graphic design process and faq

Many folks are unfamiliar with the actual graphic design process. As a courtesy, this page has been created to give an overview as well as some frequently asked questions. There can potentially be many different variables that go into an actual design depending on its final destination - print or web. This is intended to bring some clarity and awareness to current as well as future clients. This information is meant as a foundation and an overview - but feel free to contact me with any further questions you may have. Please note that I do not do any work "on spec" and fully support NO!SPEC in its efforts to communicate why this devalues the entire design community which in turn can have negative effects on the client as well.

client top 10 graphic design questions:

why choose me as your graphic, website or logo designer?

As your graphic designer, my goal is to work with you to bring your vision to life. It's about communicating and educating the client as to why something may or may not work and offering sound, effective and viable creative options and solutions whenever possible that also work within your budget. The project is seen through from concept, design, execution, production to final piece thus uploaded to the web or to the printers.

how do you begin on a project?

Generally there will be an initial consultation and evaluation of your creative needs/goals and to see if I am the right designer for you. Ideally in person if you are local and by phone otherwise. Clients can be located anywhere. The first hour is complimentary. If your requirements exceed the consult, then it will be billed at an hourly rate. If you decide that I am the freelance graphic designer for you then I will draw up an estimate/contract of the services to be provided for the project. If you accept the terms and upon your signature along with a 50% deposit* which needs to clear depending on payment form chosen, the project will then commence. This time frame can vary - but generally 7-10 days.
(*note: the 50% deposit is non-refundable)

what is the time frame on a project?

Being that I am a one man shop, this can vary depending on my current project load as well as the scope and or complexity of a given project. If my time frame does not work with yours, then it may be necessary to find a different designer. This would be addressed in the initial consultation. Once a deposit has been submitted, then design drafts begin. Since the initial concepting process is the most labor intensive, the turn around time can vary and can take one to two weeks to show samples. While there is an open line of communication with the client at all times, it is imperative that the client provide all of the necessary content including text, hi resolution images, tiff, eps, vector etc.- in a timely efficient manner to ensure the project flow. Not providing this vital information can stall the project completion date. After the initial comp phase a project moves much more quickly - provided that all essential and necessary elements have been provided to me by the client.

what is the actual design process?

Approximately 3 to 5 initial comps are created based on the style and outline of the estimate. One is chosen by the client and further developed. 3 rounds of changes/modifications are included in the estimate. If more are necessary beyond this, then they are subject to an hourly surcharge on top of the original project estimate. This can be discussed further if necessary. I do not offer "unlimited changes" as they are not time or cost effective to myself as the designer and can ultimately cause more confusion and indecision for the client. The design is then finalized and delivered in the necessary file formats depending if this is a print project (high resolution files) or formats for the web .jpeg, html etc.

what is the pricing and payment process?

Pricing on projects can vary greatly and will be determined at the time of estimate. There is a 50% deposit to begin a project unless otherwise discussed. This deposit is non-refundable as it compensates me for my time investment as well as the client commitment to the project. Payment is due IN FULL at the completion of a project and upon deliverables or web site launch. Printing costs are NOT included.

Some projects are done on an hourly basis and may be ongoing with a client. In this case, you can expect to be invoiced at the end of the month as well as mid-month depending on the extent of the work. This keeps things on track and breaks up the billing to the client. Payment of this type of work arrangement is due IN FULL within 14 days of invoicing or risk the project be on hold until payment has been received.

asap = rush charges and are a fair practice in the design industry. They can vary depending on the urgency of the project but can average from 50% up to 200%. Much like FedX, 2 Day Air or Urgent Care, it is like expedited design at a premium. My needing to bump someone else's project or burning the midnight oil for your project deadline means you gotta pay a bit extra. This would be discussed first with the client.

cancellation or kill fees may apply if a job gets cancelled midway through production and it is appropriate to compensate the designer for the work they have completed thus far. This is generally referred to as a "kill fee", and commonly is paid in a percentage of either 50% if pre production work has been done, or 100% if the project is in production or completed.

what is logo development? and why is it important?

Logo development is just that. It's part of a process and so incredibly essential and important. It's an investment in your identity and brand - and you really should not cut corners on it. It will be be on all of your materials print, web etc. and helps to build your credibility. Logo design is a process and not to be slammed out in one hour. It helps to symbolize who you are to the outside world and identify as well as differentiate you from your competitors while reaching your target market and audience... (and just for the record, no, I do not create logos for $50)

do you provide web site design and or web site maintenance?

While initially I was mainly responsible for the creative content for client web sites, now I am actively creating web sites from concept, layout, design thru completion and final upload. There are still some uncharted territories as well as aspects of heavy or complex programming that I have chosen not to do personally - but will seek out professional colleagues for these client services if and when necessary.

As for web maintenance, yes I do provide this service. Maintaining your web site is something that should NOT be overlooked as it is imperative to both your customers and the search engines to keep things fresh. Web sites that have not been updated for years or months at a time can work against your credibility to your potential customers who will quickly click away - something many can ill afford it this economy. Maintenance could be as basic as some fresh text or a new image and always make sure your contact info is up to date. Web Site Maintenance is charged at an hourly rate and billed in 1/2 hour increments.

For more info on this very topic, you may view my blog post on seo and the importance of web maintenance.

do you offer seo services and are these necessary for your site?

The one word answer to this is yes and YES! With competition really heating up these days for placement in Organic Searches and costly PPC ad campaigns that many small businesses can ill afford - nor do they get the ROI on them, working with an seo friendly designer is so important! Whoever you choose as you designer - hopefully it will be me - ask them about this because IT MATTERS! Ensuring that proper seo gets implemented into your initial site design should be a given and NOT an afterthought. Basic SEO is built into all web sites as this should be done fundamentally. Advanced SEO can be complex and costly if not done correctly - but may be necessary for improved rankings. Choosing good keywords that are relevant, consistently testing your web site's performance and changing what's not working are things that can affect your traffic and should not to be ignored. These further services would be discussed with the client as needed.

Often times if your site is not perfoming well, you may not need a radical redesign - just some layout changes and SEO love!

do you build e-commerce and data driven web sites, offer web hosting or domain name registration?

Admittedly I am a right brainer thus intense, complex back-end development is beyond the scope of the services I provide. If you are in need of this type of web site, then do find a developer who is well-versed in the necessary languages to create your site properly.

At this time, I do not provide web hosting or domain name registration. There are many good hosting options. I currently use godaddy and both myself and several of my clients have been very happy with their offerings and service.

do you have references or a resume?

References are available upon request so as to be respectful and protect the privacy of my clients. As for my resume, you may view this online as well as download a .pdf version for your convenience.

Remember the graphic designer you choose is the person who is going to "define" you and your business to the outside world so take the time to ask questions, look at portfolios and choose wisely!