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Graphic Design Business Book
GD Business Book Title Pages 8/30/05 3:29 PM Th e phic Gra gn Desi ss Busine BOOK Page Prelims.qxd 9/1/05 10:25 AM Page ii Other Books by Tad Crawford AIGA Professional Practices in Graphic Design (editor) The Artist-Gallery Partnership (with Susan Mellon) Business and Legal Forms for Authors and Self-Publishers Business and Legal Forms for Crafts Business and Legal Forms for Fine Artists Business and Legal Forms for Graphic Designers (with Eva Doman Bruck) Business and Legal Forms for Illustrators Business and Legal Forms for Industrial Designers (with Eva Doman Bruck and Carl W Battle) Business and Legal Forms for Interior Designers (with Eva Doman Bruck) Business and Legal Forms for Photographers The Money Mentor The Secret Life of Money Selling Your Graphic Design and Illustration (with Arie Kopelman) Selling Your Photography (with Arie Kopelman) Starting Your Career as a Freelance Photographer The Writer's Legal Guide (with Kay Murray) GD Business Book Title Pages 8/30/05 3:30 PM Page Tad Crawford ALLWORTH PRESS NEW YORK Prelims.qxd 9/1/05 10:25 AM Page iv © 2005 Tad Crawford All rights reserved Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan-American Copyright Convention No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior permission of the publisher 08 07 06 05 Published by Allworth Press An imprint of Allworth Communications 10 East 23rd Street, New York, NY 10010 Copublished with the Graphic Artists Guild Cover design by Derek Bacchus Interior page design by Mary Belibasakis Page composition/typography by Integra Software, Services Pvt Ltd., Pondicherry, India ISBN: 1-58115-430-5 Library of Congress Cataloging-in-Publication Data Crawford, Tad, 1946The graphic design business book/Tad Crawford p cm Includes bibliographical references and index ISBN: 1-58115-430-5 (pbk.) Graphic arts—United States—Marketing Commercial art—United States—Marketing Small business—United States—Management I Title NC1001.6.C69 2005 741.6'068—dc22 2005017583 Printed in Canada Prelims.qxd 9/1/05 10:25 AM Page v C O N T E N TS ■ I N T R O D U CT I O N PA RT I B U I L D I N G A N D P R OT E CT I N G YO U R B U S I N E S S Your Business Plan 03 Location and Leases 09 The Going Concern 12 Managing Your Studio by Eva Doman Bruck 17 Using Financial Reports 24 Insurance Protection by Arie Kopelman 30 Advanced Insurance Issues by Leonard DuBoff 38 PA RT I I M A R K E T I N G YO U R G R A P H I C D E S I G N Bringing in Clients by Michael Fleishman 47 Portfolio Presentations by Maria Piscopo 62 10 Marketing with Your Web Site by Maria Piscopo 70 11 Writing Your Winning Proposal by Don Sparkman 81 12 Keeping Clients Happy (and Coming Back) by Ellen Shapiro 87 Prelims.qxd 9/1/05 10:25 AM Page vi PA RT I I I P R O P O SA LS , P R I C I N G , A N D C O N T R ACTS 13 How to Determine Your Hourly Rate by Theo Stephan Williams 105 14 Negotiating Contracts by Richard Weisgrau 115 15 Contract Forms 122 16 Getting Your Clients to Pay Up by Emily Ruth Cohen 133 PA RT I V G R A P H I C D E S I G N A N D T H E L AW 17 Copyright by Tad Crawford and Laura Stevens 143 18 Taxes 168 19 Invasion of Privacy and Releases 189 20 Beyond Privacy 210 21 Settling Disputes and Finding Attorneys 219 APPENDICES Appendix A: The Code of Fair Practice for the Graphic Communications Industry 228 Appendix B: Organizations for Graphic Designers 232 S E L E CT E D B I B L I O G R A P H Y 239 I N D E X 241 A B O U T T H E AU T H O R 246 Prelims.qxd 9/1/05 10:25 AM Page vii I N T R O D U CT I O N ■ raphic design offers an unusual blend of challenges, from the creation of effective designs to the management of a business Graphic design gives you the chance to succeed on your own terms but, even if you start as an employee and eventually become a partner in a firm, you are likely to have to shoulder the responsibility of being on your own at some point in your career This book is designed to help you make informed and intelligent choices about the business of graphic design In particular, it maps out the business practices that are important to your future success To gather excellent advice from across a broad spectrum of areas, I asked a number of experts to contribute chapters to The Graphic Design Business Book “Building and Protecting Your Business” is discussed in part I Chapter explains how you should plan your business to give it a firm foundation from which to succeed If you’re going to have a studio, chapter examines the key considerations with respect to location and leases Some of the important steps to get your business up and running are scrutinized in chapter Studio management, a necessity as growth takes place, is the focus of chapter How to evaluate and improve the health of the business through understanding and using financial reports is reviewed in chapter Insurance protection against both business and personal risks is covered in chapter 6, while more advanced insurance issues are dealt with in chapter No business can succeed without clients, so part II, “Marketing Your Graphic Design,” is a topic that must be understood and mastered Chapter deals with how to bring in clients Mastering portfolio presentations is covered in chapter and Web site marketing strategies are explored in chapter 10 G ■ ■ ■ vii Prelims.qxd 9/1/05 10:25 AM Page viii How to write a strong proposal is developed in chapter 11 And chapter 12 covers the important topic of satisfying clients and having repeat business Success in marketing requires that you feel at ease with “Proposals, Pricing and Contracts,” which is the title of part III This starts with a discussion of how to determine prices in chapter 13 Then chapter 14 gives insights into how to be a good negotiator Chapter 15 offers specific contract forms that can be adapted for use or serve as checklists in evaluating forms offered by clients Steps to ensure that clients pay are covered in chapter 16 Part IV deals with “Graphic Design and the Law.” Chapter 17 covers ways in which the designer can protect and benefit from copyrights Taxes, including potential tax breaks, are examined in chapter 18 Anyone using images has to be concerned about invading people’s privacy and has to know when releases are needed, which is elaborated in chapter 19 Chapter 20 highlights other legal areas to make sure the designer does not run into difficulties Finally, chapter 21 explains how to settle disputes or, if necessary, find a good attorney The appendixes include the Code of Fair Practice for the graphic communications industry and a list of organizations that graphic designers might join or be interested in The Selected Bibliography includes many books that belong in your bookcase if you want to succeed in the creative business you have selected for your career Graphic design has its challenges, but it certainly also has great potential rewards—not only financial, but artistic and personal as well I hope that The Graphic Design Business Book helps ensure that the road ahead will always rise up to meet you Tad Crawford New York City July 2005 viii ■ ■ ■ I N T R O D U C T I O N 10:03 AM Page ■ ■ 9/1/05 ■ ■ ■ ■ ■ ■ ■ PA R T I ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ Chapter 01.qxd BUILDING AND P R OT E CT I N G YO U R BUSINESS ...GD Business Book Title Pages 8/30/05 3:29 PM Th e phic Gra gn Desi ss Busine BOOK Page Prelims.qxd 9/1/05 10:25 AM Page ii Other Books by Tad Crawford AIGA Professional Practices in Graphic Design. .. Susan Mellon) Business and Legal Forms for Authors and Self-Publishers Business and Legal Forms for Crafts Business and Legal Forms for Fine Artists Business and Legal Forms for Graphic Designers... Cataloging-in-Publication Data Crawford, Tad, 1946The graphic design business book/ Tad Crawford p cm Includes bibliographical references and index ISBN: 1-58115-430-5 (pbk.) Graphic arts—United States—Marketing