锘? If you've been in business for more than a few
minutes
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China , chances are that you've either hired or attempted to hire a
graphic designer in the past, so you know how difficult it can be. But once
you've put your project into the hands of a capable designer, the ball is
rolling, so it's important to know how to get the most from your relationship.
In order to do that, you're going to need to have a basic understanding of an
industry that is shrouded by myths, misnomers and misconceptions. Once you know
what a designer is and isn't, and how the industry works, you can communicate
more effectively with your designer, shorten the timelines and cost of your
projects, and make life a lot easier on both you and them.
Graphic
designers are professionals
Understand that just like any other member of
your staff, graphic designers, whether freelance or employees of a marketing
company or advertising firm, are professionals who have taken certain steps to
achieve their education and experience. The work that they do can be a valuable
asset to your business. Treat them with the same level of respect that you feel
you deserve you should be treated.
Software is nothing more than a
tool
There is a certain level of technical skill and experience required
to design effective marketing materials. It's not a matter of simply having
access to a particular computer program. Most accountants use one of the
industry standard computer programs to maintain their client's
finances
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Jerseys , but you wouldn't give your receptionist a copy of Quicken
and think that she could effectively handle your corporate taxes. Graphic design
is no different. When graphic design software is used by a professional, the
results can be astounding, but when used by a novice, the results can be range
from mediocre to dismal.
Designers are often asked to "photoshop" a
graphic, often to fix some catastrophic problem, such as turning a black and
white photo into a color photo. To put the humor of this request into
perspective, let's assume that you run an auto mechanic shop and a client comes
in with a major problem with his vehicle...let's say a cracked engine block.
When you inform him that because of the severity of the problem and the amount
of work that will go into fixing it, the job will take several days and will
cost $3,500, he asks you to simply "matco" it. Graphic design does not have an
"easy" button that does the work for us.
Graphic designers are not mind
readers
Despite their sometimes eccentric appearance, graphic designers
can not read minds, nor can they see in the dark, fly
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Jerseys , or cast spells. If you want your project to be completed
in a timely manner, it's imperative to communicate with your designer. If you
can't explain what you want, you can show them other things that have the same
feel that you are trying to achieve, such as a magazine, another web site or
even the architecture of a particular building but don't ask them to copy
something. Not only is it illegal, but it will also present a poor image of you
and your company. If you find that you are having a difficult time conveying
your vision to your designer, an option may be to proceed in smaller steps so
that you can make minor changes along the way rather than having to start over
with a design that took the wrong direction entirely.
Both time and ideas
are money
Unless you have agreed to compensate your designer on an hourly
rate instead of a flat rate, you should never ask them to design something
without some sort of direction as to what you want. It's not any more acceptable
to tell your graphic designer "I don't know what I want, but I'll know when I
see it." than it would be for them to tell you "I don't know how much this will
cost, but I'll know when I charge you."
The graphic design industry is
unique compared to many other industries in that there is no tangible product
when a project is completed. If a customer at the checkout register of your
hardware store chooses to leave without purchasing your products, you can simply
put them back on the shelf and sell them to a different customer. If a designer
finds him or herself in a similar position, they can not take the same course of
action because a design produced for one client will rarely be suitable for
another client. This is why it's morally wrong to ask a designer to work on
"spec" or to create a design for you in the hopes that you'll like it enough to
actually pay for it. It would be like asking a home builder to build on your
land, and if you liked the house
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Shipping , you would pay them for it. No builder in his or her
right mind would agree to that, nor would any person in their right mind be
comfortable requesting the builder to do it.
Graphic designers have
personal lives too
At the end of the day, you go home, but for some
reason, people seem to think that it's perfectly acceptable to drop a project
off to a designer at 5:45pm and expect to see it completed by 9:00am the
following business day. Your business is normally conducted during a set range
of hours and you should expect the same to be true for any graphic design firm.
Sure, there will be cases when burning the midnight oil may be necessary but
that is the exception, not the norm. The more time that a designer is given to
complete a project, the better it will usually turn out. Rushing a project
inevitably leads to mistakes and an overall lower quality.
Author's Resource Box
From web site and graphic design to full color printing, and just about
everything in between, Wildfire Marketing Group is the marketing company that
can help your business succeed.
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