Tony Tsoodle's Narrative.

Tag: Design

What is PR Design?

By

On December 2, 2023

In PR Design

What is it we perceive as visually pleasing? How do those elements form to create a message that creates an action? It’s really open to interpretation.

Closeup image of woman eye with creative makeup painted different colors
Dragon_Fly

While design and art are subjective, incorporating a semblance of structure and continuity is essential to recognize. Basic design elements will help a design flow and make translating a message more accessible. That’s ultimately the solution—a visually appealing image with a strong message encouraging action.

Design Elements


Design is everywhere. From the design of the bricks of a building to the look of a mailer, you might have received in the mail today. The design attracts or entices you to read it. They are the proverbial building blocks of a well-thought-out design. Generations of designers have established standards of design. Guidelines that help guide the messenger to receive the message appropriately. The designer’s job is to harness specific elements for a comfortable and manageable design to streamline the process. Once a designer knows color, typography, symbols, use of space, form-function-message, balance, rhythm, proportion, dominance and unity, the results can be formidable. These elements intertwine with the message to create the campaign.

Collection of designer oil paintings. Decoration for the interior. Modern abstract art on canvas. Painting set. Red poppy.
By Erenai

Stakeholders & Personas

As a PR design professional, marrying your stakeholders and personas to create your campaign is your bread and butter. When you create your design, consider what makes them tick, their interests, likes and dislikes. Ultimately, you are creating for an audience, and the design is as important as the message. Capturing attention will help alleviate your hard work ending up in the trash can with all the others.

Keeping in tradition with PR as a whole, compared with advertising, where there is an exchange of money, PR is a part of earned media. Design is no different. It operates in a free environment to capture an emotion and affect influence. According to Professor Sherry Kast, PR Design and Writing at The University of Oklahoma, “PR Publications provide a free, controlled media designed for publics who share characteristics and interests.”

PR Publications provide a free, controlled media designed for publics who share characteristics and interests

Professor Sherry Kast PR Design & Writing
The University of Oklahoma

Mediums, platforms and consistency

Mediums

There are a multitude of mediums for PR design, such as folded brochures, mailers, e-newsletters, social media campaigns, branded materials, and so on. You’ll want to choose a medium or a combination for your campaign. One isn’t better than the other, but it’s important to choose yours according to the stakeholders and where they are finding their information. The formula for a successful campaign relies on many factors. Planning, acknowledging, and recording those factors is wise and prudent.

Platforms

The importance of the platforms on which these deliverables spawn cannot be understated. The Adobe Suite and Canva are potent platforms for designers. I found that there are many ways to accomplish tasks on these platforms. It’s a preference when performing the processes of the functions.

Consistency

Staying consistent with a brand throughout the design process creates a lasting impact. It is in reasonable design taste to always stay consistent with the brand and is worth protecting it at all costs.

Conclusion

Pr design takes the ideas and basics of public relations and combines them with graphic design. It takes a more scientific approach than a free-form artist, though. I could describe it as tactful artistry. When done well, it prompts the receiver to react or spend money. I think there is no surprise that money is the general basis of why we are creating designs worthy of a campaign. Most designs are persuasive ways to encourage spending dollars. However, it’s important to remember that consistent public relations design encourages earned media and influence.

Do you have a brochure I can look at?

By

On November 17, 2023

In PR Design

Designing a brochure for an organization is essential to building credible deliverables. The brochure passes on information at a trade show or event for a specific purpose. Developing the brochure is a process that relies on obtaining correct and up-to-date information and obtaining messaging that is pertinent and current from stakeholders. The design is only 50% of the effort when working with brochures.

Puzzling Efforts

By Tinnakorn

Aggregating the data and most important information to include on the brochure is the most difficult task when creating your brochure. Having a clear messaging and an overall design concept also prove important.

It can seem overwhelming when tasked with the brochure. What information do I need to include? The space is limited to two 8.5 X 11 sides, divided into six smaller panels. Does the design encompass the entire room, or do you compartmentalize each panel with its information? The information may dictate the position of images, or a logo may fit in a spot better than others.

My Example – Hand Sketch

In this blog installment, I created a brochure for the Native American departments at The University Of Oklahoma. My initial hand-drawn sketch illustrates how fluid the process is with many changes happening until the end. The collective is known as ‘Tribe Nation.’ It is a great way to envelope the native community within the student body. I wanted to demonstrate the inclusiveness of the native body here at the school. This brochure would be within a media kit or handed to a prospective native student. It could function as collateral for a school information day, etc.

For this design I wanted to reflect on the earlier mentions of space and color.

Using InDesign

It has become my new go-to software for text and images projects. InDesign and its container feel allowed me to create this brochure for Admission and Recruitment. While it could use minor tweaks and nudges, the overall design features images on black and white backgrounds, keeping the traditional Oklahoma Crimson. The University of Oklahoma, in an effort to protect their brand from misuse, issues brand guidelines (found HERE) for anyone working with their colors, logo, and fonts. It helped stay within the requirements set forth by the University.

Design Mock

Outside

Inside

Note

While creating the brochure, watching your bleed and borders setup is essential. The folded crease is also critical to note. Creative Pro offers a calculator when accounting for the folds. Some even offer free templates if you want to go that route. However, remember that someone else could have the template, too. Create your own. It will encourage self-pride and spawn creativity.

Writing for your Audience

By Sashkin

When anything goes to the printer, knowing who you are writing for is crucial. Not only is it essential but vital. Once the brochure prints, you can’t take it back. We aren’t printing money. The costs can get out of control when a design goes to print.

A Big, Genius Newsletter from Apple..Kind of

By

On October 31, 2023

In PR Design

I have the occasional newsletter in my inbox. Some I read and others not. The subject matter is essential, and design is just as important. I now have a newfound respect for those who created them after attempting two of them myself, and they are not easy doings. Everything has a place, and paying mind to these will help you make the perfect newsletter for your organization or business. The elements complement the stories, namely the photos. I can write about the new Apple Watch, but when I write about the Apple Watch, I can see an image of Snoopy on the watch in the article. It’s like harmony to music. The relationship is complete. The pictures bring life to the stories and give some context. I would much rather see the new features on the new iMac in a picture than read about it and no picture. Newsletters bring these elements together so the reader feels connected to the story.

My first attempt

This is an example of a newsletter I created in Media Writing and Storytelling for my current employer, Cumulus Media. I designed it in Adobe Express. If I had known what I know now, I would have started this creation in Indesign. Its not pretty. I would change so much.

What was different here from the next example, is the writing is mine. Having willing co-workers ready to lend a hand helped. If I knew what I didn’t when I made this, it would appear better. I now understand the idea of Indesign and the ‘containers in which you can place pictures and text. It’s a convenient feature. Here’s an Adobe tutorial about its functions. Pretty powerful and easy tool to use.

The Tedium will get you

Although challenging, they are fun to design and create. The biggest challenge I found while making this faux newsletter for Apple was the amount of space and work area you have to work with. When there is so much information, it is a challenge to figure out what stories to include, where to place them, what is essential and what can fall to the cutting room floor. The space and fitting everything in is the difficulty. Planning and sketching out your design helped give me an idea of where things might have a place.
Creating these newsletters demanded attention to detail and constant nudging. Keeping the errors off the page proved difficult also, but the ability of InDesign to realize there are errors is miraculous.
The elements required presented a challenge. Fitting all the elements necessary needed great attention, and I’m not sure I got them all in.
Here is the Genius Newsletter from Apple, kind of.

The Genius Newsletter

(*entirely fictional, except for the stories)

I think the spacing should be managed a little better, but overall the design works.

I found spacing and area posed a good challenge, I’m close but it still could be adjusted on page 2.

Including all the text and information of the story was difficult with this page, the story was so detailed and well written that I didn’t want to lose any of the story or pictures. The final version shows I had to move some things on page 3.

Maintaining Apple’s clean look challenged my use of negative space. The Apple brand thrives from the use of negative space but with lengthy stories and so much information to pass along to the reader, space is the issue on page 4.

The Apple Newsroom is packed full of news from the company. This is something I learned with this project. I realized that most large companies have a newsroom, where stories are propagated and distributed. Apple even allows you to download the original picture file. I still am amazed at that. With no photo credits or cut lines included though.

Knowing your personas and some design elements, you can try creating your new letters. It seems like a mammoth task, but with some planning, like sketching, you can do this. And you’ll end up with a design you’re proud of.

Serving the Underserved

By

On September 29, 2023

In Uncategorized

Defining a stakeholder when creating a campaign is not only smart, it’s imperative. It’s like driving across the country without GPS or a map. Who are you intending to reach? It seems to me that it would take longer to process and create any visuals without a roadmap. Recognizing your public and stakeholders is a critical task. According to Larder, Understanding your stakeholder, or the stakeholder of your client stops assumptions perceived by publics and allows the targeted communication of the organization to stay on track (Larder, 2018).

“invisibility is in essence the modern form of racism used against Native Americans. It is this invisibility that leads to a college access and completion crisis among Native American students.”

The American Indian College Fund

I’m assigned to create a mailer for a stakeholder, two actually, related to the University of Oklahoma’s Admission and Recruitment office and their outreach to prospective native students looking for a college that would fit their lifestyle and values.

Stakeholder 1

  • 18-22 years old,
  • Native American (male or female)
  • test scores allow for admission to OU
  • Undecided on what institution to attend after high school
  • Eligible regardless of involvement in ceremonials or dances
Chumash Day Pow Wow and Inter-tribal Gathering. The Malibu Bluffs Park is celebrating 23 years of hosting the Annual Chumash Day Powwow. By Hanna Tor

Stakeholder 2

  • 29-34 years old
  • Native American male or female (often a same tribe as student)
  • Parent
  • Tribal community member

How to Target

These two age groups and stakeholders are both Native American. As a native, I’m aware Native Americans fondness for color and vibrancy. Incorporating color and subtle glimpses of regalia might intrigue these stakeholders. At least it would signify to me that natives are recognized. There is a fine line between demonstrating and exploiting. Careful.

native american
By Joy Fera

While design elements are one thing and share mutual interest. Age and responsibility are where the two stakeholders separate in interests and how they might respond to situations or stimulus.

Using images of youth and college life would help foster an idea of acceptance and inclusion. Offering an image of a school that recognizes its native student body.

Sources

Larder, M. (2018, May 6). The importance of stakeholders in PR . linkedin. https://www.linkedin.com/pulse/importance-stakeholders-pr-maddison-larder

We Don’t talk about Brand-O

By

On September 19, 2023

In PR Design

Next to the brand itself, the content on which its branded can be a companies most valuable asset. Branded collateral is often the first thing a potential client or customer might see. Perhaps its branded letterhead sent in a branded envelope processed through snail-mail? Or, the most likely scenarios, you are meeting a customer and they request a card to contact you for business? Do you have one?

Businesses and the executives that represent them must have a brand they can include on company stationary. That includes letterhead, envelopes and business cards. Branding these items first enables a strong footing moving forward in becoming a well-known brand that people can gravitate toward and recognize. The consistency of the brand across all of your elements is known as known as the brand touchpoints and is discussed here in depth.

Corporate identity stationery mock up isolated on modern style background. Mock up for branding identity. 3D illustration
By Salih

Operating a DJ company for decades, until recently I needed a business card completely designed by me. My company’s name is The 572 DJs LLC. (I keep telling myself the 572 area code will catch on like the 405 did). I created the logo within Illustrator and used InDesign to create a business card, letterhead and envelope for The 572 DJs.

This is the company’s current logo

Business Card

Utilizing negative space and proportion I enlarged the logo and positioned it to one side of the card. Using the white space as negative space because of the nature of the logo. A lot going on there.

Letterhead

The logo reveals enough of the company and what we do, I felt it was necessary to leave the white open. I also created an alternate with a text border, of sorts. I feel either could work, what do you think?

Envelope

The envelope presents a challenge. Staying within the Post Offices recommended guidelines. Parts of the envelope aren’t allowed to be covered or marked. It is where the designer and Post Master resistance meets. I never paid much attention to envelopes with a large logo offset to the upper left corner. There isn’t much room to mess with here. Post Grid offers guidance on these issues, check this page out for those.

Check out our Brand-O!

Branding can really become the preoccupation of any company. Almost obsessive but what else do you have other than your brand? You can brand just about anything!

Corporate Branding identity template design. Modern Realistic colorful Business Stationery mockup. Stationery and uniform, paper pack, Coffee, package for your brand. Vector illustration
By sergey985

However, you must maintain brand consistency. It is as crucial as the brand itself. Consumers and the public rely on what they know and how they will spend their hard earned dollar.

I Mean What You See

By

On September 7, 2023

In PR Design

When a customer picks up your product because of its look or appearance, a designer somewhere beams with pride, but the researcher sips wine on a beach. The researchers job involves more than being a talented artist, its only a small bit of their job.

Knowing what appeals to your customer base or clientele is essential to the 4Ps (Product, price, promotion and place).
If the design is essential, then the research into that design is crucial. Creating a well thought out communication strategy involves managing design elements actively.

Colo®

Relaying color is a part of visual language. It involuntarily coerces the human eye into perceiving an idea or emotion. Humans are weird creatures.

For shoppers and retailers, it is apparent that the color red is everywhere during the Christmas holiday. In the early 1900s, according to Fabrik Brands, Coca-Cola ingrained the color red into the minds of Americans with their version of Santa Claus.

POTSDAM, GERMANY – DECEMBER 10, 2013: Coca-Cola iconic Santa Claus. Christmas Tour
By Sergey Kohl

Research into the relevant colors is vital to a brand, especially when targeting a specific demographic.

  • What works for men might not work for women.
  • What color appeals to children over adults?
  • Do warmer tones appeal to specific demographic during a particular season?
  • Are certain tones more expressive than others?
  • What tone creates revenue?

These are all valid questions to consider when creating a communications strategy and essential enough to incorporate into the brand’s design.
In reality, revenue is what it is all about. It’s the ultimate measuring stick for most employers and clients. In most cases, choosing color is a commitment to the bottom line. So choose wisely.

Psychologie des Couleurs – Diagramme – Signification des Couleurs – Outil
By Artellia

Imagery

What images are being used are also an important element of design and its communication strategy. Take for instance these images of a stick figure in different actions. Without the heart illustration we’re left with a stick figure(s) doing uninteresting actions. You could place any image in the heart’s place and it could convey a completely different message.

  • the heart imagery conveys love
  • the heart imagery conveys care
  • the heart imagery conveys compassion
By Polina Tomtosova

There’s a reason Southwest Airlines chooses to use a heart in its logo. Amongst an airport of varying airlines for customers to choose from, Southwest uses the’ heart’ imagery to sway customers to fly with them. The heart helps convey “Heart & Hospitality”.

November 10, 2021, Brazil. In this photo illustration the Southwest Airlines logo is seen displayed on a smartphone screen and in the background.
By Rafael Henrique

Space & Composition

Space is at a premium in any design. The area of the paper, screen or banner limits you. Good strategic planners utilize space to create the size and the enormity of the message, which can take the message to heights that far supersede the size of the medium—saving a few dollars in printing costs.

When a design scales back to a basic shape (familiar) without text, we see a minimalist design with a powerful message. Here are some others mentioned by Jami Oetting at Hubspot that are clever. Call it coincidence or fate. Some would call it brilliant.

michael-mtv.jpg

Logo

Here is the logo I created for my DJ company. I felt that the circular nature of the logo represented a turntable platter. This is the design I have worked with for a few years now. I had stickers printed of them and the printer really hated the ‘saw blades’ around the sticker. The bubble look conveyed fun. However, there are many elements to choose from to incorporate into other visuals for the brand (letterhead, stationary, etc.).

Below, I started with a circle and worked my way into what you see above.

Sources

Color & Consumer Behavior Infographic. Insights In Marketing. (n.d.). https://insightsinmarketing.com/how-does-color-affect-consumer-behavior/

Hodgson, S. (2023, February 13). The history of Christmas colors and what they mean. Fabrik Brands. https://fabrikbrands.com/the-history-of-christmas-colors-and-what-they-mean/

Oetting, J. (2016, January 6). 24 Minimalist Print Ads to Inspire Your Creativity. Hubspot. September 9, 2023, https://blog.hubspot.com/agency/minimalist-print-ads

Pure heart: The evolution of the southwest corporate logo. Southwest 50 Years. One Heart. (n.d.). https://southwest50.com/our-stories/pure-heart-the-evolution-of-the-southwest-corporate-logo/

Defiled for Educational Purposes only

By

On August 29, 2023

In PR Design

The spaces of newspapers are named and consistent. These allocated spaces are essential for the publication as they give the paper structure and the viewer the information they want. Most newspapers and newsletters utilize these specific areas to deliver various content. Here are some examples illustrated within the August 2023 ‘Football Preview Guide’ edition of the OU Daily.

Delicately Designed For Your Viewing Comfort

By

On August 28, 2023

In PR Design

Design elements are present even in places you would hardly look to find them. Just walking back to the parking garage after classes and going about my daily life, I found a few examples of the elements that are some the following design characteristics.

  • Color
  • Typography
  • Metaphors/symbols
  • Minimalism & use of space
  • Form/function/message
  • Balance
  • Rhythm
  • Proportion
  • Dominance
  • Unity

The design blitz is on! Every day these design elements are present in our life’s. Having the notion and ability to incorporate the elements are where the true art and concepts of design collaborate. From the most intended to a surprising coincidence the aforementioned characteristics of design are what we find visually appealing.

Color

Without the green foliage, the northeast rear brick wall of the Bizzell Library would be just a dull brick wall, a corner that would melt into the other red brick building (Evans Hall) behind it. While it may be Mother Nature offering her design, someone had to decide to let it display her beauty. The deliberate nature of allowing the beauty of the greenery informs us that an element of design is at work.

Proportion

I found that the mums on the South Oval are well on their way to the usual spectacular explosion of Crimson and Cream seen at its height around homecoming. Above, the image demonstrates a level of proportion and draws your attention to the dominant image in the lower left corner. The single plant is the reason for the shot but with the abundance of plants, in rows, its understandable to incorporate them into the shot.

The mural is visible on the north side of Koda CrossFit at 1210 McGee Drive.

Rhythym

An example of color, symmetry and rhythm is Rick Sinnett’s “Butterfly Mandala” in Norman. The balance and colors are eye-popping. Those characteristics give the piece a powerful element of visual structure.

The colors are deep and bright, drawing attention to the drab cinder wall.

The symmetry develops from the Mandala’s center into the butterflies comprising the outer circle. Sinnett says the design represents life’s beauty (Uncovering Oklahoma, www.uncoveringoklahoma.com). Rhythm flows from the center with corresponding geometric shapes that repeat. Although, the repetition is the focal point. The piece relies strongly on its repetitive patterns, creating balance and a feeling of undulation.

Mid-Continent & Philtower buildings.

Balance & Unity

I recently walked downtown Tulsa and saw a group gathering on a corner. Five to six people with cameras were taking a picture of the above. Naturally, I followed suit and took out my camera. They were looking at two buildings between two buildings. Really. It is a remarkable image. Upon a Google search of the area and its art deco roots, the Mid-Continent building with the patinaed roof is to the right. The building to the left, with the spire is the Philtower Building. The balance of the split between the two buildings (or one, depending on your view) so you can view two beautiful vintage-styled buildings is spectacular. The two buildings on the far right and far left act to support the design image of the photo completely.

Got Minimalism?

The minimalist approach is used in many aspects of design. From logos to complete campaigns. Got Milk? That campaign relied on reminding viewers of the color of milk, white. The simple tag line and concept fed many copycats. Got books?, Got booze?, etc..

Pringle’s pizza flavored potato crisps may be ‘Bursting with Flavor’, however, it is the logo that adopts a minimalist design. The circle with two eyes and a mustache is a just a white circle without the eyes and mustache. Without the words ‘Pringles’ the company utilizes black and white with the noticeable feature the mustache. The circular logo takes advantage of the unique packaging the chips comes in. It works because of the simplicity.

Typography

I saw this logo at the bottom of this old Coke machine at a restaurant I was eating at. I thought to myself, how simple of a name. If you own a vending company, why not Vendo? The typeface conveys fun and vintage. The Ascender on the ‘V’ and the kerning between it and the rest of the name is noticeable. The cursive connection of the letters is aesthetically appealling and reminiscent of the logos of that period. At one time, when this was brand new, this logo stood out on that red paint.

Conclusion

Design elements are arrows in the artists quiver. These are the concepts that are beholden to those in the profession. Not only help guide the designer but they are elements that appeal to human senses guiding the viewers to the intended message.

Sources

Spielman, D. (2017, March 6). Rick Sinnett “Butterfly Mandala.” Uncovering Oklahoma. https://www.uncoveringoklahoma.com/2017/03/rick-sinnett-butterfly-mandala/

The Rug’s Typography

By

On August 25, 2023

In PR Design

Don’t mind if I do.

Utilizing the subject and the space allowed while incorporating it visually through the text describes typography. Artists tap into emotion through a myriad of techniques using text and typefaces. Evoking an emotion or action using a different typeface or font is also a typography characteristic. Perhaps the company has a logo sans text but has a company name that the artist must include?

I always admired this brilliant use of the logo as the ‘O’ in vapor.

A former employer used such a technique. The artist’s name is Michael. He created this genius use of a logo within the name of a former employer. This slight adjustment added visual value to the brand at no cost to the company.

Being able to visualize the subject with title or heading together demonstrates the artists grasp of typography. An image could be written in a foreign language making only readable to those that spoke the language, however, if an image is presented with the text anyone can discern what the message is trying to convey.

Definitely not an image promoting the Loch Ness Monster.

Alternatively, perhaps we can observe an example of typography with the text itself. The typeface selection can immediately create a sense of familiarity with the viewer. In this example, the idea of the military comes to mind just from the typeface.

Knowing the little nuances of typeface will help deliver a message via typography. Using typewar can really test your knowledge of the nuances. I had a pretty good streak going!

typewar

Typography as stated in the Linkedin video series, we scan for a familiar image. We immediately know what is being conveyed when typography is manipulated.

Kerning is important to the brand. If out of place it throws off the whole design. I finally got he hang of it.

Give Kern Type a try and see how well you do.

Kern Type

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