Shawmut’s March/April issue of Tactics magazine is on the way! In the meantime, we wanted to give readers a sneak peek with some expert advice on creative trends for 2016. Be on the look out for your copy of Tactics magazine which will hit mailboxes this week. If you’re not receiving our bimonthly publication, available for print and email delivery, subscribe here today! Each issue offers informative articles, data and trends for marketers, designers, print purchasers and other communications professionals.
Interview with Creative Director Robyn Frey
Question: Can you define the trends that are happening in graphic design today?
Robyn: There will be an ongoing trend toward hand-drawn lettering with more emphasis on creative and expressive typography. You will also see the use of brighter and bolder colors that bring back the use of modern retro design and visual styles, (the ’60s to ’90s) reminding the consumer of their youth.
At Shawmut, we’re certainly seeing the same trends in typography. In fact, we recently launched a new digital handwriting application that is taking off among our higher education and healthcare clients. This unique application uses patented technology and is not a font! It mimics the natural variations of handwriting and is available in a variety of styles—making it authentic, scalable, and easy-to-use.
According to the CMOCouncil.org, the industry standard response rate for direct mail is 4.4%. However in a recent A/B test the response rate increased to 17.2% using digital handwriting technology. Digital handwriting works best of course when your direct mail piece is personalized, but more importantly it taps into the recipient's emotions—generating big response rates. At Shawmut, we see digital handwriting as an excellent opportunity for sales outreach, fundraising letters, customer service communications, and more!
Question: What’s the biggest area every designer should focus on this year?
Robyn: Graphic designers should focus on keeping the message clean, clear and concise, making sure the content for their designs is accessible across all formats. Short equals sweet since the consumer’s attention span continues to shrink.
By now we’ve all see the study by Microsoft that shows how the average consumer’s attention span is less than that of a goldfish! It’s a little sad, but true. Since 2000, the average attention span has dropped from 12 to now just 8 seconds.
Dwindling attention span (Microsoft report graphic)
As a result, designs must be engaging, direct and to the point. That’s something we focus on helping our clients achieve. Our creative team provides a fresh perspective and can assist clients with removing unnecessary copy and highlighting the most important aspects of their message.
Question: How important is it for designers to continue to learn the language of business and marketing?
Robyn: Marketing is constantly changing and developing. It’s important to stay ahead of the curve. Marketing and business work in tandem to create success. You need an understanding of both to knock it out of the park.
Shawmut recently shared an article from Target Marketing on this very topic. Marketing and design go hand and hand, and there is no doubt about it. Designers need to understand marketing's content and the goals their design is trying to help the business achieve.
Question: What advice do you think is critical to success in 2016?
Robyn: Don’t get locked into one way of doing something. Be open to ideas from alternative sources. Seek out what’s old, what’s new, what’s different. Learn how to be a good listener. Learn how to ask the right questions. Zig when everyone else zags. Designers are lucky enough to go to work every day at something that doesn’t feel like work. Enjoy it, and remember to color outside the lines.
Well said!
About Robyn
Robyn Frey is President and Creative Director of BolchalkFReY, a marketing, advertising and public relations company in Tuscon, AZ. Frey headed out west after west after graduating from the University of Georgia with a BA in Graphic Design. These days, she spends her time listening to her clients’ needs and working out ways to help them achieve their goals. If she’s not at a client meeting, she’s working with her talented creative department to brainstorm and execute designs that are visually impactful and appeal to the client’s target market.
