In this week’s episode, we talk all about how to use design to sell stuff effectively. Dustin believes that design is simply art intended to help sell, and we tend to agree with him. With that in mind how do we ensure that our design work is effective as well as simply being aesthetically pleasing? Without further ado, let’s get into the show!

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Show Notes for This Episode:

[1:00] In today’s episode we’re talking about how to use design to sell stuff effectively
[2:00] Selling products with a bad design vs. going out of business with good design
[2:45] Design is something you add to a business
[4:00] Making sure design is functional not just appealing
[4:40] Ask yourself what would make someone buy that product
[5:20] Ian’s mistake of not doing the research before starting on a design project
[6:20] Over-designing and losing the art of design and the commercial application
[7:20] When simple design seems almost impossible
[8:20] Making designs in line with the brand
[9:20] Creating commercial art to sell products
[10:00] Design Cuts working with the designers and redesigning the preview images
[10:40] Investing the time in preview graphics made a huge difference for the products
[11:20] Thinking about the end customer and putting them first
[12:10] Tom’s example of drawing parts of a portrait but not thinking of the face as a whole
[13:00] Students asked to design for entrepreneurial projects being tested with actual customers
[14:10] Dustin’s example of Frank restaurant in Texas and the small design things that make a huge difference
[15:00] The power of design
[15:30] Designing things people don’t know they need
[16:00] Is the commercial element of design always emotional?
[17:30] Making design that stands out among your competition
[18:20] The importance of signage as non-commercial design
[19:30] Bathrooms with bad signage designs
[20:20] Consider the framework
[20:45] Get valuable information from the client: how do they want the company to be perceived, what is the main objective for the design etc.
[21:15] Starting with the simplest version of what the client wants
[22:00] Getting in the mindset of the product’s target customer
[23:30] The hosts example of how they would use design to help a street vendor sell more coffee
[24:45] Designers working in isolation and Dustin’s suggestion of going to spend some time in the place where the product is sold
[25:30] Being the Daniel Day Lewis of design world and method designing
[26:00] Following the client around for a day
[27:30] Getting information from similar business around you
[28:20] Having the right information to direct the design
[29:50] Creating a design around solving a problem
[30:20] Marketing and design should not work in separation
[31:50] Designers not wanting to incorporate marketing messages in their design
[32:30] The tension between designers and the marketing team
[33:40] Lisa’s experience of working for a magazine and interacting with the marketing team
[34:20] Tom’s experience of being on both sides
[35:00] The need of being a good marketer as a freelance designer
[35:30] Tom asks the host about some of their struggles with commercial design
[36:10] Dustin working for a company and being thought how their sales funnel works
[37:20] Tom struggle with starting design very young and not having any business acumen
[38:00] Dustin joking about Tom wearing a suit and briefcase to school
[39:00] How gaining business experience helped Tom with his design work
[40:00] Lisa attending business meetings and paying attention
[41:10] Measuring the performance of good design
[41:45] The confidence you get knowing your design helped increase the company’s revenue
[42:50] Tom checking out Instagram and being amazed by how many people started doing a daily challenge
[43:10] If you have any questions please tag us using the #honestdesigners and #honestdesignershow hashtags or the host’s individual Instagram profiles
[44:00] Thanks so much for listening to this week’s episode

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