By Jacqueline S. Ruiz
Today I’d like to introduce you to a special member of the team and the keeper of our graphic design inspiration, not to mention the love of my life. He’s the amazing designer that has helped grow JJR into one of the fastest-growing full-service marketing and public relations firms in the Chicagoland area….our Creative Director, Juan Pablo Ruiz (a.k.a., JP)
The year JP joined the firm, we grew 56%, and mesmerized our clients at the prospect of a husband and wife working together. It’s been 14 years and we’re still going strong!
If you’ve met JP, you know he’s a man of few words (yes, opposites attract!) but I had him sit down and open up about his life as a designer, and how he does what he does so very, very well!
What was your earliest experience with design?
In elementary school, I discovered my bueno ojo (or good eye) for design. I could draw, and people started to take notice. My schoolmates would ask me to draw things, and their favorite ones were cartoons I drew of our teachers!
How do you get inspiration?
I find inspiration in aesthetic beauty, whether it be architecture, landscapes, sport cars, or a tech gadget. I see the beauty in it and it inspires me.
How do you know when a design is complete?
I start my designs with a vision of the end product. I can see it in my mind, the colors, the approach, and exactly what I want it to be. When my vision is manifested on a page, I know I’m done. This has always worked for me.
Do you have a ritual to find creativity?
I know a lot of people do. I don’t. For me, my creativity is activated the minute I start to think about the project. All I need to do is focus and be open to my initial design vision. I do sometimes get stuck with a project and feel like creativity is not flowing and I don’t know how to continue. When that happens, I just need to step out of the office for a little while or leave the project for the next day.
Do you bring design to other parts of your life?
Once I imagined our perfect dream home. I sketched it out, and now we’re living in it!
I notice and appreciate all forms of design, and I find I often put on my “designer” hat when I’m doing home improvement projects, picking out furniture or art pieces, and even gift giving. I’ve purchased some of Jackie’s favorite purses and shoes for her, just because I was so drawn to something unique in the design of them and figured she just had to have it! I once got her a watch with a special design especially for women aviators, with the model named “Jackie” after Jacqueline Cochran, who was the first woman to break the sound barrier. It was amazing and she loved it.
What tips would you give budding designers and creative people?
Simple is better. A good designer does not fill the page or canvas just because. The job of good design is to make the content easy to read and having a healthy amount of white space helps with that. Sometimes, less is more. Often, designers get carried away with fonts, ideally you should limit these to 1-3 fonts for the whole thing. Another big mistake is when designers use excessive amount of special effects like shadows or tint gradients. Keep it simple!
Design should be irresistible. If something has great design, people should be compelled to read it right then and there! That’s how you know you have a great design. Start with a great color palette and have a good amount of contrast on the page. Another thing is to have good symmetry. This helps to keep design elements in a presentable order, regardless of their differing sizes. Good alignment is an easy way to give your graphics a sophisticated and professional look.
Think about who you’re designing for. Unless you’re doing it as a hobby, chances are you’re doing it for a special audience. Think about them and ensure you create something that is intended for them so they can react to it favorably. I often see designers focusing on something that would look “cool” on their own portfolio and forget about the client’s customers. You always have to accommodate to your client’s audience even if the design makes you get out of your comfort zone.
Thank you, JP, for your incredible creativity, love, and support in making JJR Marketing the best it can be! Your creative inspiration is a key ingredient in our secret sauce. If we can help you with a custom design to move your marketing forward, contact us today!