Marketing & Design: Maximizing time between Projects

In those brief lapses between projects I get to experiment. Sometimes it's new software, a technique I've wanted to try, a new lighting setup, trying a new email marketing application or a canvased print style - whatever the experiment those brief breaks afford me an opportunity to explore.

A few days ago I visited some of the things that CS 5.5 can accomplish that was not available in previous software versions. This week I wanted to emphasize how important it is to not get discouraged. Even when you think there isn't any work out there as a freelancer, proprietor, or contractor, keep honing your skills. Use your downtime as an opportunity to network with new people, catch up on projects once set aside and more importantly be creative and experiment with things that lack of time had not allowed you to. It's amazing how creative you can be when you're not inhibited. 

Start a blog if you like and just write about what interests you. You'll be surprised how many people share your interests and what you can learn from one another. Share ideas and network. This is how I learn about new products, even giveaways or trials. Stay in touch with friends. You never know who lost your number and need your products or services. Don't assume they don't want to hear from you because they didn't contact you first; Reply to that backlog of email inquiries while you're at it. I should take my own advice and become more engaged with social media too. It is as much a part of business as balancing your books. Don't discount its effectiveness. Whether you want to or not you must realize that most of your potential clients have some sort of social presence. You should want to know what they're talking about, what their interests are and what they are looking for. Did you know that surveys suggest that most people get over 70% of tips and advice from their social network? From where to buy a car to the best schools and day care centers in the area.

What do I like to do in my downtime? Design, Marketing, and Photography.  Yes, I know that's day job stuff but I really enjoy it. Everything I do in such context hones my skills, helps me to become more efficient at using my software and equipment. If I'm lucky, the next person that calls or emails asks you about a doing a project for them and you reply, "A poster like this..."

Then they reply, "Perfect. Just add my company info on there." Now all your experimenting and networking just paid off because you learned something new about your software, tried a new editing technique, and picked up a job from a business acquaintance on something you were already working toward. A few tweaks later and it goes to print.

My acquaintance has now become a customer and then they inquired about the makeup artist, the model's name, and who does my printing. Then everyone along the chain of my network gets business and recognition. Printers start to print. The makeup artist does the makeup. I get to do photography and design and models get to model. Not bad for downtime.

Creative Suite 5.5 Overview

As promised, I will occasionally bring product reviews related to areas of marketing, photography, advertising, web development, and graphic design. I told myself that I would never have any use for upgrading my software from CS3 to CS5. However, after going in depth with CS5 for the past several months, I am awed at how incredibly powerful Adobe has made this suite.

©2011 www.heliosimaging.com
All Rights Reserved

CS3 to CS5.5 is like a different program altogether. The toolbar is reminiscent of its former self but the tools are incredible and more powerful than ever. Adobe has really out done themselves. Now a moderate user can turn print design or a basic document into powerful media rich web applications in a few short clicks. I say moderate user but if you don't interface with the software on a daily or weekly basis you're gonna find yourself intimidated. Now it will not make you a better designer but the tools and shortcuts are beyond ordinary.

Now you Indesign users out there can build rich animations inside without ever stepping outside of the application itself. This streamlines the entire building, editing, and publishing process thus saving time and money by improving workflow. For me a simpler workflow means fewer mistakes, fewer re-edits and higher output. I can't speak for everyone but my productivity soared. Designing booklets that are interactive with live content in PDF files has been around awhile but Adobe has added animation tools that can be carried directly into web applications from Indesign.

I've spent several months developing the infrastructure for a digital magazine only to discover I need not worry about all the complex coding anymore. Embedding still proves to be a task but developing the GUI is a snap as I design print projects and web projects simultaneously.

In regards to Photoshop the dazzling continues; particularly the new Refine Edge feature I picked up from guru Terry White. This has vastly improved image editing and compositing. We all know how selecting soft and hard edges on a single image can be. Tried compositing hair or making fine color corrections on CS3 or earlier lately? Compare to CS5 right now. The editing apps are starting to keep pace with the improvements in digital imaging technology. Those images I may have tossed out two years ago look like they were shot near perfect straight from the camera (image above); noticeable only by the most advanced or frequent image editor.

©2011 www.heliosimaging.com
All Rights Reserved

This composite was a perfect candidate for the new Refined Edge feature. This may have taken several hours. Possibly a full work day of time took about an hour and a half. I could have spent a few more minutes on edging but either way you count it that's progress.

What hasn't changed is the price tag on this wonderful software. I haven't been able to ignore the price tag and bite the bullet. Yet, I am convinced that the productivity it has brought will justify the price in the long stretch. The downside is the long stretch with anything technology based means that when you're able to afford it or even get acclimated to the program a new one comes out and the kicking yourself starts anew.

Are you maximizing your Acrobat software?

You don't have to be a techie to understand this post despite my getting a bit too professorial and technical at times. This is about software you likely already own but may be unaware of its hidden potential. That application is Adobe Acrobat.

Since I've made the move to CS5 which includes the updated version of Acrobat Professional, it has taught me just how wonderful I had it using CS3 with Acrobat 8 Professional. Is Acrobat 9 & 10 that much better? Not really. It was only until CS5 did I started to appreciate the feature rich set of tools that Acrobat has. I had most of those features as far back as CS3 and didn't even know it.

One of the best things about Adobe's Creative Suite is how well integrated each application is. But now that I've begun to experiment and develop more with Acrobat Professional I can appreciate that integration even more. With Acrobat Professional I've recently created interactive slideshows, embedded video links into documents, designed live interactive invoices and order forms, added multiple layers using forms and fields for print control etc etc. It is simply incredible what Acrobat can do relative to other applications. So while most people are simply using PDF's as their standard professional document distribution format, I'm digging even deeper into Acrobats more hidden gems; using it as a traceable distribution means for surveys and as a marketing feedback mechanism. Can Acrobat Pro do that? Yes it can. You can distribute your documents, gather, organize and document your metrics all with the most advanced document development tools on the planet.

Time permitting I'll bring some examples to the blog.

When Photography & Graphic Design Go Strange Directions

A few weeks ago we finished up designing a catalog for an extremely talented fashion designer, a truly gifted individual that can design and tailor for anyone including men and women, children and adults. She's designed and made everything from cargo shorts to elaborate bridal dresses. When she asked me to design a catalog for some of her designs I was flattered beyond belief.

Being someone so incredibly busy she didn't have time to scout around and find a model to suit the clothing so she delegated the task to Helios being as she is aware that we may know or work with models from time to time. In some ways our way of doing things can create some very rewarding opportunities for models both professionals and amateurs alike. Sometimes I feel we're bordering on being a modeling agency.

The designer gave us the parameters in regards to the model's look, size, the shoot theme, and sent phone pics of what I'd be working with. I found the perfect model, had the model's measurements sent to the designer and scheduled the model for a fitting to coordinate with the arrival of the first series of clothing. It only took a few small modifications before we had the photo shoot date set. In the meantime, while the photo shoot date was swiftly approaching, I concerned myself with organizing page spreads to maximize the effectiveness of each piece. We also used this time to choose accessories and several other items we thought could accent each article of clothing. After getting the idea refined with the designer we set a date, put together the copy, finalized the spread and got our catalogs done; laid out, printed, and delivered.

After receiving the first set of catalogs the designer was absolutely blown away by how well things turned out and immediately began talks about future projects. We are always pleased when a client is happy but after a few weeks things got interesting. Now the true test begins.

We had been tasked with creating a fashion catalog for a designer for a "2011 Metro Woman" collection she'd put together. But being a graphic designer is more than just being about having a nice spread, being a great photographer is more than just a pretty picture; we need to address whether the message come across clear enough to her clients where they wanted to buy? Is the best features of the clothing clear enough and presented well? That is the true testament as to whether our job was done. She tasked Helios with creating a smooth transition of inviting imagery that would promote her products to their greatest potential. After several weeks of silence we finally heard. Not only was the reception positive but it got a little weird when the designer called and asked for permission to sell the catalogs. "Huh? You mean sale your designs right?" She said "no, I know through our agreement Helios retains copyright ownership of the images themselves while my company retains all other rights to the catalogs as they are used exclusively for the promotion of their featured clothing content." The images themselves, according to the agreement, are to be the exclusive property of Helios less' the client and Helios mutually decide to alter that agreement in writing.

Put simply, our client's clients wanted to purchase the catalogs for the fashion images. While we often sell images directly, these are clients of a client where Helios still retains legal reach in dictating how those images are used. Naturally our client wants a piece of the action as she sees enormous potential, naturally we own the images therefore all issues regarding publishing, copying, commerce, etc would fall to the decision of Helios.

An incredible series of events leading to new opportunities.

The image featured above is from the "Chrysalis" photo shoot and not the subject of this post. All Rights Reserved. ©2011 Helios Digital Imaging & Graphic Design

Registration, copyright, and Risks: Protecting your Work

Registration insures that you have independently verified ownership and authorship of your work. Copyright alone does not insure clear proof of ownership and can often be litigated. Should litigation occur, all things being equal registration entitles you to damages inclusive of any associated losses including court and legal fees.

Understanding your rights is critical in days where information flows digitally with near instantaneous speeds from server to server. Knowing how to protect your authorship is key to understanding and protecting your privacy. Yes, Privacy!!

Consider this. This scenario was posed a few years ago by me in an ethics course. The main subject was privacy and authorship of published works in the digital age. An unsettling scenario was proposed where a child's online photos were downloaded and re-published by a large corporation that featured the child's image in a very aggressive advertising campaign. The child's in immediate shock recognized her child instantly despite having the image surface several years after her immediate posting. A mother always knows her child right?

What are the mother's rights? Because the picture is clearly of her child and the image was used without permission is the company incontestably liable for damages? Are you sure? What is public domain and was the mother even aware of what that means? Are you sure about what images you're floating about in cyberspace and how they may be violated later on?

While I understand this is a frightening and worse case scenario, the likelihood is not only possible but highly plausible; a greedy corporation getting wealthy without consent of use or a model released image found online.

It's very scary stuff but the real underlying story is knowing your rights and being aware of what information, images, works of art, or casual picture you published, particularly online. Be aware of what your privacy rights are and what course of protection you have should your images or works of art be essentially hacked and violated without your consent.

Remember this subject is not limited to photography; it pertains to music, multimedia works, web design, logos, etc.

Visit US Copyright Title 17 for more information on copyright law. Other subject to look into if you have anything published online or wish to protect a work of art or creation is Trademarking.

Sircus Magazine Cover Design Concept by heliosimaging