When you are managing a salon or spa, it's hard to put yourself in a customer's shoes.
Think about the businesses you support: the stores where you buy your makeup, the restaurants you visit. Do they have easy-to-use websites where you can make a reservation or order their newest palette? Do they share drool-worthy pictures of pasta specials or great brow tutorials on Facebook? They probably do. A recent study reported that visual content is more than 40 times more likely to get shared on social media than other types of content and that 38% of people will stop engaging with a website if the content or layout is unattractive. This means that every day your clients are being drawn in by graphic design. Is your business getting their attention?
If you answered no, we get it. You’re managing a business, working with clients, and juggling your personal life; graphic design is probably not high on your priorities list. That’s why we’ve asked three graphic design experts to create a guide for salon and spa owners to show you quick tips to improve your logo, website, and print materials. In the first part of our series, we discussed best practices for logo design, in the second part of this series, we covered websites, and in this chapter, we're covering print design.
Meet The Experts
Artist Name: Diana Weisman
City: New York, NY
Job Title/Company: Manager of Multimedia Design, Condé Nast Media
She Has Worked With: InStyle Magazine, People StyleWatch Magazine, DePasuale Salon and Spa Company
Learn More: DianaWeisman.com
Artist Name: Leo Martinez
City: Troy, NY
Job Title/Company: Visual Communications Designer and Digital Marketer, Outspoken Media
He Has Worked With: Maxscholar, Nannies Web Series
Learn More: ThatLeoMartinez.com
Artist Name: Danielle Orlhac-De Biasio
City: Northern New Jersey/New York, NY
Job Title/Company: Art Director and Owner, Designs Creatifs Inc
She Has Worked With: Clinique, Calvin Klein, Bisnow
Learn More: DDeBiasio.com
The Expert Advice On Website Design For A Salon Or Spa
What mistake do you see businesses make with their websites?
Diana: Using imagery that is found online. I can’t tell you how quickly I’m turned off when I see an image of a flawless model with a hairstyle that looks airbrushed on—customers are smart and know that the image doesn’t represent what your salon is truly capable of. Besides making your business unique, using images of hairstyles or services your business has performed is a great opportunity to showcase your employees. Even if it’s a photo taken on a smartphone, you can show their work and say, “This was done by Jane Doe,” leading a customer to request her if they come in remembering your ad!
Leo: When it comes to print, one of the common mistakes is the lack of cohesiveness. No matter how small your brand is, all your materials should be cohesive (including logo, colors, and aesthetic.)
Danielle: One of the biggest mistakes businesses make is trying to use images that are web-quality (72dpi instead of 300dpi). Just because a photo looks good on your computer screen doesn’t mean it will look good printed, an image that is too small will look pixelated/blurry. Another common mistake I’ve seen is text that’s illegible or trying to jam pack too much text onto too small an ad. This makes your ad difficult to digest and hard to read.
What are some website design "no-nos?"
Diana: I’ve designed two billboards for a Salon and Spa and have learned a lot from seeing the final product go up. Focus on imagery first, logo size second, then ONE sentence max! Even if you think it is important information, you will regret putting too much text on a billboard or any ads in general.
Leo: Don’t use low-quality images or common templated material from services like Microsoft Word. Even though they are accessible and tempting to use, they also show a lack of trustworthiness. If you do, make sure they are simple and that you include your logo and your brand colors.
Danielle: For ads — The bigger your logo is the more likely people are to see it, but remember that your logo is secondary to your call to action and tagline. Don’t forget to allow your content to breathe — don’t put the text up against all the edges. For small printed items, don’t forget to take a look at how it looks printed. You’ll be able to better judge if anything needs to be adjusted — text size, layout, etc.
What are some website design "musts?"
Diana: Making your logo nice and big! It should be the second biggest thing under your headline.
Leo: Use the right number of images and text. Remember that less is more. For example, when creating a flyer, think about the purpose of that flyer and the amount of space that you must communicate it. Create materials that you would read!
Danielle: Always read the specifications of the printer carefully. Different printers require different file types, color profiles, provide you with a ‘safe’ line, or request added bleed space for trimming. All of these little things matter. For print ads know your objective and build from that. Come up with a strong tagline to draw people in then make sure that your call to action is big bold and easy to follow. If you have secondary text make sure it feels secondary- it should be smaller and most likely not bold. Think about your audience. If your billboard appears on the side of a highway you want it to feature little text, a quick and easy message to follow, with gorgeous imagery to draw people in. No one will be able to read a long paragraph of text while driving by in their car.
What are your favorite resources for designing print materials?
Diana: My biggest print inspiration is a free magazine put out by a company called Iggesund Paper, you can sign up here: https://www.iggesund.com/en/get-inspired/inspire-magazine/ Not only is each issue designed beautifully, but it includes incredible examples of various paper stocks and print executions such as debossing and foiling. Others include thedieline.com, designsponge.com, behance.com
Leo: Consider tools like canva.com or https://spark.adobe.com/make/flyer-maker
Danielle: Pinterest, Behance, the library or bookstore
Want to learn more about graphic design? Click through to our other guides below.
The Salon Or Spa Owner's Guide To Logo Design
The Salon Or Spa Owner's Guide To Website Design
Michelle Campbell is the Content Marketing Specialist for MiladyPro.
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