Common client misconceptions in graphic design
“It looks different on my screen.”
A client might ask for a specific Pantone colour from their Pantone swatch book. The designer sets the file exactly as is required, yet when the client sees an example on their computer monitor they are disappointed that the colour isn’t the same. Why is that?
Brightness, contrast, colour settings… all monitors have them. Unless two monitors are calibrating to the exact same settings then the colours will always appear different. The best way to colour-match is using printed proofs, and even then, your choice of paper can critically affect the colour of your printed product.
“Can you use the image from the website for our brochure?”
Sourcing images can be very time-consuming. Many clients will believe that an image they find online is perfect for their print job. However, in order to look clear, web images must have a resolution of 72 dots per inch (dpi). Print work, on the other hand, requires images to have a resolution of at least 300 dpi.
Anyone responsible for marketing material / printed promotions should be familiar with a design guide for print.
“Why does it cost that much? My neighbour only charged £200 for a logo.”
The client doesn’t often see the process involved when a graphic designer takes on a logo project. In fact, on most occasions the client will only see a few computer-generated designs.
A designer will only use a computer at the end of the logo design process. Beforehand comes clarifying the design brief, research, brainstorming and logo sketching (yes, lots of sketching).
What issues do you find cropping up again and again when dealing with graphic designers / clients?
A client might ask for a specific Pantone colour from their Pantone swatch book. The designer sets the file exactly as is required, yet when the client sees an example on their computer monitor they are disappointed that the colour isn’t the same. Why is that?
Brightness, contrast, colour settings… all monitors have them. Unless two monitors are calibrating to the exact same settings then the colours will always appear different. The best way to colour-match is using printed proofs, and even then, your choice of paper can critically affect the colour of your printed product.
“Can you use the image from the website for our brochure?”
Sourcing images can be very time-consuming. Many clients will believe that an image they find online is perfect for their print job. However, in order to look clear, web images must have a resolution of 72 dots per inch (dpi). Print work, on the other hand, requires images to have a resolution of at least 300 dpi.
Anyone responsible for marketing material / printed promotions should be familiar with a design guide for print.
“Why does it cost that much? My neighbour only charged £200 for a logo.”
The client doesn’t often see the process involved when a graphic designer takes on a logo project. In fact, on most occasions the client will only see a few computer-generated designs.
A designer will only use a computer at the end of the logo design process. Beforehand comes clarifying the design brief, research, brainstorming and logo sketching (yes, lots of sketching).
What issues do you find cropping up again and again when dealing with graphic designers / clients?
