Book description
The best business guide for design professionals just got even better! This revised and expanded third edition includes everything designers need–besides talent–to turn their artistic success into business success. You’ll find information on key issues facing designers from freelancing to managing established design firms. A strong visual focus and to-the-point text take the fear factor out of learning about thorny business realities like staffing, marketing, bookkeeping, intellectual property, and more. These smart business practices are essential to success in graphic, Web, and industrial design. Here are just a few of the things you’ll learn:
• How to get on the right career path
• The best way to determine pricing
• How to avoid common legal pitfalls
• How to manage large projects
• The secrets of efficient design teams
• How to forecast your workload and finances
• Dealing with international clients
• The merging models of ad agencies and design firms
Talent Is Not Enough provides a big-picture context for
these and other challenges and shares practical, real-world advice.
Since its first publication, the book has become an essential
resource for both students and working professionals in these areas
and more:
• Design planning and strategy
• Corporate identity development
• Publication and editorial design
• Brand identity and packaging design
• Advertising and promotion design
• Marketing communications
• Environmental design
• Industrial design
• Motion graphics
• Interaction design
• Information design
“It is rare to find one individual with such a wide range of
knowledge in the design-related fields. And, because of his
experience as a designer, Shel brings a sensitivity and
understanding to administrative issues while still respecting the
artistic side of our industry.”
–Frank Maddocks, President, Maddocks
& Company
“Now that design skills have become a commodity, you need business skills to focus them. Shel has written a crackerjack book that will be on the shelf of every ambitious designer.”
–Marty Neumeier, author of The Designful Company, Zag and The Brand Gap
Table of contents
- Title Page
- Copyright Page
- Table of contents
- Preface to third edition
- Introduction
- Career options
- Small business
-
Legal issues
- Chapter 17. Intellectual property
- Chapter 18. Defamation, privacy, and publicity
- Chapter 19. How contracts work
- Chapter 20. Understanding terms and conditions
-
Chapter 21. AIGA Standard Form of Agreement for Design Services
- Basic Terms and Conditions
- Schedule A: Intellectual Property Provisions Option 1: License for Limited Usage
- Schedule A: Intellectual Property Provisions Option 2: Exclusive License
- Schedule A: Intellectual Property Provisions Option 3: Assignment of Rights
- Schedule A: Intellectual Property Provisions Option 4: Work Made for Hire
- Supplement 1: Print-Specific Terms and Conditions
- Supplement 2: Interactive-Specific Terms and Conditions
- Supplement 3: Environmental-Specific Terms and Conditions
- Supplement 4: Motion-Specific Terms and Conditions
- Chapter 22. Motion design business practices
- Chapter 23. Ethics and social responsibility
-
Large firms
- Chapter 24. Successful design teams
- Chapter 25. Using student interns
-
Chapter 26. Working with a sales rep
- Update your overall marketing strategy
- Clarify the process that your firm uses for identifying and pursuing opportunities
- Set specific, realistic goals for new business development
- Make sure your sales materials are current and complete
- Write a detailed job description for the new position
- Decide on a sales compensation structure
- Give yourself enough time to find and hire the best candidate
- Take the new hire through a formal orientation period
- Chapter 27. Large projects
- Chapter 28. Financial management
- Chapter 29. Forecasting
-
Chapter 30. Business planning
- Planning process
- Business plan contents
- Executive summary
- Values statement
- Vision statement
- Mission statement
- Goals
- Description of services
- Business environment and market trends
- Client profile
- Evaluation of your competition
- Sustainable advantage
- Marketing plan
- Operations plan
- Human resources plan
- Technology and physical facilities plan
- Financial plan for the next three years
- Revisions and refinements
- Small business resources
- The business planning cycle
-
Chapter 31. How advertising is different
- Advertising teams
- Definition: “The Law of Agency”
- Financial implications of the law of agency
- Above the line/below the line
- Agency gross income
- Copyright implications of the law of agency
- Media commissions
- Media buying “unbundled”
- Advertising agency contracts
- Appointment as agent
- Services to be provided
- Duration of agreement
- Compensation
- Supplier contract issues
- Financial liability to media
- Legal liability for claims made in ads
- Handling of competitive clients
- Renewal or termination of the contract
- Holding companies
- Landing new accounts
- Government restrictions on advertising
- What overall impression is being created in the minds of consumers?
- What are the individual components of the campaign?
- Which consumers are being targeted?
- What are you selling?
- For more information about government restrictions
- Industry self-regulation
- Lobbying
- Recap
- Chapter 32. Coping with downturns
- Chapter 33. Exit strategies
- Chapter 34. Special challenges for in-house departments
- Afterword: Crossing borders
- Index
- Acknowledgments
- About the author
Product information
- Title: Talent Is Not Enough: Business Secrets For Designers, Third Edition
- Author(s):
- Release date: August 2014
- Publisher(s): New Riders
- ISBN: 9780133812213
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