Client Tools: Staff Picks

by Hae Yuon Kim, Principal/Creative Director

I read constantly to keep up with business information, technology, graphic design trends and books for my book group. There is so much out there that it's impossible to keep up -- I have a huge stack on my nightstand. Fortunately, I'm a fast reader and I glean whatever is useful to use in our business and in our work for our clients.

I think it is essential for principals of graphic design firms to stay abreast of marketing and business trends so that we can better serve our clients. The two books below are a couple that I read in the last 6 months that are edifying for anyone in marketing.

Book: Trading Up: The New American Luxury

by Michael Silverstein; Neil Fiske

The "trading up" phenomenon is the American consumer's need for defining his individuality through the products they choose. Not just luxury goods for the wealthy, this book illustrates with numerous examples of middle class consumers who will splurge on one item that is important to them such as Starbucks coffee, world-class golf clubs, or a BMW. Very interesting read that rings true to these times. Some good case studies of how companies including Victoria's Secret, Starbucks, Williams-Sonoma among others have created an emotional appeal to their buyers who are willing to pay a little more for these brands.

Book: Web ReDesign : Workflow that Works

by Kelly Goto, Emily Cotler

Defines a process for re-designing a website that takes into consideration all aspects of website creation including content, navigation, design, testing, launch, and maintenance. Short, easy-to-read, essential big-picture view of what it takes to get a website live.