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Work for Money, Design for Love: Answers to the Most Frequently Asked Questions About Starting and Running a Successful Design Business, 1st edition

Published by New Riders (October 26, 2012) © 2013

  • David Airey
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Unlike other dry business books, this refreshing, straightforward guide from Logo Design Love author and international designer David Airey answers the questions all designers have when first starting out on their own: How do I find new clients? How much should I charge for my design work? When should I say no to a client? How do I handle difficult clients? What should I be sure to include in my contracts? Designers just starting out on their own will find this book invaluable in succeeding in today’s hyper-networked, global economy.
Chapter One: Design as a Career
What makes a good designer?
On selling (the importance of sales)
Ongoing education
What design schools lack
Self-teaching (never-ending)
Finding your niche (we don't need another generalist)
Working as an independent designer
Sub-contractor
Freelancer
Working as an employee (team dynamics, limitations)
Working as an employer (less design, more managing)

Chapter Two: Starting-out
Experience required (more helps, but its possible with little)
Planning (creating a modern business plan)
Home office vs rented workspace
Choosing your brand name
Designing your brand identity
Launching your online presence
Marketing tips and finding new clients
Ethics in design

Chapter Three: Pricing
When to say no (be selective)
Talk about money early
The importance of clarifying expectations
Knowing what to charge
Handling payment
Avoiding project creep
How and when to raise your rates (and why it benefits your clients)
On discounting (not for new clients, but for old clients)
Alternatives
Pro bono
Collaboration and outsourcing

Chapter Four: Communicating with your Clients
You're the designer (the client isn't)
Discover the problem (don't assume there is one)
Highlight the importance of strategy
Beware requests for spec
Avoid the big reveal by involving the client throughout
Design by committee is unavoidable
The importance of showing your design in context
Common presentation mistakes

Chapter Five: Legalities
Terms and conditions
Why working without a contract costs thousands (Clemente case study)
What to include in your contract
Intellectual property

Chapter Six: Before I Go
Be proud of your skills
Useful business tips
Useful books

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