Recently, we’ve started paying a little bit closer attention to how we can work most effectively with our creative team. We believe that getting an inside look at their processes and perspectives will allow us to communicate with them as well as and understand them better—which ultimately leads to better quality design and marketing.
We spoke with our DMA Senior Graphic Designer, Mike Johnson:
What does your creative process look like?
It varies from project to project. We’ll typically start out with a team brief and throw out ideas get each other’s perspective. It’s very beneficial to get fresh eyes and thoughts on the project. After that, we’ll start the research process. This could be compiling Pinterest boards or even getting out and going to a library. I personally like to get out of the office and look to the outdoors for inspiration. Once I feel inspired, I fill a sketch book with as many ideas as possible. After I’ve picked the direction or concepts that I like best, I’ll move to a computer and start designing.
Give us some insight into the feedback process.
It’s most helpful talking through what a client likes and doesn’t like about a design and are able to point out specific things. Nonconstructive feedback such as “we don’t like it” and then going back to square one without any specifics does not lend well to improving and bettering a design. It’s best when we can talk through changing colors or styles; talking through something helps us come up with good ideas. Hearing a client’s word’s directly gives us a lot of insight into what exactly they’re not loving and ultimately empowers us to design what they’re looking for.
How can clients facilitate the creative process?
Communication is key. Getting to hear the client’s feedback directly is so helpful. It comes down to hearing it straight from the horse’s mouth, and we’re able to pick up on things and read in between the lines. At the beginning of a project, usually success will come easier if we have a clear vision and direction from the client. The better direction, the better the design. Specifically with DMA, we get a lot of out of sending initial concepts to the account management team because they know the clients best and can provide game-changing feedback and context that we hadn’t thought of. We’re able to provide more polished and effective work to the clients after the account managers vet the options that we send.
What is the most important part of that process?
The research—seeing what’s out there and observing what design is working or not working. It’s good to see other stuff that we could potentially improve upon and push even further. Quality design will only come from a great understanding of the context behind the design need and understanding the space in which the design will live. Who is the design for? What are competitors doing? It’s helpful when for big projects if the client can provide any data or research that makes our designs more informed. Ultimately, when we have sufficient time to dedicated energy towards research, we usually get the best creative output and results.
What do you think is unique about designing for fresh produce?
We find ourselves taking a trip to Whole Foods or to Barnes & Noble to look at cookbooks; it’s a great way to get inspiration. We may spend an hour or more in a grocery store looking at packaging, for example, before starting a new packaging project. And that’s not just from fresh produce – that’s from the latest in food trends in general.
How has design evolved? Do you find that having varying degrees of experience in your team is helpful?
Design has definitely evolved—they don’t teach the same stuff in schools that they did 10 or 20 years ago. For example, Aria, one of our newest and youngest team members, brings motion graphics to the table–that wasn’t a thing 8 years ago. People are really utilizing video in their social media, and we’re so thankful that we have her since she learned that in school recently. We also really value getting fresh eyes. New perspectives from people who are new to the fresh produce space can gives insights and ideas that someone with years and years of design within the fresh produce space may not have thought of.
How have you evolved as a designer?
Just being able to open up my mind to the outside world and look past what people have or haven’t done. Something as simple as taking a walk through a park can give me inspiration for a new packaging design. I’ve enjoyed being able to master unique design styles for clients such as Ocean Mist and California Giant. I’m able to evolve their brand look and aesthetic and keep up with changes trends and styles but still retain the style and look that is special to that brand.
Curious about our design and creative capabilities! Contact us to find out what we can do for you!
