Talent is Not Enough: Business Secrets for Designers

Front Cover
New Riders, 2006 - Business & Economics - 391 pages
&>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 Enoughprovides 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 Enoughis an AIGA Design Press book published under Peachpit's New Riders imprint in partnership with AIGA.

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Career options 01 Making a living as a creative professional 02 Job hunting
Independent contractor issues
Sample independent contractor agreement

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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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