The first rule of business is 'Always make a good first impression.' Graphic designs, such as logos, branding, business cards and billboards, play such an important role in that initial impression. These things are more than just an expense, it is the overall way you will tell the world about your company, product, or service. So, why would anyone think that now would be a good time for a 'Do It Yourself' project. You might be tempted to think that with today's high technology, graphic designs are something that you can just throw together on your own. After-all how hard can it be? Well, while DIY projects are great for home improvements. DIY graphic design projects typically succeed only in showing the world just how much graphic expertise you truly lack. And unlike a bad woodworking project that goes awry at home, bad graphics can't just be hid in the closet, once they have been released as a brand of your business, you have already made your first impression on your potential clients or customers.

Graphic Design Companies are a professional business service, just like an accountant, delivery driver, or a business consultant. They offer an expertise that can prove valuable to your business. While we see graphic designs all around us: movie posters, road signs, magazine ads, and even the designs on fast food wrappers. Most people don't really look at what it takes to create those designs. Did you ever stop to think that every one of those designs were created by a graphic designer at some point?

Graphic designers think about designs all of the time. They are trained to see what most people take for granted. Do you know what major brand, corporate logo is comprised of a green circle encasing their company name while also featuring 2 stars, and a mermaid? If you said Starbucks, you would be right. But what most people don't know is that their first logo was highly controversial. Which has lead them to change it at least 4 times over the years.

Unfortunately, this coffee empire logo is not an atypical problem seen by seasoned designers. A company has a product that they are trying to sell, they come up with an idea for a logo, and it seems like a good idea at the time. How could using a 16th century Norse woodcut of a two-tailed mermaid or siren, prove to be not such a good idea? First, let me start by saying I would never presume to tell Starbucks how to make coffee. It's what they do best... but they really should have hired a professional designer to work on their branding from the start. As their graphic designer, I certainly would have been the first to mention that a half naked mermaid might be seen as a bit over the top. They had a good initial concept.. And according to their own documentation, 'That early siren (mermaid), bare-breasted and Rubensque, was supposed to be as seductive as the coffee itself.' It could have been modified early on and still have kept it's seductiveness, and a designer would have helped them achieve their brand, without alienating any of their customers. Apparently someone down the line, did mention this which resulted in the kinder, gentler logo that most are familiar with today.

It might not seem like a very big deal, it's only a logo. Yes, but it is a logo that is on everything from their cups, order forms, t-shirts, rubber floor mats, signage, points of purchase (POS), coffee machines, even their employee applications. And while I don't have the exact figures, I would bet you that changing the coffee giant's logo once it had hit the market, proved to be more expensive in the long run, than if they would have just hired a professional designer in the first place. And doing a bit of pre-market research wouldn't have hurt either. Don't get me wrong it's good to update your brand from time to time to keep up with changes in your market. But starting from a solid branding idea and hiring a competent graphic designer is the most effective way of launching your empire.

Whether you are looking to create a new brand or update an existing brand, find professional graphic designer to work with who understands some of the pitfalls that you may or may not have considered. It truly will be the best investment that you can make for your business. You've obviously spent a great deal of time and money creating your product or service. Why would you skimp on the part where you tell the whole world about your wonderful product? Graphic Design should be a part of your overall business plan. After all, no one wants to be the one to say, "Hey, Coffee Emperor, you've got a naked mermaid on your logo."

Written by Tammy Fink, owner and head designer of Blue Water Designs, LLC. www.BlueWaterDesigns.biz

When choosing a color for a logo or even for special printing project, your color scheme should be approprately represent your company. It is okay to 'just like' a particular color...or to use a color because it is like or even unlike your competition. You want to keep several things in mind regarding color. You must ultimately pick a color, and then choose the color equivalant through the Pantone Matching System. These are "universal colors" which are used by professional print shops. Even if you are primarily a web based company you need to pick your PMS Colors. Many times I get clients, who had someone design a logo for their website, and poof they are soon needing business cards, and other collaterals. Now we have to go back and try to match colors to a website. If they would have started with the Pantone Colors first, then it would make additional print jobs easier later on.

When choosing a color, remember that colors often have a profound impact on the viewer. And if you are planning on doing business overseas, you might want to be sure that you research color meanings in other countries. I had a client who came to me with a delima regarding a business card. While his corporate colors were fun, vibrant, and totally appropriate here in the United States, he had just gotten word that he would be presenting his product in Japan. After I did a bit of research, we discovered that the colors and general 'fun' vibe of his current card would not be appropriate for the more traditional Japanese investors. We made the changes necessary, and he was able to make his presentation knowing that he had the tools he needed to succeed. On a side note, we also included a Kanji symbol to his card. It was much appreciated.

Here is a sampling of color definitions, that I compiled from researching this topic:

Gray Solid, intelligence, modesty, practicality, conservative, safe, comforting, mature, elegance, humility, respect, reverence, stability, subtlety, wisdom, old age, anachronism, boredom, decay, decrepitude, dullness, dust, entanglement, pollution, urban sprawl, strong emotions, balance, neutrality, mourning, formality, March.

White Universal color of peace, purity, refinement, light, reverence, purity, snow, peace, innocence, cleanliness, truth, simplicity, security, humility, sterility, winter, coldness, criticism, surrender, cowardice, fearfulness, unimaginative, air, fire, death (Eastern cultures), hope, Aries, Pisces (star signs), bland, empty and unfriendly (interior), January, celebration.

Black Authority, boldness, elegance, absence, modernity, power, sophistication, formality, centering, magic, creation, death, strength, elegance, wealth, mystery, style, evil, death (Western cultures), fear, anonymity, anger, sadness, remorse, mourning, unhappiness, sex, seriousness, conventionality, rebellion, anarchism, unity, sorrow, life, rebirth (ancient Egypt), slimming quality (fashion), January (Northern Hemisphere only).

Red Passion, vitality, strength, life force, energy, fire, love, sex, excitement, speed, heat, arrogance, ambition, leadership, sex, passion, protection, masculinity, power, danger, gaudiness, blood, war, anger, revolution, radicalism, socialism, communism, aggression, summer, autumn, stop, Mars (planet), respect, Aries (star sign), December, the Roman Catholic Church[citation needed], martyrs, the Holy Spirit, conservatism (U.S. politics), wealth (China).
Studies show that red can have a physical effect, increasing the rate of respiration and raising blood pressure; red also is said to make people hungry; the red ruby is the traditional 40th wedding anniversary gift. Red is also the color of the devil in modern Western culture.

Blue Seas, men, authority, dignity, security, faithfullness, productive (interior) skies, peace, unity, harmony, happiness, tranquility, calmness, trust, coolness, confidence, conservatism, water, ice, loyalty, dependability, cleanliness, technology, winter, truth, depression, coldness, idealism, obscenity, tackiness, air, wisdom, royalty, nobility, Earth (planet), Virgo (light blue), Pisces (pale blue) and Aquarius (dark blue) (star sign), strength, steadfastness, light, friendliness, July (sky blue), February (deep blue), peace, mourning (Iran)[citation needed], truthfulness, love, sadness, aloofness, the Virgin Mary, liberalism (U.S. politics)
In many diverse cultures blue is significant in religious beliefs, believed to keep the bad spirits away. Widely used in education logos, government and medical logos.

Green Great intelligence, refreshing, growth, healing, abundance, conservative, tranquility, health, freshness, life, nature, bad spirits, spring, fertility, youth, environment, wealth, money (US), good luck, vigor, generosity, go, grass, aggression, inexperience, envy, misfortune, coldness, jealousy, disgrace (China), illness, greed, Marijuana and drug culture, corruption (North Africa), life eternal, air, earth (classical element), sincerity, hope, Cancer (bright green, star sign), renewal, natural abundance, growth, health, August, balance, harmony, stability, calming, creative intelligence, Islam, the ordinary.
During the Middle Ages, both green and yellow were used to symbolize the devil. Green is believed to be the luckiest of colors in some western countries including, Britain, Ireland, and the U.S. It is widely used in healthcare, construction, real estate and golf logos.

Yellow Sunlight, positivity, buoyancy, joy, happiness, earth, optimism, intelligence, idealism, wealth (gold), summer, hope, air, communication, intelligence, liberalism, cowardice, illness (quarantine), hazards, dishonesty, avarice, weakness, greed, femininity, gladness, sociability, summer, friendship, Gemini, Taurus, Leo (golden yellow, star signs), April, September, deceit, hazard signs, death (Middle Ages), mourning (Egypt), courage (Japan), God (gold). Yellow ribbons were worn during times of warfare as a sign of hope as women waited for their men to return.
During the Middle Ages, both green and yellow were used to symbolize the devil. For logo design, it should be noted that it is one of the hardest color on the eye and should be used sparingly.

Purple Envy, sensuality, alchemy, leadership, sophistication, rank, authority, spirituality, creativity, wealth, royalty, nobility, ceremony, mystery, wisdom, enlightenment, arrogance, flamboyance, gaudiness, mourning, profanity, exaggeration, confusion, pride, Scorpio (violet, star sign), May, November, riches, romanticism (light purple), delicacy (light purple), penance.
Purple is the color of mourning for widows in Thailand, favorite color of Egypt's Cleopatra, and the purple heart - given to soldiers who have been wounded during warfare. In logos, it is rarely used.

Orange Hinduism, Buddhism, demand of attention, happiness energy, joy, warmth, friendship, balance, heat, fire, enthusiasm, flamboyance, playfulness, aggression, arrogance, gaudiness, overemotion, warning, danger, autumn, desire, Sagittarius (star sign), September.
Orange has less intensity or aggression than red and is calmed by the cheerfulness of yellow.
Orange is the Royal family of the Netherlands. As such in the Netherlands Orange symbolises royalty and as William of Orange was a Calvinist orange symbolises protestantism particularly in Ireland (Orange Order). Gives logos a contemporary feel.

Brown Calm, woodiness, richness, boldness, depth, natural organisms, nature, richness, rusticism, stability, tradition, anachronism, fascism, boorishness, grounded, dirt, dullness, filth, heaviness, poverty, roughness, earth (classical element), October, Capricorn, Scorpio (reddish brown, star signs), down-to-earth. Brown can stimulate the appetite, wholesomeness, steadfastness, simplicity, friendliness, and dependability. In logos it used by construction companies, and development agencies, as well as, legal institutions.

Pink Spring, innocence, softness, gratitude, appreciation, admiration, sympathy, femininity, health, love, sex, June, marriage, joy. Widely used in spa, healthcare and cosmetic product logos.

Written by Tammy Fink, owner and head designer of Blue Water Designs, LLC. www.BlueWaterDesigns.biz

Peg Faimon will be including this quote in her new book from HOW Design Books. The Designer's Guide to Business and Careers, to be published in 2009.

“Ethics is certainly an important topic for design professionals. It seems to be relevant in almost every aspect of this field. I personally believe that it is important to establish your ethics on these topics early on. If you know where the line is, you will not only know when you have reached it but also what to do in response. Not saying that you have to be completely inflexible, but just know where you stand and have a plan.

In any business, if you don't establish your ethics early on, you won't be around long enough to enjoy the fruits of your labors. People always talk. If you lose a client or a vendor to bad ethics, word will get around. You will not only lose that one client but possibly a few more that you didn't even have the opportunity to meet.

I have even had a few personal experiences with clients who wanted me to be involved with questionable industries...and I will admit that I considered it whole heartedly. But, if you do business with people who have questionable ethics, then when they turn on you, you shouldn't be surprised. At the end of the day, it is your professionalism that is on the line, not theirs.

Graphic Design is a fantastic business, and there is a lot of opportunities out there. I would recommend students take the time to listen to others about bad design experiences. I've been in the business for over 15 years, and I'm constantly amazed at the things designers think they can get away with, but they usually aren't around very long.”

Written by Tammy Fink, owner and head designer of Blue Water Designs, LLC. www.BlueWaterDesigns.biz

A designer's job is to communicate your ideas into printed marketing materials or even web. Graphic designers blend together typography, color, illustration, photography--and creativity--to deliver a message to your customers on a business card, logo, brochure, poster, tradeshow booth, ebook or even a billboard. If you don't know your Times New Roman from your Helvetica, it's time to find yourself a designer.

Step 1
Decide what you need. Does your new company need a new business card for that networking meeting? Would a logo help establish your presence in the marketplace? Do you need to inspire a new group of customers? Have you got a product or service that you can't wait to tell everyone about? Effective graphic designs lets people know who you are and what you do, which can translate into more sales for your company.

Step 2
Which designer is right for you? Ask friends and colleagues for recommendations. Ask printers if they can recommend a designer they've worked with. Most designers also have extensive online portfolios, so it might be worth a 'google'. Experienced designers are used to working with long distance clients, so it's not necessary for your new designer to be a local resource.

Step 3
Review the designers' portfolio. Get a sense of how similar your business is to the type and size of the clients they typically work with. However, keep in mind that it is impossible to show every piece that has ever been done for each and every client. So if you don't see something that strikes your fancy, contact them for a customized portfolio viewing. This way they can show you samples that may be right up your alley. When you see something particularly interesting or good, feel free to ask questions about problems solving and results from the piece.

Step 4
If you like their work, discuss the project you need done. Expect the designer to ask you lots of questions about the project and your business. An experienced designer will also take the time at this point to offer suggestions on design options, including sizes, papers, and perhaps even printers. Keep in mind that the designer especially in a freelance role is responsible for managing all elements of the project, not just designing. This includes photos (stock, provided, or taken), pre-press layout, acquiring proofs soft and hard, and archiving of projects for future use might be a nice addition, as well.

Step 5
Ask for an estimate. Designers will either bid by the hour or by the job. Either way is acceptable, if they bid by the hour, you should ask for a budgetary cap on the project, so that there is no surprises for either party. This means simply that you establish the budget with your designer beforehand. And most generally it should come in under budget, but if there are lots of changes it is up to the designer to let you know before they ever go over budget. Some designers will bid small jobs on the spot. Larger jobs may take a bit longer to figure.

Step 6
When budgeting for a piece be sure and calculate the printing separately from the design process. While most designers will be invaluable in delivering the pre-press file to the printer for you, most freelance designers will not cover the cost of printing in their estimates. Designers certainly can add printing into their cost however, do plan on paying more for your print project in the long run. Web projects are often the same way, and you can expect to pay more for your designer hosting your site, than if you have it hosted elsewhere, and just pay for the design and programming.

Step 7
Logos are the cornerstone of any business. A brand can take time to develop so you need to make sure that your logo is solid from the start. And you will soon discover there is a huge price variance for logo design. Some will say that a new identity for Joe's Pizza Emporium shouldn't cost as much as a logo for McDonalds. And they might be right, however, it's not for the reasons that most people think. It may be true that McDonald's has deeper pockets, it is as equally true that McDonalds is going to require more research time, more proofing time, more changes, more polished presentations and more peoples opinions than Joe's. An experienced designer will be able to work with you to establish your branding identity. Also, if you have an existing logo, that is not up to par, or just needs updated just let your designer know beforehand, as this will need to be factored into project cost.

Step 8
Hire the designer. It is customary for the designer to provide you with a contract or a project agreement. Be sure you review the contract including the details of the job, estimate and schedule, before you sign it. You will typically pay half of the total fee in order to begin the job, and the remaining half before final files are delivered. Do be sure that you are prepared to pay your designer via credit card. Most designers will work in a very timely manner for their clients, be sure you pay them in the same way.

Step 9
You should expect to be kept in the loop along the design process. Updates and initial proofs will make sure that you are always in the know. Keep in mind that proofing is crucial to any successful project. Spellcheck is a wonderful tool, however, it is not foolproof. (there, they're, their) It is ultimately the client's responsibility to approve all final files before they go to the printer.

Step 10
Once you have found a designer that you can work with, please do offer referrals to the designer. Some designers even offer discounts or referral credits for your next job.

Written by Tammy Fink, owner and head designer of Blue Water Designs, LLC. www.BlueWaterDesigns.biz