designtipsmonthly

I don't know any professional designers who use a price list. This is one of the reasons that a pro will not give a prospective client a price for an upcoming job based on a certain number of pages. There are many more questions that will need to be answered before a realistic price or design fee can be estimated. Note the key word, "realistic". If a designer gives a price without asking numerous questions, there's a good chance that price may not be realistic. Exceptions do happen, but a word to the wise.

So I thought it might be helpful to offer some examples of the kinds of questions you should expect when talking with an experienced designer about an upcoming project. Please keep in mind that most experienced designers will be able to offer more than just great design. Along the path to becoming experienced designers, they've also become pretty experienced marketers and will no doubt have more in-depth questions if chosen to take on your project, but at the outset, here's a short "getting started" list.

1. How many pages?
2. What will the dimensions be?
3. How many colors do you anticipate?
4. Will the project print commercially?
5. Will there need to be any special papers or folds?
6. How about special printing techniques like die cuts or varnishes?
7. How many photos will be needed?
8. Stock or custom shots?
9. Approximately how many words?
10. Who will provide the copy?
11. Will there be a need for charts or graphs?
12. What about illustration?
13. How many meetings do you expect?
14. Will two to three rounds of revisions be sufficient?
15. Will two concepts be adequate?
16. Are there any special considerations I haven't asked about?

Of course, there are different requirements for different projects and this list may not be suitable for all, but it's hoped that it serves as a starting point, because the goal is to fully understand what is needed so that it can be accurately estimated. After all, no one likes surprises.

We've all heard that people won't read our copy. And yet, that's the whole point of writing, isn't it? So what do we do as designers to ensure, or at least encourage them to read it? Well, it's more than just one thing, unfortunately, but here's one thing you can do that helps. Give it rhythm. This is one of my favorites, I guess because I used to be a drummer and I love rhythms. So, how do you add rhythm to copy, you may be wondering. It's really not so difficult and if you think about it, it makes sense.

Solutions

We all hate endless blocks of text. Maybe it's our need to feel like we're getting somewhere or making progress, and large blocks of text seem to make us feel just the opposite. So how do we change that? Add rhythm by using shorter paragraphs, putting in sub-heads, add some bold or italic for effect, all of which will give your copy some texture. Visually, it will look less daunting and mentally, it will be more engaging. Give it a try - I think you'll be surprised what a difference it makes.

Hire a designer! (Preferably me ;-)) No really, it will be worth it. I know, you're probably thinking about your budget, and how much you DON'T have in the budget to spend on non-essentials. But the truth is that design is essential. If you're trying to build your business, anytime you put your company out in front of your audience, you need to be aware of how they will perceive you and your products or services. If you don't make the right impression, you may not get another chance. Think about it.

Seriously! We all like tips and since I've been in business for twelve years and working as a designer for a few years longer than that, I thought it would be a good time to start sharing some of my collection of tips, short cuts and other valuable information with anyone who might be interested. So thanks for stopping in and I will try to make it worth your while.

David & Co. Graphic Design provides Web and Print design services for small and medium sized businesses. Sites include visually appealing static or dynamic web designs, completely customized to meet your needs. Print design includes logos, identity and branding, collateral marketing materials and promotional materials like trade show booths, banners, fliers and postcards.

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