How did you stumble on the designer?

said: NI, recently wanted to menstruation paste, was a thing haunted for half a month, get headaches, why write this article?? Because a lot of communication with designers recently! summed up a lot of menstruation! The process not only to designers have taken a lot of, disorderly 78 bad! Menstruation has the best every day!

is the design demand swollen?

When submitting the design requirements, you need to give the designer a clear guide, in particular, the details of the copy, for example, you submit a list of goods there is no detailed classification, there is no main push product description, designers to this part of the design can not rely on their own feelings to walk, or the effect of the activity will certainly be affected. Designers sometimes can only stand on the point of view of the design, some marketing awareness, especially on the activities or layout of the marketing understanding, I think in giving designers to submit design needs, all need to focus on this piece.

An intuitive table can help to illustrate these points, because the text version of the planning program for designers, understand that there are more communication costs, these points can be divided into:

① need to highlight the parts and reasons: such as the main push product and some words on the prominent, need to explain to the designer these outstanding, what is the purpose

② logical Framework and classification: for example, to redesign a baby description, the logical framework for baby description needs to be explained to the designer

③ Overall Marketing Awareness: for example, the background of an activity, and the background of the platform, the target group, what kind of goal to achieve, these are to help designers better understand the design of the beginning

In the process of communication, not every designer can understand the marketing consciousness, and from the design point of view, some marketing awareness, but the overall layout of the destruction, the only way is to find the idea of design and marketing integration, when the designer is difficult to understand their meaning, Individuals often find similar images that are intuitively visible to designers, and this is the most concise way to communicate.

A good manuscript may take 10 times to make a real draft, a design process, most of which will be spent on the design of the details of the innuendo, the process should be mutual understanding, saying, not every designer is very cow billty, and not every demand scheme is very reasonable, Often in the process of communication with the designer will find some need to modify the place, for example, a copy of the word too much, an area both small and a lot of text into, this time the designer's understanding is often very sensible, because in a small range of text message, often produce visual fatigue. Therefore, marketers sometimes have to stand in the perspective of designers to consider some design implementation, content to discard the problem.

I think the designer is certainly going to be part of your plan, and in revising the manuscript, your position, more is the guide, rather than the leader, the general verbal communication, such as to the designer said "this needs to change, where the need to highlight the price", such a communication is actually the most bad, You should have a guiding posture, say "I think it needs to be highlighted, because ..., you can try to change it to my purpose", gave guidance and design of the direction of space, designers play is also very convenient, and not blindly say, I want this prominent, this price to change the big point, this page change small point, This color you have to change, this kind of language. Because in your dialogue, some designers in the design of difficulties, implementation and other issues under the premise of blindly give the designer a directive, the effect of change, will certainly tend to marketing, rather than the combination of the two. It is inevitable to change the map, the frequency of the lowest method is to communicate, some marketers like to mention some very outfit--professional advice, such as "This price display is too small, need to add a background color highlighting" and so on, the designers point of view, in fact, you just with the designer to express: This price is not outstanding on the OK. It is enough that some concise words can express the meaning you need to convey. I also have a former colleague who likes to ask a designer for a demand, always say, "You look at this advertisement, next to put" XXX "This sentence, the right to do a xx effect, there are also, this side must appear a stool ..." I wanted to say to him at the time, "if you will PS, You should have lost your job to the designer. " Eh, don't be offended, this kind of demand-seekers, there are really many. So, in the demand, please remember to a: you just explain what you want to achieve the results and reasons, the other to adjust what hue saturation, these, how to tune on how to tune, you can ignore, you simply communicate the design purpose, no need to teach design form.

Generally speaking from the planning communication to the design, each step is essential, the routine communication process is what?

Web Design/Interactive Design

Sometimes when doing layout planning and advertising design, activity/theme design, marketers and designers on the same table to discuss the results are always better than the results discussed by marketers, at least to reduce a lot of communication costs.

What do you plan to do?

Good planning, the ideal plan is this, the goal is very clear, creative in place, design form clear. You can think of each design process as a one-time statement, so must be in the design before, there is a clear line, the basic marketing purposes, all design elements must be around this line to do.

The basic line is OK, some form of design problems must be communicated with the designer, the process of communication can only be considered as planning and preparation, especially on the design of the implementation and difficult issues, marketers must keep in mind. You may be thinking about how to achieve the marketing goals you want, but the information conveyed to the designers is like conveying to the consumer, because only you think, you can through the designer's hand to convey visual information to consumers.

Here is a very important little trick: when submitting the design requirements, should note the layering of good information. For example, the first layer of information is a big theme, the second is the promotion of the word, the third layer is the price; this kind of clear information layered, let designers feel at a glance, what should highlight what should be highlighted.

The premise of planning is to do the above planning preparation, the second step is the idea. General layout planning, to the planning of a variety of zoning, the size of the area, highlighting the position and wording, are the contents of the plan. At this time need to learn from and reference some good ideas.

For example, now a lot of goods into the column area are made a small map guide, the following is the list of goods, for example:

This is the simplest way to make a column, goods in the area of many shops, generally rich in products, product types need a good guide, and for a shop only sell dozens of products of the shop, planning, we must consider whether to weaken the goods into the column area, strengthen the display area of goods.

These main lines of planning are mainly referred to the following factors:

① space layout is reasonable: the door logo window image with the array area, image Guide area, promotional area, into the row area, display area, etc.

② information level How to express: Advertising map is divided into action information, theme information, price information, stimulating preferential information, which is more important, how to express, like a baby description, how the framework set reasonable, is the information level how to express the problem

③ How to distribute goods: it is to use the hot-selling explosion to increase the efficiency of the next single, or to attract new customer groups, these are related to the marketing background and purpose

④ Conscious visual movement: Generally speaking, from a UV landing to your home page or the beginning of the baby pages, are considered to enter a portal, at this time, if the setting of a surrounding visual moving line to guide customers to stay longer, is very important. List of items with baby description lists are often the nodes that play these export entrances.

After all the planning, you should consider how to communicate with the designer, perhaps you also have the language of the designer, what designers need is that you can communicate with them in their language. Designers tend to think in terms of how "design is expressed," and demand people tend to think in terms of "what we have to stand out". For those of you who are not in the design field, it is easier for you to communicate with the design team's colleagues by understanding the knowledge of the design field.

Author: Chen Wenxiang

Article Source: Send Generation Network