Dealing With a Graphic Designer

It's a graphic designer's worst nightmare: A client seeking design work who has no idea what he or she is looking for. After hours of numerous samples, proofs, adjustments and readjustments, the designer finally gets the right look.

The client, on the other hand, is in shock after seeing the bill.

This experience is all too familiar for small-business owners looking for graphic design work for such things as logos, letterhead, business cards, newsletters, brochures, direct mail pieces, etc.

Often a trip to see the graphic designer is as dreaded as a trip to the dentist for a root canal.

How do you avoid this dilemma? According to Rick Spitzenberg, owner of Electro Image, have an idea of what you are looking for before you see the designer. "Any ideas you can bring to the table makes it easier for a designer to find the right solution," Spitzenberg said. "If a client has an idea, it helps tremendously. It becomes a good starting point."

"The designer should know the purpose of the piece," said Karen Clark, owner of Distinctions Unlimited. "Is it for a trade show display, or direct mail?"

Business owners should be observant. Looking at trade magazines and other graphic examples can help them get a feel for their own needs.

Dave Cox, of Sandbox Creative, said business owners should ask the right questions at the beginning of the process. "Business owners should think about the message they are trying to communicate. They should ask: Who is the message addressed to? What reaction do I want to get?"

Business owners should always remain in contact with designers and ask for written estimates. Keep in mind that what you are really buying is someone's time, just like a CPA or attorney. The business owner who walks into a design firm and requests 20 different examples of a logo should keep in mind that "the meter's running."

"It is always a good idea to nail down economics ahead of time," Cox said. "Most estimates are based on time and materials. If a client has a particular budget, it's important to point that out. If clients are upfront with that information, a designer can come up with options that meet their needs."

"Keep in mind that the estimate is an estimate only," Spitzenberg said. "It gives the client a good idea of what it will cost them." Always ask for fees and estimates at every stage in the production process.

Proofs are also important. For direct mail and other printed pieces, owners should proofread with a fine-tooth comb. Errors found at the final stages of production can be costly. Business owners should keep in mind that after the proof is okayed and printed, errors are the owner's responsibility.

"I like clients to write all changes down," said Scott Blankley, owner of Graphic Eye Design Services. "I don't rely on a phone conversation because there is a chance for miscommunication. I like clients to red-line all changes."

Said Cox, "Make sure you are going over the proof, and don't assume everything is correct, even if it is the third or fourth time you've seen it."

Most importantly, owners should communicate with their designers. Said Clark, "It's important to talk with your designer and tell him or her what you're really looking to accomplish. The designer's mission is to turn the owner's materials into a successful piece.

- Ron Ameln. Republished with permission of the St. Louis Small Business Monthly; May 2002.