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,…
Have you ever been stuck with a tough decision between two great options? A/B testing could be the solution you’ve been searching for to making the best choice. Though it might seem self-explanatory, let’s cover three key questions and answers to fully explain A/B testing. What is A/B testing? A/B testing is used to compare two versions of a marketing…
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…
With summer in full swing, it can be hard to take your mind off of cool drinks by the pool, let alone delve into marketing strategies catering to various types of shoppers. Here are a few tips to effectively market digitally and traditionally to common shopper types. Or, feel free to use it to help find out what type of…
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…
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…
There’s truth to the saying, “You can have it fast, cheap or good, but you can’t have all three.” As a business owner, I recognize that fast and cheap are values that clients relate to. But as a designer, I value doing great work that I can be proud of. As an owner of a creative agency for over 16…
A sensitive topic that’s a huge struggle in our industry is how to give employees direct and honest creative feedback. Creativity is so subjective that this is sometimes very difficult, especially if the one giving the feedback and the one doing the work aren’t on the same page. Setting overall expectations is great, but how you break down those expectations…
7 things you need to know about the founder of Porchlight. He lives and breathes home improvement. If you’ve been in Greg’s office, you know that there’s a framed orange apron on the wall. His time as an art director at The Home Depot was not a blip. It was the foundation for his career and is a part of…
Preparing speculative (a.k.a. “spec”) work for new business is a common practice in the agency world. In the design world, however, there is a rising tide for abolishing spec work with entire websites devoted to just saying “NO!” to spec work. Normally, the scenario is for a client to send out Requests for Proposals, or RFPs, to various agencies asking…
