It's a graphic designer's worst nightmare: A client seeking design work who has no idea what he or she is looking for. After hours of numerous samples, proofs, adjustments and readjustments, the designer finally gets the right look.
The client, on the other hand, is in shock after seeing the bill.
This experience is all too familiar for small-business owners looking for graphic design work for such things as logos, letterhead, business cards, newsletters, brochures, direct mail pieces, etc.
Often a trip to see the graphic designer is as dreaded as a trip to the dentist for a root canal.
How do you avoid this dilemma? According to Rick Spitzenberg, owner of Electro Image, have an idea of what you are looking for before you see the designer. "Any ideas you can bring to the table makes it easier for a designer to find the right solution," Spitzenberg said. "If a client has an idea, it helps tremendously. It becomes a good starting point."
"The designer should know the purpose of the piece," said Karen Clark, owner of Distinctions Unlimited. "Is it for a trade show display, or direct mail?"
Business owners should be observant. Looking at trade magazines and other graphic examples can help them get a feel for their own needs. Dave Cox, of Sandbox Creative, said business owners should ask the right questions at the beginning of the process. "Business owners should think about the message they are trying to communicate. They should ask: Who is the message addressed to? What reaction do I want to get?"Business owners should always remain in contact with designers and ask for written estimates. Keep in mind that what you are really buying is someone's time, just like a CPA or attorney. The business owner who walks into a design firm and requests 20 different examples of a logo should keep in mind that "the meter's running."
"It is always a good idea to nail down economics ahead of time," Cox said. "Most estimates are based on time and materials. If a client has a particular budget, it's important to point that out. If clients are upfront with that information, a designer can come up with options that meet their needs.""Keep in mind that the estimate is an estimate only," Spitzenberg said. "It gives the client a good idea of what it will cost them." Always ask for fees and estimates at every stage in the production process.
Proofs are also important. For direct mail and other printed pieces, owners should proofread with a fine-tooth comb. Errors found at the final stages of production can be costly. Business owners should keep in mind that after the proof is okayed and printed, errors are the owner's responsibility.
"I like clients to write all changes down," said Scott Blankley, owner of Graphic Eye Design Services. "I don't rely on a phone conversation because there is a chance for miscommunication. I like clients to red-line all changes."
Said Cox, "Make sure you are going over the proof, and don't assume everything is correct, even if it is the third or fourth time you've seen it."
Most importantly, owners should communicate with their designers. Said Clark, "It's important to talk with your designer and tell him or her what you're really looking to accomplish. The designer's mission is to turn the owner's materials into a successful piece.
By - Ron Ameln.
Too much text. You can't fit your life story on a postage stamp. Keep your message simple and to the point. Less is more. If you want to provide more information, redirect your audience to your website or phone number by using a call-to-action. Say what? Everyone has an opinion, and input is important when making a group decision. However, your thoughts need to be organized and decisions should be made before the files are sent to the designer. Multiple edits to text or images waste time and money and delay production times.
Yesterday would be nice. Think through the process completely and anticipate. To avoid last-minute edits and expensive overnight shipping charges, start pre-planning for events months in advance. If you have a quarterly newsletter, post reminders on the calendar or create a time-line for submissions and due dates.
Terminology 101. RGB refers to Red Green Blue used in web or electronic-based applications. CMYK refers to Cyan Magenta Yellow Black that is used in all printed material. This is also referred to as four-color printing.
To bleed or not to bleed? Put away the first-aid kid, no one is injured. A bleed or full-bleed are printing terms that describe an image or color that runs or bleeds off the edge of the page. A good example is a magazine cover. If a printed piece does not have a bleed, the image or color will end slightly before the edge of the page. Full bleed may slightly increase the cost of printing but can have a huge impact.
Picture this. A picture isn't worth a thousand words. Low-resolution (or RGB) images are great for web and electronic applications, but won't work for printed pieces. You can't take a picture from you cell phone's camera to use for your company's newsletter or to create a poster. The result would be similar to taking "Silly Putty" to the Sunday comic strips and stretching it in four different directions.
Looks easy enough. Most computers have some type of page layout or design program. Just because your software has a template for a newsletter doesn't mean it's going to work. Check with your printer or service provider to see what files they accept. Some software programs were only designed to be printed from your desktop computer.
Since some organizations don't have the resources or available staff, I would suggest hiring a professional graphic designer to create a template for your company. Custom-designed templates are perfect for an organization that can't afford a graphic department. Templates provide a consistent look for an organization's materials and allows for some "do-it-yourself" design when needed.
Surprise me. This is a mixed blessing. Giving a designer complete creative freedom can be exciting and a lot of fun. However, it is better to share your ideas and thoughts with the designer before starting a project in order to avoid wasted time or unwanted surprises.
Is anybody there? It is important to design for your audience. Color, images and text all play a vital role in getting attention and getting messages across. But know who your audience is makes it easier to create effective marketing materials. It is worth contacting a consultant or agency that specializes in helping nonprofit organizations identify target audiences and create messages. A "cool" looking brochure is only that if it is not directed at the right audience with the right message.
By - Lynn Hendrickson
Working With a Graphic Designer Recap:
Get the most out of your graphics
- Know your budget. Make sure your graphic designer knows your budget limitations. Make it a point that you cannot exceed the budget under any circumstances.
- See how price is affected by changes. If you decide on another design at the last minute, ask what the cost will be.
- Get a written statement. Written quotes should be gained for each project, change or request.
- Find out how many rough drafts will be offered. Ask about the cost for additional drafts.
- Find out if you own the rights for the piece. If a logo is designed for your company, is that logo your company's property?
- Communicate with the designer at each stage of the production. Ask to see the design, then the proofs, and then the pre-printed copy.
- Look at a designer's portfolio to gain graphic ideas.
- Proofread carefully. Have as many people as possible read published pieces. Last minute changes could be costly
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