Jack-of-All-Trades, Master-Of-All?, part 3

Written by Shawna on July 29th, 2010

Part III

I have not been surprised on the recent job descriptions I have seen out there in the job market! “Administrative Assistant with Graphic Skills” expected to answer phones, manage schedules, be an expert in business software, make coffee,  and create that one-of-a-kind marketing piece in his/her spare time. The “new” employee is expected to do all of this. Perhaps it could be the specific market we are in. Tough economics in an already tough to sell small town.

But there is the other aspect of the design career. In a “normal” market with design jobs that are – well, design jobs – highly creative, deadline oriented jobs.

Are designers really expected to be a master of every aspect of design technology?

I am an instructor at Pueblo Community College  and I see students in this new era of graphic design, they are learning all the finer points of graphic design, layout, typography, color, they are learning production techniques for print design, website design which includes html, CSS 1 – 2 – 3, Access, not to mention the insane amounts of supporting code techniques, photography, drawing and business management. I truly believe in a well-rounded student! If you know a bit about everything then you are better able to adapt when you do get to the job market and can play nice with others.

But what about in the real world, has technology really made it so we as humans are become the super beings that know and do EVERYTHING WELL! OR will the computer do it for you? Can Are employers really expecting exceptional work from a person who knows very little about a lot?

I am a specialized print designer. I know the ins and outs on a press. What works, what doesn’t work, how long it takes and what it takes to make it look good. I can create one, two, three, four or more color jobs. I know what paper is needed for what process, for what “feel” you want to convey. I know the specialties of varnishes, lamination, embossing, foil stamping and die cuts. I have stabbed myself with x-acto blades while cutting rubylith, been covered in photo sensitive “goop”, been nauseated by the putrid smell of ink and cleaners. I have stripped plates. I have watch the desktop publishing world come to life, image setters, the convenience of the Acrobat PDF and the wonders of straight-to-plate, and the digital era of affordable full color printing.

But then comes WWW…

The World Wide Web – the never ending world of knowledge at your finger tips. That is if you believe everything you read. The never ending storm of new technology that can take over in one night. From a single server and techno code writing geeks (Sorry Hubby) to a twenty-year take over of the entire planet Earth. Hmmmm, Where do I start… it is just that BIG!

To save you from absolute boredom (and me from having to write it). It all started with simple code, to complicated data bases, to online purchasing, store fronts, flash, movies, interactive media, and self-publishing widgets. Any one with a computer, a connection, and something to say can indeed say it! INSTANTLY.

I struggle with this a lot in my own business. Can I REALLY know print design and web design? Well, YES. Wait for it…

BUT I also know when I am in over my head, and I can play nice with others in this big sandbox of design know how.

Upcoming posts…

My how the times have changed - This is not your MaMa’s Marketing
Rebranding – A Fearless Endeavor
Green, In Print Design? – Yea Really

 

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Jack-Of-All-Trades, Master-Of-All? part 2

Written by Shawna on July 13th, 2010

Part II

Another aspect of this phenomenon are business owners that are looking to hire someone with experience in answering phones, business writing, sales, graphics, printing, website design and maintenance, secretarial duties, customer service, and general janitorial work amongst other things are insane.

I am speaking from experience – so I may be biased here.

One of my first jobs here in Pueblo, Colorado was just that EVERYTHING! If there was construction work I would have been wielding a saw and plastering drywall – oh wait I almost did! And I was supposed to be hired as a “Graphic Designer”. How can one employee handle the responsibilities of what at a minimum four people should be doing?

I am a business owner and I see how owners could easily think that everyone is built to wear many hats. After all you do, right? But in reality you are just setting your employee up for failure and your business up for a big hit. People make more mistakes, cannot step away objectively, and for the most part may not have the same vested interest in your business like you do. It may not be in the budget to hire four different people, but I will guarantee it is CHEAPER to hire a professional for a few hours than spend thousands of dollars on a really bad brochure and not to mention loose a good employee over something that they really shouldn’t be doing in the first place.

Part III

Are designers really expected to be a master of every aspect of graphic design?

Designers, No  – GOOD Designers are not a dime a dozen. A good designer is worth their weight in gold… you can depend on deadlines, originality and just plain reliability. We deserve what we are worth.

PS: I am polishing my PHP and CSS – so this typeography thing is driving me nuts!!! And I am clearly having an identity crisis in my blog. I will get better soon – I have hired a professional. ;)

 

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Jack-Of-All-Trades, Master-Of-All? part 1

Written by Shawna on March 25th, 2010
© Shawna Shoaf, Original Illustrator CS4

© Shawna Shoaf, Original Illustrator CS4

Part I

The art of typography died with the typographer when the MAC hit the desk.  Suddenly Typographers and all of their beautiful silent, unappreciated work vanished. I have been in the design field long enough to watch first hand the horrifying trend of illegible fonts and unreadable pages. The fine art of typography was destroyed by anyone with a computer. It was like giving a fine Samaria sword to a three year old – imagine the carnage.

Sooooo….

Now that I let my Type Nerd hang out, I hear you asking, “What is this woman talking about?” Well I do have a point that I was trying to make before my mind so rudely interrupted.

Now-a-days anybody can get a piece of the software take an online two-week class and call themselves a designer. It is devastating to me that many people that have no artistic talent – I am not talking about blow your mind painting and illustration those talented folks are in a league all their own, but just the basics of balance and unity (the two biggies in my opinion, and if you don’t know what I am talking about, I have made my point) – create their own marketing materials in a four-letter “WORD” application.

I Digress. Deep Breath.

It’s frustrating to know that out there business owners are making the decision to create their own business marketing materials. Which can be described as a compilation of clip art, pictures “borrowed” off of the Internet, and my fourteen-year-old niece can draw. (Hold on – I was the fourteen-year-old niece at one point.) Oh and did I mention – We have Adobe.

Adobe does not the designer make! The software will not do it for you. I am sorry but in the automated world of technological advancement you still have to be able to make it look good.

I cringe when I see off-centered words on spray painted signs on plywood outside of a salon.  What does that say about a business? “Hey I am too cheap to care for my businesses appearance but let us cut your hair. – It won’t be that bad. It is only your first impression for the job interview – you can wear a hat can’t you?”

Okay – Okay. I admit it, I cut my bangs between haircuts. At some point we’ve have all skimped on a service, out of either desperation or necessity. I do however, know when I am in over my head. If it takes three days to do something a professional can do in an hour, it may be a sign that you are just not cut out to do it yourself. That is usually when I call my accountant, my lawyer, my hairdresser, and if there is a blood involved because of an accident with a Samurai Sword, my doctor.

Perhaps it is time you call your Graphic Designer?

 

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Is this the logo trend of the new decade?

Written by Shawna on February 10th, 2010

It was the swoosh, swirl…. now is it the custom logo with a changing image to keep it fresh?

MTVs new view.

 

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Did anyone actually notice AOLs new look?

Written by Shawna on January 27th, 2010

ReBranding – one of the most difficult endeavors a company can make. Especially one with the long distance record like AOL. AOL has been around since 1983… yes, really that long. I was thinking about all of the millions of CD cases I received in the mail trying to sell me their services. At some point I had service and an email account with them. It seems like a far distant memory of something from youth rattling around in my recollection. It even took me several minutes to recall what the acronym actually stood for. AND THAT MY FRIENDS IS EXACTLY MY POINT!!! Read more…

 

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Have you lost your shirt? Marketing

Written by Shawna on December 30th, 2009

Marketing is easily the most misunderstood and misused tool of business, especially small business. Yet, when carefully thought out and used properly, small business can reap the rewards. Marketing savvy business owners are aware of the 4 P’s of Marketing, and how each play a specific role in the overall performance of their business: Product, Price, Place, Promotion!


How often have you been caught off guard and have literally thrown together an advertisement, a flyer, or a brochure just to make a deadline? Do you realize how that affects the overall image of your business, not to mention when you lose your shirt over a costly advertisement that gets no result? Just a little planning can help alleviate some of the stress and surprises that may present themselves. By answering a few questions you can easily be prepared.

How often have you heard yourself say…

“I want everyone to see my promotion and come into my store or use my services.”
– or –
“Anyone who has money to spend… send them my way.”


Realistically, you know that you cannot expect everyone to see your advertisement and say, “I have got to go to that store!” Even convenience stores that sell 2% milk at 3 a.m. have a specific target market. You wouldn’t see a baby clothing store advertising in the next issue of a Harley Davidson magazine. If you learn anything from this article remember this…

Your Business must focus on a very specific market for a very specific reason in a very specific way to provide a very specific result. (Jantch)

How well do you know that specific market?

WHO buys it – WHY they but it –
WHEN they buy it – WHERE they buy!


If you can get the attention of a specific group of people and communicate your benefits, then you are on your way to greatness. Specific markets can be determined several different ways: through demographics (gender, age, education occupation, etc.), psychographics (values, attitudes, lifestyles etc.), and geographics (location).

Simply stated…
What are the characteristics of your ideal client?
What makes your business different from your competitors?


As a graphic designer of promotional items, I am continually surprised by the reaction that I get from this question. Differentiating your services from your competitor’s services will help you capture your share of the market. One way to do this is have an Unique Selling Proposition (USP).

The best USP’s are short, sweet, and to the point. They usually bring up a feeling of gratitude or emotion on a subconscious level. For example: Nike’s classic “Just Do It.”, MasterCard’s “Priceless.” These simple phrases can invoke emotion, a sense of action, pride, and urgency.

What does your ideal client want to hear?

Your promotional materials should convey all aspects of your business, from the type of clients that you want to the atmosphere of your store front or office.

How do you want your customer to experience your business?

Everything your client touches either detracts from or enhances their experience.

___________________________________________
What is your image worth?
Shawna Shoaf, Creative Director

 

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Photoshop yet again…

Written by Shawna on December 17th, 2009

How much photoshop is to much photoshop. I can probably find these things all day.

JOIN in the Discussion at FACEBOOK.

TWIGGY - December 17

olayad

 

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reThink…reOrganize… reDesign…reDevelop….reConnect

Written by Shawna on December 11th, 2009

reThink…reOrganize…

reDesign…reDevelop….

reConnect


My 2009 THEME.

So what have I been doing? LIVING! In fact I am frantically typing while the 3 loves of my life are playing. Yes, THREE. We’ve recently welcomed James Raymond, our new baby boy, to the family.

Some of you may know that I have been teaching at Pueblo Community College over the last few years and absolutely love it. I was also invited to teach Graphic Design at CSU-P last academic year, while my professor, friend and colleague Maya Aviña went on sabbatical.

What a wild ride! At some point I was teaching twenty-one credit hours, pregnant, a mother to a two-year-old, managing the constant “threats” of relocating, health issues, loved ones passing away, my (not so little, six-foot-four, single) little brother was in a serious motorcycle accident. (Okay, big breath) Talk about a test of what LIFE was really about

I didn’t realize how insane I was until I was told to go on bed rest the last month of my pregnancy. So I took a break.

Wow, a Type A, first born taking a break? No Way. I stepped back to get some perspective on this roller coaster and realized – This is life!

The truth is, more than ever,

I love design, I love typography, I think CREATIVELY for a living.

Now it comes down to the Grand Experiment… reports and details coming soon.

 

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Aren’t you glad I didn’t list all 10…..

Written by Shawna on November 27th, 2009

What is Shoaf Design Studio
Thankful for?

8. Hand Sanitizer – Okay it sounds silly, but with all the germs flying around, I am not taking any chances. This stuff is peace of mind from a person who blocks out the thought of “Who has eaten off of the silverware?” when at a restaurant, and contemplates how to open a bathroom door without really touching it.

7. Home Offices – Slippers and a hot cup of coffee. THE BEST!

6. Going Green -  Less really is more. Recycled paper, soy based inks, water based coating, biodegradable cleaning solutions,  and sun and wind energy.

5. A Recovering Economy – Although it might not be obvious, small signs are pointing to economic improvement. We should work together at supporting our local businesses and organizations.

4. Social Networking – I am thankful for being connected. Even if it is at the end of an electronic device tethered to a wall. [Join my Facebook, LinkedIn, Check out my Blog]

3. Email – I am thankful for the magic and convenience of the Internet. I can squeeze in the occasionally 2 a.m. email without disrupting anyone’s sleep but my own. Unless you have a blackberry and forget to turn the alarm off, Sorry.

2. Service Providers – “Thank You” to my hardworking and superb print shops and production facilities. With out your assistance and great work I would not have the ability to have the great relationship I have with all of my clients.

1. Our Clients – I want to say “Thank You” to my valued clients for being so inspiring. I truly value your business and the relationships I have built with you.
What is Shawna thankful for…

8. Coffee - The reason I can do all the things I do.

7. Addictions - Cream filled doughnuts and Little Debbie snacks in particular.  Hey it’s the small things in life, the things that give you a little giggle inside. I do balance it out with well rounded meals. (See Number One)

6. DeCluttering – Everything has a place and every place has its thing. Doesn’t happen often around here but when it does – Yippeeeeeee!!! I am on cloud nine even if it is only for 3.7 seconds!

5. Hobbies – Calligraphy, painting, drawing, photography, knitting, reading, camping, hiking… what is it this week? Thank you for the things that keep me sane, inspired, and always thinking.

4. Doing What I Love – I was blessed to know exactly what I wanted to be when I grew up. I am an artist, a designer, a teacher.  I get to play for a living and inspire young designers! I look forward to getting to work every single morning. Okay not every single morning, but darn close (See Number 2).

3. Grandparents – I would not be able to do what I love without my Dad, who cares of my children. And my Mom who inspires me to be the best woman and mom I can be, offers her support and listens when I complain. I see both of them dote over my two children as they build a the loving, nurturing, soft place that I know will last well past childhood into their adult years. THANK YOU!

2. Children – Good morning snuggles, “shakin’ the booty”, boom boom’s, toothless smiles and belly laughs. What inspiration to see the world again through their innocence; every single new discovery, from “wow that’s my hand” to “I really love these people”, coloring just to color, and how to have fun.

1. Husband – Thank you to my super fantastic, super smart, high school sweetheart hubby. For fifteen years he has listened to my constant ramblings of ideas – good and bad. Supports me, gives me ideas, does math in his head, fixes my computer, holds the baby, changes diapers, let’s me dream, brings be back to reality, laughs when I do something stupid, holds me when I cry… and he cooks! Stand back ladies – this one is mine.

Aren’t you thankful that
I didn’t do 10!

 

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The photoshop controversy continues!

Written by Shawna on November 20th, 2009

The Demi Moore missing hip scandal, the continuing Ralph Lauren saga and millions of little girls being subjected to self image, body issues, anorexia, and bulimia everyday. Upon further review, I don’t believe the picture was dramatically retouched, it is an angle thing. But I have seen to many covers of magazines with images of high profile stars that have been retouched.

Yes it is a fact that everyday millions of graphic designers take the time to “photoshop” a picture. Now whether or not they are good at it is the question. A strange shadow, a blemish, a crop here or there we do “photoshop”.  Now to what extent is the question? What is to far?

I don’t mind taking out a blemish or two, especially on a young teen girl who needs a confidence boost in this world of magazine ads and covers that “slenderize” already beautiful women to the point emaciation.  That girl needs to know that this to shall pass. I have removed five o’clock shadows, stray unruly hairs, changed the color of a shirt or two, even placed two different people from to different photos together – with permission of both of course.

In September, France was floating a law regarding images that are retouched. Stipulating, as I understand it, that a disclaimer would be required or a $50,000 fine would be assessed. But to what extent?

I don’t feel that my removing a zit constitutes a $50,000 fine.
A brightening of the teeth? No.
A model suddenly loosing 30 lbs? Maybe.
An ethnic edit? YES!

But that is the problem – what is the line? And who sets it? If a photo is retouched – it is retouched. A zit or otherwise. Logistically this could be an absolute nightmare.

Just think about it, just a little over 100 years ago people thought the camera would be the “death” of art. In fact Paul Delaroche, a French painter commented, “From today painting is dead!”

Well Monsieur Delaroche – I can safely say that you where wrong.

Samples:
Demi and Others
Beyonce
Ralph Lauren
Microsoft

Check out a favorite of mine: http://photoshopdisasters.blogspot.com/ for more photoshop gone really really wrong.

JOIN in the Discussion at FACEBOOK.

TWIGGY - December 17

 

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