I came across this photo set a few weeks ago.
Lorena Turner took brand new products that are made in China, and dusted them for fingerprints. It was chilling to think about the people in factories on the other side of the world that were part of that process. While this realization has a profound impact on my feelings about consumerism and global poverty, it has a practical application as well.
Everything you do should have your mark on it. Your fingerprints.
Whether it’s a web site, a logo, even the simplest graphics in your posts, learn to define your style and implement it across everything you do. Don’t become predictable or lose your creativity. But learn to put a bit of yourself in everything you put your hands on.
Three of my favorite designers today have a style that is instantly recognizable. (Remember, this concept is not limited to web design, or any design for that matter. Every business should develop a brand and a voice.)
I found Mark’s work last year when he began his “Make Something Cool Every Day” project. He cranked out incredible screen prints at a manic pace. He’s done work for Paste Magazine, GOOD Magazine, Wired Magazine and The New York Times. His vintage collage illustration style is unforgettable and always recognizable.
Going by the pseudonym of ISO50, Scott Hansen produces a ton of content. He’s a designer, a blogger, a musician, a printmaker. And every piece of his personal brand and his work is obviously him. His lo-fi photographic style mixed with a huge emphasis on classic typography make his work easy to recognize.
AisleOne is the first design blog I subscribed to. Antonio is an art director and blogger who is a master of International Typographic style. Antonio’s blog has shaped my ideas about typography and its importance. He has also created a resource for grid-based typography layouts that is especially useful for web designers.
All of these examples go to show that to be a great designer, you have to have a visual voice. And just like in any business, you must differentiate. As Jack Trout puts it, Differentiate or Die.
Angela Conner says, “With the infinite amount of choices consumers have at any given moment, you can’t afford to stick to the status quo.”
Don’t let yourself become just another designer. Or just another business. Work to develop a cohesive personal brand and give your work a personal touch.
This also applies to social media. Don’t hide behind your brand. Let your customers get to know you and the people creating what they are buying. Creating video blog posts, encouraging customers to follow your whole team (not just a single brand account), and participating in conversations (not just watching them to make sure no one talks bad about you) are a few ways to make you and your brand honest and transparent. That’s what builds community.
