Real-Life Communication
Graphic art is all about communication. While it's mostly visual
communication, language skills are still essential.
"Being a graphic
designer is like being a filter. You take in all kinds of information, sift
it through your experience and weigh it against your client's needs. Then
you toss out what isn't needed and present the relevant parts in a manner
that is legible and easily understandable. The tricky part is that you have
to do this in a visual context," says Norman Longthorp, a graphic designer.
"It's
much like being a writer, except that you're working with visual images and
elements instead of words. The goal is much the same, however -- learning
what it is that someone wants to say, then finding a way to communicate it."
You're
a graphic designer working on a brochure for a client. You've got to prepare
an invoice with the following details:
To : (you've
worked closely with Sampson, of Splat! Fly Swatters Inc.)
Re: (what
is it that you're working on?)
Rate:
Terms: (when do
you want to be paid?)
Hourly breakdown:
Balance owing:
Message:
The
wrinkle in this invoice is that you have to charge the client for the time
you spent with the photographer, doing what's called "art direction." You
decided to be on hand with the photographer to ensure you get the right kind
of picture for the brochure.
In the past, when you weren't around, the
pictures turned out wrong and had to be reshot, costing the client twice as
much in the long run.
You pull out your figures. Here they are:
Design
and art production -- 11 hours
Art direction -- 3.5 hours
You
charge $50 an hour for design work and $35 an hour for art direction. Fill
out the details in your estimate form. In the message area, detail your math
calculations. Also, explain why you've charged for art direction.
Write
with a nice light tone, and don't forget to thank the client for the work!