Design currency : understand, define and promote the value of your design work

Format:

Book

Author/Creator:

Visocky O'Grady, Jennifer, Author.

Visocky O'Grady, Kenneth, Author.

Contributor:

Visocky O'Grady, Kenneth, Contributor.

Language:

English

Subjects (All):

Commercial art--Marketing.

Commercial art.

Graphic arts--Marketing.

Graphic arts.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Other Title:

Design Currency

Place of Publication:

[Place of publication not identified] New Riders 2013

Language Note:

English

System Details:

text file

Summary:

The world needs beautiful design. But aesthetics are inherently subjective. In Design Currency, authors Jenn and Ken Visocky O’Grady show you how to frame the value of your design work in terms that your business partners will both understand and respect. An actionable resource, Design Currency empowers you to do your job with less pushback on aesthetic decisions, encourages earlier involvement in the creation process, and makes it easier for you to justify your fees. For a designer, understanding how your work creates value is essential to growing your business and building better, more profitable relationships. Those relationships are easier to initiate, establish, and retain when you can clearly explain how your capabilities meet your client’s needs. This book shows you how to do exactly that. In Design Currency, you will learn how to: Leverage traditional design skills in new ways Measure the value that your design work brings to a project Articulate that value so that you can position yourself as a partner in the development process Charge what you’re worth and prevent your job from getting crowd-sourced or out-sourced Generate business value by better identifying audience needs

Contents:

Intro

Title Page

Copyright Page

Dedication Page

Table of Contents

Introduction. Why This Book?

What's Your Design Worth?

Use It!

Section One: Understand Value

Chapter 1. Understanding Market Conditions

The Sky: Not Falling

New Opportunities

Quick Tips

Chapter 2. Understanding Your Skills

Your Preferred Qualifications

Visualize Your Abilities

What's Your Letter Profile?

Chapter 3. Understanding Your Services

Hard + Soft Value

Defining Value by the Project

Hierarchies of Value

Section Two: Define Value

Chapter 4. Defining Metrics

Setting Metrics: Return on Investment

Setting Metrics: Cost/Benefit Analysis

Money Isn't Everything: Metrics Beyond the Benjamins

Making the Case: Numbers in Context

Time is Money: Embracing Metrics Without Draining Creative

Chapter 5. Defining Business Impact

The Value of Design Factfinder Report

Design Effectiveness Industry Report

The Economic Effects of Design

Start Spreading the News

Chapter 6. Defining Your Audience

Person First Design: A User-Centered Approach

Getting to Know You: Tools for User Research

You Need a Plan: Integrating Research with the Design Process

Logic Models: Visualize Your Process

Lost in Translation? Making Sense of Data

Borrow from Example

Design Alchemy

Section Three: Promote Value

Chapter 7. Promoting Real World Solutions

Babington's English Tea Rooms Rebranding

Beltline Bike Shop Brand Makeover

Konjo Initiative

M-Savers Budget Grocery Rebrand

Modeling Customer Experiences: Deconstructing the Textbook

MiWay Transit Program

MyBurger Reinvention

Open Doors Academy Rebrand

"oHIo" Retail Collateral

Summer Challenge for Business

Vuly Trampolines Rebranding.

Featured Practitioners

Photo and Illustration Credits

Chapter 1

Chapter 3

Chapter 4

Chapter 6

Chapter 7

Bibliography and Additional Resources

Bibliography

Additional Resources: Professional Organizations and Websites

Authors' Acknowledgments Cheers!

About the Authors

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9780133052824

0133052826

9780133052817

0133052818

9780133052862

0133052869

OCLC:

856523458