You may already be in the habit of using
a briefing sheet to ensure that all aspects of your project are clearly set
out. If not, you can obtain one here.
With all but the very simplest
assignments you will wish to discuss aspects of your project personally, covering,
for instance details of its creative and business objectives, corporate
identity guidelines, technical issues, budget and timelines.
2. Design development and/or content creation
Your designer will review your brief to
ensure they fully understand all aspects of your project before commencing.
They are also likely to research the subject area of your business, your
competition and target audience: all are crucial to creating design and content
that correctly communicate your message.
You will also be asked to provide samples
of your company's current promotional material, logos and/or photographs. Be certain
to ensure any photographs you intend to use have the necessary copyright
clearances for use or that the copyrights are yours.
In most cases, your designer can source
appropriate images to complement your marketing materials or organise and
manage professional photography on your behalf.
Making sure the content works
A proficient designer will take a close
look at your copy — perhaps provided by you
in draft form at this stage — to ensure it communicates your message in a
clear, compelling manner.
Some copy needs only a few simple
tweaks; in other cases more detailed editing or rewriting may be needed. The
better design studios work with copywriters to strike the right balance between
words and imagery to produce a marketing piece that is visually appealing while
putting across your message strongly and effectively.
3. Presentation and review of work
Your designer will usually work through
a number of different designs and drafts before choosing what's most
appropriate for you.
They will present you with one or more
concepts (depending on the type of project and what you have agreed upon); you
will be able to compare and evaluate these together, taking into account the
specifics of your brief.
This is an ideal time to review just a
portion of your total project to ensure it is headed in the right direction.
For example, a website draft may include the home page and one other; a book
draft may consist just of the cover and enough of the first chapter to see that
the work is on track.
The designer may use dummy or draft text
and graphics for placement purposes; these will be replaced with final content
for the finished job. By working like this, you will have more time to finish
the content.
Any last alterations will then be
incorporated into the work. This review process can occur a few times until the
final proof is approved.
Remember that if you go beyond the
number of drafts allowed for in the designer’s quote, it can cause problems
with your schedule; costs can also increase because of the additional time
required and if the printer has to reschedule your job.
Your designer is there for you all the
way
Your designer wants the same great
result you do. The best designers incorporate your requirements within their
creativity, tailoring their approach to what will most effectively communicate your
project’s objectives.
4. Finished artwork, production and
delivery
Once you have agreed on the final
design, the designer prepares the artwork file and provides a proof (either e-mail
or hard copy) for you to sign approval.
The press-ready artwork goes to the
printer or is uploaded to your website's
server.
Printed material may require a final proof
from the printer for the designer to view and for you to sign. This ensures
that the printed result matches what you expect.
Alternations at this stage will usually
incur extra cost and put back the delivery time. Which brings us back to the
beginning: the better the briefing, the more thorough the planning, the better
and more cost-effective the result.
An experienced designer will monitor and
ensure the quality of the print product on your behalf throughout the printing
process, conferring with the printer on the suitability of paper stock and doing
a press-check to ensure the colours are produced accurately.
Similarly they will work closely with
website developers to ensure all the finer points are met.
Let's talk
Just call or e-mail us so we can get
together to discuss your project(s) in more detail and demonstrate how
thoroughly, creatively and cost-effectively we work.
