Careers by Design: A Business Guide for Graphic Designers

Overview


Through her work with hundreds of corporations around the world, leading headhunter Roz Goldfarb provides readers a treasure trove of valuable information for thriving in this creatively driven business, including updated hiring criteria, the latest developments in technology, and the marketplace affecting design careers.

Discussion in this revised and expanded third edition includes: jobs, hiring practices, salaries, portfolios, resumes, networking, headhunters, training, ...

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Careers by Design: A Business Guide for Graphic Designers

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Overview


Through her work with hundreds of corporations around the world, leading headhunter Roz Goldfarb provides readers a treasure trove of valuable information for thriving in this creatively driven business, including updated hiring criteria, the latest developments in technology, and the marketplace affecting design careers.

Discussion in this revised and expanded third edition includes: jobs, hiring practices, salaries, portfolios, resumes, networking, headhunters, training, freelancing, and more, with a special focus on the new design disciplines, training requirements, and opportunities for the Internet. Careers by Design should be on the desk of every ambitious graphic designer.

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Editorial Reviews

Booknews
Goldfarb heads a placement service for creative and managerial personnel in marketing communication firms, corporations, and advertising agencies. Updating previous editions of this guide, she offers solid advice to newcomers about the nature and structure of graphic design careers, and how best to handle various employment situations and transitions. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781581152050
  • Publisher: Skyhorse Publishing
  • Publication date: 1/28/2002
  • Edition description: 3RD
  • Edition number: 3
  • Pages: 240
  • Sales rank: 1,417,338
  • Product dimensions: 6.00 (w) x 9.00 (h) x 6.00 (d)

Meet the Author

Roz Goldfarb founded and heads Roz Goldfarb Associates, a specialized, full-service recruitment agency based in New York City. The agency places creative and managerial personnel in marketing communication firms, corporations, and advertising agencies nationally and internationally. While actively engaged in recruitment, Goldfarb's responsibilities additionally include establishing mergers, acquisitions, and new business ventures, as well as acting as a management consultant.

She is a multi-disciplinary person whose skills emanate from many years of hands-on business management, coupled with her early training as a sculptor and painter and her tenure as the director of Pratt Institute's Associate Degree Programs, where she hired and trained numerous faculty and developed programs, design curricula, seminars, and foreign programs.

Goldfarb frequently addresses professional groups and numerous educational institutions about career opportunities and the changing design environment. Recent engagements include the HOW Conference, the International Institute for Research, the Design Management Institute, the Association of Professional Design Firms, and the AIGA National Conference. She has been a visiting guest lecturer and critic at Syracuse University, FIT/State University of New York, Art Center College of Design, the Academy of Art College, the Los Angeles chapter of the AIGA, the Parsons School of Design, and Pratt Institute. In 1987, she established a scholarship with the Art Directors club of New York to further the education of talented design students who require scholarship aid.

She holds a master of fine arts degree from Pratt Institute and a Bachelor of arts degree from Hunter College of the City University of New York, where she studied painting with Robert Motherwell.

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Table of Contents

An Introduction to a Special World

Chapter 1.  What Is Graphic Design?
The Designer's Role in Society and Business
Clearing Up Some Confusion About Advertising and Design
Design's Impact on Style
Successful Design is a Successful Business Solution
Is Design for You?

Chapter 2.   The Structure of Design
The Rise of Specialization and the Recent Convergence of Media
Meeting the Client's Needs
Experience Design
The Effects of Media Convergence

Chapter 3.  Branding and Design Management
Branding
Corporate Branding and Corporate Identity
The Design Process
Brand Architecture and Design Implementation
Nomenclature
Design Management
Retail Identity 
Brand Identity and Packaging Design
Packaging Design Management

Chapter 4.   Design Consulting Services: The Business Side
Titles, Titles, Titles
Business Roles
Head-count Dominance
Keys to Success
                        
Chapter 5.   Print Design
Corporate Literature
Information and Systems Design
Annual Reports
Corporate Communications
Editorial Design
Magazine Promotion
Book Design
Catalogs

Chapter 6.   Environmental Design
Environments Branded and Otherwise, Retail and Entertainment: A Definition
Where Environmental Designers Work
Sample Projects
Learning Environments
Wayfinding
Design Semantics and Options

                        
Chapter 7.   Advertising and Design
General Advertising
Direct Marketing and Direct Response
Promotional Advertising and Design
Integrated Advertising and Design
Sales Promotion
Promotional Firms
Licensing
Where Are the Promotion Jobs?
Advertising: Roles and People
The Advertising Art Director
Copywriting
Account Management in Advertising and Design
Advertising Tips for a Changing Market

Chapter  8Industrial Design
ID: A Cornerstone in the Evolution of Graphic Design
Current ID Practices
Product Design
Environmental Design and Exhibition Design
Signage
The Industrial Designer's Role
The Graphic Design Connection


Chapter 9Interactive Media
A Short History of a Short History
A Viewpoint from a Pro
A Different Workplace in Interactive
Presenting Creative Work
Design Jobs, Descriptions, and Titles
Production Design
Job Opportunities for Writers
Client Services
Making a Job Transition
The Business Side
Where Is All of This Going?
The Future from the Business Perspective
Into the Unknown

Chapter 10. A Guide to Production Jobs: Print and Interactive
Print Production
         Are You a Designer or a Production Professional?
         Print Portfolios
         Roles and Titles
         Career Opportunities
Production for Interactive Media
         Titles and Responsibilities
         What Makes a Good Web Production Person?
         Hot Companies for Web Producers
         Interviewing for Web Production
         Portfolios for Web Producers
         Education and Networking

Chapter 11Getting Started: How Do You Get There?
Who are You?
Networking and Portfolio Submissions:
Showing Your Portfolio and Drop-Offs: 
Diaries for Business Contacts and Taxes
Headhunters
A Simple "Thank You"
Résumés
Sample Résumé
Choosing a Job
Noncreative Positions: Account Services, New Business, and Studio Management
Freelancing
         
Chapter 12Your Portfolio
Traditional Portfolios
Size
Loss Protection
Choosing a Format for a Traditional Portfolio
Interactive Portfolios
Sketches
Finished Art
Presentation
Changing Work Goals
Shared Projects and Work Ethics
Production Work in a Creative Book
Still Can't Make the Final Content Decisions?
Why Your Portfolio Will Never Be Finished

Chapter 13. Hiring Practices
Establishing Business Relationships
In The Beginning: The Hiring
The Employer's Viewpoint
The Candidate's Viewpoint
The Interview
Confidentiality and Noncompete Agreements
Psychological Testing 
Medical Examinations 
References 
Accepting or Rejecting an Offer

Chapter 14. The Money Question
Salary Variables: What Are You Worth?
What's Your Job Worth?
Benefit Packages
Negotiating a Salary
The RGA 2001 Salary Survey

Chapter 15Moving On: When and How to Leave a Job
How to Quit
And If You're Fired?
Finishing Work in Progress
Obtaining Portfolio Samples
Exit Interviews
References
Vacations
Giving Notice

Chapter 16.  In Search of Education
Choices in Design Education
Faculty: The Key Influence
In Search of a Contemporary Curriculum
Postgraduate Programs
A Sample of Choices
How to Contact Colleges
An Educational Short List
                        
Chapter 17.
Past, Present and Future
Change: The Only Constant
The Future Belongs To . . .

Appendix

Bibliography

Index

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