Economy graphic design is what we all want when we commission a design job but what we actually get for our money varies enormously. Like economy advertising it can be pot luck with many dollars simply wasted when business owners ask a design company to create graphics for them.
Whether it is a website, poster, flyer, brochure, advert or logo most economy graphic design ideally means hitting the mark; and by that we mean speaking directly to the target audience, whilst not costing the earth. Of course there is usually a sacrifice and a low level of expectation when big dollars are not available within the budget.
However how often do designers use a small budget as an excuse for shoddy design?
The truth is that across the graphic design industry many designers are pushed for time and work on many jobs simultaneously. Having worked by many years in the economy graphic design world it’s easy to see how big paying clients get pushed to the top of the pile and afforded adequate time for a good job to be done, while the cheapskate clients get their worked fitted into small gaps of time such as when there is ten minutes to go until lunch or a quick slot after coffee break.
This is the way it should be many cry. Still it’s definitely possible to find a happy balance between forking out big bucks to guarantee that much coveted good allocation of time: the most precious resource in creative work – and getting a good graphic design job done for a reasonable economy of scale.
Finding design firms who are somewhere between the individual freelancer and the largest companies around is the key to getting great economy graphic design and speaking to them about past clients and present projects will allow you to get a feel for what they can do for you.
Sometimes it depends on the job at hand. For example you can expect to pay a high price for an annual report which must be good quality both in terms of design and print if it is to impress new potential shareholders, but for a low print run on a flyer for a new club it would be a waste of money to go to too far in terms of paying for striking visuals. Usually in such a case something effective could be knocked up fairly quickly by a designer with even limited experience for a reasonable fee.
Author: Russell Steedman