(by 20 people)
This lens attempts to add clarity to the confusion of running a graphic design business in today's rapidly growing business climate. Whether you are an executive of a large agency, a small studio owner, or a freelancer, you will find the information provided here to ease your business woes. This lens has been created to help you make informed decisions on the business of graphic design. Enjoy!
Inspiration to Start With
"Plans are only good intentions unless they immediately degenerate into hard work."
- Peter Drucker
- Peter Drucker
Tip : Financial Success
Learn to love numbers
As a creative personality, numbers may not be your strong suit but you should make yourself learn how to read a financial statement. At the very least, you should be able to decipher between expenses paid and payments received. With the knowledge in hand, take your abilities one step further and forecast three months ahead of your current payroll to make sure you have enough payments coming in to cover your overhead. If you have any troubles, ask your accountant to show you how to forecast properly. If you accountant says no, then get a new accountant!
Tip : Getting New Clients
Maybe you should focus on what you have first?
Many design studios focus heavily on getting new clients - always pushing for the next hip company to work with. Instead of focusing on what you don't have, concentrate your attention on what you do. Look at your current clients and identify possible projects that they may be interested in. You will find that those clients whom you've already established a report with will be eager to work with you again, and furthermore, they will appreciate that you have their best interest in mind.
Tip : Scoping a New Project
The essential questions to answer before taking on any new project
- What is the objective?
- Who is the target audience?
- What is the timeline?
- What is the budget?
- Where does the project fall on the Design Triangle (Good, Fast, or Cheap)?
Tip : Ingredients for a Good Proposal
- Process Overview - Define the process you will follow for this project (revision process, planning process, feedback process).
- Project Overview - Define the project objectives and goals to show the client that you understand their needs for the project.
- Proposed Solution - Provide a brief overview of the concept for your solution. Don't worry about showing actual design comps, but instead concentrate on writing a very clear description of what you think the solution should be and how it will look.
- Schedule - You do not have to provide a comprehensive schedule for each task but it is usually benificial to provide a brief milestone schedule that shows how long you think the project will take to be completed.
- Cost Estimate - Show what each deliverable will cost and the tasks that are associated with it. It is also sometimes nice to provide optional additional deliverables for the client as well. Don't be afraid to upsell.
- References - Even if the client hasn't requested it, providing references for them to contact is always a good thing. It can allow them to talk with some of your previous clients and hear, from their mouths, how well you performed and what obstacles you overcomed in their project. Be sure to only list references that you are on good terms with!
- Case Studies - A solid case study can demonstrate your expertise and provide the client with the exact support they need to award you the job. Highlight a couple (2 or 3) projects that were similar in scope to the client's and identify what the problem was, the solution you provided, and how that solution has helped the client.
Tip : Close the Deal
Put quality before the quick buck
When trying to close a new project you may feel the temptation to lower your price to ease the tension of negotiations. Instead of lowering the value of your work, promote your studio's dedication to quality. Insist that if the client wants to have a successful project that is of high quality then they will need to go with your original price. If the client doesn't want to pay for quality, then you do not want them as a client. NOTE: Obviously non-profit and charitable projects are completely excluded from this statement!
Tip : Project Management
It pays to be organized
At the beginning of any project, outline a proper milestone schedule that documents the presentation and delivery dates. Implement a project management system that allows each member of the team to document their time working on a project. There are numerous project management systems available, from paper and folder solutions to web enhanced time tracking applications, so find the one that fits you and your staff best.
Tip : Handling Revisions
When you find yourself getting deep in the muddy waters of the revision swamp take some of these possible escape routes into consideration for the future:
- Explain that further rounds of revisions will take more man-hours and must be billed as such. Be up front about any overages that might occur as a result of extra revisions.
- Don't be afraid to sell your design to the client. Chances are, the client may want more revisions because they just don't understand the solution you've provide to them. Show them why it works and how it will help them.
- Remember to always firmly outline the number of rounds of revisions in a contract at the beginning of the project. I've found the standard to be 2 or 3 rounds.
Books : Business of Graphic Design
AIGA Professional Practices in Graphic Design: American Institute of Graphic Arts
Amazon Price: (as of 08/29/2008)
The Graphic Design Business Book
Amazon Price: $18.21 (as of 08/29/2008)
Talent Is Not Enough: Business Secrets For Designers (VOICES)
Amazon Price: $23.09 (as of 08/29/2008)
The Creative Business Guide to Running a Graphic Design Business
Amazon Price: $19.77 (as of 08/29/2008)
Graphic Artists Guild Handbook: Pricing & Ethical Guidelines (Graphic Artists Guild Handbook of Pricing and Ethical Guidelines)
Amazon Price: (as of 08/29/2008)
Resources : Websites
Don't take my word for it! Here are links to plenty of sites with numerous articles on the business of graphic design.
- SpeakUp
- Articles on contracts, clients and design.
- A List Apart
- Articles on the business of web design, client relations, and project management.
- Creative Business
- Articles from the CB magazine. You may have to pay for some but they are well worth it.
- Creative Pro
- Articles on business and the business of graphic design which highlight many different aspects of industry life.
- Creative Public
- Articles focused on the freelance designer and how to run a successful freelance design business.
- Design Management Resources
- Articles focusing on marketing, public relations, and business development in the graphic design industry.
- AIGA Professional Practices Design Forum
- Articles on design, typography, ethics, business, and everything in between. The Professional Practices section specifically provides real-world feedback to other industry professionals by industry professionals. It is also moderated by your lensmaster, Daniel Schutzsmith.
- About's Graphic Design
- Take your graphic design skills to the next level with the links, chat, forum, and articles available here to help you. Be sure to check out the Business 101 articles - they provide great advice and a great links to other sources.
- Communication Arts
- Articles on business and legal affairs by some great creative business experts like Tad Crawford and RitaSue Siegel
- Creative Latitude
- Articles on self promotion, business, creative process, and creative culture from industry professionals such as Christopher A. Gee, Neil Tortorella, and Jeff Fisher.
- GAIN
- The AIGA's Journal of Business and Design. The site features great articles ranging from topics of contracts to the creative process.
- STEP Inside Design
- Numerous articles on the business and legal side of the design world. Short selection but well worth checking out!
Resources : Blogs
RSS to your hearts galore!
A list of blogs related to the business of graphic design and related topics. Email daniel at graphicdefine dot org if you would like to make a suggestion for a blog that should be included.
- Be A Design Group
- A blog focusing on topics centered toward the industry of Graphic Design.
- GraphicDefine
- A blog focusing on the Business of Graphic Design.
- Speak Up
- An open forum to discuss matters related to Graphic Design.
- Designorati
- A 360-Degree View of the Creative World
- Designers Who Blog
- A comprehensive list of designers, from multiple disciplines, that maintain their own blogs.
Resources : Creative Business Consultants
They make your business run better!
If you are having trouble along the way, these fine folks would be more than willing to help you get on the right track.
- Emily Ruth Cohen
- Business consulting, writing and staff management strategies for small to mid-size graphic design and communications companies.
- ReCourses
- A management consulting firm that works exclusively with small service providers in the communications industry, including: Public Relations Firms, Advertising Agencies, Interactive Companies, and Design Studios
- Design Management Resources, Inc.
- A public relations and marketing services firm that will DO those marketing projects that so many principals don't get around to.
- Robb High Associates
- Specializing in helping agencies set-up a business development process that works for them, according to their own needs and preferences.
- Shel Perkins & Associates
- Shel Perkins & Associates, helmed by author Shel Perkins, works with design firms and agencies in both traditional and new media to improve performance and successfully navigate change.
Resources : US Based Business
- Small Business Administration
- Services provided by the U.S. Small Business Administration Offices and Partners.
- Business.gov
- The official business links to the US Government.
- SCORE
- Counselors to America's Small Business.
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