No matter how many years have passed, the technical specification for a designer always remains a topic for discussion. Yes, and what! Everything can be ideally painted: what kind of pictures, fonts, colors, icons, buttons, etc. are needed. But rarely when the customer realizes what he will get in the end. The fact is that each person has his own design in his head. The customer has one, the designer has another, Vasya Ivanov has a third. Sometimes it takes hours to figure out exactly what the client wants. It seems that you figured everything out, understood exactly the essence of the technical task and worked through every detail. All that remains is to send the finished layout and wait for praise from the customer, how smart and creative you are. Alas … In fact, it turns out that the client did not want this at all. Why then? “Make the logo larger”, “let’s try to change the color”, “turn the photo in the other direction” … Yeah, we’ve heard this somewhere before. =)
We present to your attention the top 5 phrases that will make even the most seasoned designer cry and figure out what each of them actually hides. Let’s start with the classics …
Play around with fonts
There is not a single designer in the world who does not know the game data. Of course, you can’t “play” with fonts. You can replace them, correct the style, tracking, kerning, etc. It’s just that this phrase has become so common that no one has ever thought about who invented it. A designer usually has several sets of fonts that he uses for most projects. Do not think that if your site will use any intricate font, you will be different from competitors and users will be drawn to you. No, rather the opposite, it will scare them away. All well-known and popular sites – Google, Yandex, Facebook, VKontakte use the simplest fonts. And this does not prevent them from having a multimillion-dollar attendance.
We sent the logo to the Word
If you want to place your logo on the site, then you need to send it to the designer in a vector as a separate file. Vector images are designed for computer graphics and are highly adaptable. Logos in the Word are often sent by clients along with the TK. That is, right in the file itself, under the item “Company logo”, a picture is inserted. It is impossible to use this type of logo anywhere, as often the image has a low resolution. The most common customer options are jpg and png. Yes, they can be copied and saved as a separate file. But the point is, these are bitmap formats. If you change the scale of the image data, its quality will be lost. Even if the entire site is made according to all the canons of an ideal design idea, a logo with a poor resolution on the main page will spoil the overall impression unambiguously.
Make the white lighter
… black is not so mournful, red is selling, green is friendlier, and gray is more catchy. In general, when it comes to finding the right color, this is one of the most important tasks for a designer. With the help of color, we convey the necessary emotions, feelings and influence the subconscious of users to perform an action. A well-chosen color is a guarantee of brand awareness and its attractiveness to the consumer. Therefore, designers approach this issue with a greater degree of responsibility: they build a single composition, color harmony and compatibility. If you change at least one shade in the project, you will have to change all the others. After all, the designer chose these combinations for a reason, guided by anyhow. Therefore, do not cut from the shoulder – change red to blue, purple to yellow, and green to gray-brown-crimson.
Convert from jpg to psd
In theory, of course, you can bring this idea to life. Given that the format is jpg, that psd will look the same. Any image in Photoshop will not decompose on its own into separate layers. The designer simply needs to redraw it, otherwise it will not work for layout. And what is most offensive – the client really begins to doubt our design skills and abilities. In general, with regard to converting one format to another, it is better to first check if this is possible. The psd format contains several elements (inscription, shape, picture), each of which can be selected separately. You can convert a file from psd to jpg, on the contrary, you cannot.
We had a case when a client asked for a website layout in psd format to be converted into a format for MS Word! And all this so that his wife could “play with flowers”. We have nothing against Microsoft Word, it is the most versatile text editor and, yes, some people manage to collect logos in it (we have not seen that). But he will not be able to open a multilayer model. Therefore, the client had to politely explain the whole essence of the situation, and his wife had to continue “playing with colors” in Paint. =)
In general, you need a WOW effect.
Who is this mysterious “wow effect” and how can a designer implement it? Again, it is different for everyone. Here it is purely a matter of taste. Surprising an individual with something specific is difficult. Someone will need a black square on a white background, while someone will not even have enough super-mega-animation with splashes of all colors of the rainbow and letters flying out from four sides. The “wow effect” must first of all promote the product well and sell it. Therefore, in this case, it is better to focus on potential consumers and study the target audience. Without a specific description of what the customer actually wants, it is not possible to get the desired option. It is not worth guessing, but asking head-on what result the client wants to arrive at in the end. We advise you to work through every detail, even if it seems not so important in your opinion.
Such examples are still a dime a dozen, you can’t tell all of them all at once. What unites them together is uncertainty and understatement. We are not going to blame anyone, of course. Both the designer and the client need to have clear consistency. Without it, creating a really worthwhile product that suits everyone will not work. Therefore, it is so important and necessary to have a clear terms of reference before developing a project.
If you are a designer, then all of the above is painfully familiar to you. I would like to wish that you meet these phrases as rarely as possible. And we, by the way, too. =) And if you are not a designer, then this information will be at least useful for you. Suddenly you want to order the development of the site. Our kind managers will help you draw up a competent technical specification. =)
PS Didn’t have enough fun? Take our fun test and find out what kind of customer you are. =)