Saloni Gautam

Hi, I am Aloni. I am currently working at Bajaj Finserv Direct Limited as a visual content and communication manager. I have graduated in computer science and engineering. And why did I choose graphic designing? Because during my college days, I used to design posters and banners for college events organized by some societies or cells. I was a member of the entrepreneurship cell and computer engineering societies in my college. And at that time, I realized that I was not into software development. I am more into designing. So I designed 2 apps for my college and improved some others. I have revamped the college website during my college days in terms of UI design. After that, I came to Delhi for a job. I realized I am not in the software development field, so I started with an internship. Currently, I am handling a team of 5 designers and 1 copywriter. I am enjoying this domain, the graphic designing field, and I find it more interesting because I am a creative person. I could never continue as a software developer or in any other field or domain. This is what I am, and this is who I am.

So at my current company, there are some guidelines. Like, in 2022, we were following some guidelines that worked, using the dark theme or the color palette was walala blue or green. We were supposed to design by following those guidelines only. Before that, I worked with the organization Incubate IND, which used to conduct hackathons and pitch fest. They collaborated with some brands like Microsoft, TVS Motors, Tech Mahindra, and NTPC. At that time, I realized the need for some organizations. So, if I stick with the brand guidelines in graphic designing, it's like I have a canvas. I have to put something interesting for the audience and creative. If we're talking about guidelines, it should be about colors, fonts, and communication. However, any guideline cannot resist a designer from creating something creative. It's all about incorporating those brand guidelines and creating something beautiful. We have to create something that serves the message and purpose of the creative. I have to stick to those guidelines and adhere to them. I should not violate the guidelines, but the creator should communicate the message very well to the user or viewer. We will follow these guidelines, but creativity should not be hampered.

So when I was working with Intuit INT, there were some projects or hackathons. They were organizing a hackathon for the NTPC. So in that, the hackathon for was being conducted for all the technical people and the topic was something like the coal industry, how to improve it or something like that. So my client was from NDPC. They are a government organization, so I had to deal with people who were coming with some old mindset. In terms of when I'm saying old mindset, it's like they are not open for changes or major changes and they are not open to new things. They have a logo which is yellow in color, and we are using it on a black background. So it's like they are not open to multiple things, like they are not creative minds. So in that case, I had to get my assignment approved from them and it should be creative as well. So for me, it was the challenge that I faced during that project. And after that, when I was working with Bajaj, there was a project named scale up. So for that, I had to sit with the CTO and CEO, and I had to understand what they wanted me to design. I came up with multiple ideas. And at the end, I realized that they liked a project which is very simple. So I designed the scale up logo. I gave them 8 to 10 examples, and they finalized our text-based logo, the logo type only, with the text "scale up." The spacing between the letters was 5 pixels. So they liked very basic things, and I had designed multiple options. So for a designer, it's like we are giving you multiple options, but you are liking very basic things, which I had designed very first. So in that case, and it's if I talk about the strict brand guidelines at Bajaj, they don't have open minds in terms of creativity. They are not open to new things. They want their old process that they are following, and I had to stick to that, but I'm talking about the logo thing and all. So I would say that I am open to any kind of feedback, but it should be constructive feedback. I'll have to understand that for a designer, it's our job to convey our ideas, and it should be effective. I should communicate properly in an effective way, in a creative way. This is my job.

So, for Instagram posts, I try to make it if we are making a static post, it should be 1 to 1. And if we are making the real content, it should be 9 by 16. This should be the ratio. And what about readability? What kind of content are we going to provide to our audience? Like, first of all, my approach is for Instagram posts, the approach should be a very minimalistic approach. It should be like we convey our message through the creative part, and the rest will be written as the caption part. So, I'm currently working with the marketing team. My work is not just to design a post for Instagram, but also the end-to-end project. Like, how are we designing it? What is the thought process? And after posting it, how is it going to look on the website or on the platform? It's just like an end-to-end project. I'll have to consider the text element, if I would say we have an opportunity. Like, we can consume the 10-scroll carousel posts for Instagram. So, if it is text-heavy, I would suggest it should be that engaging so that if someone is scrolling, the first post should excite the customer so that it will be possible for the customer to scroll next and next. So, text will be reduced for the Instagram post. We can use a post carousel. Or if we are posting only a single post, in that case, we should try to keep the text as short as possible because we can use the textual part for the caption action as well. So, this is my approach while designing any post for Instagram. It depends on what kind of campaign it is and what the need of the campaign is. And is it user-centric, or is it sales-oriented, or something like that. So, the main purpose should be known first. And after that, I will be able to design it in a proper way.

Currently, I'm working at a Fintech organization. So, I need to understand what kind of fonts we can use. Here at this organization, we do use Lato and Rubik Font. And before this organization, when I was working with I Incubate IND, they used to conduct hackathons and pitch fests. At that time, they used to collaborate with multiple organizations. They used to conduct hackathons or pitch fests for them as well. So, for Microsoft, I know what the font is. For TVS Motors, I know what the font is. So, if I have to bifurcate it, I would say there are some events like pitch fests or hackathons. And there are some events like music fests or Zomato fests or some party events, and all. So, it depends on what kind of user is going to see and what kind of audience we want for each event. If I would say, like, if there is any event organized by Google, and if it's just in terms of font, if it's a funky font and all, in that case, we're going to attract the young generation. And it's not just about the young; if it's a party event, then in that case, I might use the Ananda Font or some other font whose look should be something exciting or if I'm creating something very typical or something very formal. In that case, I would be reusing the Helvetica or font. So, it depends. Choosing a font can change the whole concept of viewers' minds. We have seen that there are some movies, some haunted movies, the kind of font they use. They are using some haunted fonts. Right? So, it's just what kind of event or what kind of design element is it, and how are we going to use it? So, for design elements, I would say, if I'm designing a banner for loans, then I would be using money to show money. I would be using some money sacks or some coins. For mutual funds, I will be using some growth symbols or something like that. And for party events, if it's a New Year party or Christmas party event, I will be using wine glasses. I would be using balloons. If it's an independent team, I would be using some colors that are around our Indian flag. So, it's just like what kind of campaign is it or what kind of designer event it is. So, it depends on it only.

How would you design a metadata that lets send out while you're heading to the bank aesthetic? So, currently, at my current organization, I handle the paid campaigns assets as well. I design Facebook and UAC campaign assets. So, for Facebook campaigns, meta campaigns, we design creators in 5 different sizes, 5 different resolutions because it's going to be live on all the platforms. So, it would be image responsive. And, my strategies for designing it is like it should not be text heavy. Otherwise, Facebook is going to reject it. It used to happen a lot before, but right now, I know that it should not be text heavy because someone is scrolling through their Instagram or Facebook. At the time of using their phone, this ad is coming up between 2 or 3 posts. So, the ad should be designed in a way so that it can attract the user, convey the message properly, or within a fraction of seconds. For any customer or viewer, if anyone is using their phone, it takes only 3 to 4 seconds to attract a user. After that, if within the flash of seconds, it's going to just go. It's just like we have to attract the user in the first 2 to 3 seconds. Otherwise, the user is not going to be attracted, and they are not even going to click for that campaign, and we are not able to complete our numbers. So, it should be interesting. It should be creative, and it should convey the message properly in a proper way. And, it should fulfill the needs of the campaign manager. Whoever is managing the campaign, the visual element should be clear, and the messaging and communication should be clear to the user.

What step do you take? I did not get this question properly. What do you take to adapt to typeface when a font file is not available? So, if I have received a file and I am not able to open it, I might have to understand what kind of typeface it is. If the font file is not available, I will try to understand what typefaces it is. There are multiple websites where you can just crop out that image and upload it on that website, and they will tell you what typeface it is. So, I guess I have just understood the question. Okay. So, when we are handling typefaces, and I guess, so if I am using the typeface Avenir, for in terms of hierarchy, I will be using the bold to highlight it more. I will be using italics to highlight some portion of it. Maybe a heading or the title will be in Avenir bold. So maybe I have not understood the question properly.

So, while designing website pop-ups or app pop-ups, the main strategy that I follow is to first identify what campaign it is, what product it is, or the size. If it's a 1:1 ratio pop-up, then my main strategy is to, if I'm selling a loan, get loan of up to 50 lakhs, with a 2-minute approval or 30-minute disbursal. In that case, I will design it in a way so that I don't have to write more and more about the product. I will be using "50 lakhs get 50 lakhs" as a unit part for that whole creative, and only the money sack will be there. So it should be designed in a way that it will take only 5% of the screen, so it should be visible. And if there's any possibility of designing in GIF, then I would go with the GIF only. It's just like it's popping out and some animation is playing on that screen. So maybe it's like blue, white, blue, white. So, just to maintain the contrast, I would design it in a GIF or maybe using designing units.

So, I would say, being a graphic designer or a brand identity designer, I have faced this a lot. Because first of all, I think the best way to reduce iterations is to design some rough ideas, then get feedback on that. So that it will reduce our time. It will help us to understand our client's mind as well. And we will not have to do more rework on the same creative or same design. So first of all, I follow the rough sketching or rough designing approach. Like, I'm giving 2 to 3 options to the client or the business bulk. And after that, I'm discussing it with them. If they are going with 1 or 2 design, then I proceed in the same direction. If they are not liking it, I will design some rough ideas again. So after finalizing my rough sketch, I continue it. I design it using the Adobe tools. And after that, maybe because they have a wireframe or a rough structure. Now I can understand. Like, I have made some rough structure, and they have liked it. Now the task is to understand what kind of color I should use. I will definitely apply the color theory here, and I will understand a topic. If it's a candy packaging design, then in that case, the color should be vibrant. It should be like pink, purple. It should attract children, kids as well. So in that case, I will understand the whole idea behind the designing. I will sit with the client. I will understand their feedback, but I know that most of the time, we won't be able to understand properly or satisfy the client. In that case, I will listen to their feedback. And, yeah, I am open to constructive feedback. It should not make it larger or bigger. The feedback should be constructive. And after that, I will be able to implement those feedback on my designs.