The Spirit of the Design

The Template vs. The Customer Preview

The customer falls in love with a design based on how it originally looks on our site. Once a customer enters their text, however, it can change the look of the design.

The DA is responsible for incorporating the customer’s text, while still maintaining the general look of the original design.

In this design, the customer most likely fell in love with:

• The playful artwork in the border

• The simple message and family name for the text

• The good-sized space for a family photo

There’s no need to have the proof exactly match the original design. The spirit of the design is a general “feeling,” rather than specific font choices, tracking, or casing, etc.

As a QC, don’t reject if the DA didn’t make the new proof look just like the original. Do keep in mind that we’re trying to find the best balance between the spirit of the original design and the customer’s customizations.

The characteristics that create the spirit of the design in this example are:

• Light amount of text

• Photo and text are center aligned to the card

• Simple text, just 1 font

• Emphasis on photo and original artwork in the outer border