Perfecting Your Designs

By: Colleen Davis

Creating the perfect catalog design can be a difficult process. There’s no reason to make it even more difficult by forming a hostile relationship with your design team. I doubt anyone does it on purpose, but when people on both sides don’t properly handle a project, tension can quickly build.

Many companies hire outside designing companies to come up with their catalog designs along with other marketing work, such as booklet printing. Working with another company can be considerably more difficult than another division within your own.

Right from the beginning a line of open communication needs to be established. I can’t stress this enough, and as obvious as it sounds, quite often it gets overlooked. The company needing a catalog made seems to expect the designers to read their minds and know exactly what needs to get done.

I’m sure most people know how bad it can be when you assume, and yet so many companies do just that. Rather than talk things through they seem to think everyone will automatically be on the same page.

You can’t expect to get what you want from the design if you don’t explicitly state what that is. If there’s a problem with what you’re asking for, or other finer details, you can openly ask the design team about it. Make the project a partnership. Take the time to find out what they bring to the catalog. They might come up with an idea you never considered.

The budget is another good reason to sit down and discuss all the details with your designers. You don’t want to have to deal with budget problems after the catalog has already been designed and handed to you. If things are worked out before anything begins you don’t have to worry about the potential problems later on.

I used the term partnership before and I think that is the best way to go about handling things, including how to deal with any problems that come up. Don’t just tell them how you want it handled. You might not have all the details on what’s wrong and end up making things worse. If there are problems, have everyone’s input on how best to handle things. Each person brings their own perspective, and there’s no reason not to take advantage of it.

It isn’t always easy to work with another company, especially when it comes to something as important as catalog or booklet printing. Stress can turn a messy situation into a meltdown if both sides aren’t fully aware of what’s going on. Problems always have a way of popping up when you least expect them, and without communication, what might’ve been an easy thing to solve brings everything to a screeching halt. Your job is to make sure this doesn’t happen.

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