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Hit the Target


Although I’ve been a graphic designer for 20 years, my first love was writing. I earned a degree from the University of Montevallo (PV!!) in mass communications. While there I took several art classes including design courses from Richard Dendy. Many of the students complained about how difficult and intense he was. I actually enjoyed the challenge and still appreciate the fundamentals he hammered into us.

One lesson he repeated was that we design for the audience, not other designers. He warned how many designers miss the mark by using tricks, mimicking trends, and creating complex “art.” Our professor stressed the need to communicate through our work and to have purpose in the design decisions we make.

Additionally, mentors in my journalism class were expressing similar ideas pushing us to write strong, clear leads and choose words that could be understood by a broad readership.

Those lessons inform the approach I take on projects today. When I work with a client, she need not worry about hurting my feelings if we need to adjust something in the design or copy we’re developing. My goal, actually the goal of all of us at Red Sage, is to work with our clients to get to the heart of what needs to be expressed. We ask questions, research and, most importantly, listen. Our goal isn’t to win design awards (although we have won some). It’s to create for you a quality website or printed piece that gets the job done.

So the next time you’re working with a designer, remember these things:

  1. Don’t hesitate. Communicate. Be open about what you’re trying to accomplish throughout the design and revision process.
  2. Your personal preferences matter most when you fit the demographic of your target client. But if you aren’t, then let’s work together to target the message and design to that end client.
  3. I love to use quality custom photography. But a great stock photo trumps a grainy snapshot, so trust us to help select the most appropriate image with you.

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