Design projects can sometimes be pretty intimidating especially if you are new at it. It seems that today anyone can aspire to be a designer armed with a fast computer and the right software. But design is not simply coming up with a few clever ideas on the screen and handing the finished word to the client expecting hugs and tears of gratitude. There are many traps that can catch unknowing designers and in this articles we will outline a few of these.
Make it clear from the clear – One of the biggest mistakes that a designer can make is to assume that the client knows what lies ahead. The truth of the matter is that he/she doesn’t, that is why they are hiring you to map the way. When sitting down in the initial meeting be sure to ask clear questions like:
(1) “What is the initial budget of the project?” – Although you might have grand ideas about how wonderful the design will be, the estimate of how much it will cost could kill any enthusiasm you may impose unto the client. Design around his or her budget and not yours.
(2) “Who will be involved in the approval of each phase?” – I have had projects that took weeks and even years to materialize simply because the committee to review each phase could never get together. Deal with one person only preferably the project manager and communicate everything in writing.
(3) “What look do you absolutely not want for your project?” – It could be frustrating to work for a week on a concept only to have the client tell you that you have been heading down the wrong design direction. Eliminate unfavorable design directions before proceeding with that great idea. A client might not know what he/she wants but most of the time they definitely know what they don’t want.
(4) “What material do you already have?” – Determine beforehand what material the client wants to keep the same. Perhaps he/she likes the old company logo; offer an option for a modification if needed but do not impose drastic change on something which has been successful to the company for many years. Ask for materials which will help you in the design process such as ideas already discussed or previous brochures etc.
(5) “Who will be responsible for the copy?” – Don’t make an assumption that the client already has the copy covered. Most often the client will expect you to do the copywriting. If you are not capable of writing good copy hire a copywriter.
Commit to a timetable – Discuss with the client the timetable of the project. Put each phase of the project down on paper and have the client sign in agreement to his or her commitment to it. If verbal deadlines are made make it clear when you expect approval to be completed. Most importantly communicate to the client any delays which are beyond your control.
Options, Options – Provide the client with as many options as possible without overwhelming him or her. One of the biggest pitfalls in design is the notion that more is better when it comes to ideas. It is my opinion that less is better in certain cases and more in others. For instance; When designing a logo I provide the client with as many options as possible initially so that he or she may have better control over the direction of the design. Once I have an idea of what style is preferable then I concentrate on that particular direction with some variations on the theme. The final design should center on detail as opposed to shape and form.
Experience? – Many designers assume that their job is only to come up with a clever idea for a price. What is true in the real world of design however is that a client pays a designer to see a project to completion and that includes whatever prepress and printing process is necessary. This is an area where classroom theory does not help much, the only way to get experience is to experience and the only way to experience is to undertake the responsibility and ask, ask, ask. I have a printer which I use almost exclusively on all of my projects not necessarily because he has the greatest presses in the world but because we have established a good relationship with clear communication. If I bring him a negative which has a flaw I might have overlooked he will inform me of the problem instead of continuing with the job just because it is not his responsibility. This type of relationship is vital in the design process but it also requires commitment.
Hopefully these few suggestions will help you avoid the pitfalls which come with the design process. Once these danger zones are identified then design can be a fun and rewarding experience.
Have fun.
George Argyropoulos is a Freelance Graphic Designer and Illustrator with
over 20 years experience in the field.
