Perception in design

Perception… the most powerful
word in design… probably.

Industry news 13th November 2020

Someone much cleverer than I once said that if something looks right, then it
probably is right. This is so true and the key word there is ‘looks’..

We all buy with our eyes first. We can’t help it, the first sense which kicks in is sight and this is the main driver of huge chunks of our lives. Imagine a meal at a restaurant. This will involve three of our senses; taste, smell and sight. Which one is the first in line to experience that meal? Sight. And if that meal looks fantastic and it is presented well, the message goes to the taste and smell senses and says, “get ready, this is gonna be good”. So they are pre disposed to expect that it will be a good experience and then what happens? Amazingly the meal tastes great, it smells great, all started by the sight.

Sight is the first sense you often use, and it drives the rest to
fall in line.

The same happens in our daily lives without us even knowing. The way we buy goods, the way we choose a route to walk, the way we select a product, service or supplier, and a huge amount of other seemingly instinctive decisions.

When you have a need a new supplier for X, Y or Z, then you go looking, you have a set criteria which is a must and you find four companies that do all of those things. Then you look at their websites, you look at their reviews and you look at their literature… You look.

And if one looks good you can’t help but be drawn to them, they stand up to more scrutiny and they rise above the ones who don’t ‘LOOK’ as good.

If a supplier looks right, they often will be, they have given the right perception and made themselves look like they can cater for your needs… All created by a look, by a designer who can make a difference to their business.

Want to see how this all works in practice? Give us a call.

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Why use professional designers?

Why do companies use
professional designers?

Industry news 19th August 2020

Creativity, personality, proven track record or a myriad of other reasons
could be why businesses around the world choose to use designers to
solve marketing and design related challenges for them.

It is often thought that software is the solution, but this is usually not the case. Some might say that data is the only way forward, but how do you display this data? Others may argue that the quality of their products speak for themselves, however this only works for existing customers, future customers simply won’t be aware of this. Design is often thought of as ‘nice to have’, rather than a ‘must have’, but design is much more important than you think.

There are tons of different software solutions out there, which according to the adverts are simple to use and easy to create wonderful, creative solutions in seconds. So then why do companies use professional designers?

It’s simple, all of the technology in the world will not create a great idea. All of the technical witchcraft available today will not solve a marketing challenge of how to sell product X, and all of the various gizmos and gadgets can’t sketch out a solution… Fact. You need a human being driving these wonderful tools to enable the magic to happen.

Great designers can understand the challenge, take into account who you are aiming at and get under the skin of the task at hand. They can explore ideas faster than any computer, suggest different ways to get the message across and think the unthinkable, a new idea! Great businesses understand the power of a simple, creative idea and all that it can provide.

Professional designers have a proven track record, they can demonstrate how they work and can fill you with a sense of confidence in their abilities. They are passionate about solving your challenges, and will often end up doing more than you pay for, it’s just the way they’re built. In fact, designers don’t normally do it for the money. They just want to impress people with their talents, they love to show off and make the client say “wow, how did you do that?”. Then they quietly accept the praise, move on and do it all again.

It’s actually dead easy to tell which companies use a professional designer, they’re the ones who look good and make a profit!

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Too Much Communication

Is there just too much
communication today?

Industry news 12th August 2020

Have you ever tried to contact someone to catch up or discuss a proposal?
Ever tried to get in touch with someone who you’ve never spoken to before?
Or ever tried to speak to a new prospect and found it almost impossible?

It is not just in business that this happens. It is the doctors where you ring because you’re unwell, the receptionist asks what’s wrong with you (because they are medically qualified???), and then you book an appointment for the doctor to call you to have a chat and see if it’s actually worth them seeing you!!! So doctors, businesses, retail outlets, websites, car manufacturers… you name it, they are increasingly hard to actually speak to.

So what’s the big deal with actually speaking to someone, or meeting face to face you might ask?

With the increasing amounts of technology allowing us to communicate globally in seconds, why is it more difficult to get in touch with someone and have a conversation?

I know I am not alone in this but here’s a thought…

When you meet someone, or talk on the phone you get a huge amount of additional information that you simply cannot get through e-mail, Whatsapp, Facebook DM or the myriad of other channels. You can detect if someone is happy or sad, excited or bored, alert or tired. You can see and show empathy, you can pause without feeling like you are being ignored, it is a two way focused communication, rather than sending a message, then waiting for minutes or hours for a response.

My niece and nephew are well used to this, as is anyone under 24, and they call it ‘chatting’. But you simply can’t beat the old fashioned version of this which is called a ‘meeting’ or a ‘telephone call’.

So am I a grumpy old man?

Some would agree, but the facts are that when you focus your communication in a 1-2-1 situation you get better responses, you get the full attention of the person without other interruptions and you get better, more thought through outcomes. Isn’t that the point of communication, better and more thought through outcomes?

At PHd we always try and use the phone and face to face meetings, that way we get faster and better results for our clients. We even use pads and pens (and iPads occasionally) to sketch out a clients needs so we all understand what is required and how it can be achieved. This is followed up with a simple document telling everyone what the outcomes were and who will do what by when…

Sound refreshing?

Why not give us a call and experience the results of our approach.

Peter Howard, Managing Director

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