I've Migrated!

I haven't posted any new articles lately, mostly because I've been working on building a completely revised website over the summer and fall in my "spare" time. Today I launched that revised website. It's nearly three times as big as the old one, with more information about my process and a much bigger portfolio section. It is located at the same URL web address I've always had.

I've also migrated my blog to that site, so this Blogspot location will no longer be added to going forward -- new content will be posted at the new location from now on.

Here's my site: http://www.penandbrushcommunications.com/, and my blog is now located at http://www.penandbrushcommunications.com/blog/.

Is there a difference between Art and Design?

Absolutely. The trick is in the definition. A number of artists and designers and bloggers have piped up over the course of many years to offer their opinions, and especially recently over the internet, so it’s easy to find what the prevailing thoughts are. And it’s been quite a debate.

Let me distill the high points for you.

The Artist


Some of the characteristics of the Artist are that they are working with a personal vision with no or few rules; the work is subjective and they create their own formula or symbols. There is often an emotional component or an attempt to connect with the observer. Sometimes no client is necessary, as they often produce the work for its own sake.

The Designer


By contrast, the Designer is working with what is often called “Applied Art.” The vision comes from the client, who sets up the parameters for the work. There is a problem to be solved, and a calculated process to meet an objective, using established formulas or symbols. It often carries a purpose or function, such as communicating a message or helping a customer take action. It is more commercial, and it is most likely the type of work seen in advertising.

Many artists are designers and many designers are artists. The line between the two can become blurred, however. I use to paint watercolor renderings of dramatic characters in stage costumes. I considered my renderings, although done as a “costume designer” with certain restrictions in mind as I painted, to be art pieces. Today I concentrate on client-directed projects involving layout of marketing materials that connect with customers. There are elements of both art and design in both examples, but today my work is more in the realm of Design than in the realm of Art.

Two phrases from two different bloggers said it best for me: A woman named Rebecca said, “Design is art made to specifications, on time, and within budget.” And writer Rishi says, “Art cannot exist without design. Design cannot evolve without art.” How true.

If you’re looking for a designer who approaches design as art made to client specifications and you have a project that needs that approach, give me a call. Close collaboration with clients is the hallmark of a good designer, and I’ve been doing that since 1981. Let me do the same for you.

The Left-Brained Designer

I’m sure you’ve heard about “Right-Brain” vs. “Left-Brain” thinking and learning. Most folks are dominant with one side or the other, but no one is totally left-brain or totally right-brained. Those who are right-brain dominant tend to focus on images and patterns, are intuitive, and are more likely to free-associate to make connections or lists. Those who are left-brain dominant tend to focus on words, are analytical, detailed and are likely to make logical deductions to accumulate information.

In tackling projects, right-brainers can visualize the whole project completed in their minds before they begin choosing the elements to build it, processing many ideas simultaneously. Left-brainers, on the other hand, process ideas sequentially, step by step, focusing on the details with a high degree of organization.

So, Am I Right-Brained, or Left-Brained?

Artists and creatives are commonly assumed to belong to the right-brain group, and probably most are. But not me. I tend to be left-brain dominant. I come from a family of scientists and engineers, and it rubbed off. Although I hold a graduate degree in design, and spent several years teaching design, I was always highly organized and sequential. Then I earned a computer programming certificate, and the logic of programming made perfect sense to me.

These days, when I work on graphic design projects, I can provide my clients with much more than a pretty final product. I can operate within deadlines that match their corporate schedules. I care about functionalities and processes, and I plan ahead for them. And, as I have a technical background, my most ideal clients are those in high-tech industries, because I think much like them.

How about you? If you’ve been skittish about hiring an “artistic type” because that doesn’t match your own style, look harder. Not all designers are right-brain dominant, and they do great work. Give me a call and let’s talk. You may be surprised at how creative a left-brainer can be!

Web Design: Graphic Designers or Web Developers?

What does the job title “Graphic Designer” mean to you? Does it mean an artist who designs the layout, images, colors, and typography in an advertisement or other business collateral? Yes, but are we referring to print pieces only, or do we include electronically viewed pieces?

Before the emergence of the internet, the definition of “Graphic Designer” was a lot easier to pin down. Graphic designers might work on advertising pieces, promotional pieces, branding pieces, product packaging, signage, book covers, newsletters, and more, but it was always for print—tangible pieces you could touch.

With the explosion of the World Wide Web, many graphic designers have expanded their capabilities and services to include electronic media as well. So they may also design component pieces to web sites, blogs, landing pages, and e-mails, such as header graphics, banners, attention bursts, or “Buy Now” buttons.

Visual vs. Production Skills


But here’s where the definition can get murky. Just as there’s a difference between the visual design skills and the print production skills in the print world, there’s also a difference between the visual design skills and the web production skills in the web world. Not all graphic designers who design for the web also have computer programming skills to code web pages—so they may provide only the visual components, handing off their work to a programmer from the IT department to complete the job. And that programmer may have a title such as “Web Designer” or “Web Developer.”

Web Designer vs. Web Developer


I see those two titles all the time, and it turns out they are not applied consistently. I’ve seen the same definition applied to both, but I’ve also seen them under completely different categorizations. I’ve seen arguments in online forums over which is which. Sometimes one or the other is applied to the Graphic Designer, too, or even to the Web Copywriter. Which is right? Some say the Web Designer is the one who has the “big picture” of design and functionality (the way it should look and the way it should work), while the “Web Developer” is the one who does the complex computer coding. And some Graphic Designers do indeed include one or more of these skills in their arsenals, but that’s not universal, at least not yet. Many do not.

Clarifying the Meaning of Graphic Designer Titles


The bottom line is that “Graphic Designer”, “Web Designer” or “Web Developer” often have a lot of overlap in their definitions, but since the scope of the definition of each may vary, it’s important to clarify. Those seeking talent, as well as those offering talent, should be very clear about the skills they seek or offer. In other words, don’t judge by title alone—look at the full description. In my case, I am a Freelance Graphic Designer who also has a Computer Programming Certificate and I worked in IT departments for over 15 years, after a career of 8 years teaching design. I design for print and for web, and I’m also responsible for the coding and functionality of the web sites I design.

As the World Wide Web continues to grow and develop, so will the demands for related skills. In the future, “Graphic Designer” may encompass ALL the skills of design and coding, but until then, pin down any definitions you see, and make sure you are clear about what is offered and what you need. Doing so will avoid misunderstandings down the road, and contribute to a favorable outcome.

Attention-Getting Folding Patterns for Business Collateral

Standing out from the crowd is a great way to get noticed. I often work with small businesses, many of whom start out their marketing efforts by producing traditional tri-fold brochures. Those who are game to try something different have an advantage, for if they offer a different style, they may create a “user experience” that is memorable enough for the recipient to be more likely to become a prospect.

Sometimes all that’s needed to be different is to use a different size, weight, texture, or finish for the paper you use.

Sometimes simply changing the orientation from vertical to horizontal can be a good step in a new direction.

One of the more popular folding alternatives is the “accordion” fold with folds on alternating sides, zigzagging first forward, then backward. Another alternative is the “gatefold” where two side panels are folded in toward the center before a final vertical fold is made. A “roll” or “barrel” fold opens one edge again and again in the same directional sequence. Each of these three examples can all use the same size paper; they just take different planning for using the panels.

The most interesting folds are those that fold in more than one direction in the same piece, or that make use of “die cuts” that cut an edge into a particular shape or angle, rather than the traditional 90-degree corner angles. The die-cut edges may have an interesting look about them when used with a folding pattern, even a traditional folding pattern, so that the piece looks much different—and therefore more interesting.

As enthusiastic as I am about alternate folding patterns, I must mention that it’s very important to have a chat early on in the design process with your printer about what you’re planning. If your piece uses custom paper sizes, or folds must be scored, or there are die-cuts, or it requires hand assembly instead of machine automation, there can be increases in cost. Your printer will know how to guide you or make suggestions to help you keep costs down. But if the piece does indeed get more attention because of inspired design—and therefore brings you or your client more business—the investment can certainly be worth it. And you’ll be a hero!

Graphic Designer or Decorator?

I have a friend who is an Interior Designer. She has mentioned her frustration with people who call her an Interior Decorator. Many people don’t know the difference. After all, don’t both labels have to do with such things as paint, lighting, furniture and the like?

Well, yes. But there IS a difference.

A decorator is someone who decorates. And the definition of decorate is to bedeck, trim, garnish, festoon, furnish, adorn or embellish with something ornamental or becoming.

A designer is someone who designs. The definition of design (as a verb) is to make plans, drawings, or preliminary sketches to fashion the form and structure of an object, artistically or skillfully. The execution of the design is part of the definition.

In my friend’s profession, her skills include moving walls, installing plumbing and electrical wiring, and understanding the underlying architectural structure. She may add decoration as the final step in her design, but if she were only a decorator, she’d only be adding those final bits of trim and adornment.

Other designers make a related distinction. Graphic designers are sometimes seen as people who add the color, photography, and fancy fonts to the layout of an advertisement. The usual intent of those is “brand identity” or “brand awareness”—to make the brand of the item being offered more identifiable and memorable to the consumer.

But graphic designers are so much more than just people who decorate or embellish a print piece. We deal knowledgably with images and layout, yes, but we also understand much more. We learn about our client’s business and their intent or underlying purpose with the piece. When we design, we use our understanding about how a reader’s eye must flow across pages, and ways to make text more readable, and how to project the overall psychological “tone” behind the piece.

This understanding is even more important in designing Direct Mail lead generations and product promotions, since the graphic designer works closely with the copywriter to make the piece as persuasive as possible, so that the “call to action” is not lost, and the client gets the highest possible response with the piece. I’ve said it in a previous blog post that the design in this case “supports the copy” and is not the main event. It should not call attention to itself—it is not design for design’s sake.

All this is done using complex software that gives us far greater control over every tiny variable in the “look” of the piece. That’s worlds apart from only knowing how to make a colored border or insert a photo in Word or Publisher. Good graphic designers use Quark XPress, Adobe InDesign, Photoshop, and Illustrator. And their output is not just for print anymore; these days, it is also for the web.

So think beyond pretty pictures to the “next level” of talent for completing a promotional piece. I’d be happy to discuss your next project with you, whether for print or for the web.

File Properties Data is Important

Today’s article is more of a tip than an opinion piece or a product review.

I often create documents in Word, Publisher, InDesign, Photoshop, etc. But I also use a feature of those programs that many folks don’t think much about. I make sure to identify myself as the creator of that document.

That’s important, because many of these documents are either passed along to others “as is”, or they are exported as PDF files first before passing to other folks. And I want my own “intellectual property” to be identified as such.

When you sit down at the computer to create a document in these programs, some documents will automatically pick up some of this data. For example, a new document in Word picks up my name “Nancy Pickering” as the author. That information lives elsewhere on my computer, but Word finds it and includes it for me.

But here’s a situation that’s even more important: what if I’m working on the layout of a document for a client? They created a draft document and sent it to me for adding design elements. Let’s say I create a new blank document with all the design elements in place, and then pour in the text from the draft. That new version will show my name as the author – but the client doesn’t want to have my name as the author, they want to have their own name as the author. And if I finish the file with those properties unedited, and it’s exported as a PDF and sent to the client, they will not be able to edit that information themselves after the fact.

Therefore, it’s important you know where and how to declare or edit the information that should be saved with the file. In Microsoft products, depending on which version you have and assuming your file is open, go to the File menu and click the Properties item. Or go to the Office button and click Prepare, and then Properties. In Adobe products, go to the File Menu and click on the File Info item. In either case, you’ll be presented with a dialog box where you can enter such information as Title, Subject, Author, Company, Keywords, Comments, Category, and Status. Fill in as much as is appropriate, at the very least the first three. Then save the file. Now when you export the file as a PDF, that data will be picked up and included with that file. And your client will properly get the credit they deserve as the author of the piece. Ditto if the author really is you and you want to ensure the credit goes to you.

One more hint. If you plan on distributing your PDF as a downloaded eBook from your web site, don’t forget to fill in the “keywords” field in the Properties area. Doing so just may boost your search engine rankings for your web site for that topic.