DW's Blog

Design

by DW Green — April 12, 2023

Music needs space (time) between notes in order to build rhythm and melody. Visual design needs space between elements in order to effectively communicate.

Advertising design is very subjective. An ad that looks good or bad to me often provokes the opposite reaction in someone else. To each his own, but keep in mind that design is a skill, it’s a discipline, an art. Much as a musician seeks to understand pitch and rhythm, melody and tempo, a designer seeks a greater understanding and control over:
Unity
Gestalt
Space
Dominance
Hierarchy
Balance
Color Part 1: Theory
Color Part 2: How to Use ColorFor example, whitespace or negative space is the space between design elements. It’s just as important than the space you fill and is one of the most neglected components of visual design.Day only exists in comparison to night and in much the same way your positive space (where design elements are located) only exist in comparison to the empty space around them. Without whitespace, designs become crowded and chaotic. There’s no flow of movement from one element to the next.Space is the context in which your message is perceived. Without ample space communication is difficult. Imagine a piece of music where every note ...

by DW Green — April 5, 2023

What we need to learn comes when we need it.

Reflecting on the wisdom of others is a very meaningful activity for me. My wish is you will find value in doing so too.An excerpt from Mark Nepo’s excellent book, The Book Of Awakening.Repetition is Not Failure. Ask the waves, ask the leaves, ask the wind.By Mark Nepo“There is no expected pace for inner learning. What we need to learn comes when we need it, no matter how old or young, no matter how many times we have to start over, no matter how many times we have to learn the same lesson. We fall down as many times as we need to, to learn how to fall and get up. We misunderstand the many voices of truth as many times as we need to, to truly hear the diversity that surrounds us. We suffer our pain as often as necessary for us to learn how to break and how to heal. No one really likes this, of course, but we deal with our dislike in the same way, again and again, until we learn what we need to know about the humility of acceptance.”

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Sign Of The Times

by DW Green — March 22, 2023

Sign design should reflect the purpose, meaning and personality of the store’s brand.

The ole maxim “Signs Sell” is true! But then I guess that’s what a maxim is, an expression of a general truth or principle. In truth, however, the maxim should read “A well-designed sign with thoughtful and intentional copy sell a lot!” Aside from the obvious sign ingredients like product description, price point, accurate spelling, product benefits and so worth, the sign design should reflect the purpose, meaning and personality of the store’s brand. Otherwise you are missing a tremendous opportunity to reinforce the unique benefit of your store to your customers. If a picture is worth a thousand words, then a well-designed sign is worth a thousand sales.

Literal

by DW Green — March 8, 2023

Design is the opposite of literal. Good design is imaginative, dynamic, and energetic.

Sometimes with design work, retailers prefer designs that literally reflect the subject they represent. According to the ole dictionary, literal is defined as the strict meaning of the word or words, not figurative or metaphysical. To construe words in the strict or in an unimaginative way; matter-of-fact; dull; prosaic. So basically, the word literal refers to the use of words. The problem is that design goes beyond the specific definition of the word or words, good design also conveys feeling and emotion. Grocery shopping is more than a grocery cart. A new or remodeled store is more than new fixtures, new floors and new décor. Design is the opposite of literal. Good design is imaginative, dynamic, and energetic. Good design builds an emotional connection between your customers and your brand. We recently updated a store logo for a client. The new design created a clean, comfortable, and captivating look and feel. The design brought energy and an aliveness to the brand. In a word, Amazing!

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by DW Green — February 22, 2023

Just like the tribes of old, the strong leaders of today’s companies distinguish themselves by being good storytellers; voices that employees listen to, are inspired by and respect.

I attended a niece’s wedding near Portland Oregon. The wedding was amazing. The ceremony was held on Bladberry Farms on Sauvie Island serenely resting within the mighty Columbia River. It was a truly beautiful venue.The bride and groom embodied the very best of the millennial generation. The measure of their depth of wisdom and understanding of the meaning of marriage and the sanctity of their union was inspiring. The minister too was phenomenal. How often we forget the true meaning of marriage as we move through the business of doing and managing the unfolding of daily life. It is good to pause and silently reflect on the beauty and wholeness of our relationships.The word “tribe” was used often to describe the importance and connectedness of the bride and grooms extended family and circle of friendships. Businesses too represent tribes. They are tribes to their loyal and passionate employees, customers and communities. The stories that circulate in and around he organization paint a picture of the company’s culture and value’s towards both employees and c...

by DW Green — February 15, 2023

It’s good to look at and question your personal truths, beliefs and values.

Pairs of opposites such as good and evil, or life and death, are examples of mental dust catchers. Any fixed idea that has not been moved around for a long time creates a place where illusion can breed. A fixed idea is like a stove, or a refrigerator, or a bookcase. Underneath and behind fixed ideas are hiding places that can collect all sorts of mental rubbish, or lint!It’s good to look at and question your personal truths, beliefs and values. These are often learned when we are young. I read that the ego/mind presumes and is convinced that its perceptions and interpretations of life experiences are the “real” thing and therefore “true.” It also believes by projection that other people see, think, and feel the same way; and if they do not, they are mistaken and therefore wrong. This explains why there is so much discourse in our world right now.