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Working with Designers |
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Registered graphic designers are professionals who specialize in "organizing and structuring visual information to aid in communication and orientation".
The services you can expect from a graphic designer include:
• design and other creative concepts
• creative communications planning
• consulting
• advertising and art direction
• aesthetic judgement
• research, costing, planning and coordinating
• project management
• quality control
Effective communication is essential for the success of any business or organization. Professional graphic design should enhance that communication, help to convey a business' good points and distinguish it from the competition.
Many organizations have in place a predetermined marketing and communications strategy. Many others do not. Any project should be undertaken with the following points in mind:
• WHY do you wish to communicate?
• WHAT do you wish to communicate?
• WHOM is the desired target of that communication?
• WHERE is the best and most appropriate media for this communication?
• WHAT is your budget?
• HOW will you evaluate the success of the communication?
How does one choose the "right" graphic designer?
Think about the project you have in mind and all the uses to which you might eventually apply the designer's work. The procedure and techniques for preparing website materials are completely different than those required for commercial printing; the techniques required for full colour printing are quite different from those needed for one or two colour printing. None of the techniques are instantly interchangable so it is important to determine beforehand the end use(s) of your project. Always talk to prospective designers to ensure that they have experience with the type(s) of applications your project will require.
And where might you find those prospective designers?
• The Association of Registered Graphic Designers of Ontario
• Referrals from others in business
• Chamber of Commerce
• Municipal Business Registry
• Contacting a designer whose work you have seen and liked
• A university or community college offering graphic design programs
Be sure to allow sufficient lead time for your project. Most designers have many regular clients who will expect to receive preferential service. If you are a new, or occasional client, your project will be fit in among others. (Designers are well trained in handling multiple projects!) Allow enough time for a quality project - don't settle for a rush job.
During your initial appointment (and please do preschedule!) discuss the parameters of your projects; present samples of similar projects that appeal to you or that you particularly dislike. Ask to see some of the designer's work samples. If the designer's style does not appeal to you, it's best to look elsewhere - most people have their own style range.
Proof all materials promptly and carefully! If your designer is left waiting for days while you proof or change the wording of your brochure, it is likely that he/she will begin working on another project in the interim! To help catch keyboarding errors, proof read your project from end to beginning and have someone else proof read it a second and third time.
Be aware that the commercial printing industry uses Macintosh computers and industry specific software for page layout, colour separations and so on. Although you may be able to output simple flyers and so on from your desktop printer using a word processing program, these types of hardware/software are simply not capable of producing artwork for printing purposes. Designers are not being difficult when they request materials in industry standard formats.
In the end, remember that you and your designer should have a good rapport and communicate well together in order to successfully communicate your message to your clients. Enjoy this opportunity! |
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