Oh, the dreaded question that always comes up in the initial meeting with a prospective client. After more than 7,000 creative projects, that question still sends panic through my veins. Here’s my advice: never state a deadline. That may seem strange coming from a 35-year veteran of the design and publishing business, but understand what goes into a deadline.

The publishing business is built on deadlines. Yet when starting out, you’ll often feel compelled to agree with forced deadlines just to please the client. This is a dangerous path to take. (more…)

Any time the graphic design field is being discussed, the topic of fees invariably comes up. We had a question the other day from a reader who asked “How can I convince the client my services are worth it?” Another lamented, “I’m uncomfortable about telling people what I charge.”

You aren’t alone. Many people aren’t comfortable telling clients what they charge. This has been the bane of the creative community since the beginning.

Creative people tend to be more about the idea and the performance than the details of getting paid. But to succeed, it’s got to be done. If you ask someone for their prices, and they don’t seem confident about what they’re charging, would you buy from them?

First, you need convince yourself that you must get paid. Do this by fully understanding what it costs to produce the work, and what your time is worth.

You’ll need a list of every element, device and (more…)

One of the most frequent questions I hear from start-ups in the design, publishing or advertising business is “How do I get clients?” My usual response is “Who are your clients?”

Obviously if you know who your ideal client is — or if the next client just walks in your door, you can market effectively. But if you are not sure who your ideal client is, you need to find out.

The first place to start is: “Who are you?” Start by asking yourself what you like to do best, and what your skill strengths are. Make a short list of these items. That list becomes the “product” your ideal client is looking for. Now look at your marketplace and ask who is buying the “products” which you listed.

That’s who your client is.

Keep an index card around with your ideal client credentials. Once you’ve completed some projects, go back and revisit that list. Is it still valid? Once you start getting calls, ask yourself who is actually being attracted to your business. This will be a strong clue that your marketing approach is right or wrong.

People quite often ask me “How did you know that?” I usually answer “I don’t know.” (Not wanting to get into a long conversation!) However, as any successful designer will attest, you must know everything there is to know about a subject before you can create successful designs for it.

The problem usually arises in this quest for knowledge when the client draws a blank page. There have been many times when my own research, or prodding questions to the client has turned up more useful information about the product than even the client knew. So with every client, every new job; you have to dig in and learn what it is, how it works, who it benefits and why its important. These are the tools you’ll need to produce effective, persuasive design work.

You’ll be thrilled when you discover that the most usable aspect of the subject is what the client didn’t tell you.

In my development years as a graphic designer, I had a mentor named Phil Meggs. Unfortunately, Phil is no longer with us. However, one lesson he instilled in me made an incredible difference in my career. I’d like to share it with you: Never pass up an opportunity to learn from a master. I know, you’ve probably heard that before — but it’s time to take it seriously. Successful practitioners in the graphic design discipline will all agree that you don’t know where you are going unless you know where you’ve been.

Never pass up an opportunity to learn from the masters. Attend a seminar; visit a gallery show; take a workshop — particularly if the event is by a master. There are lots of opportunities, but you have to go and find them. If you’re in New York, try to catch a seminar or workshop with Ed Benguait. Yes, he still teaches at NYU. (more…)

One of the most important things designers can do, whether fresh out-of-school or a battle-worn veteran of design, is to ask “WHY?” Why did they select that color? Why did that ad grab my attention? Why do they use that typeface? Why did they crop it so close? Why didn’t they crop it closer? I could ask 100 questions like that and not touch a fraction of the question designers need to ask. The real learning experience kicks in when you supply the answers to those questions. It is not important whether your answer is right or wrong — the continual quest for answers is what adds to your tool-box of ideas and concepts.

You pass a billboard with a huge illustration and kicky headline — you ask why. You answer with the best reason your education and background can muster. Two years later a client appears at your doorstep with a billboard project. You immediately say: “Ah, I think what will work best for you is a huge illustration and a kicky headline like. . . ”

Of course, you get the picture. But see if you can answer why.