May 20, 2012

The Secret to Getting Great Graphic Design

EScolor

The E. Starr Associates logo you see is the product of my second go-round with a graphic designer.  The first try was a disaster.

I was new to the process of creating a logo from scratch when I started my business.  A friend who was the art director of a magazine referred me to her friend, a junior designer just starting out.

The lesser expense of a junior designer appealed to my new business frugality.  Eager to start, the designer asked if she could play on the star in my name.  I said yes. 

That was the only question she asked me.

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9 Ways Websites Chase Prospects Away

Simple egg timer

See that old-fashioned egg-timer over there?  Keep that in mind when you are designing or redoing your website.

Despite all the advances in digital technology, you can still buy one of these gems.  Why?  Because it still delivers the benefits that our time-starved lives seek.  This egg-timer:
- Has an obvious purpose;
- Is easy to read;
- Is simple to use;
- Needs no instruction; and
- Delivers the benefit the user wants.

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Time to Change the Donuts

Me with Fred the Baker

That’s me in the Polaroid instant photo with actor Michael Vale, better known as Fred the Baker, or the guy who used to utter “Time to make the donuts.”  Mr. Vale was at the Dunkin’ Donuts National Convention at Disney World in 1996 to grace franchisee and employee fans like me with a photo opportunity. 

Mr. Vale had been portraying Fred the Baker for 14 years by the time we had our brief encounter.  Much had changed for Dunkin’ Donuts in that time.

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In the Spotlight…Fanautical!

Fanautical shop photo

Congratulations to E. Starr Associates client June Brady-Wooding and her brand Fanautical on the opening of their first retail store! 

June created the Fanautical brand to merge her passion for living in the moment with her love of water venues and wordplay.  She built a following through her monthly e-newsletter, doubling its readership in 18 months. 

When the Kraft family came calling last September, looking for a fresh local brand to move into Patriot Place, June jumped.

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Be the Bartender of Your Brand

Ted Danson as Sam Malone on Cheers

I waitressed for two summers during college and met some pretty interesting people.  The first summer I worked the counter of a Bloomingdale’s restaurant in Hackensack, New Jersey.  I served two Secret Service agents who were trailing Pat Nixon and her daughter Tricia who were eating in the dining room of the restaurant.  Nice guys, easy going, and tipped well.

Prior to my sophomore year I worked at a 24-hour diner called The Forum.  The Saturday night shift went from 5 pm to 4:30 am.  As you could imagine, the crowd here differed from Bloomingdale’s.

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Ugg Me, Ugg Me Not

uggs and northface with girl

Walk into any public middle school or high school on a winter day, and you’ll notice the girls’ cool weather uniform.  Not a mandated uniform, but a voluntarily adopted one.  It consists of a Northface fleece jacket and a pair of Ugg boots.

In September 2010, as my now 11-year-old daughter Fiona was entering the fifth grade, she developed an acute desire for these items.  I wasn’t entirely surprised as my neighbor’s 14-year-old daughter had expressed the same desires a couple of years before.

But I didn’t realize how widespread the girls’ conformity went.

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Delivering Happiness at the Toll Booths

Massachusetts toll booth with Fast Lane

Today is the day before Thanksgiving and I have the pleasure this year of NOT traveling.

With family in New Jersey though, I have spent many hours sitting in traffic on this day in the past.  Thanksgiving-volume car travel jams highways on the Massachusetts-New York corridor, particularly around toll plazas.  One year my usual 3 3/4 hour ride to my parents’ house took 8 hours!  Now if I go, I leave on Tuesday.

Traffic jams of these epic proportions often bring consumers’ wrath upon the Department of Transportation (DOT). 

In recent years though, the Massachusetts DOT has engaged some smart, inexpensive, and innovative marketing to proactively combat this problem.

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The $2.99 Retail Traffic Booster

Charles River Coffee House Dog Bowl Outside 7-22-11

On days when I feel restless and distracted in my office, I work elsewhere.  One place I like to go is the Charles River Coffee House (CRCH) in South Natick.  It’s independently owned, has a homey, non-institutional feel and serves great tea (tea-aholic that I am).  Their front windows frame a beautiful view of the historic Bacon Free Library and the South Natick waterfall across the way, helpful when my eyes need a break from the screen.

Not only is their tea good, but their marketing is smart, innovative and inexpensive to implement.  Two of their marketing efforts grabbed my attention.

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Stop Marketing!

Stop sign

Stop marketing!
Start conversing.

Stop selling.
Start listening.

Stop cajoling.
Start sampling.

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Mine Eyes, The Glory Isn’t So Clear Anymore

magnifying glass on book

Here I am, 45 years old, in the best shape of my life in many ways.  Exercise, healthy eating, and an optimistic outlook keep me young.  Not to mention two adolescent children.

RealAge.com’s analysis says I’m only 41.5!

And yet.

As a voracious reader, I’ve become acutely aware that the words on the page have become fuzzy.  Reading is more comfortable when I hold the book a few inches further away.  Over the past few months, the distance to keep the words clear has increased.

Fortunately, the book isn’t yet a full arm’s length away…and thankfully I have long arms!

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