Choosing A Graphic Designer

In March of 2008, I was contact by Randy McGinnis from The Lincoln Business Journal. He asked if I could help contribute to a story the paper was writing, “Look at designer’s work when choosing graphic artist”. The article came out in the April 1, 2008 issue, Page 20. He asked me five questions about choosing a graphic designer.

The questions were:

1. What are some factors to consider when choosing a printer or graphic artist for your business?
2. What should companies know about working with graphic artists and printing companies ?
3. Which file types and programs are most favored by printers?
4. What types of mistakes are most often made that cause printers to have to make costly alterations?
5. What are some other tips for making interactions between companies and their printer/graphic artist as smooth and efficient as possible?

Today I will answer the first questions, and over the next four days answer the other four –enjoy

What are some factors to consider when choosing a printer or graphic artist for your business?

When choosing a graphic designer consider the designers experience. For difficult projects a more experienced artist might be required. However, simple projects might be suitable for a less experienced artist.

Examples of more complex projects are: custom logo design, postcard for a direct mail campaign, oversized brochures.

Examples of simple projects are: modify an existing layout, cleaning up a logo, letterhead layout.

A graphic artist will charge according to their level of their experience. The more experience the higher the rate.

Find three graphic artists that have portfolios available. The portfolio and designs should appeal to the personal taste of the business owner. Once a business owner has three candidates for the job, it is time to discuss the project details. Make sure to discuss deadlines and what is need from start to finish. It is also time to learn about the graphic artist’s design process. In this regard, make sure to find out and understand how many designs are included at the agreed upon price. If the project does go beyond the agreed upon versions, how much will the artist charge for their time.

Make sure the project deadline is discussed and the printer or graphic artist can meet the deadline. If the deadline is tight there will usually be a rush fee from both the graphic artist and printer. Also, if specialty papers, die cuts or foiling are requested some printers will extend the completion date.

To eliminate any rush fees plan and start the project ahead of time. If the project is going to press it is not uncommon to expect a 7 day turnaround time. Additional time will be required if the printer is not local and the finished piece needs to be shipped. The best shipping rates will be 14 to 21 day shipping. Importantly, allowing for this extra time can be critical if the project is for a tradeshow or some other event. If the project has to be rushed be prepared to pay. Furthermore, if the project is going to be mailed make sure the proper amount of time is given to get the piece to the mailbox. Again, first class postage is a lot more expensive than third class presort. This does not take into account the time necessary to design the piece.

Some graphic artists offer on stop service. This can be convenient when doing design, print and mail with one phone call.

When choosing a printer consider the project requirements. If color matching is crucial use a local printer that offers a press check. However, if some slight color variations are not going to be an issue an online printer might be ok. When choosing an online printer pay attention to uploading fees, handling and shipping cost and proofing fees. These can add up, making the true cost not as attractive.

Printers also specialize in certain areas. For example, some print coupon books, others do one color business cards. Finding a printer that specializes in a specific printing process can make a big difference in cost.

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