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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Lisa Tran
ARTG 477 - Blog Reflection #4

Estimating Reading 4: The author disagrees with using formulas to figure out what to charge (Charge for value, not time; p.35). Next he discusses "Do your research"...

What research is he recommending be conducted?
- He recommends researching on the company you're working for. Research their business practices such as internal teams and involvement in the project. Research their financials (if they have the funds for the project), talk to people that are responsible for major pieces like content strategies and market landscape (identifying and understanding the design strategies that maximize impact). 

What steps does he recommend you take to "Figure out what the client really wants…”?

-  The steps include a wish list of desires, if they don't have one, help them come up with one. Designate a cost and benefit to each desire, and figure out which ones are critical to the project (needs) and the “wants”, then prioritize which ones fit into the overall goals. A list helps the designer come up with a formal scope, and keeps extra things from appearing later in the project.

When negotiating, what does he recommend as a course of action if you lower your price?
- The course of action is to go over all the things in the proposal and see what can be removed, never reduce the price without getting rid of something, and don't get rid of something without explaining the lose benefit. Getting rid of things such as site features, things that'll be delivered to them. Ideally, your price should be negotiable. Negotiate with confidence.

Estimating_Reading 5: link to GDC webpage

Summarize the section "Evaluating Design Needs"
- All visual references to a company can leave a lasting impression to the public eye (symbols, logos, names, websites, advertising, marketing, etc). A detailed objective of these elements, as a whole and separately are vital to evaluating design needs. Is the message conveyed? Is the message clear, comprehensive and cohesive? Is the target audience reached? Long term and short term goals should be carefully considered.

Summarize the section "Choosing Designers”
- A lot is at stake in the visual communication process, along with credibility of a company. Investments such as printing materials, illustration, writing and photography make a good design and these investments are worth the money and time. A company that requires graphic communication services is recommended to review work of professional designers; the designer's reputation and existing client relationships, cost/time effectiveness, and appropriate design solutions.

Estimating_Reading 6 (only need to read p.109: Rights and Compensation)

Discuss how "Rights" have financial implications
- Designers must consider ownership of work being created in terms of design and money. How the work may be used or not used, which party owns what, etc is a negotiating point that has financial implication. This ties in to the designer's intellectual properly rights and the client's right to use the work. In Canada and the United States, creative work is owned by the creator until they transfer ownership on paper/document to someone else which is the foundation of copyright protection. Other countries have different laws so designers should be informed and understand the legal rights they are practicing design in. Be aware of the rights and usage agreements that might affect the designer such as “work-for-hire” contract. Essentially, it means that the client is the creator and gives them all the rights of a creator and the designer might want compensation for it. It's important to know who owns what work and how it'll be used between the designer and client which could be a negotiating point to charge a lower fee but it has restricted usage rights. Value on similar work, category/media where the work will be used in, geography, how the work will be used, how long the work will be used for and how many things will be produced that include the work are elements to consider a “corresponding fee” about usage rights and material worth.

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