Keeping your job... As a Client
I realize that the job of being a client for a graphic artist can be difficult, confusing and intimidating. All of a sudden you are faced with:
A barrage of new terminology.
Difficulty in getting your concepts and vision across.
Perplexity about timelines and standard fees.
Confusion in how to judge a design.
Yes, being a client is a job, but it is something that is as necessary to your business health as any other element- perhaps more necessary than you realize.
My recommendation is that you dive into this process with enthusiasm balanced by reality. Understand that your graphic artist (if they are professional) has spent years honing and perfecting their art- just as any other high level professional.
Most graphic artists (including this one) want input and guidance from clients throughout the process of creation. One important thing to remember though is that your artist is an artist and so will need the freedom to create within the ultimate vision you have for the finished product. Be sure to find an artist whose art you personally connect with and the project should flow very smoothly so long as there is open communication between you.
It is a good idea to spend some time looking at different art styles and different artists until you find one that 'clicks' for you- and save artwork or web-site designs that you that you like to show your designer once you have chosen him or her. This alone will go a long way toward getting your vision across.
Regarding new terminology. If your artist uses terms that are unfamiliar to you - such as 'Vector' or 'Raster'- make sure that you are clear about the meaning. A lot of confusion rests in the fact that clients do not understand the meaning of words that are basic within the business. Be sure your chosen artist is willing to take the time to teach you the meaning of any unfamiliar terms as the process of design unfolds.
(Vector- Simplified meaning: an image that can be expanded or shrunk to fit any space while maintaining it's same dimensions, crispness and clarity. It is necessary to create Vector images of most logos so that they can be printed on business cards or 30 foot billboards.
Raster- Simplified meaning: an image that is created of individual 'pixels' or dots of color that can lose clarity once enlarged or shrunken as the 'dots' of color separate from one another. Most color graphics on the web are Raster.)
About timelines. Understand that if you have chosen a professional artist they are generally not going to 'pop out' a logo in a week. They are going to take the time to look at the art you have shown them already, and they are going to consider your market and the effects of form and color on your clients. Often it takes a week or so of sketching and considering different ideas before you even see the first 'Comp'. Never try to rush your graphic artist. Make sure you have adjusted your business timelines in order to accommodate a truly professional job.
(Comp- Initial test designs as presented to you by your artist.)
Insofar as judging design I recommend you do as my smartest clients do- share the initial comps with business associates, family and friends. Get recommendations from them until you find consensus on a specific design and go with it. If you still can't decide, leave it up to your artist.
About design changes. I often compare graphic layouts to parking cars. Whether it is a poster, postcard, business card, it doesn't matter. It takes time and effort to graphically and artistically layout a great design incorporating all of the informational elements necessary. To request a major change in these elements after the layout is done is akin to asking that the mercedes be put where the cadillac is and adding space for a volvo. Often it means moving everything, re-sizing other graphical elements and changing 'space' completely. So make sure that your artist has all of the information needed from the very beginning and try not to request too many 'tweaks' or you can lose the design itself to minutinae.
About fees. Universal rule: you get what you pay for. And what you are paying for now will be the first thing that every consumer that encounters your business will see- forever. I alway suggest checking the Graphics Artists Guild pages for standard guidelines to work into your marketing budget. See the Pricing and Ethical Guidelines link for a good reference. Spending a little time on this site will also help prepare you to understand your graphic artist and the process of design that you will both go through during the duration of your project.
Great post. I think a very important point you mentioned is for clients to "be sure to find an artist whose art you personally connect with."
I always here about those companies that hire a designer for name only and get upset when the designer doesn't deliver the look the company was going for.
Thanks!
Excellent post. Many clients believe that it's acceptable to call repeatedly the day after discussing a project to see if it's ready. They don't seem to understand that like any other profession, quality graphic design work can not be accomplished by a few clicks of the mouse. Unfortunately, many of them also believe that because a computer is involved that the price should be comparable to buying a disk of clip art at Staples. As professionals, it's important to educate our clients about these sorts of things, both to maintain the credibility of our industry, and to maintain our sanity.
Thank you for your nice comments, they are appreciated. One other thing to mention, Jeremy, is that once the design itself is at the print house the artist no longer has control over the speed of delivery. They can simply work with the best print houses that they can find and hope the client has left plenty of lee-way time in their need of product delivery.
What a great article. You forgot one thing. Clients who want 'freebies'.
People somehow seem to think that what we do is so easy and so quick to do that they want free comps or a free "test" logo/banner/design, etc to 'show' them our ideas. They don't seem to understand that the hours it takes to develop the 'idea' is partly what they are paying money for.
I always want to ask them- would you ask your car repairman for a 'free' tune up to see if you like it? Or a dress maker a 'free' dress, or 'free' anything from any other business owner? If I were to spend my time fulfilling 'free' requests I would not be in business very long, believe me.