Inside Freelance Design

Issue #18
February 09, 2006

Welcome to Inside Freelance Design (IFD), your free, bi-weekly e-letter from American Writers & Artists Inc. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.

IN THIS ISSUE:

• Mastering the Secrets of Magalog Success, Part 2 of 3, by Lori Haller
• Quick Tip: Beware of How You Invoice Clients
• A Special Call for Your Success Story
• The IFD Mailbag
• EXTRA! EXTRA! News and Job Opportunities

Mastering the Secrets of Magalog Success, Part 2 of 3:
Organizing Your Design
By Lori Haller

Laying out a magalog is a challenge for every DM designer. But it can also be a very enjoyable (and profitable) experience. It gives you the opportunity to be creative ... while still adhering to all the rules of DM design.

Due to the length and complexity of magalogs – with all the design elements, including pictures, graphs, sidebars, and the like – good prep work is key. I approach the preparatory design work by using a list of what I need to do to create a winning design every time.

Here is my checklist:

1. Study the copy to get to know the prospect.

One rule stands above all: Always, ALWAYS read the copy. This sounds obvious, but you will be surprised to learn that many seasoned DM designers skip this important step. They think they don't have time to read through the magalog copy, since they are on a deadline and eager to get started with the layout.

When I first get the copy, I give it a quick read and make notes in the margins when I have an idea or question. Then I read it again, very carefully, to really understand the story, the product, and the offer.

This is when I put myself into the shoes of the prospects (your readers). I BECOME them. I ask myself lots of questions, like: Am I a 60-year-old male with hip and shoulder pain, looking for a NEW natural joint health product? Am I a female investor – searching for the best way to save for my retirement?

2. Study the copy again to decide on the magalog's design.

Once I understand the person who will be reading the magalog, I take a look at the copy again ... for the third time. I figure out the BEST way to actually show or present the copy for easy reading and to meet the needs of that particular reader. That is when I choose the number of columns, the fonts, sizes, and formats I will use.

3. Ask a lot more questions in this phase.

I ask myself LOTS of questions in this phase, like: How would this person want to see the copy so he or she will read the whole magalog and then want to buy the product? WHEN will this person be reading this? On the weekend? On a bus ride home? While on vacation? AFTER an unsuccessful trip to the doctor?

I need the reader to look at the magalog and NOT want to put it down until I get their attention. At that point, they cannot stop until they are at the end. If I do a really good job, they read the whole piece ... and even keep it for future reference or review. And then they buy the product, which is my main goal.

4. Conduct photo research.

After I get to know how I'm going to tackle the design – based on a solid knowledge of my prospect – I decide on the general type of photos or graphics that will look best in the magalog. I sketch out what I'd like to see in which part of the promo, from the front cover to the back cover.

Then I research to find appropriate photos and graphics. Do I already have things in my library of royalty-free images? Does the client have some that fit my needs? Will I need to purchase royalty-free images (billable to the client)? [Ed. Note: We will be discussing where to find good royalty-free graphics soon, in an upcoming Quick Tip.]

If possible, I make several choices for each graphic slot in the magalog. That way, once I print my proofs, if my first choice graphic doesn't “sing to me,” I have other options.

5. Design in chunks.

My final tip should help you break down the design of a magalog into manageable “chunks.”

First, design the front and back covers. Send those to the client to make sure you are going into the right direction with the color scheme, headline font, and general feel and look.

Then, lay out one or 2 pages of copy.

Next, do the order form. The order form is a very important component, so devote adequate time to it. If it looks confusing or cluttered, the prospect is not going to use it ... and probably won't buy the product. Take the time to fill it out yourself. That way, you catch most potential problems before sending it to the client.

It's important to ask the client for feedback along the way. Don't wait till the end – unless you like redoing everything from the beginning and not being paid for the extra work you've made for yourself.

We're about ready to wrap up our journey into magalog design. In the next issue of Inside Freelance Design, I'll get into how to decide on the number of columns and fonts to use. Until then ... happy designing!

[Editorial Note: You can access previous issues of Inside Freelance Design at:
http://www.thedesignerslife.com/insidefreelancedesign/]

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QUICK TIP: Be Careful How You Invoice

If you have a name for your business, it's tempting to invoice clients with that business name. However, if your clients write checks payable to the name of your business, you may be in for some hassles with the bank.

Because of increased security in financial transactions, many banks will not let you deposit a check into your personal account if the check is made payable to a business entity. They insist that you deposit it into a business account.

Establishing a business account is not difficult ... but it does require having a legally established name. This often requires posting a “fictitious name declaration” in your local newspapers for 2 or 3 weeks and registering the name with your county clerk's office.

Bottom line: Check with your financial institution to find out their policy.

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WE NEED YOUR SUCCESS STORY!

In today's Mailbag, you'll read how David M. landed his first paid project. Congratulations, David!

We love hearing about our members' successes – and we want to hear about yours. So if you've just landed your first client ... or have any big news about your career ... Inside Freelance Design wants to know about it! Share with us. What were the challenges ... and how did you overcome them?

Submit your stories at graphics@awaionline.com. We look forward to hearing from you.

FROM THE IFD MAILBAG ...
by Kristin Schwarz

First, we have some good news from David M. – and a question ...

I have recently completed my first paid graphic design project – a flyer for a local pest control service in my area. I consider it a solid piece for my portfolio and a good start to my copywriting/graphic design business. I wrote the copy and also convinced the client to let me design it. We decided to use Word for Windows for the layout, since my client would be able to open it on his computer. After I emailed the document to him, he called me, complaining that the headline looked really weird and the design was all over the place. We realized that my design looked totally different on his computer screen than on mine. After I showed my client a printed copy of my design, he was happy with it. How can I avoid this problem and submit my documents like a pro?

– David M.

Dear David,

When you submitted the Word document, it probably contained fonts that your client did not have on his computer. That's why your design shifted and looked different. We recommend that you create a PDF file every time you submit a graphic design project for client review. A PDF file always looks the same, no matter what computer is used to open it, what fonts you decided to use, or what program you used to design it. And there's another important reason why you will want to do this: When you submit a design as a PDF file, your clients will not be able to “borrow” them.

Here is what you do if you're on a Windows machine ...

Make sure that the PDF buttons on your Word toolbar are showing. If you do not see them, go to View > Toolbars > PDF Maker (close to the bottom of the list). The PDF buttons will now appear on the toolbar. Once you have completed your design, click on the PDF button that says “Convert to Adobe PDF.” A window will appear that asks you to save your PDF file.

A similar process applies if you are using layout programs like InDesign, PageMaker, or Quark. These programs let you export your document as PDF files (which is the same thing).

If you are working with an older version of Word – or if your layout program does not allow you to export to PDF – you have several options. You can purchase a full version of Adobe Acrobat (which will give you the maximum control over the PDF files you are creating). Or you can purchase one of the cheaper PDF writers, such as PDF Factory (www.pdffactory.com).

There are also many free PDF writers that can be downloaded from the Web, like Pdf995 (www.pdf995.com) and PDF4FREE (www.pdfpdf.com/pdf4free.html).

Mac users using OS X can create PDF files directly with their machines. With Word (and most other programs), click “Print,” then click the PDF button on the print dialog. The file is saved as a PDF document. With some of the higher end apps like InDesign or Photoshop, go to “File - Export,” then go through a simple series of dialog boxes and answer the questions. The file is saved as a PDF.

Here's a handy Photoshop tip from Tom P. ...

I am a new and enthusiastic Photoshop user. I am fascinated with all the special effects and functions of the program, but I often seem to “lose” my curser on the screen while working on my images. Here is what I do to find it: I hold down the spacebar for a moment. This temporarily changes the cursor into the hand tool. The icon is larger, white, and easy to see. Once the hand appears, I see where my cursor is, and release the spacebar. This also works with the cheaper version of Photoshop Elements.

Thanks, Tom, for sharing this great tip with us.

That's it from me for this issue. Until next time ...

EXTRA! EXTRA! News and Job Opportunities

• GRAPHIC DESIGNERS - Over 125 ads are currently posted on DirectResponseJobs.com by marketers looking to hire AWAI Graphic Design and Copywriting students. Search and apply today at: http://www.directresponsejobs.com
• PRINT/WEB DESIGNER - Western Growers, a fresh produce company in California and Arizona, seeks a graphic designer who can work both in print and on the Web. You'll design the main website to support their brand. You'll also design email blasts, collateral materials, presentations, and more. Candidates with proven marketing experience will have preference. You need to know InDesign, Illustrator, and Photoshop, and the Microsoft Office suite. Western Growers will ask to receive your portfolio as part of the interview process. Send your resume – with Graphic Designer in the subject line – to hr@wga.com.
• EXPERIENCED GRAPHIC DESIGNER - Russ Berrie and Company, a leader in the gift industry, needs an experienced graphic designer to join their Oakland, New Jersey team. You'll design catalogs, marketing handouts, and more – and you may even get to contribute to product design. You must have a good understanding of branding and be willing to meet challenging projects head-on. Send your resume with salary history and requirements to productdesigner@russberrie.com.
• SKILLED WEB DESIGNER - Plymouth Rock, an information technology company, has an opening for a skilled Web graphic designer. You'll create websites (and keep them current). You'll also help clients assess what they need their websites to do and help them plan a design that fits their needs. Send your resume to hr@prac.com.

COMING NEXT ISSUE:

• Mastering the Secrets of Magalog Success, Part 3 of 3
• Quick Tip: How to Put Graphic Violators to Work for You

* ABOUT INSIDE FREELANCE DESIGN *

Inside Freelance Design is a FREE bi-weekly newsletter from American Writers & Artists Inc., available to AWAI members and friends.

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