I’ve said it before, and I’ll say it again: details, details, details. And it doesn’t get much more detailed than paying attention to kerning, the term given to the spacing between letters. It sounds trite, but such a small and simple thing can be a recipe for disaster if not addressed properly. I remember watching a University of Florida football game a few years ago, and the space between the … Continue reading »

As a Project Manager, I tend to employ a certain try-to-predict-the-future mentality to help me stay one step ahead of our clients. After all, most creative management is all about preparation and anticipating what the client could do next or even two years from now. The fact that I “studied Nostradamus’ techniques and theories” isn’t part of my job description, but I’m beginning to think it should be the very … Continue reading »

I’m sure we’ve all been there. We’re following the instructions on a cleaning product package, and everything is going smoothly. Apply thoroughly in a circular motion? Check. Let stand for five minutes? Check. Make sure to check small inconspicuous area before widespread use? AARRGGHHHH. Sure enough, the entire area you were cleaning is now dull and discolored. Sigh.

You would think that the “warning” would be listed first, before the … Continue reading »

You and your co-workers are sitting in a loud and crowded conference room feverishly discussing the production schedule when your Account Manager announces some news: Your main client is adding a lot more products to their proprietary brand lineup, and your team will be producing the packaging and POP over the next two months. Although this is certainly good news, you sense some big creative challenges ahead in trying to … Continue reading »

I can count on one hand the number of things I do without reading the instructions first – play a video game, set up a home theater, shampoo my hair, etc. I mean, unless you’ve ever had to say to yourself, “Oooohhhh, I’m supposed to rinse first?” you can also probably handle a few things without any guidance. 99% percent of the time, however, I need to read all the … Continue reading »

I’ve watched the movie Old School probably six or seven times, and one of the best scenes has to be the party where Frank says, “Well, um, actually a pretty nice little Saturday, we’re going to go to Home Depot. Yeah, buy some wallpaper, maybe get some flooring, stuff like that.” That whole scene is absolutely hilarious, not just to me, but to pretty much everyone I know that’s seen … Continue reading »

It was over 30 years ago, and I still remember mom taking me to BI-LO for weekly grocery shopping adventures. Okay, they were not really adventures, more like forced you’re-coming-with-me-no-matter-what car rides. Up and down the aisles we went, never really getting the cartoony sweet cereals (who could forget Quisp) or chocolate striped cookies that I wanted. You know, the good stuff.

But there was one thing we always got … Continue reading »

In design and advertising, the little details can really cost you. Minor nuances in the English language, for instance, are easily confused and can have huge ramifications if taken for granted and not thoroughly understood.

Consider this: Your company receives a Request for Proposal to design a new package for a well-known company – hooray! You spend 50 hours detailing out the deliverables, the cost and why you’re the best … Continue reading »