Photo by Leo Patrizi
No one likes to be told that they don’t understand—or, worse yet, that they aren’t doing what they’re supposed to. So how do you conduct those potentially uncomfortable conversations without setting fire to the goodwill you’ve cultivated?
As creative professionals in higher education, we often need to translate design-speak into language that is more easily understood. While terms like “RGB,” “PMS” or “white space” may elicit nods of understanding, they’re usually pretty meaningless to those outside our circles.
A further challenge is getting our non-designer colleagues to adopt and consistently use production best practices. Ensuring that every task and assignment goes through the pipeline with the greatest efficiency is a team effort, but some members may need a little coaxing.
No one likes to be told that they don’t understand—or, worse yet, that they aren’t doing what they’re supposed to. So how do you conduct those potentially uncomfortable conversations without setting fire to the goodwill you’ve cultivated?
I believe the answer is a spoonful of sugar. As the Sherman Brothers’ legendary song states, “A spoonful of sugar helps the medicine go down.” In this case, the medicine is the topic you need to address, while the sugar is the means by which it’s communicated.
With this in mind, I created a simple series of flyers titled Tips From the Cranky Creative Director. Each flyer includes a stylized photo of my scowling face followed by a tip geared toward either clarifying or reinforcing creative terminology, best practices or rationale. Occasionally I’ll feature something more lighthearted, such as tip #16, “Creative Juices,” which featured a music playlist curated by Creative department staff.
These are submitted to the entirety of our marketing department. The language is a little snarky, but not too over the top—just enough to elicit a smile and open a dialogue. It’s done wonders for clarification. On the occasion when the message still doesn’t stick, a “Cranky” will be re-sent under the heading “Cranky Greatest Hits.” An especially challenging situation prompted the creation of an Extra Cranky Edition. On that one, I swapped out my face for that of Samuel L. Jackson’s Jules character from the movie Pulp Fiction.
It’s clear from the Cranky flyers that while I don’t take myself too seriously, I do take the topic at hand seriously. It’s that little spoonful of sugar that allows me to right a wrong without singling anyone out. (Although, from time to time, the guilty party will reach out to sheepishly admit they’re the reason for the tip. I typically assure them that they’re not alone, which is usually—but not always!—true.)
If you create your own tip sheet, it should reflect your personality. Be yourself, but play with the volume a little. I would also caution you to avoid sending something out the moment an issue comes up, to avoid singling someone out. Instead, make it second in line.
If your content is specific to your department, give careful consideration before sending to a broader audience. They may miss the point. For example, the frequently referenced Project Management Tool (PMT) holds no meaning outside of our department. Basically, you should never use lingo to explain lingo. More generic messaging may better serve your needs.
While nothing beats a good ol’ fashioned face-to-face, a tip sheet can be an excellent communication tool. Since you’ll mainly send them when something has gone wrong, don’t forget to mix in some off-topic content every so often to keep it light. It just goes to show that even difficult topics can be addressed “in a most delightful way.”
The UCDA Journal will highlight several of these tips each month and the ideas here can help generate discussion in your own offices on how best to handle some of these same issues—if and when they arise.
Q: Can I change the name of a .pdf file?
A: No, but you can add to it. Keeping the original job number and description allows the designer to easily find the correct file. Adding the editor’s initials or the modify date at the end is just fine (and helpful).
Q: How should I name my Project Briefs?
A: Accuracy and brevity keep the file names manageable. Here are some examples:
Q: Why is the PMT called the PMT?
A: Because Project Management Tool is a mouthful.
Q: How do I know what color type to use between RGB, CMYK and Pantone?
A: The short answer is: RGB for web, CMYK and Pantone for print.
RGB stands for red, green, blue. When combined, they can simulate a variety of colors. RGB is created with light rather than ink or toner, so it is the color standard for images on TV, the web, social media and virtually anything you view on a display.
CMYK stands for cyan, magenta, yellow and key (black). They can simulate a variety of colors when combined, but they are used exclusively for full-color (or four color) printing. CMYK is used on brochures, posters, billboards and anything else that needs to depict a full-color image, such as a photograph.
PANTONE (PMS or Spot) is short for Pantone Matching System. Rather than simulating a color, a Pantone color is an exact match. This is ideal for projects requiring only one to three colors, such as business cards, invita-tions and T-shirts. For a color that does not simulate well, such as teal or metallic gold, a Pantone color can be added to a CMYK print job to ensure accuracy.
CLEAR is another printing option that involves laying down a glossy or matte clear varnish. Since there is no color, the contrast in reflectivity provides the visual effect. Clear options are used to subtly enhance a printed piece, such as an invitation or program book. It can also be used for more dramatic effect by laying over a photo or graphic to make it appear to pop off the page or recess into it.
Q: Why would I use kerning instead of tracking?
A: Kerning is the adjustment of space between individual letters, while tracking is an adjustment over a range of characters. Kerning gives you the most control, but it is best suited to minimal copy.
NO KERNING (above, top)
It looks OK, but we can do better.
KERNED (above, middle)
Kerning neatly tucks the “r” under the “T,” and the white space between letters is reduced to make the word feel more unified. As a result, the overall width of the word is reduced to take up less space.
Custom kerning isn’t feasible for large amounts of text, but headlines and logo text can benefit from a little kerning.
TRACKING A WORD (above, bottom)
Tracking a word to get the same tucked “r” results in the rest of the letters being too tightly spaced.
Photo by River North Photography