Interview

A college student recently wrote me to ask some general questions about being a designer. I thought the interview was actually interesting and thought I'd post the questions and answers here.



1. What first attracted you towards graphic design?
I always knew I was interested in design. When I was younger there was a contest at the facility I took dance classes at. It was for a T-shirt design for the dance school’s annual recital. The best T-shirt design would be printed. I won the contest and from there continued to design all sorts of things. I think I was about 12 at the time I gained an interest.

2. Why did you choose graphic design over another concentration in the art field?
While drawing and painting tend to be a passion, I also appreciate the importance of making a steady income. Graphic design allows me to still be creative, to problem solve and to count on a paycheck!

3. What topics are currently being discussed related to graphic design? Do these topics actively affect you?
There’s a lot going around about eco-friendly graphic design. This is something I’m very passionate about and I have incorporated sustainable practices into my personal life for years. When I started my design business, it only felt natural to do the same.

Being an eco-friendly designer means thinking the entire project through right from the start. This means planning a design that will use less paper and that has overall less ink coverage. I push my clients to print on eco-friendly papers and to use soy or vegetable-based inks when possible.

Because this is such a trend in the design world right now, it’s been great for business and for gaining clients! Plus, I’m working a job that I’m passionate about.

4. What type of reading do you do for your job?
Since I’m an entrepreneur, I read a lot about running a business, specifically a creative one. I have to wear a lot of hats as a business owner. While I’d much rather be designing, I also have to play the role of the sales rep and of the accountant, etc. Since I went to college for art and design, I didn’t learn a lot of those business skills in classes. Now I have to pick them up on my own. Furthermore, I think it’s important for any designer to have decent client-relation skills so books on selling and communication are highly recommended.

When I’m not reading those books, I’m flipping through books such as Logo Lounge or magazines like HOW to get a feel for what’s going on in the industry (aesthetically speaking).

5. Could you suggest any academic journals that might help me learn more about the field?
The American Institute of Graphic Artists (AIGA) is an organization dedicated to graphic designers and the field. They put out loads of helpful information and deliver it as a newsletter and as informational updates if you join. If you want to check it out, their website is loaded with articles and references too. Visit http://www.aiga.org.


6. What type of writing is expected out of you in this field? Do you do any writing on a daily or weekly basis?
I have to write a lot more than I thought I would. First there’s the client side of things. They may bring me a sale or event that their store is having and ask to have a post card designed. The next question usually is, “Can you give us a headline for this as well?” I’ve picked up a few writing skills along the way, but for anything that requires real talent, I have a copywriter I pass referrals to.

I also have to write at least once weekly for my blog. I take those posts and format them into articles to gain traffic for my website by posting them to search hubs like http://www.scribd.com/. Finally, my website took a little copywriting too. I did have some input for that by a professional as well.

7. Do you have any advice for students who are hoping to enter into the field of graphic design?
I think it’s really important to get an internship. Not only does it build your resume for job-hunting some day, but it also allows you to “test-drive” the career. Some people find out design is not for them, and that’s okay. Of course, learning this sooner than later can be a big help!

On the technical side, there’s quite a learning curve from the classroom to the actual job site. While colleges and university do the best they can to prepare students, there’s nothing like diving right in to gain experience, learn new skills (both design and people-wise) and to get an inside-look at the design world.

ECO & BUDGET-FRIENDLY CLIENT HOLIDAY GIFTS

It's hard to believe it's that time of year again; it's time to start planing our holiday promotions and to start thinking about how we'll show our clients that we appreciate them.

This year, why not make your client promotions work for you? In other words, how about not just sending a store-bought box of chocolates and calling it good... What about sending that box of chocolates with your logo printed on the box cover and with a handwritten note on your company's stationery?

Below is a list of holiday promo ideas I've come up with that are sure to show your clients that you care, plus, they're all eco-friendly and they won't break your bank!


Bottle of Wine:
This is what I give my clients each year. Through PersonalWine.com, I can create my own custom-designed wine label. This reminds my clients of my abilities as a graphic designer while adding a personal touch. More importantly though, the bottle is 100% recyclable, as I indicate on my wine labels.

Host a Holiday Open House:
What's better than getting the chance to wish your customers happy holidays in person? It's very personal, plus, it shows effort. Set up your office space for a few appetizers and drinks and unlock your doors. This allows you to keep your costs low while inviting your clients in out of the cold. The only waste is those paper plates and cups that are left to be recycled.

Make Your Own Fruit Baskets:
Add a personal touch to your fruit baskets! Purchase used decorative baskets at garage sales or on Ebay then go to your local market for some organic, local produce. Fill the baskets and add a personalized note. You're supporting your local agriculture, reusing someone's unwanted baskets and giving a gift that's more personal.

Coffee and a Chat:
This could take a while depending on how large your client list is, but what if you called up each customer and offered to buy them a cup of coffee? With no agenda in mind, you could sit down with your client and truly get to know them. Everyone knows time is valuable, so the gesture will be highly appreciated, along with the free drink. Remember to recycle your cups, and at roughly $3.50 per drink, this one's a bargain!

Coordinate a Discount:
Join forces with another business in your area that could be beneficial to your client base. Instead of spending the money on actual gifts, work out some sort of cross-promotion. For example, a copywriter may be a useful service to my clients. If I were to work out a deal with said writer for a free consultation for each client (and their clients for me, likewise), they would actually be receiving something their business might truly benefit from. Plus, other than paying to print a voucher on recycled paper, you have a cost-free gift that could result in several new clients for each business.

When wallets get a little tight, and when trying to keep an environmentally friendly approach in mind, all it means is that we need to be a little more creative. Furthermore, I think it truly is the thought that counts.

Graphic Design and Politics

Politics seems to be at the forefront of everyone's mind lately; and it should be. One of the most important elections in our country's history is less than one month away. In reading up on yesterday's presidential debate, I came across a few articles that mentioned the "branding" Obama has used in his campaign. The full article is on Newsweek's website and is extremely interesting. A small excerpt from author Andrew Romano is below:

Obama's success owes a lot, of course, to his message--the promise to pass Democratic policies by rallying a "coalition for change." But watching Obamamania over the past few weeks, I've become convinced that there's something more subtle at work, too. It's not just the message and the man and the speeches that are swaying Democratic voters--though they are. It's the way the campaign has folded the man and the message and the speeches into a systemic branding effort. Reinforced with a coherent, comprehensive program of fonts, logos, slogans and web design, Obama is the first presidential candidate to be marketed like a high-end consumer brand.* And for folks who don't necessarily need Democratic social programs--upscale voters, young people--I suspect that the novel comfort of that brand affiliation contributes (however subconsciously) to his appeal.

On another note, I found a cool website that offers free downloads of anti-war posters. The well designed propaganda can be checked out at http://www.anotherposterforpeace.org/.

Small Business Survival Book

I just finished reading The Small Business Survival Book by Barbara Weltman and Jerry Silberman. This guide is a quick-read and offers great advice on twelve different facets of owning/operating a business. I've been reading a lot of marketing books lately, so this was a nice change of pace; a little insight and refresher course on the financial/administrative side of running a business.

As mentioned on Amazon.com, the book covers many points, including the following:

* Delegating effectively
* Monitoring cash flow
* Extending credit and staying on top of collections
* Building and maintaining credit and restructuring your debt
* Meeting your tax obligations
* Growing your business with successful marketing strategies
* Using legal protections
* Planning for catastrophe and disaster recovery