SYS-CON MEDIA Authors: Yeshim Deniz, Pat Romanski, Roger Strukhoff, Jason Bloomberg, Liz McMillan

Related Topics: SYS-CON MEDIA

SYS-CON MEDIA: Blog Feed Post

Working with Graphic Designers

A Primer on How to Get the Most for Your Money

As professional marketers, we work with many different graphic designers based on their individual strengths matched to the client project. Most of our clients – as marketers themselves – are well aware of the “rules of engagement” and have learned to rein in impulses that can lead to high costs. But from time-to-time, however, we will work with a client unaccustomed to the design process and invariably inexperience leads to unnecessary cost.

If you’re new to graphic design, here are some basic tips to help you get the best design value for your money.

1.          Finalize copy before handing it over to the design team.

Designers charge by the hour, so once they have your material, every tweak to the copy costs money. You may need to edit copy to better suit the design layout, but if you enter into the design phase with final revisions behind you, you’ll save money.

2.          Do not make changes piecemeal.

You’ll absolutely want to make changes. But do so all in a single session, if possible. Every time you “Make the logo bigger on page 4” or “Make a page break before that subhead,” the designer must assemble the digital files, style sheets, scans, photos and fonts that make up your piece and open everything onscreen to make changes. Each time you do this, the designer is incurring hourly charges to accommodate you. Changes are fine; piecemeal changes are more costly. 

3.          Be specific about what you’re seeking in a design.

Design is a very subjective thing. Giving a designer directions like “Make it look hot” or asserting “I’ll know it when I see it” is a recipe for difficulties, if not disaster. If you want your material to resemble another piece that you’ve seen, share that piece with the designer. Words like “hot,” “cutting-edge,” and “cool,” are mostly useless in a pre-design discussion.

4.          If you’re uncertain about what you want, trust the designers.

Sometimes you may not have a clear idea about what might work best, so trust the designer to interpret what the approach should be. Second-guessing can add up. Worse, maybe you have a notion of what you want, but don’t communicate it. When the design is presented, you declare “That ain’t it” and the entire process starts over, a frustrating and potentially costly exercise.

5.          Identify your audience and your objective.

These are crucial bits of information to share with the designer. Designers can “speak” to your audience if they know who they are. And, if the objective is to shock, soothe or sell, the designs can reflect these moods.

6.          Collaboration is great, confusion isn’t.

Let’s face it: for many people, the design phase is the “fun part.” Everyone wants to be part of the team because everyone has an opinion about a design. The adage about design-by-committee resulting in a camel is based in fact. No offense to dromedaries, but your public image is riding on the professionalism of your materials and their design. Chances are, if there’s a six-member team, there’ll be six different opinions on what should be tweaked. If it’s your responsibility to oversee creative services, trust your instincts on purely design issues. If you don’t trust yourself or if everyone wants to get in on the act, let the final decision rest with the person with whom the buck stops.

7.          Let the professionals do their job.

Unless you’re a professional designer yourself, you should ask yourself if changes you’re about to make better communicate your message, or just cater to your own (subjective) preferences. If the ultimate “client” is someone else in your organization, you may end up making design changes only to have them changed back. This costs money, so resist the urge to act as designer.

8.          The design process should not cause angst.

Your materials are important to everyone involved including the designers. But keep your perspective. Every piece cannot be all-things-to-all-people. Hopefully, the piece you’re working on now will be followed by another and another and another, each helping to burnish the brand you’re trying to create. The longer you agonize over a piece, the less likely your changes will appreciably change the strength of it.

Most of us who work with designers day-in-and-day-out make quick decisions regarding a particular design. Because we know and trust the designers with whom we work, it’s very rare we literally “go back to the drawing board” because we know a brand is not won or lost on the basis of a single piece of collateral, or PowerPoint or even annual report. When we’ve done our homework before we’ve send it off to the designer, the designer has taken our words, our concepts, our color schemes and our brand attributes into consideration before showing us how mock-ups of the design.

Read the original blog entry...

More Stories By Karyn Price

Karyn joined the Bailiwick Company ten years ago, and spends the majority of her time managing media relations and corporate, employee and marketing communications for her telecommunications and technology clients. She currently leads the company's public relations practice. With an eye toward results, she works diligently to secure meaningful coverage for clients in relevant print and online publications, as well as in key financial and analyst reports. Her new-found passion for social media has ignited additional interest for the clients she serves. Prior to joining Bailiwick, Karyn was the communications manager for the Bucks County Conference & Visitors Bureau, where she publicized the beauty, art and culture that the region offers to leisure travelers. Under her direction, the county saw a 43 percent increase in travel leads. She has also spent time in advertising. Karyn holds an M.A. in Professional Communication from La Salle University and a B.A. in Communication from Elizabethtown College. Outside of the office she enjoys music, spending time with family and reading great novels. Please note that the views expressed on this site are mine and do not necessarily reflect the views of the clients I represent.

Latest Stories
After years of investments and acquisitions, CloudBlue was created with the goal of building the world's only hyperscale digital platform with an increasingly infinite ecosystem and proven go-to-market services. The result? An unmatched platform that helps customers streamline cloud operations, save time and money, and revolutionize their businesses overnight. Today, the platform operates in more than 45 countries and powers more than 200 of the world's largest cloud marketplaces, managing mo...
Industry after industry is under siege as companies embrace digital transformation (DX) to disrupt existing business models and disintermediate their competitor’s customer relationships. But what do we mean by “Digital Transformation”? The coupling of granular, real-time data (e.g., smartphones, connected devices, smart appliances, wearables, mobile commerce, video surveillance) with modern technologies (e.g., cloud native apps, big data architectures, hyper-converged technologies, artificial in...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and Bi...
The Japan External Trade Organization (JETRO) is a non-profit organization that provides business support services to companies expanding to Japan. With the support of JETRO's dedicated staff, clients can incorporate their business; receive visa, immigration, and HR support; find dedicated office space; identify local government subsidies; get tailored market studies; and more.
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City.
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
Atmosera delivers modern cloud services that maximize the advantages of cloud-based infrastructures. Offering private, hybrid, and public cloud solutions, Atmosera works closely with customers to engineer, deploy, and operate cloud architectures with advanced services that deliver strategic business outcomes. Atmosera's expertise simplifies the process of cloud transformation and our 20+ years of experience managing complex IT environments provides our customers with the confidence and trust tha...
In his session at 23rd International CloudEXPO, Raju Shreewastava, founder of Big Data Trunk, will provide a fun and simple way to introduce Machine Leaning to anyone and everyone. Together we will solve a machine learning problem and find an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/busine...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...
ShieldX's CEO and Founder, Ratinder Ahuja, believes that traditional security solutions are not designed to be effective in the cloud. The role of Data Loss Prevention must evolve in order to combat the challenges of changing infrastructure associated with modernized cloud environments. Ratinder will call out the notion that security processes and controls must be equally dynamic and able to adapt for the cloud. Utilizing four key factors of automation, enterprises can remediate issues and impro...
ShieldX's CEO and Founder, Ratinder Ahuja, believes that traditional security solutions are not designed to be effective in the cloud. The role of Data Loss Prevention must evolve in order to combat the challenges of changing infrastructure associated with modernized cloud environments. Ratinder will call out the notion that security processes and controls must be equally dynamic and able to adapt for the cloud. Utilizing four key factors of automation, enterprises can remediate issues and impro...
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City. Our Silicon Valley 2019 schedule will showcase 200 keynotes, sessions, general sessions, power panels, and...
Intel is an American multinational corporation and technology company headquartered in Santa Clara, California, in the Silicon Valley. It is the world's second largest and second highest valued semiconductor chip maker based on revenue after being overtaken by Samsung, and is the inventor of the x86 series of microprocessors, the processors found in most personal computers (PCs). Intel supplies processors for computer system manufacturers such as Apple, Lenovo, HP, and Dell. Intel also manufactu...
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio a...