Who is design for?

This is a matter of opinion, and this is ours: Design is there to serve the end user, not the designer and not (with respect to the purse-holder) the client. There may be one client and one designer, but there can be thousands or even millions of end users, this should be their focus.

Some design studios have a ‘house style’ and every project that they work on will have a similar look and feel regardless of the end user, some clients will have strong ideas of what they like and don’t like, ultimately, none of this matters, what matters is that the thing that is being created attends to the need(s) of the user.

The egos of designer and client must be left at the door. An experienced design studio and an enlightened client will make any potential conflict manageable, difficulty can arise where one party is insistent on a way forward based on something other than user-need; this is where a more experienced studio will be able to really help.

What’s the difference between a rough, a visual and a proof?

A rough is a sketch, with pencil on paper or a computer printout, that is usually of a low specification, used to indicate layout, design, or concept.

A visual is a more refined document, with a higher quality, intended to display the final look of a project. All details should be accurate, with the possible exception of colour, and this document will act as the approval stage for a job before it goes to production.

A proof is a very high quality document, produced in such a way as to emulate the print process as accurately as possible. Sometimes known as a ‘contract proof’ (often branded as Cromalin™ or Matchprint™) it is likely that you will be asked to sign directly onto the proof to indicate your approval of everything, including colour. The printer (the person actually operating the press) will use this document as a guide to gauge the accuracy of the printed material as it comes off the press, so it is extremely important that it is checked thoroughly; the person who signs takes responsibility for the job.

I have some design software, can I do it myself?

Here are two things to consider: level of skill and time value.

Firstly, you may have the technical skill with software to make the items, but do you have the required ability to be able to objectively create material to represent your organization? This is more than just knowing what you want, but being able to create something that does it effectively and accurately with creative flair.

Secondly, how long would it take you? How much is your time worth? If you could do it, but it would take you two days, would you not be better off employing a designer for a few hours, allowing you to spend your time more productively on your business?

If you have unlimited time, are technically able, and have a creative streak, then you probably could do it yourself. However most people are in business to make money, not to design stuff for themselves.

I have some website software, can I do it myself?

Each month, one or other of the web design magazines inlcudes a software CD-ROM that contains free or trial software that will give you the tools to design and develop your own website or logo.

The way we see it, this is like buying a chisel and a workbench and trying to make a cabinet: just because we have the tools, it doesn’t make us carpenters.

That’s not to say it is rocket science, and that you can’t learn how to put a basic website together, or design a logo from scratch, but there is a lot more to design that simply being able to use the tools.

Most designers worth their salt have a number of years’ experience in the field, and before that, most likely either a keen interest in design, or a design-led degree course, or both. So although you may be able to use the tools proficiently, there is a thought-process and an approach behind every design job, that we don’t think can just be simply taught or learnt - it is also something you feel.

The time taken to become proficient at desiging websites, performing a branding exercise or designing a logo is not something that the average business person will have to devote - their time is better spent running their business, and focussing on what they already know how to do.

Is design expensive?

This is a case of ‘how long is a piece of string’. Not helpful I know, but there it is. On a job by job basis, a designer can spend as little or as much time as you can afford on a project.

Now, in order to manage this, you as a client must first determine your budget. It may be helpful to get a few quotes from design studios to help you do this, but be sure that each studio is quoting on exactly the same brief, otherwise you’ll be comparing apples with oranges.

Typically, a good design studio will be charging anywhere from fifty pounds per hour upwards. The studio will give an estimate or a fixed cost, based on the time needed to do a job in their experience, so it is important too that you give them as much detail as possible as the start, so there will be no nasty surprises later on.

As with everything, cost is relative. For example: a studio charging £70 per hour could spend 8 hours creating you a marketing leaflet, charging you £560; the cost of printing may only be £100 for a few thousand (depending on spec of course). Now compare this with the costs for a large, multi-paged brochure: the design cost may well run into the thousands, but the print cost could be ten or twenty thousand pounds. It’s worth paying for expertise, as the stakes are high and a badly prepared job could be very costly when it prints badly.

Beware of printers, or some studios, that will offer to design (or artwork!) free. Those who do either do not value design as a tool for developing your business, or are more concerned with making money out of you by printing your job. Print costs do not depend on the quality of design, so be cautious of this approach.

The rule of thumb is to pay as much as you can afford for design from a reputable studio that can offer experience of the kind of thing that you need. Don’t go for the cheap option unless you are prepared to pick up the pieces yourself if things go wrong. Remember that an experienced designer will be able to do a lot more in an hour than you might imagine!