Will Harris wrote an article a while back that has long been a favorite of mine. His article entitled “How To (and Not To) Work With a Designer” is a great read for anyone on either side of the playing field. It is easy as a designer to fall into a trap of bashing clients and any lack of knowledge about our industry. Which is ironic because the clients could easily bash us for our lack of understanding about what they do on a daily basis. Much of this can be cleared up with effective communication. While Will Harris covered a healthy portion of the process, I wanted to touch on this from my own standpoint.
Start with the Printer
More times than not I see clients who have a vision and general direction for the project but not quite sure about how to launch the creative process to bring it to fruition. My recommendation is to begin with the printing company. While many projects, such as flyers, postcards, business cards, etc. all have the same basic design specifications, different print vendors could request the files in a different format. If it is a special project such as a billboard, banner, product label, or anything of the sort, find out from the printer how they need the files delivered to them and what the specifics are. Giving this information to the designer will save them time in the long run.
If your project is for the web, such as a front end interface, banner, or other graphic, the same rules apply. Design projects are often times governed by the specs that drive them, so the size of the banner ad, actual size limitations, file type, etc. are all important components that need to be addressed before the designer can get started.
Saving time translates to saving money.
Meeting
If you have not met with the designer before or just need some face time setup a meeting to talk over the project’s details. Have some examples from similar projects showing what you like and don’t like. Both of those prove vital when creating the first mockup. E-mail and phone conversations and always convenient, but there are times when a meeting over some coffee gets everything on the table. Meeting affords the client and designer the opportunity to sketch out ideas and ensures everyone is on the same page.
Project Files
One challenge to the overall design process would be obtaining quality files to work with. By quality, I mean hi-resolution (http://en.wikipedia.org/wiki/Image_resolution) images. At some point, your designer will be asking for hi-res images or files, which are typically 300DPI (http://en.wikipedia.org/wiki/Dots_per_inch). If you have these, that is great and you have moved your project along a little quicker. If you don’t, let the designer know. Some files can be upsized (to a limit) but there are some files that simply have to be hi-res. Working on a brochure, you certainly do not want the main image, which carries the first impression, to be pixilated and of low quality.
My project is not going to be printed so I don’t need the hi-res files, right? Well, that would depend. I would argue that any designer would prefer to have a very large file that needs to be sized down rather than a small file that has to be sized up. So starting with the larger file will always prove to be the best path to take. Also, your web project could easily carry a side project with it that might end up being printed. Your website special advertisement might need a rack card, postcard, or flyer to assist your marketing efforts. Starting with the hi-res files saves the designer time in having to seek that out.
I have enjoyed services such as YouSendIt.com to transfer larger files and save burning discs, mail, etc.
Deadlines
Be specific about when you need the project. Typically when I see ASAP it means that the job is rushed but there is no hard and fast deadline to work against. This can cause unwarranted tension on the entire process. Should the job be a rush job, state that up front, but attach a date to it, even if you need to set that internally prior to speaking with the designer. However, remember to build in your printer’s time as well. If the printer needs a week to print, bind, cut, etc. then build that into the deadline so that the designer can get the files to the printer in time. If the project is for the web, build in some proof time as well. A behind the scenes link to the project online is great to give everyone a chance to see how it will work without being live to the public. Adding a small fudge factor will be good just in case something unforeseen arises during the process.
Proofing
Even in rush jobs, the proofing stage is critical. Missing something important, not catching a spelling error, or anything of the sort can be costly and cripple the final piece. While this is vital in print, it is equally important for web work, though easier to change with web related pieces. When you get the proof from the printer, it should really be that final piece of mind that everything is in place and ready to go. Adding pages, changing photos, or working on copy is tougher the further the project goes and more costly. Build in a proofing stage and ensure all of your ducks are in a row.
What about Designers?
Clients, this article is not solely for you. If you are like me, you want a happy client, a paying client, a returning client, but also a great portfolio piece. Running through the checklist above makes most of that possible but most importantly it helps alleviate any questions that can prohibit you from working efficiently. Chances are, your clients will not want to hear about how you are not getting what you need. It is your job to walk them through the process and how you handle that can make or break you for future gigs. Set expectations early, offer clear and friendly channels of communication, while also remaining firm on the type of input needed to turn around a quality product.
What I would recommend, if you are not already doing so, would be creating a check list or project form. The document that I use contains the client contact information, project details, how the file will be delivered, specs, and any pertinent notes relating to creating the project. In red, there is the deadline. These hang on a project board until invoiced and provides a great way to track open projects while keeping relevant information together.