Optimize Your Online Presence with Our Best Practices for eCommerce Imagery

      /  6 Minute Read

    If you’ve read any of our articles on ecommerce, you know that we’re adamant about the role of photography in the online shopping experience. High-quality imagery provides consumers with a pre-purchase experience. When that experience is positive, it can lead to sales, good reviews and even loyal fans. Photography and video combined are what we refer to as digital assets….

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    How Often Do Rebrands Happen in the Home Improvement Industry?

      /  8 Minute Read

    From time to time, we all need a change. The same is true for brands. If you’re plugged into the world of branding, it may seem like there’s more rebranding happening on any given day than there is branding. Thankfully, that’s not the case. While it’s true that certain industries refresh their brands more often than others, it’s not routine…

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    Attention to Detail

      /  2 Minute Read

    We’re all adults, here. We’re all really busy. We get it, the tyranny of the urgent is more urgent than ever. But, let’s take a minute and talk about that misspelling on your website. Then, let’s talk about that grammatical hiccup on your packaging. It’s just not okay. There are a lot of really smart people selling really great products,…

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    Our Top 5 Proofreading Tips

      /  3 Minute Read

    Proofreading isn’t the most exciting part of the design process, and it’s definitely not the most fun. But it is one of the most important steps we take to produce consistent, impressive work for our clients. Because Porchlight is a design agency, the proofreading process for our projects involves a few more steps than just looking for the traditional grammar,…

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    The Producer’s Guide to Nailing a Photoshoot

      /  2 Minute Read

    Photographers aren’t the only ones who make a pretty picture possible. Editorial and lifestyle producers work behind the scenes to get things done that you might not even think of. Here’s a snapshot of what to expect on set: First, you’ve got to pick the perfect photoshoot location. You may have to register for permits (yes, that’s permits with an…

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    What Can You Learn from Shopping Your Own Product?

      /  2 Minute Read

    How many other marketing and advertising mediums are placed within inches from the competition? Not many. Retail packaging, however, lives side-by-side with its marketing rivals. Typically, indecisive shoppers hold a product in their hand while scanning other possible options and comparing brand recognition, features, benefits and price. All of this happens in about 15-20 seconds. There is a small window…

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    Hierarchy of Information: Why it’s Important for Packaging Design.

      /  2 Minute Read

    I’m sure we’ve all been there. We’re following the instructions on a cleaning product package, and everything is going smoothly. Apply thoroughly in a circular motion? Check. Let stand for five minutes? Check. Make sure to check small inconspicuous area before widespread use? AARRGGHHHH. Sure enough, the entire area you were cleaning is now dull and discolored. Sigh. You would…

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    The Problem with Designing “Whatever you Want”

      /  3 Minute Read

    A few years back, we had an opportunity to hear Chip Kidd speak at the Portfolio Center here in Atlanta. One of the notes that we took away was his frustration with clients who told him to do whatever he wanted. For Kidd and for most designers we know, direction is part of the inspiration. What he called “blue sky”…

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    What’s in a Name?

      /  2 Minute Read

    Have you ever seen a product or a brand name and wonder, “How in the heck did they come up with that name?” Naming a product or brand is always such a fun and creative process, but it takes a lot of effort and a little ingenuity to come up with a name that is truly unforgettable and marketable and…

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    A Roadmap for Design

      /  2 Minute Read

    You can probably count on one hand the number of things you do without reading the instructions first – play a video game, set up a home theater, shampoo my hair, etc. Unless you’ve ever had to say to yourself, “Oooohhhh, I’m supposed to rinse first?” you can also probably handle a few things without any guidance. 99% percent of…

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