- I've written several books about design
and branding over the last 15 years.
One of the challenges of writing a book
is finding examples from a range of designers.
At one point I asked an up and coming designer
to send me images relating to a logo he had designed
that was especially beautiful.
I had to ask several times
before he sent the images.
When I received them there were no descriptions
or captions.
Getting those, was like pulling teeth.
Finally, with a deadline around the corner,
I wrote the captions myself
doing my best to get them correct.
After the book was released
the designer called me and was unhappy
that a project I thought was a hotel
was actually a financial planning firm.
Having simple project descriptions and captions
keeps your project from being misidentified
as entirely something wrong.
A project description should be short, clear
and to the point.
Write this as soon as you finish the project
and the image assets are made.
I found when I revisit a project a year later
I've forgotten the details.
The project description should cover,
What the problem was you needed to solve,
How you solved it conceptually,
What were the results.
For example,
What the problem was that you needed to solve.
The client was losing business
with a younger demographic.
The product read as old and tired.
How did you solve it conceptually?
The solution promoted a more energetic
and forward thinking brand message on all communications.
Red became the primary color for the system,
linking all messages with energy.
What were the results?
Within a month of redesign,
the audience perception of the client changed
and business increased.
It's best to not simply supply the visual description
of the project.
The viewer can see that the icon is red
and has a white background.
And your solution wasn't only visual.
Rather than stating, "The cherrys are red on a white box",
tell us why.
The product demanded attention on the shelf.
A vibrant red created a dynamic visual.
I also make a list of credits when the project is finished.
List the designers, photographers, printer
and other people who were part of the project.
Not only is this fair,
it's helpful when you look back and say,
"Boy, I like the photo on that job.
Who did I hire?"