The Tribune

Graphic design is a field that changes rapidly, both creatively and technically. While it is easy to get caught up in learning new technical skills, it is just as important to focus on improving and pushing the limits of our creativity. Therefore, I have listed a few design tips that can help in the business of design.

• Ever got an unusable logo from a client, or need a particular logo that has not been provided? Go to the company’s website and see if you can find a PDF with their logo: A brochure, their annual report, something. Download the PDF, open the PDF in Illustrator and then, if you are lucky, you will find the vector version of their logo inside.

• Clearly state how many revisions you will do on a design, and exert all of your communications skills to ascertain your client’s need. If you have a difficult client, offer them an hourly rate, so they can revise as much as they like and you will both end up happy.

• Design for the ‘little’ clients like they were the ‘big’ clients.

• Accept criticisms as improvements.

• Let the world know that you mean business. Take a stand and do not accept anything less.

• Learn all you can about business marketing, in particular, so that your design work is as relevant as possible to your client who, in most cases, wants your help attracting prospects and growing their business.

Become more than an ‘art monkey’. Become a valued consultant, an unofficial ‘partner’ in the success of your client’s business. Do not think in terms of “I like this because”. Instead, think: “This will work best for you because.”

• Never show a client a concept that you do not love or believe in: It is usually the one they pick.

• Always assume your client will say: “What about this?” When you are done with your project, try to pick apart your work and prepare answers for the most likely “what about this” situations.

• Create quality work in order to receive quality work in return. You reap what you sow, basically.

If you are known for producing substandard work until you make it big, you will only receive low-quality pay in return. You attract the quality you put out there, so always do your best.

• For all your designs, use space for enough air, balance and readability. Think before you use a typeface, and ask yourself: What is the purpose of the design I am making right now? Then select the right typeface, and take a close look at kerning and alignment within your design.

• Never use the font Comic Sans MS.

• More often than not, simple is best.

• Nothing is ever a “final” draft in this industry.

• Freelancers, ensure that yourself, your website and your printed materials look and behave accordingly, as some day you will lead a company as large as you hope for. You’re not “just” a freelancer. Be a leader.

• Treat others as you would like to be treated.

• Listen, and thus learn

• Be honest. Do not copy other designers’ work and put your signature to it.

• Stay up to date. Be current in your approaches to design, and always try to improve upon yourself. Look at things you see and admire, and strive not only to achieve the same, but to surpass it.

• Each time you see a design that inspires you, collect it and file it away, so that you can easily access it. It is a great source of inspiration when needed.

• Having an extensive book collection is always essential to learning. I try to purchase a new book at least every two weeks. They range from inspirational to educational and technical topics.

• I know what it feels like to look at your early days of design and think: “Oh my! What was I thinking? I need to get rid of that immediately.”

Yet it is important to keep that work. It will help gauge your past and present skills. Instead of throwing away or deleting old projects, try reworking them.

• Every few months I make it a point to attend design or lecture workshops. It is good to always learn a new thing or two.

• Attending lectures is a great way to meet other designers. Try to search out the designers that have more experience and talent than you do. I know it is hard to admit someone else is better than you, but networking with people of higher skill levels will push you to work harder and learn more.

• Travel. Every time I travel, I return feeling extremely inspired. I usually find myself designing all day for a few weeks straight. Experiencing new cultures and seeing their art work opens your mind to a whole new world.

• Whenever I am in a creative slump I try something new that is completely unrelated to design. Getting your mind off things and into something new usually has a funny way of working itself back around. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.