Sense and Sensibility

Call me old-fashioned, but I think it's important for a designer to know certain basic issues like the size of a business card and what information belongs on an envelope. Nevertheless, I see a great number of portfolios that have envelopes with phone and fax numbers, business cards that are unwieldy and oddly sized, and examples of 3-dimensional promotion that goes against the laws of physics. No this isn't the fault of the owner of the portfolio. Clearly nobody took the time to explain these basic issues. I'm guilty of this myself. I've often talked to students and assumed someone else already taught them the information.

So, I can complain and be the cranky designer who laments that world isn't what it was when I was a youngster, or I can help. When the good folks at Lynda.com asked me what course I'd like to do next, I suggested we dig deeper into basic issues of layout and composition and move into the stuff we make. Foundations of Layout and Composition: Marketing Collateral gave me a chance to start at the beginning with issues like audience, determining a budget, and what items to produce. I then added basic information on business cards, letterhead, swag, 3-d promotion, and posters.

I'm hoping the examples I use are interesting and inspiring. I rounded up some of my favorite firms like Eight and a Half and Modern Dog. But the main goal is to explain simply the most basic information with collateral. Don't get me wrong; I'm fine with something being unexpected. In fact it should be. But it's best when you know why it's not ordinary. Nobody should be in the position that I witnessed a couple of weeks ago:

Me: Why did you decide to make the letterhead a unique size?

Designer: What?

Me: I'm not sure that a 5x7 card is a poster. What was your intention?

Designer: What?

Me: Is the envelope mailable? It looks like it will fall apart and cost a ton in postage.

Designer: Why are you so mean?