Hone Your Solar Message, May 2019

May 28, 2019

Last week SEIA released a new fact sheet on solar soft costs. Soft costs include installation labor, permits, and “overhead” costs such as marketing, sales, and administration; everything but the hardware installed. Hardware prices have gone down enough that the overall percentage of soft costs when compared to total system cost has gone up 7% in the last five years. Their fact sheet shows a direct correlation with permitting and inspection.

Of course, I look at these numbers and immediately think: how does design and marketing play into these numbers? SEIA did not separate out percentages of soft costs attributed to different areas. I do find it fascinating that this number has not lowered over the last several years as solar reaches a more mainstream audience.

We regularly give the same advice to clients: know and understand your brand; know and understand your message; and use it consistently. Brand work takes time. It takes research. And it takes commitment. But, when you come out the other side with a strong message (both visual and verbal), it will make the difference between connecting with your audience in a meaningful way and throwing spaghetti at the wall to see what sticks. Guess which way wastes money?

—Aimee Tuck


A strategy that includes consistent brand design, marketing efforts, and messaging is crucial for increasing trust in solar companies and for competing on more than just price.


Data visualizations should be useful, visually appealing, but never misleading. We’ve gathered nine tips to help you when working on and presenting your own data.

Thoughtful design can make all the difference between the products we use all the time and the ones we ditch. Do you know how UX and UI work together to create beloved products?


In this final chapter of the SunSpec Alliance and Kyrio DER cybersecurity webinar series, SunSpec will provide a cohesive overview that shows how certification/conformance and security come together to help maintain the long-term integrity of a network ecosystem.

Wednesday, June 12, 2019
11am Pacific

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