When you enter the design process with your designer, specificity is key. Oftentimes, when business owners or creative professionals meet with their designer to outline the specifics of their project, the details are not quite clear. The reality is most clients discover what they really want through the proofing process. The challenge here is that they don’t realize the demands they are making on their designer when they ask for a change here, and a change there. In their mind, the change is minor and should not require much effort on the part of the designer, but they often do not understand the process involved in making some of their change requests. That is why clients find themselves overwhelmed at increased costs for proofing and revisions when they have requested changes to the finished product.
The best way to demonstrate how this process works from the designer’s point-of-view is to share an actual example or case study of this type of scenario.
The image above is the original artwork for this project. We were asked to quote a list of line items for a children’s enrichment program that introduces preschool-age children to sports, dance, cheerleading and fitness with a focus on building confidence and team participation. After quoting the list, we received approval to begin work on their brochure.
To begin the project, the client provided a JPEG file of their last brochure. They wanted us to edit the image and build off the artwork they’d already created. Unfortunately, JPEG images are not editable. To put things in perspective, it’s like trying to press backspace on a word that’s printed on a piece of paper; it just doesn’t work. This is something to always be mindful of as you provide files to your graphic designer.
The client’s first request was to remove the second sentence (the bold one) and replace it with “Try a Starz class and rest assured your child is in the best enrichment program on the market today! www.StarzProgram.com.” They also wanted to change the color of “dance, sports, cheer, and fitness.” Again, these changes seem quite simple. But, what the client did not realize was that you need to individually erase each letter and match the spots to the existing background before you can place the new desired text.
After making the initial changes, we went through several iterations of changing the “dance, cheer and fitness” content. In the first change, the color of the letters was changed a lighter color to make it stand out. The client wanted the words to ‘pop’ more which resulted in the changes you see in the above image. After reviewing this proof, the client’s reaction was we were getting close but not quite there. She wanted to see more ‘pop’ on those letters. In addition, they decided to completely remove the boy in the upper right hand corner and replace him with a cheerleader and a ballerina of different races to show diversity. This seems like a simple request, but it literally took over an hour to find images that matched their specific requests.
To create the best experience for the client and designer, map out your project in as much detail as possible in the beginning to avoid tedious, trial and error changes during the proofing stage.
For more information about the Starz Program and how it SHINES contact Sophia Wastler, founder. www.StarzProgram.com