Talent Is Not Enough: Business Secrets For Designers

Talent Is Not Enough: Business Secrets For Designers

by Shel Perkins

Paperback(Revised & Expanded)

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The best business guide for design professionals just got better! This revised and expanded second edition includes everything designers need—besides talent—to turn their artistic success into business success. You’ll find information on key issues facing designers from freelancing to managing established design firms. A strong visual focus and to-the-point text take the fear factor out of learning about thorny business realities like staffing, marketing, bookkeeping, intellectual property, and more. These smart business practices are essential to success in graphic, Web, and industrial design. Here are just a few of the things you’ll learn:

• How to get on the right career path

• The best way to determine pricing

• How to avoid common legal pitfalls

• How to manage large projects

• The secrets of efficient design teams

• How to forecast your workload and finances

Talent Is Not Enough provides a big-picture context for these and other challenges and shares practical, real-world advice. Since its first publication, the book has become an essential resource for both students and working professionals in these areas and more:

• Design planning and strategy

• Corporate identity development

• Publication and editorial design

• Brand identity and packaging design

• Advertising and promotion design

• Marketing communications

• Environmental design

• Industrial design

• Motion graphics

• Interaction design

• Information design

“It is rare to find one individual with such a wide range of knowledge in the design-related fields. And, because of his experience as a designer, Shel brings a sensitivity and understanding to administrative issues while still respecting the artistic side of our industry.”

Frank Maddocks, President, Maddocks & Company

“Now that design skills have become a commodity, you need business skills to focus them. Shel has written a crackerjack book that will be on the shelf of every ambitious designer.”

Marty Neumeier, author of Zag and The Brand Gap

Product Details

ISBN-13: 9780321702029
Publisher: New Riders
Publication date: 05/06/2010
Series: Voices That Matter Series
Edition description: Revised & Expanded
Pages: 448
Product dimensions: 5.70(w) x 8.40(h) x 0.90(d)

About the Author

The author is a graphic designer, management consultant, and educator with more than twenty years of experience in managing the operations of leading design firms in the U.S. and the U.K. He currently provides management consulting services to a range of creative firms in both traditional and new media, and he serves as chairman of the AIGA Center for Practice Management. Shel has written the Professional Practice column for STEP magazine, the Design Business newsletter for AIGA, and the Design Firm Management column for Graphics.com. He has given presentations and workshops for many organizations, including IDSA, SEGD, HOW, ACD, Dynamic Graphics, STEP, Seybold, APDF, PromaxBDA, InSource, RGD Ontario, and the Graphic Artists Guild.

He teaches courses in professional practices at the California College of the Arts, the Academy of Art in San Francisco, and the University of California. He has served on the national boards of AIGA and the Association of Professional Design Firms. He has also been honored as an AIGA Fellow “in recognition of significant personal and professional contributions to raising the standards of excellence within the design community.”

Table of Contents

Career options
01. Making a living as a creative professional
02. Job hunting
03. Independent contractor issues
04. Sample independent contractor agreement
05. Income taxes for freelancers
06. Calculating a freelance rate
Small business
07. Becoming a business
08. Pricing models
09. Setting rates for a firm
10. Marketing
11. Proposals
12. Project management basics
13. Bookkeeping basics
14. Cash flow
15. Insurance basics
16. Facilities planning
Legal issues
17. Intellectual property
18. Defamation, privacy, and publicity
19. Understanding terms and conditions
20. AIGA standard form of agreement
21. Ethics and social responsibility
Large firms
22. Successful design teams
23. Using student interns
24. Working with a sales rep
25. Large projects
26. Financial management
27. Forecasting
28. Business planning
29. Exit strategies
30. Special challenges for in-house departments

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