The Complete Graphic Designer

The Complete Graphic Designer

86

Client Considerations

Clients depend on the designer to help solve their

marketing and communication problems and send

effective visual messages; designers depend on paying

clients to make a living, pay expenses, and fulfi ll their

desire to create. The relationship between the two

should be one of mutual respect, common goals, and

the ability to learn from one another. Realistic expec-

tations in terms of cost and deliverables need to be

established up front in any designer/client relationship.

While working for a paying client, the designer is

typically not given free reign or complete creative

control to develop an artistic masterpiece. Sometimes

aesthetic compromises on the designer’s part must

be made to fulfi ll a communicative function. One way

to exercise full creative control is to work with “not

This brochure for Virgin Airlines uses

a chipboard book with a die-cut

window to send an effective and clear

message to potential customers. The

use of extremely simple symbols and

phrases ensures the audience will

take the moment to fl ip through it and

connect with the brand. By focusing

on alleviating the common stresses

passengers experience and empha-

sizing their attention to taking care of

the details, Virgin is able to speak to

customers’ most common needs.

Design: Turner Duckworth

TB

Provision-Complete Graphic Designer

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Common Design Jobs

87

for profi t” or “pro bono” clients such as the ballet,

symphony, food kitchens, and shelters. They usually

have very little or no marketing or advertising budget,

yet require effective design to raise money for their

causes. In these instances, the designer contributes

time and talent at a reduced rate or free of charge (pro

bono) to design pieces that promote the organization

or its services.

Design for not-for-profi ts is a noble cause that should

be approached cautiously. While many of these clients

offer “creative freedom” as a perk, there is often a

committee that must sign off and approve the work,

each member of which has his own agenda and opin-

ion. Additionally, once committed to working with a

nonprofi t client, the designer is often repeatedly asked

to donate his or her services to the cause. Because of

these issues, it is sometimes more benefi cial for the

graphic designer to relinquish some creative freedom

and receive full compensation for his services.

This ad for Pick Up uses a large

illustration combined with product

photography in the background to

effectively showcase the company’s

selection of bar stools and chairs.

Design: Shira Shechter Studio

This poster for the Penrod Arts Fair

uses intricate typography, layered

imagery, and brush strokes sugges-

tive of a painted canvas. An artist

palette is inferred through the use

of negative shapes, and the circular

pattern of color swatches complet-

ing the “O” makes its messaging

immediate and effective.

Design: Lodge Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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