Issue #42
January 11, 2007

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:
  • How to set your business-building goals for the New Year
  • Quick Tip: Make your clients happy with smaller PDF files
  • The IFD Mailbag
  • EXTRA! EXTRA! News and Job Opportunities
Setting Your Business-Building Goals for 2007
By Lori Haller

It's 2007, and I just can't wait to get to work. There's nothing like having a fresh start, a clean agenda book, and a lot of energy to put into an upcoming year.

To make sure I accomplish everything I'm hoping to do – without putting undo pressure on myself – here's how I set my yearly goals.

I block out a few hours during which I won't answer phones or emails. Then I get a steaming cup of hot tea and start writing down my ideas.

It starts out as a huge wish list. I whittle down this list to two main goals and a few smaller ones. And I write these down in a place where I can check them regularly.

For example, my two main goals for 2006 were:

  • Get enough work the rest of the year so I can take the summer off and spend time fishing and playing with our three young boys.
  • Land a client in New York (since I LOVE going there and visiting art galleries).

Main Goal #1 has been on my list for several years, but 2006 was the first year I REALLY hit my mark. I know I'll repeat it in 2007, so this goal moves to my smaller goal list for 2007. It's still important, but I know I can meet it.

I wasn't as successful with Main Goal #2. I landed a few projects in the NY area – but not enough to be able to travel there quarterly. Since this is still something I would LOVE to accomplish, it stays as one of my top two goals for 2007.

A smaller goal for 2006 was to get a self-promotional website up. Although it still needs some work, I'm proud to say this is OFF MY LIST.

To set your goals for the year, first ask yourself what would REALLY jumpstart your freelance design business. What do you need to learn? Who do you need to contact? What, specifically, do you need to do?

Once you honestly answer those questions, write them down as a list of things you need to accomplish that will shoot you toward success as a freelance designer. Then turn that list into two or three main goals for the year and several smaller ones.

Here are some possible goals to consider:

  • Reduce the hours you're working at your full-time job and start getting your own clients.
  • Send out a packet of samples to 2 new contacts per week.
  • Save money to purchase a few great/useable fonts.
  • Buy a book and learn new skills in Photoshop.
  • Take off 1 week to spend with your family.
  • Create a simple website for yourself.
  • Come up with a company/business name and logo.
  • Learn more about copywriting.

During our recent Bootcamp, I spoke with many designers about how goals keep us on track for success. Here's what Doug Farrick, who owns Fresh Design, Inc. in Greenfield MA, shared:

“For goals to work (for me, anyway), they need to be like guideposts. For example, I plan the week ahead on Sunday evenings. (Everyone should do this. Of course, you should also do monthly and yearly planning in advance.

“I list goals for the week, and ask myself, 'What is the most important (but not necessarily urgent) thing that I need to accomplish by week's end?' It's important that you don't go crazy and give yourself a TON of things to do. I typically like to stay in the 3-4 item range.

“I write these goals down and keep them where they are visible. I set some time every day to focus on them. This keeps my energies going in my intended direction.

“Don't be a slave to your goals. We shouldn't feel bad if we cannot accomplish them. Use them as tools to help you focus. When you use them like that, they become a welcome tool and not another annoying 'Thing to Do.'”

Doug's comments are very insightful. Besides writing your goals down (which you must do), make sure to SHARE them with someone close to you – perhaps another designer or friend. And make it a point to talk about your goals out loud.

If all you do is keep a list of goals on the first page of your 2007 agenda, there's a good chance you will NOT accomplish them.

Check every two weeks or so to evaluate your progress. Make definite plans for moving forward with your goals – how you can make them happen by taking small, easily accomplished steps: step one, step two, step three, and so forth.

Good luck this year on your career! Be good to yourself – and all the best to you and yours.

[A NOTE FROM KRISTIN: Inspire your fellow Graphic Design members by sharing your goals with us on our Member Forum. Along with the goals of several of our master designers, we will include some of the goals that are posted on the Forum (without names, of course) in an upcoming issue of Inside Freelance Design.]

* * * * * * * * Highly Recommended * * * * * * * *

BUILD AND GROW YOUR SUCCESSFUL GRAPHIC DESIGN BUSINESS IN 2007

Are you ready to start your freelance business this year AND do it in the right way - by maximizing your efficiency and profits and minimizing your stress and mistakes?

Get the answers to the hundreds of questions you may have about starting and running your own $100k/yr graphic design business in specific, step-by-step details now:
http://www.thedesignerslife.com/getanswers/

QUICK TIP: Make Your Clients Happy With Smaller PDF Files
By Kristin Schwarz

Adobe Acrobat (not Acrobat Reader, but the full Acrobat application) is a powerful tool that every DM designer should have. It lets you convert files into PDFs that your clients can view on any computer (Mac or PC); even if they don't own the design software you used to create the layout.

Acrobat lets you create low-resolution PDFs for proofing and high-resolution, print-ready PDFs. Sometimes, however, the resulting file size is too big to email or for Web use, even if you saved it with low resolution. This happens with long and image-heavy documents.

There's a very easy way to reduce file size with Acrobat. On the menu bar, go to File > Reduce File size. Click OK, and save a copy of the reduced file with a new name so you don't lose the original PDF.

Unfortunately, that gives you little control over how much the file size will be reduced. And here's where another function of Acrobat comes in handy: PDF Optimizer.

On the menu bar, go to Advanced > PDF Optimizer. A window opens that gives you control over the compression of the embedded images and fonts. There's also an option to clean up your document by deleting invalid links and bookmarks, and a quick way to optimize the PDF for Web viewing.

Using Optimizer takes a bit of practice. So, just in case you delete too many components by mistake or the image resolution turns out to be too low, make sure you always save the optimized file as a copy so you don't lose the original.

* * * * * * * * Advertisement * * * * * * * *

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FROM THE IFD MAILBAG…
by Kristin Schwarz

Dear Kristin,

I got the greatest Christmas gift from my husband who is so supportive of my new DM design career – the Adobe InDesign layout software. I was already practicing with it, since I had downloaded the free 30-day trial version. I am going through my books to learn the program and I am making progress. I have one question that my books do not answer to my satisfaction, and that is – when to use layers. The books tell me how to place objects or text on different layers, but not what the advantage is of doing so. Could you please tell me when I should use layers?

Lorna K.

Dear Lorna,

Layers in InDesign can be used in many different ways, and offer great flexibility in your design. If you are using photos or illustrations, you could put them on a separate layer. Layers can be switched on and off, so you can review your design with and without the images.

Layers can also be locked. For example, if you have elements in your design that you don't want to touch or move by accident while working on the document, you can place them on a separate layer and lock the layer.

Have fun learning your new software – and let me know if you have any other questions.

Hi Kristin,

Is there a difference between Typeface and Type Family?

Yes, there is a difference.

A Typeface is the design of a single set of letterforms, numerals, and punctuation marks, unified by consistent visual properties. Typeface designs are identified by names such as Arial, Palatino, and Times New Roman.

A Type Family is a range of style variations based on a single Typeface – such American Typewriter Light, American Typewriter Medium, American Typewriter Condensed, and American Typewriter Bold. The style variations within a Type Family can have a number of modifications but will always retain a distinct visual continuity.

You are generally advised not to use more than two different Typefaces (usually one serif and one sans serif) in a design or you'll risk getting a “circus poster” look. However, you can mix different styles within a single Type Family ... if you don't overdo it.

That's it for today. Have a productive two weeks – and a prosperous and creative 2007!

Kristin

[Ed. Note: If you have a question or comment for Kristin, please send it to:
insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz.]

EXTRA! EXTRA! News and Job Opportunities
  • EXPERIENCED GRAPHIC DESIGNER – Dorel Juvenille Group is looking for an experienced graphic designer to work on layout and design for brochures, catalogs, and other promotional materials. You must know Photoshop, Illustrator, and Quark. If you have skills with a 3-D rendering program, so much the better. Send your resume and cover letter to hr@djgusa.com.
  • SKILLED DESIGNER – Predator Products, a supplier of high-end pool cues, needs a skilled designer to execute complex and integrated marketing plans. You'll create designs for both print and online materials, and need to know Photoshop, Illustrator, InDesign, Quark, Flash, and Dreamweaver. Send your resume and cover letter to philippe@predatorcues.com.
  • HIGH-ENERGY DESIGNER – Rubie's Costumes, the largest costume manufacturer in the world, has an opening for a high-energy designer on their team in Richmond Hill, NY. You'll work on catalog design, logos, and packaging. You must be organized, detail-oriented, and have a great sense of humor. Send your resume and 4 or 5 PDF samples to Robb Henrick at robb@rubies.com.
COMING NEXT ISSUE:
  • Keeping Printers Happy: Avoid These File Bloopers
  • Quick Tip: An Almost Instant Way to Eliminate an Annoying Type of Spam
* ABOUT INSIDE FREELANCE DESIGN *

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