Web: In many ways, web design is a science—there are mathematical solutions dictating success. However, it is experiential design that keeps in mind the dynamic aspects of the internet. In addition, good web design remembers the original purpose of the internet—quick and shared communication. Unless doing research, those surfing the web do not want to think. Therefor, design in this respect must be intuitive as well as inviting. One must understand where they are and why, while immediately understanding “the brand” and getting exactly what they want with ease.
Books: Books are unique in their longevity. In that, they allow for an extra dose of pride in their creation, production and publication. Book design requires a special attention to type and image selection. We never design a book cover or interior without reading all content (if available). Some projects require extensive research into the subject matter—if not familiar, we strive to make ourselves so. We work closely with the client to gain a clear understanding of their intent, their audience, and their market. This is simplified by the fact that successful authors publish for their niche and are well aware of it. We strive to offer a variety of looks for one content...and drive the client to a happy solution.
Misc: Good photography can make our job easy. But even without it, we are often called upon to make something exciting from nothing. This is our joy. We uncover the essence of the mission and carry it out visually with the careful and appropriate use of type and image. Fun design often means “bad design” when one refers to the universal principals of design. That is the fun of it!—you get to break the rules, and are appreciated for it. If our viewers are enthralled, we’ve succeeded. As far as CD’s go, if you buy it by sight, hurray!
CDs: Good photography can make our job easy. But even without it, we are often called upon to make something exciting from nothing. This is our joy. We uncover the essence of the mission and carry it out visually with the careful and appropriate use of type and image. Fun design often means “bad design” when one refers to the universal principals of design. That is the fun of it!—you get to break the rules, and are appreciated for it. If our viewers are enthralled, we’ve succeeded. As far as CD’s go, if you buy it by sight, hurray!
Logos: Ahhhh, this is a tough one. You have to roll the whole concept into a little nugget that the public can grab onto, believe in and run with. Of all the work we do, this seems to require the most emotional and critical investment. The client often is unsure of their visual direction, so the object is to reign them in. Successful logos require a perfect understanding of the brand an its competition. The objective is to instill faith, following and understanding. The successful look will embody the establishment completely. With logo design, we quickly know if we have “hit” it—logos that don’t do so, haunt the designer forever.
Brochures and Catalogs: Brochure design is a mainstay here at the company. We do many of them each year and they range in nature from corporate, more serious pieces to spiritual , creative or comical ventures. We did a lot of annual reports in the 1990s. This was a special and rewarding challenge as we were involved in scoping out the mission and message for the particular corporation that year—and these messages changed from year to year, but carried out quarter to quarter following. That concept work is some of our favorite—and hardest—work.
Packaging: A good product and product position make packaging design truly fun. This is, once again, experiential design in that the piece is handled and loved. The places it is kept and managed must be kept in mind. Packaging design requires a keen look at the competition. It’s important to stand out, yet to stand within your line. Something in the label or package must say “yes, take me...and your life will be forever better,” or you’ve missed the mark. This would apply to a label for a perfume, as well as it would for a warning label.
Publications/Magazines: Magazine design, like book and web design, is absolutely and completely experiential. From the first glance at the cover to the turn of the first and last page, the viewing is an adventure to be grasped, loved, appreciated and sought after again and again. We have both designed comps for publications, as well as carried out production of magazines and pubs with subject matter ranging from health, to finance, to recreation and art. As with all design, an understanding of the audience is critical. Maintaining on-going energy and interest page to page is our expertise. Types size and election as well as image selection is key to success. We call this the “cherry on top” of good editorial.
Posters/Invitations: Poster design begs you to get under the skin of the emotion. That’s it. Happy, sad, exciting, playful...they call you to understand, celebrate, participate, and remember.
Continuity: Although an activity gone by, continuity was once big in the publishing industry. Taunten Press, Atlas, International Masters Publishers, Time, Better Homes and Gardens, and many other publishers providing educational materials of special interest to hundreds of thousands of excited participants. For many years, Serena Fox Design Company submitted concepts to publishers. We covered continuity programs on cooking, fishing, spa services, sewing, decorating, card collecting. Design always draws from the demographic audience and editorial requirements with an additional consideration for production timelines (which are always challenging). Customer satisfaction and ease of use are paramount.