|
Working with a Graphic Designer |
So you've got a little bit of a budget and you want a card that really makes a statement. The best way to get a really professional card that is unique and crafted to represent you and your business is to work with a professional graphic designer. A professional designer will not only help you achieve a great looking card - they also can help you work as a liason with your printing company to ensure a great final printed project. Here are some tips on getting the best out of the process of working with a designer.
These tips are directed at the individual or small business person who is looking to bring the benefits a freelance designer can bring to creating a first impression with your business cards and business stationary.
1.Try to get a referral. Know someone who's got some slick looking card or letterhead? Ask them who they worked with. Most small businesses have the need of a freelance designer from time to time, so ask your friends and business contacts.
2. Ask to see samples. All designers have portfolios of their work (if they don't, they're not serious). Look for samples of corporate identity - logos, letterhead, business cards, etc. If they have a book with actual printed pieces they've designed, that will be helpful in seeing how well the designer can realize their vision in print. Something to notice when you're looking over the designs is whether the look and feel of the work changes to suit the type of business and personality of the clients represented. Inexperienced designers can have trouble changing the feel of their work to suit the needs of each client... if you see a lot of designs looking the same you will likely have a similar look in what is designed for you. If you like that look, and the price works for you, this does not make it a definite no... my hair-cutter can only really do one hairstyle... but it suits me. But it's something to keep in mind.
3. Get a designer who knows how to design for print. You will want to make sure your designer knows what's required technically for creating printed work. If they are designing a logo, you're going to need it supplied to you in a format that can be adapted to future corporate identity projects you may do with them or another designer down the road (this is generally a vector based .eps or illustrator file). They should be willing to include communication with and supply of artwork to the printer as part of the project. If you only see websites in their portfolio, make sure you verify they understand the technical requirements of creating printed materials. They can help you make good decisions about printing (paper, printing method etc.) - but only if they have experience seeing a printed job through to completion.
4. Clearly define what the job is, and commit that to writing. Discuss what you will need created and the cost involved. Your designer should help you determine how many rounds of revisions will be included in the fee, and when you should expect to see initial designs. A written contract is a great way to establish clarity and responsibility, especially when it's a new business relationship. Your designer should have experience with creating such agreements. It is possible that you might prefer to first work out an agreement to begin with for just the initial design work (establishing a look and feel with colors, fonts, and rough logo elements), and then once that has been established the execution of the various final designs can be agreed upon as a second phase of work.
5. Find some existing visual samples of things you like and don't like. Many people have trouble articulating what they like and don't like. As a designer, i find it's really helpful to look at actual examples of pieces that my clients like or really dislike, to begin to understand what my client is seeking in ways they may not be able to express verbally. If you've seen some things you've liked in magazines, on other people's business cards, etc., share them with the designer. The designer can then have more information as they tailor their designs to your unique business needs and personality.
6. Discuss any special printing techniques early on. If you know you want to use die-cutting to achieve rounded corners on your card, or saw a friend's letterpress business cards that had you truly inspired, start the discussion early, and make sure you can afford the printing costs before the designer starts working. This will save you time and money, as the designer's work will not have to be retranslated to another printing process. If you know you want to have something fancy for your card, but not sure what it is, let your designer know your budget and seek some suggestions for a truly unique card.
7. Try not to micromanage the design. While you need to be happy with the general direction of your business card or other materials, you also need get in touch with the fact that your designer has a lot more experience than you in creating attractive and functional designs. Its important to establish a general direction (look, colors, fonts) early... but once things get going, really consider whether you are making too many minor changes. A successful design is the result of many elements working in harmony. Too many demands on specific elements can water down the work of the designer and leave you with a less than ideal result. Before you bring up specific change demands, have a friend (or better two!) look at the designs with your concerns in mind. This can give you some perspective. It's important you are pleased and proud of your graphic identity - but be open to the fact that you might be attached to an idea that is not going to result in the best overall design.
|
