Where do you turn first?

[mono one]

At some time in their existence most businesses require some printed marketing materials to be designed or created, whether it's business cards, stationery, flyers, brochures or pop-up banners.

I'm curious to know where people turn first.

Do you:
Go straight to a printers, assuming they will be able to design it as well as print?
Go straight to a printers because you wouldn't know where else to turn?
Source a graphic designer and assume they will be able to find a printer for you?
Design it yourself?
Stay with the same graphic designer/printer you've always used rather than get a selection of quotes?
Not bother because you assume it will cost a fortune to have something professionally designed?

Obviously everyone have a different approach but it would help to know people's thoughts and practices.

Thanks in advance!

 

[Leather Briefcase Company]

I usually ask someone I know has some experience in that field to suggest contacts.

 

[Faevilangel]

as above, I contact my contacts for recommendations.

I know a lot of people who do go to their printer to do it though, a lot of printers now will have a graphic designer employed or outsource the work to them directly.

For them to come to you directly, you need to be known and trusted so my advise is to get some shoes on, get some business cards and go networking and meet business owners, be known as the graphic design guy/gal and let them tell their clients about you.

 

[mono one]

Thanks for the advice...
I have done, and still do, a fair bit of networking and, while it does pay off sometimes, not as much as I would hope. It's also a long-term commitment because it takes time to build that key element of trust.
I've often found that
a) many businesses won't change from their current designer/printer because they can't be bothered; or it's too much hassle to find someone new; or they don't want to take the risk, even though it could save them a lot of money.
b) they don't actually know what a graphic designer does.

Interesting nonetheless to see the first two to reply to the thread both use contacts for recommendations.

 

[White Man Van]

I'm part of a networking group that meets weekly. One of the guys there is a print manager, I'd use him for anything and everything that comes up.

He has to eyeball us all every week, so we've got to know and trust him. Several in the group have given him very good testimonials.

 

[Qualitymatters]

I would not suggest to go a printer who can design and the product for you.Better is refer some others products and make idea then approach a designer who can fullfill your ideas.Because graphic designers in printing companies will design repeatedly same designs some times.After completing the design approach a printer who can supply the product in affordable rates.There are some affordable printing services in UK with quality services, just have a search on Google like discount printing services uk

 

[HarperMcQueen]

Contact your local Art college. Speak too the head of the graphics department and explain that you would like some help in this area. Explain that you thought it would be a good idea to give it to students and supply them a brief of what you require. Put an award cost to it and (Sell the idea as a portfolio benefit) with the winner being awarded £???. That way you get what you want on the cheap and save hundreds on unwanted designs.

 

[Chris P.]

IMHO the best idea is to ask someone to design your materials (with you keeping eye on it of course). Cost effective alternative: free templates you can customize, available on the printing houses websites (instantprint, vistaprint, bestprinting etc)
I've just asked my friend to design a decent leaflet (£30), then I did my research in on-line printing houses and after few days the courier knocked on my door
Quick and easy.

 

[Elliottc26]

Obviously, you're going to need some words on the marketing materials that persuade people to perform the required action; therefore to improve your responses, it is beneficial to:

1. Hire a copywriter to write your persuasive text
2. Have your materials designed based on the copy
3. Have your materials printed for best quality

This process need not be expensive, and as you'll generate a better response your materials will be more effective and pay for themselves plus help you increase your sales. The value is much greater than the cost.

 

[ethical PR]

Obviously, you're going to need some words on the marketing materials that persuade people to perform the required action; therefore to improve your responses, it is beneficial to:

1. Hire a copywriter to write your persuasive text
2. Have your materials designed based on the copy
3. Have your materials printed for best quality

This process need not be expensive, and as you'll generate a better response your materials will be more effective and pay for themselves plus help you increase your sales. The value is much greater than the cost.

If I had a requirement for some printed materials....I wouldn't necessarily suggest designing materials around the copy (but then I don't have a career as a copywriter).

I would suggest thinking about - what sort of materials will be most affective to reach my target audience, what sort of key messages and design approach is likely to appeal to them and then using the findings of the research to design, write and produce the materials.

So in answer to the OP....I wouldn't (almost ever) use a print to design any materials I was involved in producing. I would use a designer to develop the design concept based on audience research, distribution methodology and the materials. I would write the copy and either commission print through the designer or do this directly.

For smaller businesses I would suggest get a design agency on board that you can work with and get them to project manage your design and print. They may have a copywriter they work with that they can recommend or find one with experience of working with your target audience/sector.

Always retain control by developing a brief for your project (can easily be a one pager) to cover the key issues. In this way you can look at any design/copy/print against your specification for the job.

 

[Elliottc26]

If I had a requirement for some printed materials....I wouldn't necessarily suggest designing materials around the copy (but then I don't have a career as a copywriter).

...or as a designer.

When people come to me for copy, they usually have completed their market research and can provide me with detailed profiles, business information, messages, etc.,. After all, you should know your business better than anyone else - although I am highly skilled in market research if needed.

My job is to write to your audience in a persuasive way, which will bring them to an action you require. It's all about gaining maximum responses.

The idea of designing your materials from the copy is that the design will then incorporate the elements needed from the text in an effective way. The design is the visual element, and images can create meaning which the text pins down.

The text and the visual elements work together to create an aesthetic, tone, message, and evoke emotions for an action. With half of my degree in Media Production, I know how advertising works and there's little point in designing, then writing as the text will not fit the design - that would restrict the writing far too much.

 

[mono one]

My original question in this thread was really to gauge what people have done in practice, rather than what they should do in theory. But it's generated an interesting discussion.
Some valid points by both ethicalpr and Christopher but wouldn't necessarily agree that there's little point in designing first as the text will not fit the design. Sometimes it's the image that grabs the attention and then a matter of finding the right words to fit the image.
As both a journalist and designer I've taken both text-led and design-led approaches in the past, depending on the client and the brief.

 

[Billmccallum]

When I do need something, I already have an idea of what I want it to look like, a local print company will put together a proof and take it from there, sometimes I'll use printing.com even though they are a little more expensive, but they do good work.

Even used vistaprint for throwaway marketing stuff.

 

[Elliottc26]

My original question in this thread was really to gauge what people have done in practice, rather than what they should do in theory. But it's generated an interesting discussion.
Some valid points by both ethicalpr and Christopher but wouldn't necessarily agree that there's little point in designing first as the text will not fit the design. Sometimes it's the image that grabs the attention and then a matter of finding the right words to fit the image.
As both a journalist and designer I've taken both text-led and design-led approaches in the past, depending on the client and the brief.

The way to think about it is in a practical sense - this isn't theory. Once you know your audience through market research you can then think about ideas.

If you want to make a TV programme or film you need an idea, then you need a script. If you have an idea for a game show, you then need a treatment. If you have an idea for an advert, you then need the copy.

When you produce a magazine, for example, the Editor will select the copy for each issue, then the images. The text is then edited by two or three editors, and the copy plus images are sent to the designer to create the magazine in software like InDesign.

This is how the industry does it.

 

[Mass Appeal Designs]

I lost a few clients recently as they have been using me for their design and a printer for printing (obviously) but after a few years of this arrangement the printer obviously pitched them to take over the design side of things, while its cheaper for the client I have seen the new work and its pretty bloody awful. I even told the client I don't mind them going elsewhere for design as I have plenty of work but the designs are 's**t'..... I have no problem with clients getting the best price possible but from experience when printers take over the design its probably costing more in the long run as the design is not having the impact someone awesome like myself can provide.... Have a good weekend everybody

 

[Carpet Bags]

I am probably the best person to answer this - I do have two decades of graphic design experience, but it is not my business anymore and I have no commercial interest.

The choice between cheap design and branding has to be made based on what business you have.

If you are a hairdresser in Whatevershir High Street or a local Children Party organizer what is the point to spend money for something, that will never brings you any return (well, except may be just own satisfaction)? Simple, clean and understandable leaflets, cards, posters, website - all what you need.

But if you are trying to create THE BRAND, you have to be very careful from the very beginning with everything what goes public. Also remember - brand has several ages and your first brand image has to be eye catching and memorable (it is OK even if it is slightly over the top). It will create brand awareness and recognition. But be consistent - you yourself and all other brand public and social media appearances must be on the same level.

Here are some "inside" tips.

First of all FONTS. Do not use anything too obvious - as a professional, I can name most of them and will tell is it free font or you have paid for it and how much. If you do not want to spend a fortune, use simple System fonts, for example Times, Helvetica, Arial or so. They are clean, readable and popular.

If you use some fancy font for your logo or special heading, something in the font must be changed (you designer must have Adobe Illustrator for this).

IMAGES. If you buy images from an image bank, try to buy those without too obvious human models. There is one man all over most of business images and all over all image banks, whose face I can not see anymore - he is everywhere.
Image banks I would recommend are www.dreamstime.com www.istockphoto.com www.123rf.com

Be VERY CAREFUL with naming and promoting your brand using international words and foreign alphabets. International management in graphic design was my specialty for almost 10 years.
Even if you use English, better check most of languages first.
(For example group BLUE - lovely guys, very masculine, I love them a lot - are in trouble: in Russian everything that called BLUE (голубой) is associated with gay men).

Good luck!