I love receiving press kits from designers. Each one is different and they range from simple to complex, amateurish to slick, inexpensive to really elaborate. In most cases, it's the less outrageous ones that get my attention. When the message is straightforward [we've got great style that tells a strong story] and the information is clear [here are the sizes, prices, ordering information and contact details], the press kit works.
I understand the designer's temptation to showcase as much of their work as possible, but kits that are too fussy, ornate or precious simply miss the point. Think about how the information will be used. The retail buyer is looking for:
- a clear idea of the products' quality and design;
- reassurance that this designer/design studio is professional enough to fulfill an order completely and on time;
- product prices, dimensions and minimum quantities;
- an easy-to-read order form with contact information;
- one or several product samples.
The editor is looking for:
- a clear sense of the products' quality and design but also the designer's story - how did they get started? What inspires them? What's so different/great/newsworthy about their products?
- product prices, dimensions and retail outlets;
- reassurance that the designer can handle the demand that any potential article or editorial credit might generate.
Editors don't want to tell their readers about a cool new product if there's a chance their readers can't get their hands on it. Trust me, readers do complain if they can't get what's featured, and editors who get their readers mad don't have jobs for long. The smart designer makes sure their favorite editors keep their jobs - and keep writing.
One thing that both retailers and editors REALLY want is a press kit that fits into their filing system!! This is where it pays to be practical instead of precious and design an piece that is accessible both visually and physically. Kits that contain a lot of loose sheets or are secured by fancy ribbons risk falling apart - and getting chucked.
I'll post some examples - stay tuned.
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