Saloni Gautam

Hi. This is Aloni. Uh, I am currently working at Bajaj Finserv Direct Limited as a visual content and communication manager. I have done graduation 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 a member of, uh, entrepreneurship cell and computer engineering societies in my college. And at that time, I realized that I am not into the software development. I am more into the designing. So I have designed, uh, 2 apps, Uh, for my college and some, uh, I have improved. I have revamped the college website during my college days in terms of UI design. And after that, I came, uh, to Delhi for a job. And I realized that, uh, I am not in the software development thing, then I started with our internship. And, currently, I am handling a team of, 5 designers and 1 copywriter. And I am enjoying, uh, this, uh, domain, uh, this, field, the graphic designing field, and I find it more interesting because I am a creative person. I could never continue as a Uh, software developer or anything or any, um, yeah, in any field or in any domain. So this is what I am. This is who I am. Yeah.

So at my current company, uh, at my current company, uh, there are some guidelines. Like, in 2022, we were following, uh, some guidelines that work, uh, that were, like, we are using the dark theme or, uh, the color were were walala blue or green. So we were supposed to design in, uh, by following those guidelines only. Or before that, uh, this organization, I was working with the organization Incubate IND, they used to conduct hackathons and pitch fest. And at that time, they, uh, do collaborate with some, uh, brands like Microsoft, TVS Motors, Tech Mahindra, NTPC. And at that time, I I realized that I what is the need of, uh, some organization. And the so, uh, in, uh, if I say, Uh, how do I stick with the brand guidelines in the graphic designing? It's just like I, uh, there is a canvas. And, uh, in on that canvas, I have to put something that should be interesting for the audience and that should be creative. So, Uh, if we are talking about the guidelines, it should be about the colors. It should be about the fonts. It should be, uh, like how it should be. Like, the what should be the communication. But if I talk about the creativity, Any guideline cannot resist a designer for creating something creative, uh, from creating something creative. So it's just like it's all the thoughts, uh, what is the, uh, topic that I that has been given to our designer, how to incorporate all those brand guidelines and create something beautiful. And, also, it's not just like that. We have to create something beautiful. We have to create something that should serve the message, that should serve the purpose of that creative. So it's just like I have to stick that, uh, to those guidelines. I should, uh, adhere to those guidelines. I should not violate the guidelines, but The message the the creator should communicate very well to the user to the to the viewer. So it's just like, k. We are going to follow these guidelines, but, uh, creativity should not hamper.

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

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

Describe the process. So, uh, currently, I'm working at a Fintech organization. So I need I understand that what kind of fonts, uh, we can use. Uh, here at this organization, uh, we do use Latto and Rubic Fond. And, uh, the so before this organization, when I was working with I Incubate IND, They used to conduct hackathon and pitch fest. And at that time, uh, they used to collaborate with the multiple organization. They used to conduct hackathons or pitch fest for them as well. So for Microsoft, I know what is the font. For, uh, TVS Motors, I know what is the font. So, uh, if I will have to bifurcate it, so I would say there are, uh, some Events like pitch fest or hackathons. And there are some events like music fest or Zomato fest or some party events and all. So, uh, it depends what kind of user is going to see and what is what kind of audience, uh, do we want for each event. Uh, if I would say like, if there is any event, uh, organized by the Google and if It's just in terms of font, if it is a funky font and all, in that case, we are going to attract the young generation. And It's not just about the young like, if it's a party event, party party, then in that that case, I might use Ananda Font or or some other font whose look should be something Something exciting or if I am creating something very typical or Something very formal. In that case, I would be reusing the Helvetica or font. So it depends. The choosing a font can change the whole concept Of viewers' mind, uh, we have seen that there are some movies, uh, 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, uh, if I'm designing a banner for loans, Then, uh, I would be using money. To show money, I would be using some money sack or some coins or, uh, for mutual funds, I will be using some, uh, growth symbol or something like that. And for party event, if it's a New Year party or Christmas party event, I will be using the wine glasses. I would be using the balloons. If it's an independent team. I would be using some colors that is around our Indian flag. So it's just like what kind of campaign is it or what kind of, uh, 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, uh, currently, at at my current organization, I do handle, uh, the paid campaigns assets as well. I do design Facebook and UAC campaign assets. So, uh, for Facebook campaigns, meta campaigns, we design creators in 5 different sizes, 5 different resolution because, Uh, it's going to be live on all the platforms. So it would be, uh, it should be image responsive. And, uh, my strategies for designing it, uh, is like it should not be text heavy. Otherwise, uh, the Facebook is going to reject it. It used to happen A lot, uh, before earlier. Uh, right now, uh, I know that it should not be text heavy because someone is scrolling through their Their Instagram or Facebook. And at the time of using their phone, this ad is coming up between 2 or 3 posts. So the ad should be, uh, designed in a way so that it can attract the user, it can convey the message properly, Or within a fraction of seconds. Uh, for any customer or for any viewer user, if anyone is using their phone, it takes Only 3 to 4 seconds to attract a user. After that, if, uh, within the Within the, uh, flash of seconds, uh, it's gonna, uh, just go. It's just like we have to attract the user in the first, uh, 2 to 3 seconds. Otherwise, uh, the user is not going to attract her, and And they are not even going to click for that campaign, and we are not able to, uh, we are we will not be able to complete our numbers. So it's just like it should be interesting. It should be creative, and it should convey the message properly in a proper way. And, uh, it Should fulfill, uh, the needs of the campaign manager, whoever is, uh, uh, so it's just like the visual element should be clear, And the messaging and communication should be clear to the user.

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

So, uh, while designing website pop ups or app pop ups, the main, uh, the main strategy that I follow is, like, first of all, what campaign is it, what product it is, or, uh, if, uh, also the size. If it's a 1 is to 1 ratio pop up, then in that case, my main strategy is to, uh, if I I am selling a loan, uh, get loan of up to 50 lakhs, uh, and, uh, 2 minute approval or 30 minute disbursal, in that case, uh, I will be designing it in a way so that I won'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, uh, that, uh, it will not actually, it's going to be take only 5% of the screen, so so it should be visible. And if there is any possibility of designing in GIF, then I would go with the GIF only. Uh, it's just like it's popping out and, uh, some animation is playing on that screen. So maybe it's like blue, white, blue, white. So, uh, just to maintain the contrast, uh, I would design it in a, uh, like a GIF or, uh, maybe, uh, using, uh, some kind of designing by designing units.

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