How to use, (not abuse), a designer

One of the best facets of my job is the chance to work with graphic designers. I have a tremendous respect for creative people, not being one myself, but a lot of what they tell me is painful to hear. Consider this post a collective "open letter" from the graphic design community to their clients, via your friend in the printing business. (Please note that I use the word "client" to denote the person in overall charge of any project which requires design services.)

"If you begin to think this is just a lot of whining, try not to pass up a chance to improve a relationship which is crucial to the success of your project. Keep an open mind and read on".

I have been around long enough to appreciate the liberation afforded by design software and the personal computer. Inside the print shop we have also been liberated from scores of tasks which once incurred large costs. No one misses the old days...but a look into the past can be instructive.

Once upon a time a city the size of Tallahassee might have had only a few "type houses". These were small businesses who took in copy from ad agencies or publications, marked up with typographical formatting, and created "galley type". These "gallies" were then, literally, "cut and pasted" into layout form by graphic designers armed with X-acto knives and adhesive waxers. The galley type cost about $1 PER LINEAR INCH, plus the expense of paste-up. This brings us to the important point.

Gone are the days of painful and laborious type and paste-up, gone are the constraints of film and darkroom technology, but, unfortunately, also gone is the careful attention which used to be paid to copy on its way to the designer. Because the costs were prohibitive, back in the day it was inconceivable that copy editing would be done via trial and error. I don't think I'm out of line to observe that, twenty years ago, if you submitted unedited and/or unproofread copy to the typographer once, you would be warned. Twice might get you fired. Therefore, the following sentiment on the part of designers begins to make sense:

70% of the responses I got to a survey of my designer friends relate to the haphazard way in which the design jobs come to them. The other 30% relate to a feeling that they are being micromanaged. The overwhelming sentiment is "PLEASE do YOUR job and let ME do mine".

With that in mind, I've developed the Ten Commandments of a Client/Designer relationship. If you are sensitive to these issues you will be amazed at the quality of creative work you receive in return. You will free up your designer's creative talents instead of burning them out. Removing unnecessary obstacles from their path is just good management practice, and will save you time and money.

1. The Designer shall be the lead creative person on the project, and it shall be their responsibility to apply their talents and efforts fully to the task at hand.


2. The Client shall remember that criticism is ineffective unless it is expressed in terms of the project goals. Therefore, "I don't like that color" might become "Our target audience is men, do you think pink is really appropriate". (I jest, but you get the idea.)


3. The client shall not shirk from their duties to provide complete, edited, proofread copy to the designer.


4. The Client shall establish a project schedule which reflects the fact that design is a creative process, and takes time. Often a design, like a new good idea, takes reflection, and everyone loses if the timeline is too compressed. (The Designer shall also be realistic about what is actually possible.)


5. The Client shall not withhold any important details about the project from the team, or release them piecemeal.


6. Production schedules shall reflect some semblance of actual reality, with input from outside vendors as necessary.


7. Proofs, especially just prior to release of the project to outside production, shall be given the full attention they deserve to avoid costly rework. All team members shall review and physically sign the proof to avoid passing the buck. In return, the Designer shall be diligent in their attention to corrections which have been noted.


8. The Internet shall not be seen as a grab bag of free goodies, and copyrighted images shall not be used without purchase and/or release...it's called stealing. Likewise, low quality images shall not be used in place of a genuine effort to obtain good ones.


9. The Client shall buy the design/vendor team chocolate and/or fine coffee when the project succeeds! (Someone insisted on this one.)


10. The Designer shall not exhibit passive/aggressive behavior.  The project shall remain a team effort, and success or failure seen as in terms of the group, not any individual. To that end, all team members shall be up front about their roles in the project, and not allow events to just take over the process.

There are few experiences as exciting as participation in a creative endeavor. The process of bringing a new project to life, and watching it realize the goals you have established is enormously satisfying. However, the interface between the creative and practical aspects, (where I live professionally), can be an unhappy place. The person who is in overall control of the project can take positive steps to make a change! Design pros have amazing talents, but it's not as simple as flipping a switch...give them an environment where their talents can flourish and it will pay you back many times over.

As always, I look forward to your comments.  Until then I hope you're enjoying this wonderful spring weather.

Hugh Butler
Your friend in the printing business

Many thanks to the fifteen graphic design pros who responded to my survey, and, as always, to my wonderful wife (and editor) Melinda. ~HB