| So,
now we have this wonderful design. The remaining question, of
course is, "What do we do with it?" This is where
the "Perspiration" comes into play and myself, as
the designer, must "sweat all the details" to ensure
that the finalized design(s) make the leap from a simple concept
to the final output.
As the interface between the
client and the service bureau or printshop, it is the designer's
responsibility to make sure that the design is properly formatted
for the given output method. This may entail reformatting
an electronic image to print correctly on a four color press,
since what looks good on the screen in RGB may not look great
in printed output (generally CMYK). Once the output method
is known, the designer must then provide the bureau/printshop
with the correct materials to finish the job. This might include
4-color separations on film or camera ready artwork, spot
color separations on film or camera ready artwork, or just
camera ready artwork in the case of 1-color images. It also
means providing the printshop with detailed instructions as
to how the final output is to be produced.
One philosophy
of mine, which I know rankles many "established"
designers and agency types, is that I NEVER
upcharge a client for printing charges. I ALWAYS
pass these charges along at my cost and I never feel threatened
if a client can obtain a better price on final output and
wishes to control that portion of the job themselves. While
I may charge for my time in overseeing the process, traveling
to and from the printer's and proofing the work before final
production, it is my belief that I should only charge for
work that I actually perform. Once the job's in the hands
of the printer, then my charges cease. Again, may folks
will disagree with me on this one, and some can make a convincing
argument as to why I should upcharge a client for printing
services, but I simply feel that I should make money on
my sweat and not on the sweat of
others.
The final step in this whole
process is providing the client with the finished product.
This would include any outsourced printed materials (see above),
any electronic media formats required by the client (making
sure the formats are compatible with their available software)
and further, providing any camera ready, cutsheets, stats,
etc. that the client may desire.
Of course, then comes the absolute
final step in the process, which creating and sending the
invoice.
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