Graphic design career start here

By Todd @ Mitchell Creative Group

When it comes to a career in graphic design you're very fortunate. There's a tremendous variety of possibilities and positions available in the graphic design industry. It's no longer a narrow filed of choices for only "talented" artists. With technology today it's even more spread out, and with modern software (oh, sorry, I meant cloud apps) there's even more potential than ever.

Whether you plan on being a simple freelance consultant, or starting your own business, or entering the competitive graphic design work space, there are many options.

The best place to start is thinking about the type of work you want to be doing on a regular basis. Creative, yes... Graphics, well ok... But think about sitting or standing at your place of business on a daily basis. What exactly are you doing? What do you imagine yourself doing that might be considered fun or inspiring?

Is it sketching artwork, or drawing graphics whether on paper or on a computer? Or is it working with a client to develop the next great website or ad campaign? Maybe it's something simple like drawing graphics for a catalog, or writing content for the next cool ebook. Yes, even writing can be "creative." In fact, in many graphic projects the content is king... Great content is imagined and created in conjunction with the graphic design part of the project.

Start here: Imagine and write down the kinds of graphic design-related types of projects you can see getting in to. What are you passionate about, what would you love to be doing...

Here are a few ideas to consider:

Thinking and planning

Concept development

Ideas and creative thinking

Branding and identity

Business development

Creative writing

Team environment or independent

Sole business person, or team business

Do you like working with people

Do you like helping and recommending better solutions

Do you like doing the actual work

Creating the actual graphic material

Drawing

Painting

Illustrating

Computer graphics

Charts and graphic creator

Infographic creation

Designing and creating brochures 

Logo and brand development

Packaging design

Posters or event graphics

Making simple edits

Computer and online technology

Web programmer

Web designer, coming up with the website plan

App designer or developer

Online graphics material

Hardware and Software

Nowadays there’s so much awesome software out there that help you bring out the creative genius. Creating websites, animations and videos, as well as brand, identity, logos, brochures, and infographics are all done with high end graphical software. Usually on a high end computer— typically, but not limited to Apple computers. Many tasks can now also be done on smaller devices as well.

Learning about the right hardware to use (computer, devices) is as important as it is learning the right software to use for the right job— on top of exploring and learning how to use that software. Hardware and software are the tools. And amazing tools at that. But unless you are willing to explore, learn, and use them, they won’t be of much use. They can be used to create unbelievable masterpieces, or just as a source of fun, creative exploration and creativity— or both!

There is a variety of software out there, used for an equal variety of creative and graphical needs. It can be anything as basic as a Word page layout, or a simple infographic, on up through high end and complex animation and video editing software or web site creation tools.

I should also mention though that when it comes to web design, that also adds to the mix the programming technology. An actual computer programming language (many languages actually) that all software and online media is based. Web code. Many websites can be created in a basic text editor if you’re  a skilled programmer. Although many designers prefer the WYSIWYG (what you see is what you get) software so you can really play with the design visually, much of the requirements of online sites today warrant a responsive design that shows up well on multiple devices— and best addressed via web programming code, which again can be written directly as text.

Here is a list of some very popular software (tools) and what their common (but not limited to) use is:

Word. Basic page layout.

Pages. Basic page layout on the Mac. 

Powerpoint. Presentations.

Keynote. Presentation on the Mac. More graphical.

Indesign. Page layout and design. High end design. Books, magazine, ebooks, web content.

Photoshop. Raster/pixel photo images. Web and print images.

Illustrator. Vector based graphics. Shapes, colors, fonts. High end design program. Documents, drawings, illustrations, charts, graphics.

Dreamweaver. Web/online design and creation software.

After Effects. Animation and video software. High end.

Quicktime. Animation and video software.

Premiere. Animation and video software. High end.

Lightroom. Working on photos and fine tuning images. Much like Photoshop, but more detailed.

Final Cut Pro. Animation and video software. High end.

Keeping in mind that any one of these tools above can be maximized and if your are skilled, imaginative, and daring enough can push these into amazing results. They each are focused on their strength best suited to what they are geared for, but all have the underlying nature of allowing you to use your skills in fonts, colors, and design skills. Remember, they are tools. A skilled person with a masterful tool creates skilled, masterful results!

Notes on training

Getting training on any of these tools above really varies. It can be as simple as, and starting with being self taught by challenging your self to find samples you like, or something you want to create— and then find the ideal software and start playing with it. Create it!

It’s like learning how to draw or ride a bike. You just do it. You practice. You explore. In fact, no matter if you are highly trained or not, without the desire, the exploratory mindset, or the willingness to try, practice, and create— it won’t make a difference. I have personally seen and worked with folks that have taken all the classes, degrees in college, and even worked at top agencies, but lacked that passion to want to create or actual experience and haven’t really done much at all. 

As opposed to so many I have worked with that have seriously amazing skills and abilities— and mostly all self taught, and worked on tons of projects. Maybe not so great in the beginning, but with practice comes experience. And with exploration comes discovery, and with all of that comes skill. For example, find a picture of something you like. Drag it into a background layer in Illustrator. Create a layer on top of that and then just start copying over it. Tracing it. Learning the tools. Recreating it exactly the same… Then delete the background. By exploring, using, practicing, and engaging your creative will, and just doing it— going at it. Now you’ve learned the tool, created artwork, and will now apply that into creating your own stuff moving forward. You have now attained more experience than someone who went to a class or watched a video. Now you obviously don’t want to steal ideas, sell them, etc… but for practice, it’s golden.

Start here:

1. Do it! Get the software and get started. Create projects, volunteer to try any project, work on any edits. In fact, just opening and working on edits is the easiest way to get into a program. But aggressively seek and create constantly. I have gained most of my experience here. Make it a habit to just create stuff— daily, weekly...
2. Youtube. Millions of videos to explore. Look up any subject. “Basics of Illustrator” for example… try different videos out. You’ll find ones you hate— and ones you love. Then USE THOSE SKILLS and try it yourself! Start at step one, and work through them. Experience begins the second you have experience! I use this all the time— and I also contribute and post training videos my self to help others.
3. Lynda.com (http://www.lynda.com). With over 600 creative courses online to date— your bound to find online courses that suit you best. Not like experience, but you will definitely learn and pick up some great tips and guidance.
4. Adobe online training (http://www.adobe.com/training/overview.html). They offer the worlds most powerful software— and some of the finest trying there is. Hey, they know their products! More complex, but definitely something worth trying out if you are a serious contender!
5. Local universities and continuing education. I personally have done this numerous times. Local colleges and facilities offer classes by professionals and or administrators that are skilled in several creative applications. Graphic design, illustration, online software, and so much more… Look in your local area papers, or online for classes near you. They usually inexpensive, and fit the right time slots for you after work.
6. Get a degree. I you are serious about a certain field, such as Web design as an example, there’s often a great reason to enroll in a full course getting college credits, and hard core training on that (and many other) field(s). If it becomes a serious career choice, and college is the right fit for you— consider that as an option. 
7. Internships. Volunteer for free or paid internships in most college, and look it up on job search sites, as companies are often looking for volunteers, entry level interns, etc… A great “dig in and get started” opportunity if you really want some experience. I personally hire interns as well.

Final word on graphic design as a skill

Please remember that like any skill‚ be it a doctor, a lawyer, or landscaper… They all require the desire to want to do it, the passion that drives the level of that skill, and the continued commitment to learn, explore and grow… It’s a path, a journey. That changes regularly.

Same here. Graphic design skills are often deeply engrained, genetic traits that many are gifted with. But they are also equally skills that if you have a deep spiritual calling to do it, can easily attain mastery with practice and commitment. Everyone is born with the ability to be creative, imaginative. In fact the power of imagination is the most powerful force on the planet. Everything is once imagined!

Graphic design skills incorporate a wide variety of components as well as the potential to master just a single part of that industry. Fonts, color, layout and design, and just general overall artistic ideas— all vary from person to person. It’s important to learn the basics of all of these (especially basic overall design, fonts and color), but more important to master them in an area that you really feel deeply about. Be it animation, logos, or creative writing… That brings out in you the uniqueness that you then apply passion to and share with the rest of the world. And thus, doing something you love to do! And gee, would’t that be nice!

And finally, don’t let fear, confusion, and patience get in your way. All of these will affect you. You need to be brave, focused, and VERY patient when learning these new skills, or approaching any career path— especially in graphic design.

I can’t wait to see the masterpieces you create— or how you impact the creative world in whatever creative, graphics-related position you end up getting your self into. 

Don’t hesitate to contact me if you need any advice, ideas, or guidance. todd@mitchellcreativegroup.com, 508.494.8182. Visit http://www.mitchellcreativegroup.com.

Website. Start Here.

By Todd @ Mitchell Creative Group

An awesome website doesn't just appear. Like a nice home, store, or building, it takes planning. Thorough, inspired, and strategic planning so you end up with a web site that showcases your brand, service, or product, looks amazing, and does what you want it to do. And all day every day. 

Websites today are THE storefront for business. They are read on multiple devices and relied on for getting information and engagement. If you create a lousy website, you are guaranteed lost business opportunities. Create an awesome website and you're guaranteed more business, more contacts, more engagement, more revenue, and more happy customers.

Here’s what matters most: 

1. First and foremost: Awesome site = awesome results. Crappy site = crappy results. (period). 
2. Write down WHY you want a new website. Helps you stay on a strategic course.
3. You ideally want a responsive site that looks awesome on all devices.
4. Professionally designed sites create optimum results.
5. You need to create a rough site plan. A list of all the pages you want on your site, and what you want the site to do. Big site, small site?
6. Pretend a site is like a car. How much you want to spend vs. all the extras you think you want vs. need. Do you know of any “extras” you think you need? SSL, databases, contact forms, etc…
7. Know what you like. Research. Find samples. Ideally 3 site you like. 
8. Who or how will the updates and edits be done in the future? By you, or hired professional?
9. Content is king! Do you have content, will you write it, or need help with that? 
10. Estimate what an ideal cost might be best for the project— a ballpark idea
11. When will you expect to want to launch your site?
12. Do you have a domain name and/or hosting plan chosen or purchased?
13. Do you have a hosting plan selected or purchased?
14. To create it with an online creation tool like Wordpress, or custom created website by a professional?
15. Is your brand material (logo, etc…) high quality as is, or need reworking

Here is some more detail on the above:

Create a website plan.

Step one. Write down your website plan. What are you aiming for, and more importantly, WHY are you creating a website? What's your mission. Your goal, your reason and purpose?

Find samples of sites you like.

Search for and find websites you like most. There are a lot of examples out there so try to limit your final choices to three.

Study the competition.

What are your competitors doing? You can learn a lot about what they do, what you like and what you might not be doing, or how you want to do it differently so yours stands out.

Do it yourself (DIY), or get Help!?

Be honest in your approach. Do you know exactly what you want, or need help consulting with a professional that can help coach you getting the best site for you? In the web world, it is very, very important to get it right. It's highly competitive and the technological rules are changing quickly so it's important to do it right and guarantee the success of your website.

Determine type of site you want.

There are two primary types of sites:

1. Do it yourself online application web site creators such as Wordpress, WIX, and Squarespace. 

They allow you to create it your self online with templates. Advantage is DIY, any time on most any device and inexpensive. Problem is limiting design so you can't create your own custom design, you need to learn and manage the site and changes yourself which require learning, skills, and time. 

2. Custom website. 

Hiring a creative professional to design your site with top level website design software and applying modern web site rules (that change regularly) so the site works well on all browsers, as well as applying professional design principles to ensure a brand-consistent site, look amazing, and ensure a smooth, fun experience for your audience.

2A. Determine whether you want a simple, static, html site or a responsive web site. Responsive sites "respond" to the device and screen size, and use a different design and programming to create. They are typically much more advanced and expensive, but equaled in the "coolness factor."

Estimate the approximate size of your site.

How many pages roughly? What other stuff do want on the site. Forms, animations, downloads, slide shows, portfolios, etc...

Create a rough site map.

Create a list of all the website pages you envision. Think about what links are clicked and where they go. For example: Home, About us, Services, and contact. That's roughly a four page website.

Consider the content.

Based on your site map, start assembling text documents that contain the content or the text that you will want on each page. Will you be creating and providing that? Or need help creating the content. Or maybe you have some rough content pieces and need help editing and organizing it appropriate for web sites. Web text should be short, concise, engaging, and strategically written with a purpose in mind. Just plopping stuff on a page will look terrible no matter what design. You want a positive experience for the audience, something that really sells your brand properly, and intuitive so it leads your customer where you want them.

Consider all the extras.

Will you want to track your site with analytics, or need a data base created? Maybe you need a multi-image carousel that shows your products? An e-merchant account maybe to sell your products. Make a list of all the "extras" you think you might want.

Where a website lives

A website is a combination of an idea and imaginative concept, web page designed files (usually html, but can also include php, query, java, etc…), style sheets (CSS, etc…), and a series of linked images (jpeg, png, etc…) and related files (downloadable pdfs, etc…). All of the website files are in a folder.

That folder now needs to be copied to a public hard drive out there (the World Wide Web)— usually a data center that hosts and holds multiple hard drives (usually in the thousands. This will be called a “hosting plan.” A hard drive that “hosts” or holds your website folder (and all files).

Your “domain” is the name of your website (whatever-it-is.com, gov, net, etc…). 

You need a domain name, a hosting account, and the website files. And access to getting to the files through the FTP (File Transfer Protocol) folder (fancy name for the website file). Software like Fetch, FileZilla, and many others access your files quite easily.

DIY site builders like Squarespace.com, have all that built in. They tale care of that stuff for you, but again, be careful… They now own and hold the technology to all of that. I personally recommend your own custom site, that way you truly learn, and own the entire process, design, files— all of it.

Think about the brand first.

Do you have good quality, high resolution logos and graphics for your brand? Are you happy with your logo or need help creating a new one first? The brand is absolutely vital to a successful business, especially with a website. A tight, strong, awesome looking brand should be expressed in every part of your business, product or service.

Imagine the time and cost.

What's an ideal time frame for you to have anew site created? And what cost might you estimate in your own mind to have a professional site created. What's it worth to you, how important is it, what caliber site do you envision. That sort of helps you determine the whole site plan, especially time and cost.

It can get a bit confusing figuring out what it might cost to create a website, but think of it like buying a car. Small, simple, economic car, or a larger, faster car with more options. The size and complexity of the site affects the timing and cost of the site. Here are some averages and scenarios that give you an estimate of cost to create a website:

Basic do it your self (DIY)  site

WIX, Squarespace, and Wordpress all allow you to create a template-based site that attempt to make it easy for you to create your own website. You log in, create an account, and walk through the steps to get you a basic website. The downside? It’s theirs. All the software, files, etc… all being to them and reside on their servers. It’s totally controlled by their admin site development, and you can’t create your own custom branded website— you need to use their templates and designs. 

Also, you need to take the time to learn how to use it, as well as continual upkeep of the site. And knowing how to deal with the correct types and sizes of graphics is also important. A decent option for the low, to no-cost website, but not the most effective, and I continuously find clients trying it, getting frustrated, and end up requesting either help— or an entire new custom site rebuild after an attempt at the DIY site.

Custom website

This can range anywhere from the most simple 1 or 2 page site to the most intense 100 page plus, robust, store front, database-driven site there is. It’s important to both find samples of sites you hope to create something similar to as well as guesstimate the ideal cost you hope for. Next to that will be creating first a website plan. A rough description and outline of the site you envision. 

Names of navigationally linked pages, what’s on the site, etc… A “map” of sorts that helps create a blueprint for you or a potential programmer see and maintain the course and goal of your site. Basic sites can range anywhere from $1500-$5K+/-, moderate sites might run anywhere between $5K - $20K+/-, and advanced sites might be in the neighborhood of $10K $100K+/-. That’s how much range there is and is determined by the size and complexity of the site.

A basic website for example might need a new logo created, content/text created, and a feedback entry form. All adding to the cost. So the site plan, you can understand helps build a better picture of what you hope for, and where you can think about making early changes to so it affects your timing and cost before you get started.

I can help you a great deal if I have an idea of what kind of site you like, what you want on the site, and a rough idea of what you hope the site might cost. I can provide ideas to help you meet, or exceed cost goals— as well as provide information you may not have even considered that may have a tremendous impact on not only your site, but your business.

Expect a range anywhere from $1500 – $25K for a standard site. The average although really non-existent since every job is unique, tends to hover around the $8K - $12K mark. Big sites, is a different ball game.

Don’t hesitate to contact me if you need any advice, ideas, or guidance. todd@mitchellcreativegroup.com, 508.494.8182. Visit http://www.mitchellcreativegroup.com.

Don't gamble with the wrong (business) cards

When it comes to business cards, don't gamble. You'll lose more than you think. And by the way, you’re using the wrong business cards.

The key point: Business cards are not nearly as used as they used to, but still useful. But they need to be created differently today. 

Creating the proper business card that makes sense TODAY, versus what was done 5, 10 or even a year ago can make the difference between getting that one important contact or adding the 3.5" x 2" piece of paper to the rest of the millions of cards thrown in the trash. Not to mention all those poor little trees.

Let's be real. Phones, clouds, tablets, and computers rule communication today. Bye-bye to fat old yellow phone books, newspaper clip outs, and adios to those old, goofy business cards. People use technology at staggering numbers. And that needs to be realized, or at the very least "sort of accepted" to consider the ideal business card today.

The good news is that people aren't yet completely dead to letting their technology rule everything. They do still respond to good old face-to-face, phone-to-phone (sorry, I meant "device-to device") conversation , and just exchanging dialogue and information to one another. We have conversations, and many times about our product, business, or service. And that ties directly into "the brand."

The brand is the image. The look. What it is, what is does, what it says, and what it looks like. It's colors, fonts, it's design, and what words used to communicate are all parts and pieces of the brand. 

Business cards are one of the many pieces and often— a "key" to the doorway. The first point of contact that (literally) says "come on in," or "throw this crap away." It’s often the first impression so it says everything about you.

• Your standards of quality

• The image (design) of yourself, business, product or service

• What you, your product, business, or service is about or what it does

• How to reach you

Think about it. You have an opportunity to tell someone all about your business, product, or service. You either discuss it with them, or provide something to them that is a small snapshot of what that is, along with a way to contact you so you can get the end result you really want.  For them to contact you!

What most people assume (and a costly mistake) is that a business card is just a business card. They go by some simple, old school standards and somehow just whip up “whatever” so they have something in hand. Often, they will even use simple templates, or online card builders that don’t come close to analyzing and solving the more important needs of a good business card.

      

Some common and costly mistakes include:

1. Create cards with a plain, simple template

2. Create them with no direct goal in mind— they just “crank them out”

3. Spend too much— or sometimes too little on the cards they really need

4. Put no value into design, thus expressing to the customer that they really don’t care

5. Try to get cute— or creative their own way with consenting a real professional. “Hey, this would look great with 6 logos on it and in pink…”

6. Are not brand consistent

7. Too complex— too many words, too many folds, too much artwork or color

8. Use the wrong paper. There are many options today!

9. To much contact info— multiple emails, phone numbers and addresses

10. 1-800 numbers. They’re old school. Most numbers now are free or part of a plan.

11. Using low quality, low resolution graphics that come out blurry

12. Lousy brand or design elements to start with— sometimes it’s the brand itself that needs a facelift!

And here’s the ideal approach to creating modern, effective business cards:

1. Figure out your objective. 

Do you want just contact information?, or is it an awareness piece?, or maybe a teaser?, or just for fun… What’s the one reason you think you need a business card.

Typical answer: So people can reach me

Ideal answer: It’s consistent with my brand, aligns with my highest level of quality, and very easy for customers to reach me in a variety of ways, but not too busy looking.

2. Consider the highest level of quality— especially design

Good design doesn’t mean it’s just pretty, or handled by a master. It means it’s the right balance of colors, the right graphics, the right text— all put together in a way that is balanced, professional, and innately attractive to your prospect. It’s visually stunning, feels and looks of high quality, and achieves the objective.

3. Create a simple, clean, balanced card

People today are overwhelmed, overloaded, stressed, and have shorter attention spans. Make it real easy for them to see who you are, what you do, and how to reach you. Do not over clutter. Keep it very simple and organized.

4. Have only the most important information

Brand, critical messaging (tagline, short mission statement, or whatever is crucial to your brand message), name, address, email, and any highly used and vital social media data.

5. Test it 

Imagine your card being handed out to 3 top, high end, big time prospects. Try to look at it from their perspective. Does it REALLY stand up to that standard? Have other review it and ask them to scrutinize it, your looking for constructive feedback. 

6. Create short runs

Try using a short number of cards first. Make sure you like them, and they work for you. You can always order more!

7. Consider the cost of a design professional

Someone you can trust that understands not only the value of great design, but the value of content, and that can work with a variety of printing facilities to help you get the ideal business card.

The cost to get cards professionally designed might be anywhere from under $100 dollars, through upwards of $500 depending on the level of design you want put into the project. Printing the cards, can run anywhere from under $50 on upward of $250 depending on the quantity and type of printing and paper.

I can also meet with you/speak with you to discuss the ideal solution for you. There’s more to it than meets the eye, but yet it  honestly can be a lot simpler than you think if you have the right team working on it. And the right card will have tremendous results. Don’t waste time or money on bad cards— and don’t gamble with a potentially lost prospect. Trust me, you’d rather have the contact made instead of your card in the trash. And it happens more than you think!

Call Todd at Mitchell Creative Group. 508-494-8182. todd@mitchellcreativegroup.com.

http://www.mitchellcreativegroup.com

© Copyright 2016 Mitchell Creative Group, LLC 

Online Responsive Infographic

Online Responsive Infographic

An infographic created for online use only, and features ‘responsive’ functionality that adapts to the device size it’s on.

Overview

Responsive web design has become very popular because of the variety of devices and viewing screens today. Older html web projects were structured as one size (600-1200 pixels wide) so will appear trimmed off on many screens. Phones, tablets, laptops, computers, and smart TVs all show up differently. Responsive web content flexes and adjusts (responds) to those screens. It relies mostly on modern web programming (html5, css3, JQuery, and Javascript to name a few) to render these effects and also makes use of web fonts/text which means the font is stored somewhere and references that font to show up correctly. As opposed to relying solely on the few standard html and device fonts. Responsive design also “calls” on certain images in a stored folder to also expand or contract as needed depending on the device/screen. An “Online Responsive Infographic” is basically an online mini-website. It’s a series of data organized in line, or by pages. A home page, turn pages, content, graphics, hyper links, and a contact or call to action page.

There are many examples of responsive design, here is one: http://www.weblivenow.com.

What’s good

It expands and adapts to different screens and has a decent modern feel on most all devices. Since it’s highly textual, can be relatively easy to edit the content. You can make good use of online functionality such as integrating social media icons, other hyperlinks and URLs, and more.

What’s bad

Limited to web only, does not appear 100% accurately on all devices by nature of web. Cannot be printed, emailed, or re-used in other formats. It lacks the solid, consistent, design structure of a flat (non-web) graphic such as in print or a pdf. It’s also limited to “being online”— you need connection to see it. 

Important to know

• Limited to online only

• Needs to be very simplistic, not a lot of text or graphics

• Cannot be complex

• Minimal in design— they are difficult to create

• Limited functionality and interactivity

• Based mostly on web/online fonts/text

• Does not have the same design flexibility as a print/pdf infographic

• Can be expensive and time consuming to edit or make changes to

• Needs a stable, active, and reliable web host (online folder) to be viewable

• Will not work on all devices

• You need internet connection to view it

How to get started

Pretend you are creating a simple,  mini website or microsite. It’s essentially the same thing. So you need to think in terms of a web site. Navigation, links, and what content goes where and on what page. It’s very different than a typical infographic so you need to create it as such. As with any project, you want to also be sure this is the right format for this project. There are several possibilities for information-based projects (infographics) so make sure it fits your goals and needs.

• First, create a content rough draft. All the content you want in the project. Text, data, graphics

• Limit the amount of content— a LOT. Simple, short, brief.

• Approx. 6 Powerpoint pages that include title, 4 pages of simple data points, and a contact/call to action/notes page.

• Use the Online Responsive Infographic starter kit for ideas, templates, and examples.

Production notes

• Cost ranges $1500—$10K+ depending on size, amount of content, and level of design

• Average cost for a small/medium-sized 6 panel project (6 Powerpoint panels) is $3500–$5k

• Production timing is about 2 weeks depending on client interaction 

Other options for information-based projects or infographics

• Standard pdf or jpeg infographics. Vertical stacked, horizontal, and more. Can be printed, emailed, and recycled into other projects.

• Interactive pdf infographic. You can add popups, hyperlinks, and more.

• Online interactive graphics. Single page graphic with rollover effects, and more.

• Online themed microsite. Set up like a website dedicated to your subject (i.e. Cloud Software microsite). Instead of a simple infographic, or responsive site, creating a larger full fledged site.

• Slider. Simple page-by page, colorful and simplified arrangement of data in an easy to use— easy to print and distribute pdf document.

• eBook, InfoBrief or Info-Document. A combination of a white paper, presentation, and infographic— in one, graphical, highly engaging pdf document.

• Animation or video. Animating infographic content along with optional sound or voiceovers can bring them to life and render them highly engaging.

Contact Todd at Mitchell Creative Group, LLC. 508.494.8182, or todd@mitchellcreativegroup.com. http://www.mitchellcreativegroup.com

eBooks

eBooks (Electronic Books) are a great modern communication platform to create articles, publications, manuals, guide books, and more. What's best (and defines modern) is that they are primarily created for online use and can be constructed in a variety of ways, making them both useful and fun on a variety of online platforms — from a smart phone or tablet to the more common desktop computer.

They elimate the requirement to print your media - rather, presenting the information all online and also making changes more feasible online, as opposed to having to spend tons of money printing your material and if changes are required – printing it again.


Much like a website, you can read through these eBooks much the same way, many with the same navigation buttons but with so many options available you can get rather creative making your eBook unique and built suited for you specifically.

Web browsers (like Explorer, Safari, Firefox, and Chrome, etc...), tablet computers (ipad, etc...), and handheld devices (cell phones - iphones, Blackberry, etc...) can all provide the visual platform for eBooks - not to mention the currently popular "e-readers" like the Nook® and many others.

Like most things—while most anyone with any computer know-how can create some kind of eBook, if created professionally - that is, by someone with good technical and creative know-how - can help you create some really cool eBooks that not only look dazzling but will be functional, easy and fun to use, and help you accomplish whatever goal your eBook(s) have.

For example; creating a professional design, adding related and attractive artwork, clean and colorful layout, advertising, functionality of that advertising (making sure the ads clicked work!), proper click-throughs (links that direct to the right location), the correct type of eBook, and many other creative/technical aspects that will absolutely affect the success or failure of any eBook.

Important!

The common misconception of eBooks is that beside their being online, they are literally the same as printed magazines or books, made into online pdfs. While that can be true for some (these can be created), they are not true eBooks. Ebooks that are created as/for eBooks specifically have some unique criteria to render them effective in both design and functionality. For example;

Ebook text (per page)
Ebook text (per page) is less per page than printed material. To be truly “comfortably viewable” online, the text must be a certain size, and typically 4-6 point sizes larger than traditional print publications. These words are viewed on a screen, often small in size, and are at a much smaller resolution (quality) making them a bit fuzzier. They are small bits or squares passing through a lit screen. As opposed to printed material which can be quite sharp. High resolution ink embedded on a nice clean white sheet. Typical eBooks might contain about 300 words per page, as opposed to 500-600 words on a printed publication.

Single pages versus “spreads”

Creating an eBook is typically experienced page by page. You read a page, you turn a page, etc... So where the turn page buttons are, how the design is laid out, etc... are important factors. Creating “spreads” is a matter of design/layout that should be determined initially. The layout is far different than single page layout since components will line up differently (where images line up on the spread, where articles start/stop, etc...).

Print vs. Online

Simply, online requires a resolution (quality read in “dots per inch”) of only 72 DPI. Print, typically 300 DPI. So whether print or online, each image and all elements must be created individually at that specific resolution. Otherwise, online versions with too high a resolution will be a HUGE file size taking forever to download, and alternatively –  a printable piece (professional quality) having too low resolution of images will print really fuzzy/grainy... Typically, about 120DPI is recommended for eBooks at most, so if printed locally (laser printed) they actually come out rather nicely and also look and act well online.


I do encourage you to explore all options since no one solution is best for everyone.

Types of eBooks

Essentially, there are 6 primary (popular) types of eBooks: PDF, Website, Flash-based, Custom Programmable, Application-based (App), and Device-Specific. Each of them unique and carry their own set of strengths and weaknesses. Most of them also have similarities. I think the strengths clearly outweigh the weaknesses.

One other popular misconception (and more often a common dissapointment) is the end result or final eBook file should perform EXACTLY as expected, or more accurately - not performing to that specific users' expectations. In other words, either the managing party creating the eBook or the end users themselves have an idea in their mind how the eBook should perform - and doesn't - results in inevitable frustration. For example; You initially envision a beautiful eBook. Looks like a really cool magazine. Has some cool buttons, flips nicely.... But wait! Now the project is complete, turns out being dozens of pages longer than initially projected, takes longer to download, won't open on my new iPad, RRRR... what happened? And there are so many other examples...

This is true of pretty much anything in life – but especially in the technological world. Things just aren't stable 100% of the time. Period. 


Websites are up and down, emails work one moment and not another, some files open, some do not, cars won't start, etc, etc... 


There are though often solutions to many technology-related issues. Things that can be explored and resolved with relative ease by a solid professional in that field (Web problems addressed by a Web designer as an example) and that will often rely HEAVILY on clear communication. Clearly discussed what it is you want to happen, your expectations and ideas. Very important to be sure it's clear as to what you expect, what you'd like, etc... It's sort of an educational process too since there's potentially much more to it than anticipated.

eBook specific, some examples of some common frustrations/potential problems (P) and potential solutions (S) are as follows:

1. File takes too long to load

(P) File to large, too many pages and graphics.

(S) Reduce graphics, make eBook shorter, break it into pieces, render the file smaller in resolution or file size.

2. File won't read on a particular device

(P) All devices cannot read all file types. For example:

- While (most) devices can read pdf files - there are always going to be rules to that exception, such as newer devices like the Apple iPad® or Blackberry® still working out kinks in their software making that a stable function.

- Kindle eReaders will not view html files, pdf files, or Flash files...

- Most handheld/tablet devices won't read Flash files
- PDF programming language, while popular and relatively stable, has variations. "Versions" of that pdf language, so there are sometimes differences as to what works and and what does not.

(S) Make sure you create the most appropriate and best-guess as to the best file type when creating the eBook. In other words, who you expect to read it and what you expect them to read it on as well as the user experience you would like them to have. 


For example, "PDF seems the most logical so folks can view it on MOST devices, able to print it, relatively easy to make edits to, and provides some neat navigational functionalty (buttons)..."

It's critical to plan this out initially so your plan and expectation is at least favorable. And you also have knowledge of some of the potential pitfalls so you can plan accordingly.

What I like to do is create "contingency plans" that help improve the success rate. As an example, I might offer a simple website landing page that has the information about the eBook and various options available that will satisfy a variety of needs. Flash version link, pdf version link, separated articles available, website version, etc... SInce most devices can get online this option provides a way to give options depending on the users' preference.

Primary Types of eBooks

Primary eBook Type 1. PDF

From my perspective, the best option. PDF (portable document format) is a computer programmable language that has been around for a very long time. It's a relatively stable format that's widely used and/or accepted on most all online accessible devices. They can be read/viewed online, and can also be distributed as a file to other devices (emailed, etc...). In addition, they are easy to print out - therefore making a great online/print combination. With this option you can create a really robust print-like, professional e-magazine - or a very simple, fluid, mostly text-based document as a matter of design, each having its own strengths. If you’re looking for a really cool design that looks like a news stand magazine - or a cool, simple well-designed piece that’s mostly stable, and easily read on most devices, this is a strong option.

Strengths:

1. Easily read on most devices.

2. Easily distributed (emailed, etc...).

3. Easy to download.

4. Can provide sharp, crisp graphics.

5. Can have interactive abilities (hyperlinks, buttons, page turning, linked contents page to other pages, forms, and more...).

6. Can be edited (minor corrections only) directly with easy-to-use Adobe Acrobat software.

7. Allow you to use unlimited design. Fonts, colors, graphics, etc... Not limited as is on Web pages.

8. Easy to print.

9. Scaleable. Can be made into a variety of sizes, structures and designs. Single page, spreads, tall, wide, etc...
10. Text can be "grabbed," or copied with Adobe Acrobat software  to other programs easily AND/OR can be password protected (read-only) so you can potentially also NOT allow that function if you want that layer of security.

Weaknesses:

1. While they can be edited with Adobe Acrobat software, moderate/major edits need to be done on the original software that created the pdf. Those costs would need to be estimated through that process.
2. Larger files create larger file sizes, which can be slower to download. There are definitely ways to avoid this issue (see below), but for longer/larger pdfs, can create a download/bandwidth issue.

Good for:

Very flexible design capability, simple stable format, good online and for print.

Some Average Costs:

Ranges low to high. The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required. Average costs are as follows (but can range as  appropriate):

- Design consultation (design cover, TOC, and inside page): $500-$1200+

- Production of eBook (delivered)

- Up to 50 pages: $100 per page

- 50 to 100 pages: $125 per page (larger projects require more technical time and/or elements)

- Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (larger, more detailed graphics)

- Hosting eBook: $350+/-

- Additional edits (beyond 3 rounds of edits or post launch): $100 per hour

- Basic landing web page for eBook, if applicable (text provided by client): $500+/-

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Primary eBook Type 2. Website.

Simply put, this type of eBook will look, act, and feel like a true website. Remember essentially, websites can be created in an infinite array of designs, so creating an eBook type of website (html-based) is a matter of setting the "website" up to look, act, and feel like an eBook. You can create a design that mimics most any size or style publication, loaded with buttons, graphics, and other components that make it a true publication-type website. Click a page, or button to turn the page, and it proceeds to that specific page...

Strengths:
1. Simple html website structure.
2. Relatively easy to edit (text is easy to work with, graphics can be easy to work with. Subject to typical website changes/edits.
3. Moderately flexible in design, similar to any website design process.
4. Can be viewed easily on most all web browsers (computer or handheld/laptop devices).
5. Size is only limited to practicality. In other words, as long or as large as you feel works well in design/concept.

Weaknesses:
1. Limited to the constraints of any website, since effectively - it is a website.
2. Graphically, can be limited whereas a print-type of publication has more design-ability features - web does have limitations.

Some Average Costs:

Moderate to high. The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required. Average costs are as follows (but can range as  appropriate):
- Design consultation (design home page, turn page, design): $500-$1200+

- Production of eBook (delivered):

- Per story or article (on its own single long page): $450

- Per individual page (article on multi pages): $125 per web page

- Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (fancy extensive work)

- Hosting eBook: $350+/-

- Additional edits (past 3 rounds or post launch): $50 - $150 per hour depending on the edit type.

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Primary eBook Type 3. Flash-based

“Flash.” So much talk about this type of file these days. 

For quite some time, Flash has allowed us to see some pretty cool stuff online. Fancy, colorful, highly animated, and typically interactive/functional that go beyond the bounds of typical online programming (like basic html programming). Cartoons, intense animation, clever and really cool buttons, and as far as eBooks go - page peeling, and other special effects. Computer programming has changed quite a  bit over the years and there are now some reasonably comparable solutions for implementing “cool things” on eBooks, websites, etc... It depends on what you want to do, what it’s for, and your skill set and/or abilities. On one hand you have some cool stuff that can be created with Flash-based software, and on the other - Many devices (ipad, many smart phones, and several web browsers) cannot read Flash programmed language, which leaves you with the (?) on the screen prompting you to download the newest Flash player (if available). 

Strengths: 

Some very cool special effects allow you to things that cannot be done with other programming languages/software. Page peeling effects, special and unique buttons, etc...

Weaknesses: 

Time consuming and expensive to create.

Good for:

Higher end design, cool special effects. Unique and more upscale, technological.

Some Average Costs: 

Moderate to high. The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required as well as how much Flash work is required. For example, will you require only the cool page peeling special effect, or more intense buttons, animations, or buttons. All of this will be spelled out in your outline or objectives in creating your eBook.

Average costs are as follows (but can range as  appropriate):

- Design consultation (design cover, TOC, and inside page): $500-$1200+

- Production of eBook (delivered)

- Up to 50 pages: $100 per page

- 50 to 100 pages: $125 per page (larger projects require more technical time and/or elements)

- Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (larger, more detailed graphics)

- Hosting eBook: $350+/-

- Additional edits (beyond 3 rounds of edits or post launch): $100 per hour
- Basic landing web page for eBook, if applicable (text provided by client): $500+/-
- Flash based intro page. Animated text and graphics to lead you into the actual eBook or landing page: Anywhere from $1200 to $5k+ depending on how intense the Flash work is.

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Primary eBook Type 4. Custom Programmable

Much like the 6th option below (Device Specific), this custom programmable option is program/software typically online but can also be available for download and is set up to help the do-it-yourselfer create a simple (but sometimes robust) eBook. It uses proprietary software to allow you tools very similar to Word that allow you to create your eBook.


These were created in the hopes to make it real easy to create an ebook. But if you have any experience with even something as mundane as Powerpoint and how complex THAT can even be, you understand the principle here.

Commonly you will find navigation tools, page flipping, and other tools to help enhance your eBook creation.

They can be very limiting in both design and functionality and typically have an unstable track record working effectively on most machines and/or web browsers. The custom programming is constantly changing and near impossible to maintain reliability across the numerous browsers and devices' technological abilities (working on Google Chrome, Internet Explorer, iPads, etc...). A challenge all by itself regardless - but amplified with this type of eBook.

Strengths: 
- Cool, trendy, neat effects, “sometimes” easy to use.
- OK for a very basic, beginner's approach.
- Can be a decent solution for the brave do-it-yourselfer.

Weaknesses: 
- Not a good solution for higher end, really nice custom design
- Not readable on all devices OR do not read well on all machines/devices.
- If you plan on using a design firm, these types of software are not standard industry software so will not be completely intuitive for the designer(s).
- Hosting is often a challenge. Many times on that proprietary site, so in other words create it with that online software and host it there as well...
- Warning: While I have seen some nice eBooks here, they are often created by high end designers - thus “ooh, that’s nice.” However, most of what I personally have seen, or have discussed with many others is the opposite; that is, they come out not as expected, were a pain to learn, things aren’t flowing right, etc... (I do encourage you to explore all options since no one solution is best for everyone).

Good for:

A brave do-it-yourselfer who wants a basic, beginner, cheap solution.

Some Average Costs:

Costs vary too much to list here. It depends on the software you purchase as well as the costs incurred to have a pro designer work on it with you (if that’s part of the plan). You could potentially make arrangements with a designer to support you in “cleaning it up” after you get it started, or just get the job quoted directly from a designer. Once it’s done, you can go in and make changes yourself.

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Primary eBook Type 5. Application Based (App)
While "Apps" are growing in popularity, and not necessarily a true eBook solution – they are an option for some. You can turn it into an "App" thus adding it to your collection of others (Angry Birds®, financial reports, notes, etc...) and open it, read it, and have all kinds of fun interactivity and functions - there are numerous considerations...

Strengths: 

Very popular today for mobile devices, can be made really simple and fun to use.

Weaknesses: 

VERY expensive  to create. The process for getting one done can be very time consuming, not easy to edit or make changes to. They also lack that publication "sizzle" – that is, the cool looking stuff you see in magazines and booklets... App developing (in regard to publications) are typically very simple. Text, and simple graphics. And even that is really expensive to produce.

Good for:

Application (App) creation. Ultimately that’s what and how these are marketed...

Some Average Costs: 

Expensive. Costs vary a lot actually. I have spoken to folks spending as little as up to $7,000 and as much as well over $20,000. It will depend on the type of app, the team required to develop it (design and planning, programming, implementation, etc...), and the forum used to sell and/or distribute the app. There are numerous articles you can find on creating apps.

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Primary eBook Type 6. Device Specific

The device-specific (D.S.) eBook is solely for a particular brand or device. For example, the Amazon Kindle® eBook reader uses a proprietary format “AZW.” Most of these (D.S.) eReaders follow the same protocol and while they can be created, they are best done through those proprietary software programs and systems - rendering them available through those specific devices. The Apple iPad has some outstanding applications (most of them free) that can create some really cool eBooks. BUT it does depend oon your skills/abilities to use that app, and is usually only geard for the ipad. Not the ideal custom created eBook, but an option if it were part of your strategy. See http://en.wikipedia.org/wiki/Comparison_of_e-book_formats for more information.

Strengths: 

Mostly stable and/or ideal for that device specifically

Weaknesses: 

- Mostly stable and/or ideal for that device specifically 
- Not very customizable in layout or design, commonly very expensive and complex to get the right help in being able to create the eBook.
- Not very stable on other devices or web browsers.

Some Average Costs: 

Information not available.

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Recommendations 

When creating these eBooks, the following suggestions are recommended:

Create a plan! Figure out the basic plan first. What is it called, 

You first have to determine whether you want a robust, graphically enhanced publication, or a simpler text-based publication. These (and other) decisions will affect the audience experience as well as the time frame and cost associated with creating these. A good art director or creative manager will be able to consult with you to make the best determination. Contact us for more help. (http://www.mitchellcreativegroup.com).

1. For a booklet with more graphic elements, keep shorter in length. 30-40 pages max. A nice balance of less text and strong graphics make it an easy, enjoyable read.
2. For longer books (more than 40 pages), minimize graphics, keep design simple. There may be more text but you need to decide what “kind” of eBook you are creating. Some prefer reading text with no distracting graphics - others prefer more graphics...
3. Each page should contain about 300 words max depending on design, and whether you add graphics or not.
4. Make sure to have a very precise plan of attack. Your eBook should be very clear as far as what it’s called, how it will be created, and how, when, and where it will be distributed.
5. It’s important to have the editorial written specifically for an eBook. Ebooks have similarities to printed media (magazines, books, journals, etc...) but really are a very unique breed. The text is more simplified, shorter in length. There are more hyperlinks to additional material. Try to visualize this being viewed on a (sometimes small) screen.
6. Be sure the text is edited, proofread, and finalized prior to creating the eBook. Edits and changes can be time consuming and expensive.

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Worksheet
Use the following information and/or answer the following questions to help you figure out the ultimate eBook solution that’s right for you...

1. What is the eBook subject? What is it to be called?
2. What type of eBook do you want to create? (pdf, flash, or other as listed above)
3. How long will it be? (how many pages can you envision)
4. Graphical, or more text-based?
5. Cost range? (what cost range do you envision?)
6. Hosting. Where will it reside for download?
7. What time frame to create or make available?
8. Will you have advertising? How much/how many ads?
9. Is it one single on-running book, a chapter book, or an article-based magazine type?
10. If magazine-based, how many articles?
11. Will you have the text ready and edited, or need that created?
12. Graphics available ready-to-use, or need creating?
13. Will it have a cover? Cover image?
14. Is it part of a series, or one-off?
15. What is your strategy for creating this eBook? Why are you creating it? Who are you creating it for?

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Cost Saving Tips

1. Consider shorter length eBooks. Between 20-30 pages. They are easier to read, more frequently read, more efficient and less expensive to create.
2. Think simple text, one strong, professional graphic per page, or every other page.
3. Have cover idea in mind and situated. Experimenting, trying various cover ideas, and working with different designs can be time consuming and expensive.
4. Consider a simple pdf type of eBook.
5. Have all editorial written, edited, and ready in advance.

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Conclusion

There are so many options available when creating eBooks. They can be a huge sales tool, or just a fun way to present material. HOW they are created will make a tremendous difference. Explore your options, search for samples, and definitely try and consult with the right creative professional to help you create the best eBook you can.

Feel free to write to me with any questions or if you'd like us to help you create your next eBook! (http://www.mitchellcreativegroup.com).

© Copyright 2012 Mitchell Creative Group, LLC. All rights reserved.