Part 3 of 4: Graphic Design — Answering 20 Burning Questions

Quick summary of your design process?

Discovery: I have a quick conversation (phone or email) with the client to understand the job and the goal. I ask about the end-product (web page, flyer, will it be digital or printed, how many copies, etc.) to ensure the design makes sense once it leaves my hands. Understanding the end product informs how it will be manufactured — which also informs how it should be designed to look it best. For example: you don’t want to design something with gold foil if it is going to be digital. Have you ever seen a photo of gold leaf? It’s not pretty.

Gathering Assets: I collect the edited copy, logos, graphics, and anything else that needs to be included. Content informs design. If you do it the other way around, you are just wasting time and money.

Design: I consider any existing materials the client is using and if they need to match or not (brochures, websites, etc.). I might start with some quick sketches to figure out the layout or what size would work best. Then I add all the assets and put them in a rough position (placing the logo, the copy, etc.). I will often work on tagging styles to all the content elements. This can go quickly if you aren’t thinking about it too much and you can easily change those styles once they are tagged. The prep time gives me the opportunity to think about design in an almost subconscious way. By the time I’m done, I have a pretty good idea of what I want in terms of design. The rest is a puzzle — adjusting, shifting, recoloring, adding, and deleting until all those pieces fit together. Once the design is done, I’ll often let it “rest” for a while and look at it later for a fresh perspective. It’s amazing how many problems jump out at you when you do this.

Proofing and refining: You send the proof and get feedback from the client. Repeat until everyone is happy.

How do you stay on top of trends?

I stay aware of trends by looking at other work or researching. Unless a trend makes sense for a client, I tend to ignore them. You want to design a piece that has some longevity to it. You don’t want something that screams “1985” unless your target market is “mom jeans.”

Networking: love it or hate it?

Hate it.

Most tedious admin task?

Taxes. Wait, no. Billing. Wait …

Must-have design tool?

Your brain… and Adobe Creative Suite. Well, my brain. Your brain is great but you’re already using it.

Clear communication or creative freedom?

Clear communication.

How do you cope with slow periods?

Work on your own business! Do something today that will benefit you tomorrow!