راهنمای طراح گرافیک برای مشتریان: چگونه مشتریان را خوشحال کنیم و کار عالی انجام دهیم

Here is the perfect volume for graphic designers who want real-life advice for long-term success. Renowned designer Ellen Shapiro reveals time-tested tricks of the trade-for making sure the clients you want to work with know about you, become your clients, and work with you productively. Then, in a series of one-on-one interviews, leading designers such as Milton Glaser, April Greiman, Mike Weymouth, Drew Hodges, Marc Gob?, and partners in Pentagram reveal their personal experiences and insights on how to uphold creative standards while fulfilling clients’ needs. Their advice will help you: identify what is distinct about your services; market yourself effectively; meet and court clients; learn the lingo of corporate strategy; make effective presentations; believe in the work you do and sell the work you believe in; obtain referrals from existing clients; keep clients coming back for more. CEOs and design managers from nineteen marketing- and design-savvy clients-such as Klein Bikes, The Knoll Group, Barnes & Noble, and Harvard-offer their own candid perspectives on the challenges, solutions, and triumphs of working with designers. Whether you are courting your first clients or seeking fresh insights for achieving even greater success, you cannot afford to be without this crucial resource. Here is the perfect volume for graphic designers who want real-life advice for long-term success. Renowned designer Ellen Shapiro reveals time-tested tricks of the trade-for making sure the clients you want to work with know about you, become your clients, and work with you productively.

Then, in a series of one-on-one interviews, leading designers such as Milton Glaser, April Greiman, Mike Weymouth, Drew Hodges, Marc Gobé, and partners in Pentagram reveal their personal experiences and insights on how to uphold creative standards while fulfilling clients'needs.

Their advice will help you: identify what is distinct about your services; market yourself effectively; meet and court clients; learn the lingo of corporate strategy; make effective presentations; believe in the work you do and sell the work you believe in; obtain referrals from existing clients; keep clients coming back for more. CEOs and design managers from nineteen marketing- and design-savvy clients-such as Klein Bikes, The Knoll Group, Barnes & Noble, and Harvard-offer their own candid perspectives on the challenges, solutions, and triumphs of working with designers.

Whether you are courting your first clients or seeking fresh insights for achieving even greater success, you cannot afford to be without this crucial resource.

Renowned designer Ellen Shapiro reveals time-tested tricks of the trade-for making sure the clients you want to work with know about you, become your clients, and work with you productively.

Then, in a series of one-on-one interviews, leading designers such as Milton Glaser, April Greiman, Mike Weymouth, Drew Hodges, Marc Gobé, and partners in Pentagram reveal their personal experiences and insights on how to uphold creative standards while fulfilling clients’ needs.

Their advice will help you: identify what is distinct about your services; market yourself effectively; meet and court clients; learn the lingo of corporate strategy; make effective presentations; believe in the work you do and sell the work you believe in; obtain referrals from existing clients; keep clients coming back for more. CEOs and design managers from nineteen marketing- and design-savvy clients-such as Klein Bikes, The Knoll Group, Barnes & Noble, and Harvard-offer their own candid perspectives on the challenges, solutions, and triumphs of working with designers.

Whether you are courting your first clients or seeking fresh insights for achieving even greater success, you cannot afford to be without this crucial resource.

CONTENTS......Page 5 THE CLIENT—ELUSIVE, DIFFICULT, COVETED......Page 11 HOW TO MEET CLIENTS......Page 19 ONCE YOU’VE MET THEM, HOW TO GET CLIENTS TO GI V E YOU WORK*......Page 35 KEEPING CLIENTS HAPPY (AND COMING BACK)......Page 45 THE PEOPLE WHO DO IT RIGHT......Page 59 THE HARD-CORE AFICIONADO......Page 65 THE DESIGN ICON......Page 74 PUBLISHER......Page 86 THE FINANCIAL WIZARD......Page 96 THE SCIENTIST-ENTREPRENEUR......Page 107 THE MILITARY-INDUSTRIAL COMPLEX......Page 116 THE MEGASTORE......Page 129 THE COUNTER-CULTURE CEO......Page 140 THE TYCOON......Page 150 THE DOWAGER BRAND , REVIVED......Page 163 THE GREAT DESIGNER HIMSELF......Page 172 THE PRODUCER......Page 180 THE INSTITUTION OF HIGHER EDUCATION......Page 191 THE VISIONARY......Page 205 THE RISK-TAKER......Page 216 THE BUREAUCRACY......Page 225 THE CURATOR......Page 236 INDEX......Page 249 A successful designer and design journalist explores the elusive relationship between designers and clients through interviews with high-profile client-designer teams, including Barnes & Noble's Len Riggio and Peter Farago. Targeting two separate audiences, Shapiro first offers designers advice on how desirable clients choose design firms, how much direction they give, and how they evaluate work. For CEOs, managers, and entrepreneurs, the he offers information on choosing a designer who will be a pleasure to work with, and who will best send the client's message to investors and customers. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com) Financial matters aside, we graphic designers need clients to give our work purpose and structure.