appleEYEdesign: D E S I G N
Design is on Purpose
Design is about invention and innovation. Design is applied thoughtfulness. It takes purposeful idea and gives it clarity of focus. There's a direct relationship between the quality of the design and the thought that goes into it.
However, it's not just the thought that counts. Design is idea plus craft. It is the skills employed in the process that leads to the effectiveness of the final product. Design requires the ability to both discern what's called for and the means to communicate it effectively.
That's what appleEYE does . by design.
Easy Does It Design
"Computers are useless -- all they can give you are answers." -- Pablo Picasso
Design is all about relationships. On the technical side, a short list of relating design elements would include: line, shape, texture, color (hue & value) and space. A short list of design principles would include: movement, proximity, balance, emphasis and unity. But the single most important design technique is: CONTRAST. What is going to set the design apart in the most distinctive way? What is the most direct and clear way to make the point? What makes for exceptional design is not something you can easily put your finger on. But you know it when you see it.
Effective design is the art of questioning the answers. It's about "wrong-headed" thinking that snaps you out of mental habits and opens to surprising solutions. Trends start with two groups of people: the young and the creatives. But youth isn't measured in years, it's measured in flexibility.
Have you ever surfed to a web page only to move right along because nothing caught your eye? Was there too much going on to be able to focus on any one thing? Conversely, think of a layout where you've noticed that less is actually more; where a simple, elegant placement of elements sparked your interest to stop and focus. That's what appleEYE means by "plain & simple" design. It offers you a frame in which to rest your mind and direct your attention to a singular emphasis. One thought at a time. Clear and distinct. You might call it the Goldilocks Theory of Design. Not too hot, not too cool, but just right. When the design is right, it's easy on the eye.
Words by Design
It’s the copywriter’s job to create concise website content that people relate to and search for. Well written ads can highlight the unique selling points that differentiates your product in a sea of identical listings and drives qualified click-throughs to the very item on your website they are looking for. Email newsletters can be designed to look as good as your website and filled with audience-specific rich content. A steady diet of informative tidbits can help establish a loyal customer base who are happy, even eager to refer you.
For search engine findability, it is useful to research your essential keywords and phrases and develop a semantics that weaves a rich tapestry around them. But people, not just spiders, will be reading your words, so they will also need to entertain, inform and ultimately convey the differentiating factor that distinguishes your business from all the others. Articulating the right words to paint a compelling and accurate picture within a conversational tone that persuades people with power and conviction, all the while providing spidering software a sumptuous banquet of relevant and meaningful relationships, is fast becoming its own art-form.
No one knows your business better than you. In getting your message across,
it’s best if you say it your way. If you know what you want to say, but
can’t find the words, appleEYE can help. Together on the wordsmithing
forge, we’ll create the writing that most effectively communicates your
business.
Marketing by Design
Both marketing and design are all about relationships, so it makes sense to market by design. The success of a small business depends upon its relationships with people. Technologies like the telephone and the internet can make the pathways to connecting easier, but you still need to make the effort in a discreet and purposeful way. Who should you be connecting with? People who want to receive your message, that’s who.
Begin with a plan and stick to it. Create a theme for your marketing plan that identifies the essence of what you are about and communicates something about the unique quality that you offer. Engage a naming and brainstorming process that includes both the people who are involved and familiar with your business, and interested third parties who can offer an “everyperson” point-of-view. Whether you’re just starting out or rejuvenating your mission, thoughtful consideration of the "what,""how" & "why" of your core values will help clarify your vision and streamline your actions.
Establish as many channels as you can to reach people through things you enjoy doing. Coordinate your marketing materials to reiterate your fundamental message. Develop and keep an ample supply of printed material on hand, including: stationery, business cards, brochures, etc. And online consider: banner ads, email newsletters and listings in appropriate directories. Be persistent and consistent. Be consistent in forging new contacts and persistent in periodically following up with old ones. The aim is to see your customers as your friends. At least that's appleEYE's view. Want to make a friend?
What will ultimately sell your business is you. Your personal touch, face-to-face, pressing the flesh. As a small business, you can’t afford to bring anything less than your authentic self to work. That’s what people respond it, that’s what gives you an edge over big business. Your personal touch, being a real person … by design.