The Young Designer’s Guide

There is a considerable difference between healthy fear and panic.  Panic can cripple you; healthy fear can inspire great things and stretch you to new limits.  Ironically, both can serve you well if kept in the proper perspective.  As a designer, you will be asked to complete projects that range from the routine to the totally unfamiliar.  I encourage you to stretch and go for the unfamiliar as often as possible.  The dirty little secret is that also means asking you to experience both panic and healthy fear.  When you get rid of the first, you will be able to make the most of the second.

When you are challenged to do something totally unfamiliar, you are euphoric that someone trusts you to complete the project, and complete it well.  It means they not only recognize your skill, but also trust in your potential.  You are one happy designer.  But – wait for it now – after you tell your friends and family how excited you are, and they tell you how great it is and how proud they are, you go home, open a beer or a bottle of wine and unexpectedly break out in a cold sweat.  What the heck have you done?  What are you, crazy?  How are you going to do this – you don’t know anything about widgets!  That, my friend, is sheer panic.  Why would I be a fan of such a thing?  Since you asked, let me explain.

Sheer panic stops you cold.  There is, other than to pass out, nothing left to do but regroup.  Panic makes us think of worse case scenarios.  And once worse case scenarios are on the table, there is no place to go but “up.”  The panic subsides as you slowly move into the rational mode of figuring things out and making a plan.  And here’s the real secret:  the absence of panic is the beginning of progress.  It might be more accurate to say “the banishment of panic is the beginning of progress,” but “absence of panic” is what I came up with when I was in a panic over writing an article on an unfamiliar topic.  I have the saying printed out in a big bold font and taped to my office wall.  It’s my mantra:  The Absence of Panic Is The Beginning of Progress.

Once you have taken a deep breath and banished the panic, you are left with the burning desire to do well.  You just need to figure out how.  After all, everyone else believes in you!  If you’re smart, you’ll go back to basics.  Works for golfers.  Big tournament coming up?  Even the pros get out on the range and practice the basics.  In my mind, “basics” refers to goal, structure, content, and accuracy of purpose.  Once you get the basics in place, the rest will follow.

Specifically, ask yourself what the client wants.  What is the purpose of the project?  Is it to introduce a new product?  Differentiate the product from its competitors?  Explain how it solves a specific problem?  Enhance the company’s image?  With whom?  Exactly what is the purpose?
Once you know your purpose, ask yourself what you have to design to get that point across.

Obviously it’s no good to pitch denture cream to fifteen year olds.  Who exactly does your client want to reach?  What are they like?  Do they appreciate risks or safety?  Do they like to live vicariously?  Do they have money to spend?  Are they looking for something to make them feel good, or simply to get by in the most inexpensive way possible?  Now you’ve defined your goal, and you’re beginning to have a sense of how to get there.

Next you need a plan.  And the more you plan, the more confident you become, because you have the healthy fear of failure that drives you to make sure you know what you’re doing.  But – good  news – there is no more panic because you are feeling in control. Perhaps a bit nervous, but in control.  To reach the goal you’ve identified, however, that goal has to be measurable.  What research into the marketplace and the competition has to be done?  How much do you have to do each day to be finished by your deadline?  Figure out what you have to do, and mentally plug it into your plan. Then write it down.  Having it in writing keeps you honest and helps avoid surprises.

When your first draft is finished, look at it with a critical eye.  Does it convey the message you thought it would?  Is it comprehensive enough?  Simple enough?  Is the design strong or weak?  Is it too bland, too over-the-top, or perhaps (hallelujah) just right?  Do not be afraid of the healthy fear here – does a trusted colleague think it works?  How about a trusted outsider with fresh eyes?  Maybe you see things that you thought worked when you were creating them, but now as part of the whole, they simply don’t.  Maybe you suddenly know for sure that you need to move in a different direction, either slightly or entirely.  If so, don’t be afraid.  Just do it.

So what’s the moral of this story?  Banish the panic and work the healthy fear to your advantage.  It’s a good thing.  But once it guides you and you have your answers, banish the fear as well and confidently complete the project.  Trust me, healthy fear will be back for the next project.  Welcome it.  Just keep it in its place.

Recently, I posted a pair of job listings, one for a web developer, the other for a design intern. Out of the submissions I received, some were denied based on grammar (I was floored to see such obvious mistakes), others based on their portfolio (which lacked professionalism and design treatment).

So which applicants impressed me? The ones with a strong sense of professional branding and enthusiastic cover letters. Employers seek out people who will go the extra mile, are excited at the possibility of working for them, and are eager to excel. You may already feel this way, but you need to be able to convey your enthusiasm, and since you cannot meet them in person immediately, your energy must shine through in the materials you present.

Eye Catcher

Experience is one thing, but if you are just starting out you will need to focus more on your strengths. Presentation is incredibly important. If you have not already done so, you will need to create your letterhead, envelopes, CDs or optional printed materials demonstrating your work, and a Web site. The Web site is an absolute must have, even if it is something fairly simple. However, it must be well designed and creative. A great Web site is where you will have them hooked. “You had me at the splash page!”

Dazzle Them With Your Pen

So you’ve got your look, now you need to express yourself through the written word. Be descriptive, concise, and engaging. Do not just write a cover letter that says, “I am interested in the position at your company. Thank you for taking the time to review my resume and portfolio.” …….Zzzzz, what? Sorry, I dozed off for a minute. That is the most cookie cutter and lackluster of efforts you can put forth. Your goal is to stand out from the crowd, and a cover letter like that won’t get you there. This is your chance to show a little of your personality and why you are dying to get the job. Example:

“I am an energetic and eager designer excited by the possibility of joining your team. I pride myself on my creative energy, professionalism and experience. I am thoroughly impressed by the caliber of work produced by your company and I look forward to the chance to collaborate and learn from your team of excellent designers. I hope to have the opportunity to meet with you in the near future.”

Let them know you think they are awesome. (Flattery never hurts, just don’t go overboard.)

“The What”

Think a resume has to be cut and dry? You are applying for a creative job, so it stands to reason that the person doing the hiring is similarly imaginitive, showcase your innovative personality. I learned a very valuable lesson from my best friend—who happens to be a marketing manager for a company that grosses over $90 million—that helped me get results when I was job hunting. Do not just list where, when, and how long you worked somewhere. Describe what you learned or accomplished while you were there. For example, I interned for a freelance designer for about a year in Baltimore. Okay, that’s nice, but it doesn’t say much about me. But, if in addition to that I mention I worked with him on print materials for the NAACP National Convention, and that I helped with the installation of the African American Heritage Festival art exhibit, I have immediately caught the hiring party’s interest. Maybe where you worked there were not are any big name clients, but if you handled or worked on a team that designed a brochure which was printed and mailed to 20,000 people that is still quite impressive. Maybe you came up with a visual system for a catalog, presented work to clients, or handled the production of files? Let people know! If you’re not a writer, then get someone to help you. I did. And no matter what, always find someone who has a strong grasp of grammar, spelling, and punctuation to proofread your writing!

First Contact

Most often you have a few options on how to contact the potential employer, either by email, phone, or mail. If you really want the job, then attack them from all angles. Make sure they know you are there. First send it off via email. Include your cover letter in the body of the email as well as an attachment, along with your resume, and a link to your Web site, or attach a PDF of design examples (keep it under 4MB). Once that has been sent, stick your resume and cover letter in the mail with some printed examples and a Post-It note saying something like, “I have submitted my resume by email, but I have sent this so that you may see some of my printed work in person.”

A week later, give them a follow up call to make sure they received your materials and if there is any other information you need to provide for them. Making an effort impresses, but do not go overboard and start stalking them. One polite phone call will do. They will contact you if they really want to, and after you have taken all this initiative how could they not?

Basically, you have to sell yourself. Wrap yourself up in a nice package, include all the pertinent facts, and get it into the hands of the right people. Especially, if you are just starting out. Good luck!

A new client can be a tricky thing. You never know going in what it will be like. Kind of like dating. They could be your dream client, loving every design idea you create and trusting your abilities. On the flip side, you’ll run into clients who will haggle over cost.  If you give them an inch they will take a mile, or worse yet they think they can design and you end up feeling like technical support. The best thing you can do is prepare yourself and stay within the scope of your project.

Here are some tips on preventing freelance nightmares:

Revisions—I’ve learned the best way to quote time is include a block of time for revisions. Not rounds or phases. That is too ambiguous. Some client may want a lot of little changes or overhaul of the design. Quoting a set time and stating in the contract that a certain amount of time is alloted for revisions gives them an idea of what they have to work with. To protect yourself from endless revisions, add in a clause stating “If time needed to complete the projects exceeds more than 10% the quoted time the client must grant written approval before any work is done.” If you are upfront about it then clients usually understand.

Scope— It’s VERY important to fully outline the deliverables in the contract. That way if they start adding in little things, for example an extra web page. You can reply, “Sure, that’s no problem. I’ll email a work order for the additional work.” Make sure to always get it in writing even if it’s an email approval you save in your records.

Deposits— Always get at least a 50% deposit before you even touch your keyboard. There are bad people out there who may try to take advantage. This way you’ve gotten part of your compensation. May you never have to go to court. (Most often it’s not even worth it.)

Rights— My philosophy is if you are paid to create custom grahics for someone it is theirs to own. Just make sure to include a clause that stats you have right to use the work for promotional use. Your credit is included on the piece and if it is a print piece at least 5 copies of it for your portfolio. If it is a website I recommend including a software licensing clause that they own the site, they can modify it as they wish, move it, but can not sell your programming for profit. You build a template, they can’t turn it around and start selling your template. Mention that you have the rights to reuse the code in your future projects. It makes no sense to remake the code from scratch.

So They Think They Can Design— One way to steer clear of directions such as, “Make this blue, that bigger, and add a border” is by telling them “Let me know how you feel about the design. Is it too dark or not professional enough and I will work on it.” Sometimes you can nip it in the bud, but certain clients happen to be control freaks by nature. Then you may have to end the relationship. I always tell clients that it’s better to let me explore the possibilities and we may end up with something better than you could even imagine.