The Creative Process

How to Get the Most from Your Graphic Designer

The creative process consists of five phases
Understand them and get the most from your Graphic Designer

inquiry

The first step for any project is to meet with the Graphic Designer to discuss your needs briefly and get a general feel for the Designer's personality and style. It is important to "click" and develop a comfortable working partnership. Ask the Designer to explain her design process, availability and payment schedule. And be sure to look at her portfolio of samples.

If you decide to work together, most professional designers require one-third or one-half down payment and a signed confirmation agreement. The agreement explains responsibilities of both parties, including how many design ideas, or "comps", from which you will choose. Expect the Designer to assign homework for you to do before you meet again. The Designer needs to get specific information about your business, and details about your style and preferences. You will be asked in-depth questions, including: What is your company's mission statement? What is the bottom-line goal of your project? What do you want the reader to do? What description fits a typical client, target audience, and/or ultimate client? Where do you want your business to be in five years?

brainstorm

Now the creative part begins. The Designer reviews your current promotional materials with you and communicates carefully about your needs. This is the time to brainstorm together about possibilities.
A good Designer will strategize with you, keeping in mind budgetary requirements, your personality and the type of client you wish to attract. Designers know what design features add or cut costs, and what other services are at your disposal (copywriters, artists, photographers). This is also the time to discuss final printing, packaging and distribution methods. You may learn from the Designer about new money-saving options at the Post Office, or a new service or equipment a commercial printer now employs. In any event, the Designer needs to understand how the piece will be used and your desired emotional impact.

design

The Graphic Designer begins designing your piece at her studio, considering all the facets of the project you've discussed. During this "incubation period," a good Designer will take on the personality of your ultimate client, the style of your business and use the elements at hand (form, colors, textures, graphics, typestyles and other imagery). The Designer explores many avenues of visual expression, reviews them carefully and creates comps of your project–each with its own unique style and appeal. The length of this incubation period and the number of comps is predetermined at the initial meeting and is dependent on the size and scope of the project.

preview

The Designer presents the comps to you–usually in person. Typically, this is the most anticipated step for you. As you view the piece for the first time, your reaction may range from surprise to joy–or even fear as you see your innermost personality brought to tangible form. The Designer will expect questions, suggestions or additions. The Designer readily asks for feedback, expecting to revise the piece and present it to you at another time.

Revisions may simmer off and on for days or weeks until a satisfactory final is attained. Feel free to take as long as you need at this point to make sure the design meets or exceeds your expectations.

fulfillment

Upon final approval, the Designer requests your release signature on the proof. Expect an invoice for the remainder of the design fee. The Designer will then facilitate the next step in the process: printing. Most designers prefer to work with a printer of her choice–one with which she has an ongoing working relationship. Otherwise, the Designer will advise you about seeking a printing quote, suggest printers to call, and otherwise equip you to get the piece printed.

Once a printer is chosen, the Designer may speak with the printer directly to communicate clearly how the job is to be reproduced, and by what method the printer prefers to handle the art. The Designer may accompany you to your printer and assist in choosing paper and ink colors. Both the Designer and the printer should have a strong commitment to the power of color and paper in design.

After printing, the printer sends the finished product to the Designer, to your mailing service, or you. Some Designers even ask to be added to your mailing list to see the finished product after it has sustained delivery. A good Designer is not satisfied until she sees what your potential client sees.

general

Your Graphic Designer uses many ways to stay current in her industry, including:

continuing education on concepts and creativity, design and the latest software,

subscriptions to trade journals and the Pantone" Color Matching System,

ongoing relationships with paper suppliers and printers, and

membership in associations, such as the Graphic Artists Guild.

For current information about Graphic Designers, their role and pricing, consult The Graphic Artists Guild's Pricing and Ethical Guidelines Handbook, or go to http://www.seattleguild.org.
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