Listening

People often stop and ask me for advice on how to design something creative, something "eye-catching". I nod approvingly and then I listen carefully. As they share their story, I listen to what it is they want to say exactly. I tell them that it's not so much how you want to say something, but what you want to say. It sounds so cliché, but it's so very true. You need to know what you want to say. The 'how' comes later on.

Identifying themes

After listening to their story and helping them uncover their single primary message, whether it's a new visual identity or a slight twist to an existing project, I help them mold that idea into a theme. Themes have the power to amplify a single message because they are so easily identifiable. Watch your favorite movie(s) and pay attention to how it creates a vicarious experience, helping you identify with the character and events onscreen. It's the use of themes that help peel away the layers, revealing the message.

Defining value

Because every idea, service, library collection, and Web site is designed around a theme, you need to ask yourself what is your value proposition to the user? In other words, are you saving them time? Are you teaching them something new? Ask yourself what is the value that you are providing to your target audience? Why should a person pay attention to your message? How are you going to help them? Helping your users find what is important to them will allow you to satisfy your goals as well as theirs. That's the definition of value.

Measuring success

I often ask, "How will you know if the design is successful?" It makes sense to design measurable objectives to track and measure success. For example, success for a library can mean having ten people sign up for an e-mail newsletter, or increasing the total number of e-mail newsletter subscribers by 30% in the next six months after the initial e-mail newsletter is launched. Measuring success is dependent on intended goals.

To learn more about how Michael Whang can help you develop a strategic marketing plan, please contact him at michael.whang@wmich.edu