It has been a long time since I felt like a “real” graphic designer.
The difference between “real” and “fake”, as I’m defining it, is fairly simple, with it having less to do with ability but more about the experience which is then internalized and somehow becomes a statement on ability.
It might help if I introduced you to some past client experiences:
1. The Napkin Client: This is the client who needs a logo or business card for his or her business. Generally, the business is fairly small, still their baby, and too precious to let anyone suggest anything for it whether that is in the business plan, product direction, or the graphic design of various materials. The Napkin Client has a kind of idea, but lacks the computer and/or skills to bring it to useful fruition. He or she also lacks the desire to spend much money because this, remember, is a small business and money is tight.
The Napkin Client locates me on the internet, inquires about pricing, and, upon receiving my quote, replies back with a listing of large commercial logo-generating mills which are much cheaper, using them as a bargaining tool. They would rather work with a person directly, but pay the lower prices of these swoosh-logo generating sites. Generally, these sites have a limitation on how many rounds of tweaking a customer can go, and in that lies the key to what is coming. Despite knowing this, I am always desperate for money, I have a hard time saying no, and so I agree to a lower price, thinking any money is better than none.
The design idea is emailed to me, most often sketched on a napkin or scrap of paper, with the instructions being that it is only an idea and that I am the professional and should take it from here. About 14 rounds of tweaking and “can you move that up a bit?” and “what if we made it blue?” (I love the use of “we”) and “can you do it more like my drawing” later, the final design is exactly like the original crude sketch and I wonder why they couldn’t have saved me the time and told me up front to recreate their sketch as is instead of trying to clean it up and improve on it. For the amount of time, the reduced rate and money is never worth it. And, I feel like a fake designer, as if my own design judgment must be off that the final product the client likes best is a monstrosity that I wouldn’t add to my portfolio. I can’t even design better than the napkin, it would seem.
2. The Amber Alert Client. The Amber Alert Client initially gushes about my work, and puts forth every indication that he or she is definitely going to go the full distance with the project. I am bombarded with ideas, suggestions, praise, and excitement at the project. However, he or she indicates they do not want to pay up front, and would prefer to get a proof of some sort and then will pay. Though I’m hesitant to not get money up front, a job is a job and, again, I’m desperate. Despite all of the specifics and excitement, there is also a vagueness and lack of solidity to the project. Yet, I move forward. After much time is spent on the proof, incorporating all of these ideas and suggestions, I attempt to move past the initial “this looks good but can you do this” proofs and into the realm of “please pay me half.” Suddenly, I hear nothing from the previously gushing source. The Amber Alert Client vanishes from all communication leaving me with time wasted, some design proofs, and no money in return.
3. The I Already Know Client. Generally found either in or through one of the classes I’ve taught, the I Already Know Client has no intention of doing anything other than picking my brain for as much as he or she can get without paying, and then letting me know, on the way out the door, that they already knew and would do it differently. Whether this is true or not remains to be seen. This client is similar to the person at the cocktail party who tries to get a free diagnosis out of any medical professionals who are there to have fun and not for office hours.
These kinds of clients leave an artist and designer feeling “fake.” That is, it makes a designer feel that their time, knowledge, and ability are not worth money and that their artistic judgment is off. This is frustrating as well as somewhat debilitating because it is a blow to the confidence after much repetition.
A recent design project I’ve been working on has really been a boost. For once, I do not feel as if I need to beg for payment, that I am going to be asked for a discount, or that I am merely here to manipulate a computer because the client could not. I actually feel that I am a professional who knows what she is doing and is being entrusted to do the work.
I’ve been in a slump lately thinking that I was only fit to mop floors and wash dishes and learn the lessons of humility and hard work and stick-to-it-tiveness, but…I really just wanted a chance to try these things that I simultaneously wondered if I could do and knew I could do.
I can scarcely believe how much fun I am having with the project, and how I look forward to the challenges in time and technique. It’s been a real boost to me on so many levels.
Very exciting.
