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Design Sells
Friday, 01 April 2011 11:54

Web Printer has business card templates, even some clip art and you can add a cartoon kitten to smarten up your card! So if you can design exactly what you want yourself, why would anyone pay for a designer?

The truth is Graphic designers know about the design process. It takes 3-4 years of full time study plus work experience to be a qualified designer and continual learning after that. The evidence of using design to promote business is everywhere. People don't hang around ugly websites. They throw away unimpressive business cards and buy well designed magazines. A prime example of design selling products would be Apple. They sell computers and phones but it's the design of these products that has fuelled their roaring success. It's not print but the principle is the same; design sells.

Graphic designers are problem solvers and approach each brief on an individual basis. Each project holds its own requirements and it's the job of the designer to consider these. Considerations include; colour, size, typefaces, client requirements, audience, competition, distribution, content hierarchy, print restrictions to name but a few.

Simple things like, the eye being drawn to greatest contrast. Might seem all a bit over the top for your cards but when all the pieces come together the package is eye catching and professional. So what you may think is the perfect look for your card may actually be detracting from the overall appearance and devaluing your brand image. In some cases, it's just time to update them. Below is an example of cards we have re-designed for one of our clients. They were all pretty happy with their old cards, but very happy with the new design.


It' is true that not all designers may suit all clients so it is advisable to look for a regular designer that understands your needs. If you find a talented and experienced designer, stick with them. Experience prevents printing or web issues down the line which could end up being more costly. As usual with many industries; you get what you pay for.

Comments (4)
Designer V's Client; How to Work Together
Shotz print Blog - SHOTZ Print Design
Friday, 17 December 2010 13:38
A question posted to SHOTZ by socialbuzzAUS was this.

"@shotzprint why do printing designers go off on their own tangent when you've told them specifically what you want?"

This is not the first time we have heard this, I hope this post goes some way to answering it.

You go to a designer and  ask for a new brochure, "like this" maybe it's something you have seen before, something absolutely perfect for what you need. It's worth asking yourself how many copies you think may have been printed.  A 500,000 copy print run can have some pretty fancy dies made to do the job cheaply.  If you have 50 copies made the cost for setting up could be enormous. So the designer thinks they are doing you a favor by giving you an easy print job and/or some things just can't be done. He/she should explain that to you. Your designer should try to rein in your enthusiasm a little to make sure you don't overspend.
Going off on tangents is part of the territory and sometimes a better solution can be obtained this way.

On the flip side; not all graphic artists are great communicators.  Nor are some clients.

As Banner frog put it "@shotzprint @socialbuzzAUS - sometimes getting a brief out of a client is like extracting teeth. They just don't know what they want" "more time spent on the brief, the more spent on design and not on revising the initial concept."

The key here is obviously in the communication. Meet with the designer. Get to know them a little, see if you can work together. If they are dismissive of your ideas without explanation then you're better off looking for another designer. They should give you options within the budget and timeframe.

Try to go to the designer with some ideas of your own, and be ready to change them. They appreciate a sample or two to help them understand what you want.  Remember that designers and printers have a different vocabulary and that may be confusing if it's not your industry.  So don't be afraid to ask for an explanation in real-people speak.

If you don't know what you need then explain that at the start and just tell the designer what you want it to do. Then trust them to know what you need. You hired them for their expertise and experience, so if you are paying for it; make the best use of it.

Comments (4)




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