Talent is Not Enough: Business Secrets for Designers

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New Riders, 2006 - Business & Economics - 391 pages
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&> Frank Maddocks, President, Maddocks & Company

This comprehensive guide 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 the management of 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
• How to market your services successfully
• The best way to determine pricing for your services
• How to avoid common legal pitfalls
• How to structure projects for success
• The secrets of successful teams
• How to sustain your business long-term


Talent Is Not Enough provides a big-picture context for these and other challenges and shares practical, real-world advice. The book is destined to become an essential resource for both students and working professionals in these areas and more:
• Design planning and strategy
• Corporate identity development
• Marketing communications
• Publication and editorial design
• Brand identity and packaging design
• Advertising and promotion design
• Motion graphics
• Environmental design
• Industrial design
• Interaction design


Talent Is Not Enough is an AIGA Design Press book published under Peachpit's New Riders imprint in partnership with AIGA.


BONUS
Watch for free chapters online!
www.talentisnotenough.com




 

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Contents

Introduction
8
Making a living as a creative professional
14
Job hunting
24
Independent contractor issues
54
Sample independent contractor agreement
62
Income taxes for freelancers
72
Calculating a freelance rate
78
Becoming a business
84
Intellectual property
188
Defamation privacy and publicity
206
Understanding terms and conditions
216
AIGA standard form of agreement
242
Ethics and social responsibility
268
Successful design teams
276
Working with a sales rep
286
Financial management
300

Pricing models
98
Setting rates for a firm
106
Marketing
116
Proposals
130
Project management basics
136
Bookkeeping basics
150
Insurance basics
166
Business planning
324
Exit strategies
346
Special challenges for inhouse departments
364
Index
376
Acknowledgments
388
About the author
390
Copyright

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About the author (2006)

Shel Perkins is a graphic designer, management consultant and educator with nineteen years of experience in managing the operations of leading design firms in the U.S. and the U.K. He currently provides management consulting services to a range of creative firms in both traditional and new media. Shel writes the Professional Practice column for STEP magazine, the Design Business newsletter for AIGA, and the Design Firm Management column for Graphics.com. He has given presentations and workshops for many organizations, including IDSA, SEGD, HOW, ACD, Dynamic Graphics, STEP, Seybold, and the Graphic Artists Guild. He teaches courses in professional practices at the California College of the Arts, the Academy of Art in San Francisco, and the University of California. He has served on the national board of the Association of Professional Design Firms and has been honored as an AIGA Fellow “in recognition of significant personal and professional contributions to raising the standards of excellence within the design community.”

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