should follow the standards like in any other industry and your clients probably assume that anyway. But are their assumptions correct?

The web industry is young and there’s a lot of evolution and growing taking place. Standards are still being made and they evolve through time as technology progresses. The fact is that many websites are not built according to current standards because they were built years ago and never updated. The other fact is that laymen often can’t tell the difference from their point of view, so it doesn’t seem to matter that there’s garbled code underneath the surface. In fact, many designers and developers don’t bother either, because they are just trying to get the job done now, not thinking about the future or repercussions of their shortcuts. When it comes to the online environment there seems to be a lot of room for error because the general public doesn’t know any better.

I like to explain to my clients why they should care about web standards by noting how it affects their business. That’s what they care about in the end. Design and development accordingly to web standards means that your website is coded cleanly resulting in faster access for your viewers and less bandwidth costs from your pocket. So often we see a seemingly simple website take forever to load because of the garbled code underneath. Viewers’ attention spans are short – don’t make it harder for them to access your website.

Clean code also means faster development time and troubleshooting in general. Your website will be easy and quick to update as well. When code is clean and design is separated from content, making edits or adding content will not suddenly break the site. There will definitely be less room for error and when a redesign is needed, it’s truly a redesign effort and not a rebuild every page from scratch effort. That means you save money when it comes to updating, editing, future additions and improvements to your website and business.

Your website will also be accessible to more viewers because inherently it will be built in a way that allows graceful degradation in older browsers, accessibility to text-readers, mobile phones and who knows what other devices that may access your content. Gone are the old-fashioned methods of building multiple versions of the same site or restricting access because a viewer doesn’t have the most updated browser. You want your content to be available to as many viewers as possible, in the best way or most sensible way possible as well.

It is important to note that your website can be as beautiful and intricate as you want it to be. There’s certainly the need for people to realize that the online space is not a static print document, so designs and layouts don’t necessarily appear exactly the same on different devices. But that isn’t the goal of your website is it? You want viewers to access your content, information and business offering in a usable manner, no matter what device they might be using. The point is that web standards doesn’t mean a boring site with boxes and text no matter what restrictions there might be.

So in the end, your website can be aesthetically pleasing as well as usable and accessible. The bottom line is that you save money in the short term and long term with a better product overall in the end. Why wouldn’t you want a website with design and development inline with the current web standards?

What do web standards really mean? is a post from Calimera Web - Blog and Website Design for Creatives

It seems everyone needs to remember a bit of netiquette, even though I feel it is really just common sense. How do you interact with people normally? Why should it be different when it comes to online communication? When I talk to someone in person, on the phone, in writing or on the web – I treat all with equal respect and attention. As I would want to be treated, which is what we were taught back in kindergarten! Treat others the way you want to be treated.

What is the point of online commentary? I think it is a forum for constructive criticism and thoughtful discussion. Leaving a comment that reads, “You suck…” is neither of those. On the contrary, your credibility has just dropped to negative 100. Even more annoying are anonymous commentators, because they seem to be too cowardly to express their opinion with any connection to themselves. I like the idea of OpenID or similar initiatives so people can be identified or referred to somehow. It puts a bit of credibility back into the web.

Certainly, everyone is entitled to their opinion and when we publish on the web it’s open to positive and negative discussion. I have no issues with people expressing their opinion, even if it is negative. Maybe they just don’t agree or don’t like something. It is completely fine to disagree and that is what fosters innovation and discovery. However, we should all behave like adults and professionals. I like lively debates, but dislike the back and forth of senseless negativity.

I hope that people will put more thought into their comments and think about what they can really contribute. Remember that there are real people behind the websites and forums on the web. Above all, if you really have a bone to pick with someone, contact them directly. You don’t have to scream to the entire world…

Reference reading:
OpenID.net
thinkvitamin.com – Lose the Pedantic Negativity

Netiquette these days… is a post from Calimera Web - Blog and Website Design for Creatives

“I could have done that…” is probably a statement you’ve heard before in many different situations.  There are also the famous variations such as “my kid could have done that” or “a 2 year old could have done that” and sadly it often comes up in museums and fine art shows.  People see a splatter of paint on a canvas or a couple scribbled lines and completely do not understand why someone would pay a million dollars for a simple or easily reproducible piece.  It happens in craft fairs as well, where the criticism of “I could have made that” often comes up.

Fundamentally, I think people misunderstand simplicity and do not see beyond the physical result of a product or piece of art.  Debates about defining art and what is art are regularly discussed in Art 101 sections of every college campus.  I don’t want to get into a discussion about fine art specifically, but rather the principle of understanding that there is more that lies beneath the surface and people should not be so quick to judge what they do not truly understand.

A common misconception is that simplicity is often easy.  No matter what medium you work in, it usually takes a lot of skill and experience to make something go smoothly and seemingly easily.  It seems that way to an outsider who has no idea what goes on behind the scenes.  How often have you tried something new that you thought would be easy, only to realize it takes a lot more effort and skill?  In all sorts of design, something might look clean and simple, but it took a lot of work and thought to get to that point.  When elements go together perfectly and nothing detracts from the composition – it does look like simplicity.  Perhaps simple means perfect sometimes?  The important point to remember is that simplicity does not equal less work or lack of skill.  I think it often means the opposite actually.

Of course, there are those who say that really they could have done this or that.  I remind them of a wise saying I’ve heard – actions speak louder than words – because executing and succeeding on a great idea is probably more difficult than coming up with the great idea itself.  Didn’t Thomas Jefferson say that success is 1% inspiration but 99% perspiration?  An idea is just an idea, if you don’t act upon it – there is nothing to show for it.

So perhaps there are cases where you could have created that art collage or sewed that shirt or designed that layout.  I commend those who get out there and do things themselves (I’m a huge do-it-yourself person!) and have no issues with those who choose that path.  Go right ahead, I say!  However, to those that criticize, bad mouth and talk for the benefit of their own ego, I think they need to stop patting themselves on the back for nothing.  Certainly everyone has the right to express their opinions, so they can talk all they want about how they could have done that, but in the end we all know that they didn’t do anything at all.

Reference reading:
Germaine.be – I Could Have Done That
Queens Journal – My Child Could Have Done This…

I Could Have Done That…But You Didn't! is a post from Calimera Web - Blog and Website Design for Creatives

Those of us in the design business provide professional services to various types of clients and when it comes to service we have to remember that it includes specifically customer service as well.  I’ve certainly met designers who seem to be  a bit full of themselves – the artiste in all of us – who do not seem to treat their clients like valued customers.  Almost in any industry we see this phenomenon where the service provider acts as if the client is lucky to have procured such genius talent.  I suppose it all depends on the status and expectations of both parties involved.

I am one who still believes in good old-fashioned customer service to all, no matter the status or position of the client.  You can be a mom and pop shop or a giant conglomerate, but I would expect a professional to always be a professional.  It is the same principle the other way around as well.  I happen to be a solo freelancer amongst the many giant advertising agencies that exist, but I am a design professional nevertheless who expects to be treated with respect, just as the client does.

Amongst designers there is often talk of how a client seems to pick the one design out of three that is the least aesthetically pleasing, effective or preferred by the designer.  Out of such discussions I always wonder why a designer would even present something less desired to the client.  Certainly there might be preferences in style, but every option presented should be a viable option.  Perhaps designers need to remember that they should spend more time on all their designs, not just the first one that they hope the client will choose.  I think designers miss the point of offering multiple options in design, if they are going to purposely slant their work towards a particular composition.

Some designers chuckle at their clients’ decisions, assuming them to be void of artistic appreciation or the like.  I feel it is the fault of the designers for not educating their clients about what they are presenting and why.  Your clients are not stupid or silly, you are just not doing your job and feeling content to pat yourself on the back for no reason instead.  Stop being so arrogant is what I say…

It is also important to note that a client needs to understand what services they are paying for.  Certainly the budget of a giant conglomerate might command a different product altogether, so a client need not compare directly to another project assuming that it is a comparison of quality.  We all know that you get what you pay for.

I do believe in the old adage of the customer is always right – if understood in the correct way.  Designers often face the situation of a client adamantly wanting something that seems contrary or detrimental to their goals for the project.  Often, I have found that the cause is usually bad communication.  As a designer, I often remind myself that the client has the full business knowledge of their field and has certain goals in mind.  My job is to provide solutions from my understanding of their goals given my skills and professional expertise.

When there is disagreement, it often helps to understand the reasons behind the conclusions founded.  Perhaps the designer needs to present more clearly the pros and cons of what is affected by a particular choice.  Or maybe the client needs to provide some insight on their business goals, thus helping in resolving a debate.  Communication is definitely key in truly understanding the issue at hand.  Ultimately the client has paid for a particular service and will expect it to be done the way they want.  Note that the professional always has the choice to pull out if they truly are at odds with the situation.  Maybe a request is considered unethical to the professional and they don’t want to be involved…

I believe the customer is always right when it comes to what they want – what path to take to come up with the solution is certainly up for discussion.  Put yourself into your consumer shoes for a minute and remember that every person has quirks and preferences, for whatever reason.  As long as the consequences are understood, it is their choice to walk that particular path.  It does not mean that it is the best choice for every situation, but it can be considering the constraints and particular needs of the situation  In the end, the customer is always right…

Reference reading:
The Customer Is Always Right, Well Sort of…
Ideasonideas.com – The customer is always right…
Top Five Reasons “The Customer is Always Right” is Wrong

The customer is always right… is a post from Calimera Web - Blog and Website Design for Creatives

It seems natural especially that graphic design and web design are often coupled like Siamese twins. Many clients like the fact that you can supply services from print to web and we often see a huge amount of varying skills required on job postings.  Many graphic designers were schooled in traditional print design, but through the years might have moved into web design to keep up with the competition and changing market expectations.  I think that has to do with the natural evolution of how web design and the Internet came to be as well.  When the need arose for the old-fashioned role, webmaster, it was usually thrown over to the graphic design group, probably because it most closely resembled the skill set required.  However, there are obviously different challenges for print projects versus web projects.  Just as a childrens’ book illustrator would know specific inside knowledge on that industry and how things must be done.  Interesting to note the comparison between “graphic designer” and “web designer” from Google Trends.  I started doing a lot of comparisons to see what the Google world is saying about job titles in design.

Nevertheless, I think all designers possess a common set of skills, no matter what their medium.  After all, our job is to ultimately make aesthetic sense out of what seems to be chaos.  Designers have that aesthetic sensibility along with all the foundation basics such as composition, color theory and typography to name just a few.  A good designer who wants to work in a new medium, will certainly have to learn the industry standards and particulars, but surely he is still a good designer at the core.  It is important to note that over time, one working in the same field would still have to keep up to date with the latest improvements and enhancements due to the ever changing space of technology.  The core principles of design persist throughout, but everyone has to keep up with technology, new programs and new standards of the changing market.

Multi-discipline designers such as myself seem to continue with the struggle of an accurate job title.  The web industry is still young and it is not surprising that job titles are not yet standardized and may even change in meaning over time.  It certainly simplifies the issue if specializing say in logo design, because everyone understands what a logo designer will produce.  But what about those of us who do many things?  Do we have to risk losing business because of misinterpretation from a limited job title or even losing worth as various job titles render different pay rates?

I have found myself changing my title depending on the needs of the client, so as to ensure they understand what I can do for them.  It is difficult to encapsulate all of one’s abilities in a few words.  Perhaps it is best to go with the generic title of designer so when queried for more detailed information you can explain properly.  After all, whatever title you have it still boils down to actually executing in the end.

Reference reading:
Examiner – Are Graphic Designers Being Pushed in the Direction of Career Generalists?
About.com – Print versus Web

I am a Designer for Multiple Mediums is a post from Calimera Web - Blog and Website Design for Creatives

AIGA believes that doing speculative work—that is, work done without compensation, for the client’s speculation—seriously compromises the quality of work that clients are entitled to and also violates a tacit, long-standing ethical standard in the communication design profession worldwide. AIGA strongly discourages the practice of requesting that design work be produced and submitted on a speculative basis in order to be considered for acceptance on a project.

Are requests of speculative nature really coming from potential clients?  I mean to insinuate that “potential” is not the right word to use because invariably these folks are looking for free work.  I have encountered speculative work requests from many job inquiry replies where the client is “impressed with your work” and would like you to “demonstrate your ability” by sending a mock-up or submitting some type of speculative work in hopes of possibly being chosen in the end.  Of course, the client could choose no one…it’s free after all.  Hmm…Do you only pay for one dinner after you’ve tried out 10 different meals at 10 different restaurants?  Do you only pay the one plumber after you’ve asked 10 different ones to visit your home and fix the problem?  Everything comes at a cost and requesting work means you should pay for it – whatever form of compensation it may be.

Let’s talk about consultations.  Designers offer consultations just as orthodontists do to give prospective clients a chance to learn more, but not necessarily commit.  After all, everyone shops around and it’s the same in the design world.  We certainly offer a variety of assets for the client to base their decision on, from portfolios to recommendations to direct communication and quoting for a particular project.  If you have questions, please do ask and we will be happy to explain our process and what we will do – how it all works in a sense.  However, actually executing the work without a contract or agreement of compensation is not part of doing business.  At least not part of doing good business.

From a designer’s point of view spec work is definitely evil.  Whether people are realizing it or not, asking for spec work is rather offensive.  You are asking me to work for free.  Are you assuming that what I do can’t be worth much or that it simply doesn’t take much time or thought?  Do you not value the work that I do?  Yes, I am offended as a designer when it comes to spec work requests.  However, people have the right to request and I therefore utilize my right to decline.

There are many designers who are willing to give up some of their rights because they are in a desperate situation – a slight chance at compensation is better than nothing.  There are always those who are taken advantage of in a sense, but the pros and cons are different from every perspective.  Perhaps it was the right thing to do for that person at that point in time?  I think it is bad for the industry in general however, as it pollutes the understanding of what design is worth and perhaps what good design and the proper process really is.

From the client’s point of view it seems as if you are getting the better end of the stick, right?  You get multiple designers to work for you at no charge and in the end, you still get the opportunity to choose one if you really like it or start all over again.  Do you realize that you are losing control of your own project?  Listing a few bullet points of what you think you need will not result in the best solution.  Design is a collaborative process where client and professional work together and the relationship is important to fully understand the issue and come up with a proper solution.  Are you requesting spec work because you do not know what you really want or need?  Do you realize that designers will be working towards the goal of being chosen – not what is best for the goals of your business in spec submissions?  There is definitely a difference.

I certainly see the arguments on both sides of the issue and undoubtedly the great debates and practices will continue into the future.  Ultimately, everyone has to make their own decision as to what they want to do and think hard about why it is proper or not proper for their business.  For those who participate in spec work, think hard about how else you could spend your time that might be a better investment.  For those who ask for spec work, please tread carefully and understand why a designer would refuse.  Designers who agree to your requests have their reasons but perhaps you should ask them why they are willing to work for free.

Reference reading:
AIGA – Position on spec work
No Spec!
MarkBoulton.co.uk – The personal cost of designing on spec
SXSW 2009 Is Spec Work Evil? Youtube clip

Speculative work requests from potential clients… is a post from Calimera Web - Blog and Website Design for Creatives

People use an array of different programs to check up on email communications.  Most corporate environments have Microsoft Outlook as an email client and it’s often hooked up to your blackberry or iPhone as well.  There’s also the web clients like Yahoo and Gmail to name a few, which all interpret and render your coding a bit differently.  Just as your website might look slightly different in the various browsers and platforms, your HTML email can look even more drastically different between email clients.  That is probably because the evolution of email clients is a bit behind that of web browsers.  Standards and compliance are still wishy washy amongst the most popularly used email clients.  A masterpiece on one computer could also be a beautiful mess on another.

Microsoft’s release of Outlook 2007 actually took the industry a bit backwards when it seemed that email clients started trending towards standards compliance.  I found out first hand with a client who had major issues with an email campaign they regularly used.  Suddenly the design looked way off because all the background images were not rendered by Outlook 2007.  Even worse, recipients would have seen these mistakes all along since it was only recently that the client’s office was updated to the 2007 version of Outlook!

Knowing that the playing field is different for HTML email, realize that certain design solutions might be more work that its worth.  Certainly we don’t want to resign to the extreme of colored boxes in a column, but remember the trade offs and balance required.  Coders have to work with the rules they are bound by, but certainly designers still have ample freedom to create wonderful graphical layouts for any email campaign.

Important considerations when it comes to designing and building HTML emails center around how accessible we want to be and what we would trade off for a lot less coding.  There are always many different possible solutions – we have to choose the right one for our specific needs, requirements and restrictions.  From my experience using the old school methods of HTML tables works pretty much everywhere (if coded properly and neatly of course) but the use of colspan and rowspan does not render in Lotus Notes.  Is that a major factor for the client?  Is it really that much more difficult to not use colspan or rowspan?  Web professionals surely remember how they used to code years back, so it’s not an issue of skill or new tricks in HTML.  Ultimately, the best rule to keep in mind is KISS.  Keep it simple stupid.

Emails are meant to provide quicks snippets of information that lead a user to a specific call to action.  So, we shouldn’t waste too much of the reader’s time if we want them to go elsewhere in the end.  Also note that the reader might only see the subject and very top portion of your email depending on how quickly they usually spin through their email boxes – so it is important to be as direct and concise as possible without any fluff, in my opinion.

I think it is an eventuality that standards will be set to push the industry forward and help everyone get more work done and faster.  Designers and developers are left to fend for themselves at this point, although there are organizations pushing forward for standards and a great community to help as issues arise.  Take note that technology changes constantly and we just have to roll with the punches!

Reference reading:
Email Standards Project
Campaign Monitor – Email design guidelines
MailChimp – Email Marketing Benchmarks by Industry

Back to HTML tables for email newsletters… is a post from Calimera Web - Blog and Website Design for Creatives

I Don’t Need A Website
For those of you who do not think an online presence is necessary, please wake up and smell the technology.  Certainly in 2009, if not many years ago already, consumers expect businesses to have an online presence at the least.  I think it is as essential as having a telephone number and a business address where people can reach you, only the digital version.  Many businesses who are doing well do not realize the potential for growth if they were to expand online and reach a completely different audience.  I have witnessed brick and mortar shops gaining new customers as their website generated new leads for them.  Once people became customers, they were reoccurring visitors to the brick and mortar shop, but the website continued to recruit new leads.  Realize that the investment of building and maintaining a website leads not only to web presence but also provides advertising with 24/7 global reach and even education, support, community and feedback for research if you should choose.

Getting Started Online
Once you realize that a website is essential to your business, stop and think about the specific goals you want to achieve through your website.  Beginners often jump into throwing up something or another ASAP to get into the online game.  Remember that whatever you put out into the world is a reflection of your business.  You would invest a good amount of time for such things as accounting I’m sure, why not your website as well?  This is when the pivotal word comes in, you need a good website, not just any website.  What does a good website mean?  Well, it depends on what you are specifically trying to achieve.  What are your business goals and expectations in order to consider the website a success?  Quite often projects go by where owners have no measure of success – besides just getting it done.  I think we can do better than just getting it done.

A good website will not only give you a place on the Internet, but more specifically your very own unique digital presence online.  How do you want your business to be perceived?  It can either build or ruin credibility for your image, so you must ensure quality of design.  The site should not be purple because it is your favorite color, rather think about what you want customers to see as their first impression of your business.  Ensure usability on your website, so users can easily find what they want and need as well as accessibility for mobile phones, screen readers and other forms of access you want to support.  Finally, ensure that the ultimate goals for your website are reached and you can mark your project as a success.  Do you want to generate x amount of leads per month?  Do you want to reduce the amount of support phone calls by providing information online?  Do you want to announce events online so it is easily available to your audience 24/7?

The Usual Suspects
Seasoned business professionals will agree that building a website for your business takes time and thought.  Also realize that although you hire a professional to design and develop the site – the business is yours and you are the expert on that front.  It’s a collaborative process, not a one-way street.  The client presents the project, the professional and the client work  together to go over research and pertinent analysis in order to discuss possible solutions.  Only when a suitable solution is agreed upon can the professional actually execute.  Coming from a project management background, I can tell you that every project, no matter what industry, goes through a series of similar steps.  It’s the particulars, specific questions and methods that might change per field – but ideologically a project is a project is a project…  There is a “problem” and multiple solutions exist, each with varying attributes, pros and cons.  The best solution for the client must be decided upon, so the professional can execute.  I note that there might be multiple solutions, because that is always the case.  We weigh the varying factors and decide collectively what is best for the current situation.  There are a million ways to skin a cat, right?

Those Who Want It All
In my corporate experience I have often encountered clients that knew absolutely everything.  Or at least they certainly thought so.  Not only do they usually want it all, they want it fast, good and cheap.  I can tell you that the constraints of any endeavor are scope, time and cost.  The infamous triangle of constraints – tweaking one side means you invariably affect the other sides of the triangle.  Depending on how you allocate your efforts a certain type of quality results in the product you create or the service you provide.  Suffice to say you can’t have it all.  For example, if you want something done by tomorrow which normally takes a week, since you are tweaking time, the cost might go up and the scope might go down.  I should also note sometimes requests are humanly impossible.  Something has got to give, so don’t forget the triangle of constraints!

A Good Website For Your Business and Your Needs
Your specific business goals could range from creating an online presence only or perhaps also to sell products through e-commerce, advertise new services, promote an endeavor, educate and inform the masses or provide support, community or feedback to customers.  Certainly every business needs a website, but remember more importantly that what you really want is a good website.  It will not only meet your needs as a business owner but also your potential customers’ needs who are probably searching around for your website right now…

Reference reading:
Entreprenaur.com article “Why You Need A Website”

A good website is essential to you and your business… is a post from Calimera Web - Blog and Website Design for Creatives

David Pescovitz  says it well, “As cyberspace becomes a ‘layer’ on top of the physical world and we spend more of our lives online, a new-found appreciation emerges for authentic experiences, interactions, and goods.”

Was I suddenly spending more time online and communicating in this shielded digital manner than actually talking to people in real life?  What happened to the old fashioned ways of meeting up with people for a coffee, creating real life networks and meshing in groups with your same interests? Oh, they still all exist, but somehow I was on the other extreme.  I was the pendulum that swung the other way…

So why do I feel compelled at this point in life to rebuild my digital presence and start blogging again?  Well, I now feel that I have more to say than just random thoughts and banter.  I believe I have a lot of smart ideas and want a place where I can publish my professional opinion.  My goal of starting this blog for my freelance design business, Calimera Web, is to provide insight and information for my clients as well as the design community.

Often, I find myself repeating some of the same principles and explanations to my current and prospective clients.  I have been thinking – why not publish these thoughts into articles that could help more people understand my point of view in the design industry as well as provide a journal of my professional opinion?  People can learn even more about who I am as a designer, my work ethics and my business thoughts in the design industry.  I believe I can accomplish those goals and that is why I decided to start this blog…

Why I decided to start this blog… is a post from Calimera Web - Blog and Website Design for Creatives