Being Good Isn't Good Enough


Getting invested.

Don't forget about when emails didn't exist... 

So it's been a pretty good week in work, I've worked on quite a few different projects, mostly for Best Western this week. More specifically I've been working on making amends and learning how to design emails in Photoshop.

Usually, when we have an email to design, it gets made in InDesign first because it's much easier to edit and change while making amends, then once the client is happy with it, we move into Photoshop ready for it to go to build (we don't technically make the final product we just design it). 

I've found it really interesting designing emails because it's not something I imagined i'd be working on. It's not even something I had even thought about as needing to be designed. But when I started working on Best Western, I soon realised anything that goes out to clients needs to follow and fit into the campaign structure perfectly. What I've really enjoyed about this challenge is firstly working out exactly how things need to be set and laid out in an email format in order to work properly. Understanding what will and won't work when an email goes to build and is sent out is an important part of the design process. Things you wouldn't even consider normally when your designing something, like how many characters the longest hotel name has so you know whether it will fit in the space you have left. All of these things have to be thought about, because if a client receives an email that has gaps in or is unreadable, then there's going to be a lot of trouble. We all know what it's like when you get an email that has random text on it instead of an image, it's a waste of our time. 

The second thing I have really enjoyed about working on these email designs is how invested you need to be to work on the brand. When I first started working on the Best Western brand I had a look through the brand guidelines, and was very confused as to why they had so many rules. But actually now that I've been working on it for over a month, I'm starting to get to grips with how to follow the guidelines a lot closer. From using the right fonts, colour palettes, and trawling through old material to work out what type of font combinations they use, and where specific fonts or shapes are used. It's really nice now being able to pick up a Best Western brief and know where I should go with it, without a whole tonne of amends coming my way. 

As I said, I still have a lot to learn about it, but I feel like I'm learning something valuable with every piece I work on. 

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