Take the FedEx logo for example.

It’s very simple in nature, but so complex and robust. With the extreme kerning (adjustment of white space within the logo’s typeface), the designer was able to create an arrow between the E and X.

On the other hand, poor use of negative space can deliver a very different message. Here’s a logo that I came across on a humor blog:

At first glance the logo appears to be an adult and a child, which is more than fitting for this type of organization. Let’s take a closer look at the negative space that has been created between the figures.

A winding road leading to a house. Great visual impact and message here, right? Then what is it that is bothering me to no end?

The overall concept is great, but what kind of message does the logo send to those who do not see the negative space? Gives their tagline, “Giving every child a great start” a whole new meaning…

Produced by Scofield Editorial, Inc. http://www.vendorclientvideo.com/

Me: Great! Let’s go over your site’s and your business’ goals. What do you want the site to accomplish?

Client: Well… I just want to provide clients with information about my business.

This is a very common conversation that occurs, and while most may see that as an acceptable answer, it tells me that most people are unaware of how to implement a website into their marketing strategy. Instead, there’s the misconception that a website is needed simply because everyone has one. While that is true to some extent, having a site for the sake of having one is a waste of your money and resources.

Your website is an extension of your brand and is an experience that you will provide your target audience. It is often the first interaction that you will have with your customers and—in many cases—may be your only chance to make an impression. To ensure that your website works with and for your business, follow this checklist:

1) Assess your current visual identity and marketing materials

This includes things like your logo, company colors, font types, business cards, brochures, menus, letterhead, and email signatures. Is there consistency? Do they convey the proper message about your business? Do they need to be updated?

Imagine if you were opening up a brand new restaurant, but did not have a consistent image. How odd would it look to have out-dated menus, mismatched furniture and clashing colors all set in a brand-spanking-new location? Unless “tackiness” was part of your identity, I doubt this is what you would want.

Prior to having a website designed, your visual identity should already be in place. This will help you and your designer(s) establish a general look for your site that will remain consistent with all marketing materials.

2) Establish your site’s purpose(s).

First ask yourself WHY you need a website. Again, having a lemming-esque attitude is not the appropriate answer. For example, this is my answer to this question: “I need a website in order to provide potential clients with information about my design process, to showcase my portfolio, to provide clients with useful resources and articles, and serve as a central hub for all of my online communications and networks.”

This will help you and your designer determine the most appropriate features required. Given the above information, I chose to include a blog, a photo gallery, several contact forms, and implemented a content management system for easy changes.

3) Set S.M.A.R.T Goals

S.M.A.R.T. stands for Specific, Measurable, Attainable (or Achievable), Realistic, and Timely. All goals set should follow this acronym.

Specific – They should be well-defined and clear to anyone that has a basic understanding of the project. What are you going to do? Why is it important? How are you going to do it?

Bad Example – Get people to send me a message through the contact form.

Good Example – Obtain 50 emails through the online sign-up form.

Measurable – Is your objective measurable?

Bad Example – I want the site to sell my product.

Good Example – I want to sell 100 products within the first quarter.

Attainable - While your goals should test your limits, setting unrealistic goals are counterproductive since you’re likely to not keep your commitment.

For example, say you are starting to workout with free weights and it’s been years since you last worked out. Would you start off with the highest weight? Of course not. You’d start off testing which weights you’re able to lift comfortably while still feeling the resistance. As time passes, you’ll begin to lift that first weight with relative ease and you’ll need to increase the weight to feel/see results.

Realistic – Your goals should utilize the skills and resources that are already available. It shouldn’t include anything that is beyond your means. Some effort should be required, but it’s about finding the appropriate balance. Too high and you have an environment set in failure. Too low and you have set the tone that says you’re not capable.

Timely: Set a timeframe for your goals. 1 week, 2 weeks, 3 months, by end of the quarter, by the end of the year… This gives you a clear ending and target. Without a time frame, there is no urgency.

4) Know your target audience and determine the site’s content and tone.

The content and tone is a major part of your branding and part of the experience your website will provide. Knowing your target audience will help to answer several questions and allow you to understand what information should be highlighted or featured.

Content – What information will your users be most interested in? What should they know about your business? How are you going to provide that information? How would you describe your services and/or product? Why should someone hire you or buy your product?

Tone – Will you be professional? Will you include some humor or keep it light-hearted? How high or low is the reading level of your site?

5) Have a clear understanding of what you like visually and what you don’t like.

Check out several of your favorite websites in your industry and make note of what you like and don’t like. Doing this will help your designer to better cater to your preferred style.

“I’m not sure until I see it” does not work and will cause both parties a lot of time and grief.

6) Prepare a budget.

There are several costs that are involved with good web design and it’s best to set aside a website budget. What are you willing to spend? What can you spend? Good Designers will work with YOU to make sure that you’re getting the maximum value for your investment.

Be sure to do some homework. Some designers/firms may charge hourly, while others will provide a per project price. Most will work out payment in installments and some will even work out a monthly retainer. You’ll find a wide spectrum of rates online and it’s good to know what to expect.

Please bear in mind, many different things go into website development and design. Features, functionality, and design complexity will all affect the cost. Here is a quick list of items that will most likely incur charges:

• Layout design and any custom graphics (icons and/or illustrations)
• Stock Images and any photo editing (includes image licensing)
• Copy writing and/or proofreading
• Code Development and Functionality (XHTML, CSS, PHP, Javascript, Shopping Cart, Paypal, Photo Galleries, etc…)
• Domain Name
• Hosting
• Email Setup
• Content Management Systems (A CMS like WordPress)
• Search Engine Optimization

Have anything to add? Have any questions? Share your comments with the Tek Community below!

Not to offend anyone, but I caution many of you to take these titles with a grain of salt. While the idea of social media has been around for a long time (i.e. – forums, blogs, discussion boards, etc…), social networks like Twitter or Facebook are still in their infant stages and are ever-changing. Can someone really claim to be an expert?

Because of the success of these networks and visibility that these sites provide, businesses everywhere feel that they need to jump on the social media bandwagon. But is it really a necessity? Many are fooled into thinking that the more followers or “fans” you have, the more successful your business becomes. I’ve seen a lot of snake oil tactics and false promises prey on this belief:

- gain 1000 followers for $xxx
- learn the secrets of social media
- become an social media expert yourself

Excuse me while I vomit a little…

Don’t buy into any of the crap. If you’re looking for the REAL experts, they’ll have proven track records, readily available references, will discuss your ROI and strategy, and will be honest about failed attempts. There is no sure-fire way to approach social media and I think it involves plenty of a/b testing to see what works for you. If you’re looking to hire someone to help with your campaign, make sure that they can substantiate their claims and produce results.

I myself am still trying to figure out what works. I simply know how to setup Facebook pages and create Twitter profiles, and link them together. However, what I do understand is that social media should be taken for what it is: A way to be more Social via Media.

Don’t just post promotional items, ads, or special discounts. Just like the tons of Farmville updates I see in my News Feed, they’re getting ignored.

Social media expert or not, what tactics have you tried that seem to work for you?

Myth #1: Running a home-based business is easy. Anyone can do it.

Okay. I admit that when I first jumped into this business I thought it would be easy. What I soon came to realize in the first couple of months, while going through my business plan and incorporating Tek-uniQue Graphics, was that I would have to handle everything from bookkeeping to sales. As a sole proprietor, you will find yourself wearing most (if not all) of the “hats” required to run your business until you’re able to hire specialists to help alleviate your workload (i.e. – accountant/bookkeeper, personal assistant, marketing, legal, etc…).

Myth #2 – You have the freedom to work when you want and for how long.

Sure. I am my own boss and I get to declare when I have a day off or how long I work, but what many fail to understand is that while I have that “freedom” I am also a slave to my company. If I take the day off, who’s going to take over while I’m gone? Unlike a 9-to-5, I don’t have the luxury of paid vacations, sick days, or personal days.

Don’t get me wrong. Occasionally, I’ll have my lazy days where I’ll only work a few hours (this is a perk that I enjoy when I can), but I must accept the consequences of my actions. Taking a day off means loss of potential income for me. Marketing does not get done, articles aren’t written, phone calls won’t get answered, projects won’t be worked on…

However, there are days where I’m working 15-16 hours straight to ensure that I’m making my deadlines, fielding phone calls and emails, chasing down invoices, testing out website code, readying designs for print, or reading up on the latest news in the industry.

Myth #3: Home-based businesses are cheap to run.

I somewhat agree with this one, but again, there are several things that must not go overlooked. When starting a business you have to worry about the legal issues (trademarks, copyrights, etc…), establishing a business entity (which is recommended in order to protect personal assets), health/dental insurance, taxes and social security, equipment, supplies, travel expenses, marketing materials, telecommunications, etc…

Personally, my overhead isn’t much on a monthly basis, but the initial investment required was still a considerable amount. Plus, realize that even though I can “expense” or write-off several items during tax time, I am still responsible for everything upfront.

Myth #4: You’re at home, you must not really be working.

This is similar to myth #2, but more for the family and friends of home-based business owners. Just because someone is working from home, and not in an office setting or store, it doesn’t mean that they are not working. I sometimes get a call from a friend or family member asking me to run an errand or perform some kind of favor. Funny, I never received these calls when I was actually in an office (unless in an emergency), so why now?

Not that it’s a lack of respect, but I’m betting that people who leave the house to go to work have a hard time seeing someone who is at home as someone who is working. Because if you’re like me, once I left the office I refused to do anything work related.

Myth #5: Working from home is like working at an onsite job.

Wrong. See myths 1 through 4.

Myth #6: You’ll be stuck at home all day and every day.

I guess this depends on the type of business you run, but for me, I’m able to leave the house and bring my business along with me. That’s one of the many perks and is an obvious benefit to my clients. I can go where they need me to, allowing me to accommodate their schedules as best as possible.

I’m sure you may have heard many of these myths and probably share the same sentiments. However, regardless of what you may believe, the fact-of-the-matter is that there are a countless number of home-based businesses that are successful and working just as hard as some company stationed in a nice comfy office building. Just because we are working from home, doesn’t mean we have it any easier than those stuck in a corporate or retail environment.

What myths have you heard? Share your thoughts with the tek community!

It’s natural to assess whether or not your visual identity needs an update, but valid reasons do NOT include:

a) I’m thinking it’s time for an update…
b) We’re tired of the original logo
c) Someone said they didn’t like it
d) We think it needs some color
e) We’ve been in business for 5+ years… time for something new.

Updating a logo isn’t as simple as adding color or changing the look. In doing so, you have to realize that there will be a significant investment required for all NEW marketing material (i.e. business cards, flyers, letterheads, envelopes, products, etc…).

Typically, any updates to a visual identity should correspond with any company/brand restructuring or growth. If you feel your visual identity (i.e. – logo, website, etc…) is not up to par with your brand, sit down and write down why you think that is. A good way to check to see if an update is needed, is to go through your business plan and/or marketing materials:

1) Re-Identify your company goals, services, and your target market. Have they changed drastically from when you first started?

2) How are your current marketing materials? When was the last time they were updated? Do they still reflect your business and its services?

3) Does your current identity provide a consistent message?

What’s tough about identity design (or logos in general) is that the visual identity is often looked at subjectively without knowledge of the feelings, emotions, and message(s) that your BRAND carries. Only personal experiences, tastes, and preferences will ever be considered. So when someone says your logo is boring, too masculine, outdated, and/or lacking color, don’t take it personally. Realize that they are simply critiquing a visual piece.

The services, experiences, interactions, and/or product that you provide coupled WITH your visual identity is what truly makes up your brand… How do your clients, vendors, and competitors view yours?

I recently came into posession of a Nikon D300, with a 16-85mm lens (3.5-5.6), and a Speedlight SB900 – pretty fancy schmancy. Only problem was, I had no idea how to use it. Even after looking through a ridiculously large manual, which was no help due to the terminology, I found myself using the camera as a point-and-shoot, furiously fidgeting with the settings to figure out how things worked. Needless to say, this resulted in a lot of too dark, too bright, grainy and/or blurry images. Some would come out okay, but if you asked me what I did I couldn’t tell ya…

Thankfully, Misha Media (a Chicago-based wedding photographer) came to the rescue and held their first Photography 101 class.

I’ve been a huge fan of their work for quite some time. Their innate ability to “see” things that we ‘Photographically-Challenged’ don’t is simply amazing. This is evident in the way they use the environment to create lines, how they use lighting, manipulate space, create focal points, etc…

In their 7-hour class they provided instructions on the following:

• basic camera functions
• brief explanation of lenses (and what all of the numbers mean)
• shooting modes
• white balance
• ISO
• aperture
• shutter speed
• lighting
• metering
• histograms
• framing
• and composition

What’s great is they provided a technical explanation of various features and then re-explained it in layman’s terms or what they dubbed as the “Ghetto-fabulous” way. Afterwards, we went through some shooting exercises to gain a better grasp of everything.

Personally, I thought it was a great class. They have an undeniable passion for photography and genuinely want to help others learn the beauty of their trade. Whether you learn better by lecture, hands-on, or both, their class format allowed for an easy learning environment. You’ll walk away thinking about the “4 Items” and “Triangle” every time you pick up your camera. No more auto, programmed, or preset shooting modes. Manual Mode from here on out… Yea-yo! Now I need to practice, practice, practice. Stay tuned for new posts displaying any new photos

For anyone in the Chicago area, if you have a digital SLR and want to learn the basics of how to use it, I highly recommend joining one of their sessions. It was only $99 + processing fee (pricing is subject to change at any time). Check out their blog at MishaMedia.com/blog for more info or join their facebook page to see when they’re hosting their next session. If a class setting isn’t for you, they also host private group and single sessions.

[Misha Media is a Chicago-based wedding photographer that has been in the business for 5+ years. In addition to wedding photography, they also offer engagement sessions, destination wedding photography, kids/children shoots, and mini-photo sessions.]

Some photos from the day

Photo showcasing depth of field.

Photo showcasing an action shot. Right photo was cropped in post-editing.

Photo assignment = Shoot this set of flowers in 5 different ways (here I’m only displaying 4).

Photo showcasing another depth of field shot.

Example photo showcasing a focal point with blurry motion in the background. This photo was cropped in post-editing.

Another example of an action shot.

Playing with reflections

Photo taken with a single, dominant light source (hard light).

Fun photo taken to demonstrate “painting with light.” Photo was cropped in post-editing.

“Our goal is to help you create an event that you and your loved ones will never forget.”

The Challenge: Another referral from MoonHouse Productions, FLOW Entertainment came to me for a website redesign. They originally had a flash-based website design with some outdated animations. They wanted a current look that was hip, yet professional in its delivery. Family and Fun was to be the focus. Pictures from various events were to be highlighted, they required a new testimonial section, and a photo gallery in which they can add pictures themselves.

Client Comment: “Chris was very professional throughout the design of this new website for FLOW Entertainment. He knows his craft and working with him has been a blessing.” See full testimonial

Gretchen Villaluna, Project Manager at FLOW Entertainment

Past/Current Marketing Materials:

Original logo design and marketing materials by MoonHouse Productions

Sketched Ideas:

Taking my ideas to paper, I first laid out a general wireframe for element placement and adjusted it accordingly. I really liked the curvature and ‘flow’ (yup, I meant to do that ) of the logo so I decided to highlight that curve in the banner and move forward with a color scheme that matched the marketing material.

Before and After Screenshots:

Homepage

Originally the homepage did not have any written content and only contained some animations. My goal with the new design was to provide their users with easy-to-read information that allowed for quick scanning. You’ll notice a clear call-to-action and hierarchy.

Service Page Template

Originally their service pages were text heavy with minimal visuals and a single column. Given that there is a lot of text, I wanted to make it easier on the eyes by shortening the line-length. So, I opted to go with a 3-column layout that made the text easier to read (by shortening the line-length) and allowed me to place their ‘additional services’ in another column. With the original format, the ‘additional services’ were simply added to the bottom of the page text and were often overlooked.

Gear

They are planning on highlighting FLOW branded gear and clothing in the near future. Pictures will be posted in the new section and possibly include links to a storefront.

Gallery

For the gallery, I integrated FLOW Entertainment’s FlickR account. Each sub-gallery is connected to a specific photo collection in their account. All they have to do is upload new photos to the appropriate collection and the updates will be made to the site.

Contact

Check out their new site at www.get2flow.com. Get with the FLOW and book ‘em for your next event.

Client Comment:

“Everyone here at RedLine was super impressed with Chris’ work. He has already drawn revenue into the business through a more effective web presence for our staffing firm and our recruiters. He was dependable, inquisitive, and helpful through every phase of the website’s development.”

Larry Knox, Managing Director at RedLine Associates

Here are the before/after shots of the redesign. Let me know what you think . You can check out the live site at RedlineSearch.com.

Homepage

Inner Page

Job Posts

Thanks to a referral from my colleague, Gretchen Villaluna of MoonHouse Productions and Paraluna Designs, I was given the opportunity to work with Gretchen on Endiskize’s new web site design.

The Challenge: Sleek and Urban design that allowed for future growth and implementation of a Content Management System. Require a photo gallery to easily upload images.

Marketing Materials:

Ideas

Final Design

Check out the live site at www.endiskize.com. Check out their twitter page

[Character Illustrations were designed by Gretchen]