Issue #62
October 18, 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:
  • Working Collaboratively to Produce Top-Quality Work, by Lori Haller
  • Quick Tip: Designing E-book Covers … Easily, by Mike Klassen
  • EXTRA! EXTRA! News and Job Opportunities
Working Collaboratively to Produce Top-Quality Work
by Lori Haller

Designers and copywriters have a better chance of creating a successful package by working collaboratively with each other. Designers are eager to work with copywriters, but they don’t always know exactly how to do it. And copywriters don’t always understand how designers translate their ideas into a visual product.

Here are 3 tips that should help both of you produce the very best package possible.

1. Really Read the Copy.

When designing a package, you must read the copy thoroughly to understand its finer points and emotional content.

After carefully reading the copy, try to get inside the head of your prospects so you can design the package in a way that will make them want whatever you’re selling. Is the reader a man or a woman? How old? What do they do every day? Why would they need this product ... and how can you get them to purchase it right now? What images would they respond to best?

If, for example, the product is geared to a male audience, I normally wouldn’t use pink in my design. And if the product is expensive, like a $5,000 gold necklace, I would choose a luxurious background or a unique setting that “smells” like quality.

When I think I understand what makes the prospect “tick,” I discuss my conclusions with the copywriter and refine my impressions. This can also help the copywriter make a mid-course correction if we identify a major problem with the copy.

2. Learn the “Language” of Your Project Partner.

As a designer, you’ll be working with different copywriters throughout your career. Each one will have a unique style of working with you. So communication skills become very important if you want to develop strong, winning packages.

I’ve had the good fortune of working with Bob Bly, a master copywriter who is sheer genius when it comes to both copy and concept. He has an uncanny way of giving me a gut feel about the copy in just a few words.

I believe that my being able to “hear” what he has to say is the reason we have had so much success on the projects we have worked on together.

Unfortunately, not all copywriters have the ability to communicate their ideas clearly. Here are 6 strategies to improve communication:

Study. The first step in “listening” to your project partner is to understand his “language” – but not just the words. Learn the concepts he uses to develop strong copy. That way, you will both be communicating on the same level.

Read. Read about your partner’s field. Subscribe to The Golden Thread and read books by master copywriters like Bob Bly and David Ogilvy.

Listen actively. While you’re listening to your project partner, really listen. For example, don’t try to fit his copy into a preconceived layout you have in mind. Let his ideas guide your design.

Make notes. Write brief notes about what you hear. You can go back later and fill them in. If this makes it difficult to listen actively, record the conversation.

Ask questions. If your project partner says something you don’t understand, ask for clarification. If you expect to hear something in the discussion and do not hear it, ask about it.

Restate what you heard. Repeat what you think you heard your project partner say. This allows him to clarify any misinterpretations.

3. Maintain a positive attitude.

We’re all human ... and we all make mistakes. So don’t beat yourself up as you go through the learning process on your way to building a profitable freelance business as a designer. I can tell you this for sure: By remaining positive, friendly, and calm – when communicating with your clients and project partners – you will soon be very successful.

People may not remember exactly what you say, but they do remember how you make them feel. So look at things from the other person’s perspective before making any rash comments – and they will want to work with you again and again.

[Editor’s Note: During last week’s Bootcamp, Lori Haller and Donna Doyle explained some important graphic design basics that will help you work effectively and intelligently with clients and other designers. Lori and Donna also stressed the importance of copywriters learning about design and designers learning about copywriting to produce better packages. To learn more about Bootcamp 2007 click here http://www.awaionline.com/accessathome/]

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QUICK TIP: Designing E-book Covers … Easily
by Mike Klassen

One of the most common design elements on a direct marketer’s website is a product shot. If the product is a book or software, it’s likely you’ll see a 3-D representation of the book or the software box. This is often referred to as an eCover.

Even if it’s not a physical product – meaning it’s a downloadable digital product – the 3-D cover graphic helps the customer visualize what the product is. Psychologically, that makes it seem more tangible.

While graphic designers can create these graphics from scratch using Photoshop, there are a number of standalone cover creators that don’t require Photoshop or some other graphic design program. Using one of these eCover programs can save you lots of time, and is also a great way to build up your portfolio when you’re just starting out:

eCover Engineer - http://www.adolix.com/ecover-engineer/

eCover Studio - http://www.ecoverstudio.com/

True BoxShot - http://www.trueboxshot.com/

Virtual Cover Creator - http://www.virtual-cover-creator.net/

One thing you want to be aware of is that some eCover programs just create covers intended for online use. This means that the resolution of the eCover might only be 72 or 150 ppi (pixels per inch).

That’s great for online use, since you want small graphics that load quickly. But it’s not ideal for print projects where you want your images at 300 ppi. Depending on your eCover design, the ppi value may not be important, but it’s something to consider when choosing an eCover program.

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EXTRA! EXTRA! News and Job Opportunities
  • GRAPHIC DESIGNER –Pathway Productions, a provider of media solutions to a range of market segments, seeks a creative and talented graphic designer. You'll work on both Web-based and print-based solutions. You must understand branding website production. Knowledge of Photoshop, Illustrator, Flash, and Dreamweaver is required. You must also understand HTML and CSS. You'll work on multiple projects at once and must be good with deadlines. Send your resume and a link to your portfolio to jbisesi@pathwayproductions.com.
  • GRAPHIC DESIGNER/COPYWRITER –A small, entrepreneurial real estate company in Palm Beach, FL needs a skilled graphic designer who can also write results-driven copy. You must know Photoshop, Illustrator, and Dreamweaver, and you must thrive in a fast-paced environment. Send your resume, a link to your portfolio, and your professional references to opportunity@palmbeachrealestateinc.com.
  • JUNIOR-LEVEL GRAPHIC DESIGNER –Adecco Technical in Englewood, CO needs a skilled junior-level graphic designer for a three-month project. You'll be designing a print campaign, including ads, posters and flyers. Local candidates are preferred. Send your resume to paula.femino@adeccoa.com.
COMING NEXT ISSUE:
  • The Secret Power of Communication
  • Quick Tip: Speaking a Common Lingo with Copywriters
* ABOUT INSIDE FREELANCE DESIGN *

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