You’re probably thinking of your own version of the “perfect” design. Whatever it is, you probably have fond, nostalgic feelings around it, and would likely defend its rightful place among the best in the world.
The thing is, there are probably some people who share your opinion, but many more who don’t. This is perfectly okay, because it means that you as a designer have even more opportunities to reach your own special niche audience.
You don’t have to try to make that “perfect design” that will appeal to everyone. I can’t even imagine what that would look like, but it likely would be terrible.
Why? Because people have such different expectations that trying to fulfill them all is always going to fail miserably.
This is why generic designs never sell as well as many clients seem to think they will.
The next time your client insists that you try to reach a more “general” audience with your design, remind them that no one wants to bother with something that’s made with “everyone” in mind.
Think about it: what else is made for “everyone”?
Let’s see… car dealerships (with a thousand different choices and options), hospitals and health care facilities (with multiple specialists to cater to virtually anyone’s particular problem), newspapers (with hundreds of sections for people to flip right to the information that interests them).
Do you see a pattern here? Even things that are supposedly for everyone have many, many sub-categories, so that “everyone” can filter themselves into more easily manageable groups.
You have to line up your message with the needs of your niche audience. If this happens to include your own needs, then it will be easier for you to engage personally with whatever it is you’re selling.
There’s a lot to be said for being able to stomach the work you must do as a designer. If you hate the message you’re sending out, perhaps you need to question whether or not you need to find new clients.
The relationship between designer and client should be symbiotic, and also sync up with whatever it is your client’s target market is looking for.
There is never one perfect solution to a design problem that will satisfy absolutely everyone. There are only a series of perfect solutions, each one tailor-made to fit a very specific group of people – sometimes extremely specific.
Malcolm Gladwell famously outlined this tendency of ours to prefer a multitude of different solutions in his legendary TED talk about spaghetti sauce.
He gave examples of the spaghetti sauce manufacturer, Prego, that stumbled upon a completely untapped market when it began offering “chunky” spaghetti sauce, in addition to the thinner, more traditional Italian-style sauces.
To use an even more specific example of multiple solutions to problems, most cat owners are perfectly happy training their cat to use the litter box.
Some owners, on the other hand, choose to take things a step further, and actually hire someone to train their cat to use the toilet. That’s right. There are cats who are actually potty trained.
Quite literally, there is a product or service out there that caters to every possible need.
Don’t confuse your personal favorite designs with the one your target audience is hungry for. Make sure you choose a market that you understand and you can satisfy without selling your soul.
Figure out that unique, perfect solution to your clients’ needs, and the needs of their customers, and everything will be just “perfect” from there.
The post Is There a Perfect Solution to a Design Problem? appeared first on Speckyboy Design Magazine.
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There’s a lot of talk about specialization in the web design industry. The idea is to focus on a specific type of clientele, tool, or project.
That means different things to different people. For some, it may entail building websites only with a content management system (CMS) like WordPress. Others may tailor their services to attract clients within a specific industry, such as medical or non-profit organizations.
One of the benefits of this singular focus is that a designer can gain an understanding of industry-specific needs and challenges. From there, it’s theoretically possible to offer a more customized (and profitable) experience than someone who works as a jack-of-all-trades. That expertise becomes attractive to clients and, before you know it, you become a go-to source for solutions.
Running this type of web design business is not without pitfalls, however. Success isn’t guaranteed. And, if you’re focusing on a specific industry, establishing credibility can be difficult.
Let’s take a look at the risks, benefits, and challenges of having a singular focus. Along the way, we’ll hear from a web designer who’s taken the plunge.
While money is always a consideration in business, it’s not necessarily the best reason to pursue a niche. A passion for the type of work you do and the people you work with is a better place to start. It’s more likely to lead you in the right direction and fuel growth.
For web designer Tara Claeys, her passion led to a realization. As she puts it, “I realized my favorite projects and clients were all education/school and non-profit organizations. I decided to go all-in and announce that I would only be working with this type of client from that point forward…”
And the goals for her new venture were simple: “I hoped this would make it easier to say ‘no’ to projects that I didn’t want to do… and over time would establish that I was a ‘go to’ for my niche”.
When you follow your passion, you’re more likely to put in the necessary groundwork – and do so happily. That could result in more in-depth knowledge and experience. It’s something you’ll want to share with every client.
That approach can put you on the fast track to both personal fulfillment and financial success.
Deciding to jump into a niche with both feet is a calculated risk. It can take time to build your brand. Meanwhile, lucrative projects outside of your new specialty may feel like missed opportunities.
If you don’t hit the ground running, the possibility of financial strain is real. Thus, it’s tempting to take on those other projects. It’s an understandable decision, but one with a slippery slope. The danger is in becoming too busy to go for the projects you want.
One of the big challenges is in establishing a footprint. This is especially difficult in sectors where there is a lot of competition. It may take several projects and some word-of-mouth to make a name for yourself.
This was something Claeys experienced. She notes that her greatest difficulty was “getting my name out in the industry as an expert/becoming known and trusted.”
Even if you have vast experience in building a specific type of website, there’s a lot of time and effort required to be seen as an authority. Building a portfolio of successful projects is important, but only part of the process.
The other half of the equation is in sharing what you know. Things like writing blog posts, speaking at industry events, and networking can help. It can be a lot of extra work but will introduce you to people within the areas you want to target.
That’s opposed to another popular tactic – cold-calling potential clients. For Claeys, “That was a waste of time and energy.” Indeed, it may be more effective to establish an identity and encourage people to come to you.
You’ve put in the hard work and things have taken off. Now what? Claeys tells us that the rewards have been numerous.
“…I have loved every project I have taken on and have developed and enhanced a process to serve school and non-profit clients. It is easier to close sales because I am passionate and an ‘expert'”. In addition, this niche focus allows her to more easily identify potential clients.
And perhaps those are the best reasons to become a specialist. The chance to utilize your talents on projects you love sounds very compelling.
Still, it may not be for everyone – and that’s OK. Taking a broader approach to your career and business can be profitable and satisfying. A variety of projects can also be a great way to learn, after all.
But for those with a passion, specialization has some fantastic benefits. Tara Claeys is an example of how to make it a reality.
Thanks to Tara Claeys for sharing her experiences with us!
The post Behind the Scenes: Having a Singular Focus for Your Web Design Business appeared first on Speckyboy Design Magazine.