DESIGNDILEMMASHow to solve problems for great end results.
[de•sign di•lem•mas]:common issues in creating effective communications
DESIGNDILEMMA:ScaleSUSANNE MORTONOffice of Communications and Marketing, Senior Art Director
1. Infographic
Design Dilemma: Scale1. INFOGRAPHIC: Student Fees
Format: screenDeliverables: graphics for Vol UpdateRGB Colors: Orange, Smokey, Energy, Leconte, Fountain, Globe and Legacy.Fonts: Clarendon and GothamAudience: primary: studentssecondary: general audienceAudience interaction: phone, tablet, or computer
Design Dilemma: Scale1. INFOGRAPHIC: Student Fees
2. Print invitation
Design Dilemma: Scale2. PRINT INVITATION: An Evening of Exploration
Format: print and mailDeliverables: invitation and envelopeCMYK Colors: Orange, Smokey, Rock, LimestoneFonts: GothamAdditional features: foil stamp, magnetVendor: University Printing & MailAudience: general audienceAudience interaction: hands-on, action required
Design Dilemma: Scale
Design Dilemma: Scale2. PRINT INVITATION
Design Dilemma: Scale2. PRINT INVITATION
Design Dilemma: Scale2. PRINT INVITATION
3. Environmental Graphics
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Format: hallway, entrance, and interior spaceDeliverables: cut vinyl, canvas prints, and template for adventure calendar and ratesCMYK Colors: Orange, Globe, Legacy, Switchgrass, Eureka!Fonts: GothamAudience: students, faculty, and staffAudience interaction: varies
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program
Brand Guidelines
Communication
Audience
Objectives & Goals
DESIGNDILEMMA:ConsistencySUSANNE CATECollege of Arts & Sciences, Print Communications Manager
Design Dilemma: Consistency
Consistent Template: Newsletter
Design Dilemma: Consistency
School of Art, “shortcut logo”
Used alone on front,no “circle R”
2” header
Footer with newsletter content,department URL
Feature story first. Department Head’s message inside.
Design Dilemma: ConsistencyConsistent Template: Newsletter
College logo
Used when the shortcut is used elsewhere
EEO Statement with PAN number issued by University Printing (necessary for a print run over 200 pieces). And job number.
Department “ask”, engaging image, or short feature.
Newsletter is folded for mailing. Repeat header.
Social Media Icons
Consistent Template: Arts & Sciences Newsletters
Design Dilemma: Consistency
Process can kill creativity, but so does lack of process!
Simple wordcount and layout tool to share with client.
Read more online
Design Dilemma: ConsistencyConsistent Template: Newsletter, bookbreak
Maintaining the brand, understanding the partsConsistent Template: Newsletter, production timeline
Edit and Design Time + Approval Time + Press Time
Design Dilemma: Consistency
PROJECT REQUEST SUBMITTED
Confirmation: From CAS Communications Director: 1-2 days
Design: Print Communications Manager: 2-5 days
Client: Approval process, confirm due date/press count, signed approval: 2-3 days
University Printing: PAN number request: up to 24 hours
Submit: Fill out UPM Order and send to press: 2-8 days
>>> Don’t forget to request copies for yourself! <<<
Design Dilemma: ConsistencyWhat I try to do:● Listen to the client● Protect the brand● Promote the campus● Solve problems● Engage the viewer
Keep it consistent.
DESIGNDILEMMA:DiversityShannon HerronCenter for Student Engagement, Graphic Designer
Designing for a multitude of events with ever-changing topics, audiences, desired outcomes.
Design Dilemma: Diversity
Design Dilemma: Diversity
Design Dilemma: Diversity
Design Dilemma: Diversity
Diversity in content compounded by diversity of material need.
Design Dilemma: Diversity
Design Dilemma: Diversity
Design Dilemma: Diversity
Design Dilemma: Diversity
Marketing Checklist
1. Marketing Materials2. External Media 3. Internal Media
Maintains Consistency
Reaches Audience
Desired Outcome
Design Dilemma: Diversity
Design Dilemma: DiversityContent● Research on the topic
Who // what // why
Audience● Who are we trying to attract?
StudentsFaculty/StaffGeneral Public
Desired Outcome● What are we trying to do?
EntertainEducateExpose
DESIGNDILEMMA:VolumeEvan FordUniversity of Tennessee Athletic Department, Graphic Designer
Designing for 14 athletic programs, ranging from facilities, to recruiting, to social media, and more
Design Dilemma: Volume
*Projects created on July 24-25
One project at a time
Design Dilemma: Volume
Knowing your coaching staff (ie. client)
Design Dilemma: Volume
Controlled chaos • Fonts• Colors• Style
Design Dilemma: Volume
Know your boundaries (Stretch them when you can)• Establish then expand• Brands within brands
Design Dilemma: Volume
DESIGN DILEMMASTools & Tips
Tip 1: Get excited
Tip 2: Project goals & objectives
What does the project need to accomplish? What is the tone?What are the goals?What are the objectives?
Tip3:Research
brand.utk.edu
Tip 4: Brand guidelines
Tip 5: Brainstorm & Collaborate
Tip 6: Take a break
Tip 7: Unlock your resources
Photography1. Asset Bank
● Request access: tiny.utk.edu/assetbank
2. UT Video & Photography Center ● Visit communications.utk.edu/video-and-photography
3. Free photography resources(with appropriate credit)● Library of Congress● NASA● The Met● unsplash.com
Photography4. Freelance photographers5. Stock photography
• istockphoto.com• gettyimages.com• Adobe Stock (Creative Cloud)• graphicstock.com
6. Agency photography
Charts & Infographics1. Canva2. Infogr.am3. Venngage4. Visme5. Piktochart
Software1. Adobe Creative Cloud2. Microsoft Office3. G Suite (Google’s suite of
online applications)4. Project management solutions
• Social media • Task management
5. File transfers
Final Tip: Celebrate your success
Questions?