Freelance Graphic Designer London

This is the second post in my How to market yourself series, a personal account of the best marketing techniques you can employ for yourself or your business. Read my introduction to this self-marketing series here.

There are three things you need to do when setting up your website.

1. Decide on your website address (URL)
2. Register it
3. Find a web host

How to decide on your web address

Many people spend hours thinking up a catchy URL (Uniform Resource Locator) or website address. The most important SEO (Search Engine Optimisation) point is to include some keywords (separated by hyphens). Your URL doesn’t have to be your name or your company name so why not increase your chances of being found in searches before you’ve even written a web page? So, if you are a web designer, why not try web-designer dot com? (OK, it’s already gone, but you know what I mean).

You can test out domain names at any domain name registrar. Which brings me on to the next thing you have to do.

Register your website’s address

Once you have decided on the name of your website it is necessary to register it. I use GoDaddy. There doesn’t seem to be a much cheaper option and GoDaddy are the market leaders. Dotster.com and Register.com are other players that you can use.

One thing I would suggest is not to use your domain name registrar as your host. I like to keep the two operations separate because if you have a problem with one it is easier to move.

Cost: You’re looking at around $10 a year. When you register a domain name, your contact details are included in a publicly available database known as the Whois database which can lead to spamming. You can spend slightly more to hide these details.

An important SEO point: Search engines prefer if the domain is registered for a longer time into the future so that you don’t look like a fly-by-night website. For this reason, it’s better to register for five years rather than the minimum one year.

How to choose a web host?

The web hosting industry is highly competitive with seemingly hundreds of companies offering similar packages. Here are some of the things you need to take into account.

A great way to market yourself and get search engines to include you in their search results is to blog. The blogging software I’ll be recommending in this series of articles is WordPress.

The minimum specifications for the hosting of a WordPress blog are PHP 4.3 or greater, MySQL 4.0 or greater and the mod_rewrite Apache module. PHP is scripting language; MySQL is a database server. These are fairly standard specifications and will be offered by most quality web hosts but make sure you check! WordPress recommends a few hosts here.

Other than that here are some more important points to look out for:

1. Disk space. Once you have a host you will find it useful for a number of things not just your website. It is another bit of computer space to use. You can use it as your own personal FTP site for storing information. If you think you need this facility go for a web host that’s offering tons of disk space.
2. Monthly transfer / Bandwidth. This refers to how much your website is accessed. For example, if your website consists of one page of 1MB (very unlikely) and is visited by ten people a month, you would need more than 10MB of monthly transfer to facilitate this. Of course most website pages are less than 100K so, unless you are expecting huge amounts of visitors, 10GB/month will be enough at first and your web host will be able to offer you more as your website increases in popularity. Keep your eye on it though. How?
3. cPanel. cPanel is the most advanced web hosting control panel in the industry, designed to simplify administration of a website and I would recommend choosing a host that offers it. Through the cPanel you can set up and read email, manage and edit your website’s files, monitor your website’s traffic (making sure you don’t exceed any bandwidth or space restrictions), and loads of other things including backing up a MySQL database which is essential for good WordPress maintenance. cPanel sometimes comes bundled with Fantastico which is a set of scripts which automate the installation of, but not always the update of, CMSs such as SMF, phpBB, Drupal, Joomla!, WordPress and over 50 others, although I would not install WordPress this way.
4. The validity of your web host. I would only choose a web host that had a professional looking website. Also, I would definitely insist on 24/7 email support, personally I wouldn’t mind if it didn’t have phone support.

My host is Surpass Hosting and I couldn’t complain about them. I have regularly contacted the support team and I have always got a prompt and useful response. Their website has it’s own forum and blog which are frequented by users and cover all aspects of websites. I think these are both hugely useful resources that add to their worth as a host. (Note: Surpass Hosting has not bribed, cajoled or paid me for the above paragraph – it’s a personal endorsement!)

Cost: You’re looking at around 8$/month for a decent shared hosting package. Shared hosting is fine if you are only going to have one website.

An important SEO point: The most important point for search engine marketing is the location of your website. If, for example, you are interested in the UK market you should use a UK based web host. However, if for example, you are a UK company wanting to market your services internationally, then I would choose a US host.

Here is a website that compares web hosting companies.

So, I’ve got a web address and a host, now what do I do?

Your new host should give you 4 useful pieces of information so that you can set up a website.

1. IP address. An IP address is a unique number that every computer connected to the internet is assigned. It consists of 4 numbers separated by dots. This is the IP address of your server’s computer, not your personal computer.
2. Your username.
3. A password. These first 3 are necessary for uploading files to the server.
4. Domain Name Servers/System/Service (DNS). A very important link between your domain name and IP address.

If, as I suggest, you register your domain name with a company other than your host you will need to return to your domain name registrar’s website and and fill in the name servers (usually one primary and one secondary) you got from your host.

That done, wait 24 hours (usually much less) and you can create your new website.

Next, use your favourite FTP client (eg. Cyberduck for Mac; Filezilla for PC) and, with the IP address, username and password, you can log on to your host. You may find quite a few directories. Look for one called “public_html” or similar. This is where your website should go.

Use your favourite text editor (eg. TextEdit for Mac; Notepad for PC) and make a new plain text document, write a message in it and save it as “index.html”. Upload the “index.html” file. Now if you type in your domain name in a browser it will display your message.

Congratulations, you have just created a website!

As always, I welcome comments, especially to notify me of anything I’ve missed!

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Article filed under: Internet, Marketing, SEO on November 1st, 2008 18 Comments

I have successfully been in the top five Google results for freelance graphic designer for a few months now and I’m quite pleased with this.

Marketing yourself is one of the most important things any professional or company will do. For this reason I’m going to write a number of articles about self-marketing, what I mean by it and how I do it.

I’m not going to go on about crafting a mission statement, identifying expertise and clients and creating a robust consistent identity. I’m sure everyone spends a lot of time on that and it’s specific to each organisation. What I wish to tell you about the details of how I think you can run a successful website and company in these challenging times.

Search Engine Optimisation

The first thing to remember with SEO is that you can’t cheat the system. What I mean is that there is no easy course of action that will make your website first on Google after having entered certain keywords.

However, if you have content specific to those keywords and it is proven to be, so other websites link to you in a certain way, then quality targetted traffic will come your way from the search engines.

A WordPress blog is well designed and structured already for search engine optimisation and this is my preferred method of creating and updating content for visitors, clients and search engines alike.

But SEO doesn’t start and finish with a blog. There are many things you can do before, during and after creating your blog that will mean success or failure with the search engines.

General Marketing

Once that is all explained I will go on to other things you can do to promote yourself and your organisation. By general marketing I mean promotion. I’ll leave the price, place, product, process and physical evidence to you!

I will explain how to design and produce HTML emails, flyers, business stationery, etc.

How do I get on the first page of Google’s search results?

I’d guess that there’s probably a million pages on the internet dedicated to answering this question. Come to think of it, there’s probably more than a million people in the world working in this area (SEO). I’m prepared to admit I’m prone to exaggeration but if someone would like to put me right on this then I’ll stand corrected!

It’s the 64 million dollar question but it has a simple answer although it’s a solution that involves hard work and eats up time.

Here is my answer: create a website with lots of constantly updated, quality, relevant content with lots of inbound links from other quality, relevant websites.

Now, this needs further explanation (for example, you my well ask: how many is “lots”?) and people may disagree with the “constantly updated” bit, but that is essentially it – as far as I’m concerned.

What now?

So, I will try to post the next installment in this series of How to market yourself soon where I will explain what to do in order to set up your website or WordPress blog.

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Article filed under: Marketing, SEO on October 23rd, 2008 No Comments

Designing the title slide, front cover or homepage is almost always the most important part of any job. And this particular area will rightly be where you and your client spend the most head-scratching time.

There was a good reason your mother always told you to tuck your shirt in, first impressions count.

It’s impossible to lay down rules of how to do this or even how to go about it but here, along with a title slide I designed recently for a big client’s important presentation (above), are a few pointers.

Keep the design simple

For example, I thought it would be a great idea to put a trendy Mac OS X desktop type background, a few nice opaque curves filled with gradients in the image. No it wasn’t. It was a stupid idea. It detracted from the message.

Try to add movement/dynamism

This isn’t always possible. But this particular example gives you one classic design trick. Notice how the running figure is on the left of the frame; she has somewhere to run to. This gives you the feeling of motion. There are many other ways you can do this, tight cropping being one of them.

Typography, colours and headings

Try to choose a typeface, colour scheme and heading that fits with your client, their message and the imagery. It may be that the heading has already been given to you by the client but that’s not the end of the story. Should it be title case, all upper case or all lower case? What looks best? Is the colour right? What mood does it convey? I usually try as many possibilities as possible. In this case the client wanted a modern, strident, “one step ahead” feel.

Execution

And now the most important part. Make sure, once the design’s been approved you don’t mess up at the final stage. Always get the size right. This was for a title slide of a Powerpoint presentation. The default presentation size is 25.4 cm by 19.05 cm so make your Photoshop document this size. Get the resolution right (I saved this at 150ppi as a JPEG with the maximum file size getting the most from the image whilst keeping it to a manageable size).

The running figure was set to Lighten as the Layer Blend Mode in Photoshop and it had Bevel and Emboss as well as Outer Glow Layer Styles. The background, as you can see, is just a radial blend between two blues.

Now it’s open to you. How do you think we did with this title slide?

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Article filed under: Design on September 18th, 2008 14 Comments

Do you ever wish you didn’t use stock photography so much? Recently I’ve found myself trawling through pages of stock images from sites such as Shutterstock, iStock and Fotolia, usually looking for a well-presented young professional smiling to camera. These sites contain some good photography but I’m always worried that the stock approach lacks creativity and uniqueness.

The use of simple vector illustrations can come to your rescue in this situation. Like the ones above they are eye-catching, can be doctored to incorporate your client’s colours and non-specific in terms of race or age. As they are not real people they’re less likely to receive criticisms from your client such as “too smug”, “too smiley” or too whatever. If you client doesn’t like the colour of hair it can easily be changed.

Increasingly, you see the use of a cartoon character, either human or animal, being used to freshen up a website. I would also consider them for HTML emails and direct marketing. Colourful, simple and friendly is the way to go.

These characters can be made easily in Adobe Illustrator or Photoshop. You may find it easier to do an image search and trace over. Or you can use Illustrator’s Live Trace tool.

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Article filed under: Design, Illustrator on August 15th, 2008 38 Comments

I’m always on the look out for simple eye-catching ways to communicate a message. I think this is a great example of a visually appealing background that could be used when there are no images, graphics or other ways to improve the typography. This is especially useful in direct marketing (email or mail shot).

How to create it in Illustrator

The first thing you need to do, and it may not be apparent why, is to draw a triangle. How do you draw an equilateral triangle in Illustrator? Easy, simply fetch your Polygon tool from the Toolbar (it may be hiding under the Rectangle or Ellipse tool) and click once on the artboard. Then choose 3 Sides, don’t worry about the Radius. You then need to turn the triangle on it’s side and elongate it so it an isosceles with two long sides and a short base pointing to the left or the right. Don’t worry, it’ll become clear why later!

Now, with the triangle selected, find your Brushes palette and select New Brush… in the drop down menu and choose Art Brush. Notice the direction the brush is pointing in (left), this will be important.

Now draw a curve from the centre of your artboard to the outside, make sure it has a stroke but no fill. Then apply the triangular brush that is now in your brush palette. Now go Object > Expand Appearance. This changes the stroke to a fill which we will need in order to apply a gradient to the curve.

Now the exciting bit (you thought this wasn’t so exciting so far?), option/alt click on the apex of your curve with the Rotate (R) tool selected (see inset left). In the resulting dialog box (left) enter a number that goes into 360 evenly and hit copy. Now, the really exciting bit. Go Cntl/Cmd-D and keep your finger on it. Cool, huh?

Now all you have to do is to apply radial gradients to taste. And serve with some attention grabbing copy lines helped along with some well-crafted typography!

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Article filed under: Design, Illustrator, Marketing on August 6th, 2008 21 Comments

I have created an identity for IMG Associates who are a China based contract manufacturer and distributer of fine kitchen and bathroom furniture. This is for business stationery, online catalogues, print material and eventually a website.

The company is committed to manufacturing high quality products and strives for design excellence in every facet of its business. To ensure a consistent brand image, it was important for the client that the design aesthetic be maintained throughout the company’s output.

To achieve the dynamic logo, I offset the contrasting subtle greys in the furniture visuals with a stark red three-dimensional square logo, tying in the geometric form of the client’s product line while also using a colour that is both memorable and reminiscent of where the client company is based. The overall aesthetic of the product catalogue was further enhanced by employing clean, well proportioned layouts with generous areas of white space. Typographically, I opted for Gill Sans medium for the body, Gill Sans light for headings with Didot bold in lowercase for subheadings.

For a long time I have wanted to use a shiny “web 2.0″ technique in print as I haven’t seen this done very much and I am very happy with the results.

Furthermore I have very much enjoyed working with the company’s exacting and thorough CEO, Geoffrey Lew. As is usually the case with each design assignment, I felt stretched by the job, and so I hope it has improved me as a designer.

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Article filed under: Design on July 25th, 2008 21 Comments

Personally, I have noticed other recessions far sooner than this one. It seems like months and months of dreary economic forecasts had passed before I got an inkling that it was going on. Anyway, here’s some ways to defeat the dreaded downturn.

Diversify

Do something you’re not doing at the moment. Web designers should diversify into web development. Print people should explore the internet. Design firms should move into marketing.

One of the crazy things about the last few years is not how the internet has taken over but how all media has evolved. Take the humble PDF for example; it’s a way of supplying print ready artwork as well as a revolutionary form of digital communication. So printers, don’t worry if you think the internet is daunting you already have tremendous experience in creating one of the great formats of the future!

Advertise

As reported in a previous article about managing recession, two of the world’s biggest advertisers, Unilever and Procter & Gamble, announced recently that they would not cut their marketing budgets.

A recession is a time to increase your advertising budget not reduce it. Advertising space and marketing services may reduce in price as other companies cancel orders so you can steal market share at a good price.

Outsourcing and saving money

Why would you want to give work away? Because you’re too busy to do it. So you accept the work, give it to someone else to do and charge the client more than what you pay them.

Work from home. Email PDFs of invoices, quotes, work samples, etc. Don’t buy printers and use snail mail. Use Gimp instead of Photoshop. Xara Xtreme instead of Illustrator. There’s tons of free fonts, vectors, backgrounds and photos out there. Cut costs not quality.

Consolidate

Keep your existing clients as they are your best source of new business. Drop a line or make a call to a client if you haven’t heard from in a while. A Christmas card to everyone you’ve known in a professional capacity is one of the best exercises in consolidation there is.

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Article filed under: Business, Design, Marketing on July 19th, 2008 11 Comments

The problem

Err, sorry, the challenge. How many times does this happen? You have an otherwise beautiful design and your client insists on including pictures of people who’s images weren’t taken by one of the world’s best photographers.

This is a reoccurring hitch; we have to include pictures of the CEO, the MD, the whoever, but there’s not the budget or the time to get a professional portrait done only a happy snap of 20k.

The solution

Or is it the workaround? As you can see above, it’s not difficult. Turn your original photo into greyscale and cut it out. Feather or blur the edges in certain parts of the photo by extreme amounts. This is particularly necessary if the subject is leaning up against a wall or has someone else standing in front of them. Go either Filter > Blur > Gaussian Blur… or Filter > Noise > Median…, or, preferably, do both.

Prepare your Photoshop document with a white background while experimenting with swathes of colours and blends on different layers. Play around with the blend modes, “Multiply” will be useful. These different colour layers can be used for other portraits, simply change their hue and positioning. Add some more layers on top of white lines with some assorted brushes.

Now comes the clever bit. I found this much easier in Illustrator. Save your Photoshop document noting the pixel dimensions and color mode. Create a new Illustrator document mirroring the dimensions and color mode. Place the PSD on artboard, lock layer, create new layer, and with the brush tool (B) selected, trace certain areas of your image to make it look like an old-fashioned re-toucher has had a go at it. Set artistic brushes (found in the Brushes palette) to some of these lines (”Artistic_ChalkCharcoalPencil” was my favourite). This is easier to do in Illustrator rather than Photoshop because the lines can be evened out (double click or the Brush tool in Illustrator and make sure the smoothness is around 0).

You may like to copy and paste these elements bit by bit over to the Photoshop document or, having put them on different layers in Illustrator, export it as a PSD and then copy over the layers. Either way, you will want to further experiment with layer blend modes and opacities for these artistic touches.

This was not my idea. I was contacted by The Talent Business to do this for their new staff members. See their “Who to talk to” section.

Here are the originals:

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Article filed under: Illustrator, Photoshop on July 8th, 2008 21 Comments