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DESIGN MATTERS
Today, the definition of a graphic designer has been warped by many different factors. With easy access to inexpensive, dumbed-down applications, stock photography and clip art, anyone can get words and images into a layout and email the file to the corner quick-print shop. Companies are even setting up websites soliciting spec work where the winner receives a shot at the (usually minimal) reward money. These crowdsourcing or community-based design sites allow anyone to enter a logo, website design, concept or whatever company X may need. So many people are doing it, it must be okay, right?
Think again.
While using inexperienced designers may seem like an economical solution in these budget-conscious times, the hidden costs to your company may add up to more than just mediocre work, bringing image damage and costly production blunders amateurs don't understand. Setting up files incorrectly, for example, could result in rebuilding fees at the print shop of $150 an hour. A poorly designed logo won't reproduce well at a small size and may pose expensive production challenges both on the press and on the web. And printing a pocketed literature folder at the standard 8-1/2" x 11" size would render the pockets—and box loads of folders—absolutely useless.
In addition to technical production expertise, professional designers get to know you as a client. They know how to read your responses, understand your expectations, and effectively communicate the reasons why a design was created in the manner it was. Those who make a living as designers have the ability to go deeper into your business and get to know your brand in order to best represent it, especially as measured against your competition.
The move away from using professional designers was spurred by the recession and aided by a new generation of cheaper creative tools, ranging from digital cameras and stock art to pre-made, do-it-yourself templates. Add to that the internet, which has dissolved geographical boundaries, and the market is wide open to the world. Crowdsourcing and the like have made design a commodity. As we remember from Economics 101, when too much of a product is on the market (in this case more and more people are entering the marketplace as designers), prices fall. Unfortunately, so does the quality of service. Sure, there are some things you can handle on your own. But if you are budget conscious, every piece of marketing collateral, every website, every photograph needs to make a big and positive lasting impact. Fortunately, there are ways to get creative services and expertise on a budget. Creative professionals will work with you, even in hard times, to streamline your budget. You may even consider using creatives as consultants. Here are some other cost-saving ideas:
- Get a marketing perspective critique. Firms with in-house capabilities could benefit from the consulting service of an outside professional designer, writer or brand strategist.
- Get help communicating more powerfully and effectively. Hand off an important project, or critical elements of a project, such as charts or photos, to the professionals.
- Consider bartering for goods or services. Whether it's an investment in your business or a service you offer, bartering may be a mutually beneficial way to get what you need.
- Use a performance-based compensation model to negotiate rates and fees. You'll get high quality professional service from someone who truly is invested in your business.
With creative planning and negotiating, you can maximize your return on investment. Even now.
Article by:
Danielle Saxman, HMH Design Director
