How to Save on Graphic Design Projects

Submitted by , Freelance Writer

Developing a brochure or other marketing piece isn’t necessarily easy. It can be an expensive and time-consuming process that is ripe for delays and expanding budgets.

Leann Johnson, owner of Minneapolis-based L&J Graphics, is a graphic designer and illustrator with ten years of experience. Johnson offers several basic pieces of advice to help people understand the graphic design process and to simplify a design project.

Plan ahead.

First, think beyond your immediate needs. Are you developing a piece you plan to alter in the future? Is it part of a series of materials? How will you distribute it?

Johnson encourages clients to think about incorporating the design into other aspects of the business. “Many people are so focused on the deadline that they don’t realize where else they can use the design.”

For example, a small business owner might require a logo that looks great on paper, but it doesn’t translate well to a large sign or to their Web site.

Bring all parties to the table.

Johnson encourages clients to include the key decision makers in the planning. Try to avoid bringing the final document to someone for their review right before you go to print. If you need the approval of your legal department or vice president, talk to them early in the process so you can avoid costly delays.

Discuss your goals with the designer.

For a successful graphic design project, it’s important to think about the purpose of the piece. This includes identifying the audience, the primary message, and the distribution method. Be sure to discuss these goals, as well as your budget and timeframe, with the designer at your first meeting.

If your goals aren’t within the scope of your budget, the designer can suggest alternatives for you to consider.

Bring in samples of materials you like.

Identify what you like about the samples—whether it’s the font, the colors, the paper, the writing, the placement of items, or the artwork.

If you have a tight budget or timeline, you may not be able to use the exact elements you favor, but it will facilitate communication and the project. And, ultimately, it will enable the designer to satisfy your objectives and preferences.

Prepare for a balancing act.

Johnson says there are three primary factors that influence the outcome of a graphic design piece: time, money and quality. Typically, you can only focus on two of the three.

If you want high quality design, then you’ll either need to plan ahead or have a big budget. If you have limited finances, then be prepared to sacrifice on the quality or start the process early.

When it comes to completing a design project, “miscommunication is the most deadly obstacle,” says Johnson.

By planning ahead and sharing your goals, objectives and preferences with your designer, you can avoid those miscommunications. And that means you’re more likely to receive a final product that meets your ideals and saves you time and money.

This article reproduced by permission from the Two-Minute Business Builder, a publication by . C.C. is a freelance writer specializing in marketing communications. She often works with small businesses in the creation of their Web sites, brochures, and other promotional materials. You can contact her at 612-209-6850.