Six Steps to Successful Graphics Management
Compelling graphics are a crucial element in any event marketing program, but managing them properly is always a challenge. The easiest and best course of action is to hire an experienced agent to handle the project. But, because of budgetary reasons and other factors, marketing managers are often called to tackle this complex task themselves.
Assuming you are the producer in charge of your company’s graphic message, proper planning and caution is a must. If the proper steps are not taken, things can get ugly – and we mean that literally. The following are six measures that can make the difference between a successful program that communicates your company’s message, and an ungainly mess that tells your audience you’re not at the top of your game.
The Art of Story Boards. It’s not worth doing the expensive and time-consuming work of creating, producing and displaying graphics if you don’t have a plan. So, before doing anything else, take some time to write a brief document outlining your project goals. You should also put pen-to-paper to create a “storyboard,” i.e., a rough sketch of your visual goals. Then, gather any relevant brochures, photos and/or other collateral materials together. These materials will be invaluable in communicating your company’s vision to your art director and designer. Remember, originality is a virtue. “Borrowing” someone else’s design can be a one-way ticket to Lawsuitville!
Finding the Right Graphic Designer. While fully-fledged art directors are preferable, if you must, you can hire a graphic designer instead. While this might seem like a sensible way to “cut out the middle man” and save some cash, it effectively makes you the art director, so even more caution and care is required in all of your choices. Obviously, before hiring anyone for the project, you need to see samples of their work and check into their reputation to make sure they are up to the job.
Ready. Set. Art. Once the design work is complete, the
next step is to format the art for print production. If you are acting
as the art director, along with your designer you will also need a production
artist to prepare your artwork for output. Designers can fulfill this
function, but they usually charge more and are nearly always less qualified
to perform this task. (In a later newsletter we will discuss production
ready art and what is required of production artists in order to prep
files properly for output.)
Selecting a Print Medium. There are numerous materials that graphics can be printed on including paper, vinyl, carpet, stretch fabrics, and other fibers. Work closely with your graphic designer to select a medium that compliments the art direction of your display. The effect we are looking for here is, for lack of a better term, “pop.” You want to be noticed and if your graphics don’t pop into the consciousness of potential clients, your project has failed! Don’t choose in haste and you won’t have to repent at leisure.
Select Your Vendor Wisely. Do your homework and make sure you pick a vendor that is best suited for the project by verifying that they have the most up-to-date equipment. For instance, if you are printing on carpet, the vendor will need one kind of machine for the job, but if you are going to use a perforated material, the vendor will need a different piece of equipment and a different brand of ink. And, remember, selecting the least expensive vendor often results in getting the cheapest looking prints, so be sure to ask for samples before making your selections. If the company refuses to provide samples, that’s a sure sign it is not well prepared. Look elsewhere.
Requesting Press Proofs or Match Prints. Mistakes happen.
Always. Whether it’s an incorrect color or an embarrassing typo,
seemingly small mistakes can undercut your company’s message. Make
sure you always allow enough time in the production schedule for match
prints and/or proofs. Request that your printer provide you with a color
proof so that you can verify your color match and, most importantly, verify
that the prints will give you the “pop” you’re looking
for. Also, whenever possible request a full-sized proof. This will help
you verify that the printer’s software and/or employees did not
negatively affect your layout or change your company’s “rates”
into “rats.”