space to imajin

Fear is not a Growth Strategy.

So said Amy Cosper Editor in Chief of Entrepreneur Magazine. She went on to mention, “It’s bad enough that Detroit is wheezing, Rome is burning and all hell has broken lose, but what’s worse is that the situation is making normally rational people act like loonies. It’s fear. And it’s a real business issue these days. But fear is not a growth strategy. 

Fear makes us irrational – like thinking cutting and growing are the same thing. Cutting costs does not equal growing sales Never has, never will. 

As I look over the second half of the coming year I see it everywhere, wanton fear. The kind that paralyzes every nerve in front of the car that is speeding towards you at 70 miles an hour. That car, is the future and we are trembling between it’s headlights. 

There are few among us that are thinking above the tide. Few that realize that the tide is coming in, will continue to come in and must go back out….naturally. Few that believe they will survive these “tough times”. This few, this “remnant” are the ones that have been innovating all along not as the next cool business trend but those that innovate as a means to survive. They innovate not because some book on the NY Times best-sellers list said so. They innovate because it’s in their culture to do so. It’s at thier deoxyribonucleic acid level. It’s a kaizen mentality. It is this remnant that will be head and shoulders above the rest as the tide goes back to sea.

Although the financial capital markets have dried up to a trickle, the creative capital market that exists between our ears has the potential not only to help us survive but to catapult us ahead of the curve once we get around the bend. While everyone else is idling in traffic, project your business, organization or government ministry beyond this stagnant mess. But remember, fear can kill this. 

As I look forward in my own business I am seeing how difficult it will be to drive business, I see how tough it will be to increase the bottom line. Innovation as a culture and not a fad is the only way forward. Innovation is not about creative cost cutting it’s about adding value for your clients/customers and extracting value for yourself at every step of your business process from soil to dining table, from camera to screen, from pencil to product, from thought to finish. 

So as a designer I must ask myself where can I innovate not only in the designs I produce but in my process, how can I move the state of the art to a place that lifts everyone. My clients, my colleagues, my community? 

These are the questions that I ask myself, Which ones do you ask? At the same time remember…

Never Doubt,
what you can do
with a little imaji nation.

stay tuned……

- Yorkali

This is a re-post from July 30th, 2007

Want to get from under the web radar? You’d like to expand the exposure of your website on the cheap, well you need a blog. Here’s why.

Every website needs a dynamic area and a static area.

This set-up creates a symbiotic relationship between the two. It’s kinda like having the institutional and the commercial areas of a city. The city hall and the downtown. Every city needs both and each zone needs the other. Together they add up to more than the sum of the parts. The Static being the brochure section, the mayor’s house, city hall. This area establishes who you are and what you do and your services etc. The other area is your happening, dynamic district. It’s SOHO, The Market, The Mall, Starbucks, Where the artists come and chat over coffee and crumpets , where connections are made and bonds are forged. Ideas are continuously disseminated. This would be your blog.

Once you have this set up, the blog does a number of things;
1. It rises your sites rank in Google hence people find you easier. This happens because Google targets key words as it relates to a certain topic, say “healthy living in Denver”. The more key words you have related to this topic of interest the higher you will rise over time in rankings. It’s that simple. It really isn’t rocket science :) all this SEO stuff just boils down to 2 words, keyword density. Density equals Mass over Volume. Have as much of the text mass of your site filled with a high volume of keywords. That’s how you become a heavy player.

2. It gives people a reason to continuously come to the site therefore keeping your brand… top of mind. Top of mind is prime mental real estate, as opposed to the back burner, which is equivalent to way way way beyond the wrong side of the tracks. You want to have people’s thoughts on auto-pilot to your brand/site/product when they think of a certain area of interest. All the big brands do this, they stay top of mind. The cheapest way to do this is with a web log that is refreshed frequently with relevant information.

3. You establish yourself as the ultimate font of information regarding your specific are of interest. Posting regular, recent and relevant info is the hardest part of maintaining a blog, but it is the most rewarding. This is what delivers the hits. Trust me.

The reason weblogs and the like have become so popular, is that they give your potential client a reason to trust you hence a reason to have you and keep you as a service or knowledge provider. The blog has played a key role in personalizing the web. It is probably the most critical component for any small to medium size business to have as they seek to grow.

So go ahead, get going, start growing.

The Commoditization of Coding, the Democratization of Design and the Importance of Meaning.

There is a shift that has taken place in the building of the worldwide web that many organizations, institutions and small businesses are not realizing and the later they come around the harder it will be for them to make the change. The current economic crisis will make this situation even more acute.

This shift is:  The Commoditization of Coding and the Democratization of Design

Whenever  a product or business service approaches the tipping point of commoditization or democratization the professionals that have crafted their careers on this service start pushing back and squealing. This is definitely happening in the wild, wild west of the world wide web. Web design and web development is going through a significant change that many in the industry will not survive if their skill sets do not evolve.

Note, I have separated the two.

Web development for this author involves the actual building/construction of the site. Web design is the branding and information architecture that gives form, meaning to the site. When I studied Architecture in the ’90s there was a book called Structure and Fabric that was incredibly useful in our coursework. The title confused me at first but after a little while I came around to understand what it really meant. But today I am going to re-purpose that title.

Web development gives the structure/framework upon which is draped the fabric of the design.

Two distinct, yet in-extricably linked entities working together for the common good. To make your site’s visitor either spend money or listen to you.period. All the major brands and web properties understand this from Coca-Cola to Kimberly Clark. From Nike to Ecko. The sad reality is that, not enough of our small and medium businesses and organizations realize this.

But where is this commoditization and democratization coming from? On the design side so many people have a crack version of Photoshop that it is relatively easy to procure a layout for your site at a moment’s notice. Then on the coding side there are an increasing large number of online outfits that all they do is code the photoshop layouts being generated by the crack editions of Adobe’s bread and butter. This, in addition to the fact that so many people know how to code a site in Dreamweaver or write CSS in a text editor. These two activities  are approaching critical mass and are rapidly squeezing out what I would call the “masterbuilder” function of the webmaster and splintering the activities of this post into two distinct tent poles under which websites are being built. It will become increasingly difficult to find persons that are equally versed in both design AND development as coding is such a commodity and people who say they can design are everywhere.

Now, part of the reason companies and organizations hire a hybrid of the two is because they take for granted one of the two functions, coding or design. It’s as simple as that. Usually it’s the design that gets knocked down a couple notches the priority pole. It’s seen as the skin, the lipstick on the pig, the “make-it-pretty” layer in the workflow. This approach, I believe is dead wrong.

“Photoshopping” is not Design.

Design is much more than making it pretty.

Real Design is infused with strategy.

By relegating the Design aspect of a site to the fringe of it’s creation, you are crushing up to 50% or more of your site’s potential. If I said to you, I could get 30% more persons to stick around on your site for longer would you listen? If I showed you that beauty has a function would you take this article seriously? It is crucial for stakeholders to realize that Design needs to be seen less as decoration and more as communication.

If your site’s Design does not; communicate the brands core message, influence a specific action or at the very least grab the user’s attention by the horns, just trade in your marbles and go home.

The web is built on an attention-driven economy. You keep someone’s attention, they stick around. If they stick around at some point they WILL do what you want. Simple. If 60-80% of your sites visitors are clicking away to your competitor in under 30 seconds you have a problem. Either your content is weak or your Design is poor…or both. Within those 0-30 seconds there may not be enough time to show off the wiz-bang functionality of your site. So all the resources you invested in the site’s back-end Coding is gone in 60 seconds…usually far less. The decision to stay or leave your site is based on the Design, content or lack thereof. It is the first interaction before they make a single click. If the design sufficiently attracts, then solid Coding and content will cause the bee to go in and get the pollen.

As time spent on your site goes by the functionality aspect takes precedence and the quality of your Coding starts to show. But it’s still the Design and content that keeps them coming back. It’s a fact of life, we like to hang around people that either look good, have something great to say or posses something that we want or all of the above. The same for websites. It’s the cool place to be after school. It’s the spot to be seen at. While at the Caribbean School of Architecture, award winning architect Denny Repole once said to us during studio class, “People go to special places not only to see, but to be seen”. Creating a site that people want to be seen at (like Facebook) takes many man-hours from the Design and Coding teams to pull off. But what is the result?

continued . addictive . attention.

Spending large sums of money on a website is becoming increasingly rare especially among small to medium size businesses. As this kind of spending goes down, especially in this caustic economic environment, making the case for spending either to your board of directors or to your wife is gonna be pretty darn HARD!

So the design is out-sourced to your nephew and the coding to a friend that’s a network admin in his day job. The splintering of web development is in full swing. It is rapidly becoming cheaper to do and the long-time Designers and Coders are being marginalized rapidly.

How can everyone benefit from a situation like this? Probably not, is the truth or at least not in every case. I believe the only way to add value to what you are good at is to specialize in either coding or designing. Evolve what you are good at to it’s highest possible level. With the public’s highly evolved awareness of good design and the increasing functionality of what sites can offer now a days, there is plenty of opportunity to specialize in either field.

I think more of us website producers seriously need to adopt the model of car production. Where the functions of the engineers and the designers are distinct but the product reflects the synergy and symbiosis of the two.

By specializing on their skill set the end product will be much better for all parties. The two sides of the coin will have a better chance at evolving their deliverables to the highest possible point by going through multiple versions without causing critical aspects of the site to suffer in the production process.

Coders should focus on squeezing every drop of functionality, robustness and elegance from every line of code while paring away the unnecessary barnacles. Make the site sing. Optimizing their  processes.

Designers need to establish themselves not just as Photoshop jockeys but also as thinkers and communicators that know how to embed meaning into every pixel they lay down through intelligent branding, wise use of color theory and typography along with  smart information architecture.

That leaves us with the third leg for the previously unmentioned stool. Meaning.

But what is meaning…really. Meaning is beyond the template driven, monoculture that is producing multiple sites that look way too much alike. Meaning is taking the brand D.N.A.  of your client and expressing that in every single pixel. LACK of Meaning is what happens when you remove the text from a site and you have no idea what it’s selling or communicating. Where this company is and who is behind it. Most times you have to go to the about us or the gallery to get a sense of place and purpose from a website. It should not be so. These two aspects of meaning can and should be expressed in the design.

We remember things because they MEAN something to us. We remember a first kiss, our first car, our favorite color, our first job, our favorite teacher and many other things because they mean something to us. I bet your mind just drifted. One of those things must have meant something. It’s what makes them special. Sometimes it’s a weird little quirk that we like about a place, a person or a thing that adds the meaning. It is the same with a website, a car, a home, our iPhone. Even a smell has a meaning. Simply put, Meaning aids memory, when your website is saved in someone’s memory you are there for life. Top of mind forever.

At the end of the day it is the subconscious Meaning that will help in a large way to help people to pay attention to your site. Because the inconvenient truth is, if a site’s visitor does not want to pay attention, there is very little else they will pay for.

When the coding structure and the design fabric reflect a high level of evolution and are blended perfectly in the matrix of meaning you will not only have a site that can take you from point A to point B. But will ride like it’s on rails  and oh yes, is drop dead sexy and unforgettable. Those are the functions of a successful site.

Yorkali is a Jamaican designer. Follow his tweets on Twitter here.

BBC NEWS | South Asia | Indian contest for rupee symbol.

Pepsi’s New Branding

I can see why so many people dislike the new Pepsi logo. Yes, I too quivered when I first saw it. Yup they are famous for constantly changing their branding and all that but a lot of the argument I think needs to go deeper. Pepsico knew this backlash would happen. They knew the new design would not bode well with a wide swath of their drinkers but the “what” is not the question, it’s the why.

After taking a long hard look at the logo my guess for why they did it is this.

Yes there will be heavy online buzz (including this post) but this logo was not designed for the NOW, it was designed for the future. Current context is not it’s focus. This logo was designed for a future zeitgeist. A theme, a style, a mode of thinking…not yet popular. When a company of the size of Pepsico redesigns their branding as often as they do, they have come up with a design that is projected from their future to the now. it cannot be defined by not current tastes.

They do this not just for design longevity’s sake, but also packaging purposes. If this new branding is to carry them through the next 10, 15 or 20 years it allows them to project packaging costs much better. For a company the size of Pepsico these projections can make or break their bottom line.

Think about it.

If they design a logo that is more concurrent with today’s design language or thinking and it gets stale in 3 – 5 years, that is going to be millions of dollars lost for the company’s that produce their packaging, and in turn Pepsico, because it will represent a massive retooling for these guys because of the sheer volume of printing and production that goes into the packaging process. So for me, that is the why. The design will slowly grow on us and it will soon seem ahead of it’s time….. no I take that back. That’s probably what the Pepsico board is betting on.
via: Brand New: Pepsi, New Bottles.