Design-side economics.
During the past few years, almost everyone has rediscovered the value of a dollar. No bill goes unquestioned, costs are constantly compared with multiple price quotes, and pie-in-the-sky graphic design budgets have gone the way of the Saturn automobile. Fortunately, this is not all doom-and-gloom. Lean budgets are here to stay, but common sense has prevailed so that clients are able to get more bang for their buck with greater efficiencies and a more direct path to polished marketing materials that still hit their mark.
Ornament is a Crime. Tighter budgets mean fewer concepts, but this also leads to a leaner, cleaner, more direct, less-is-more approach that is perfectly in-tune with the times. Because there is less time on the clock, some of the fancy details and extremes of idea exploration remain only as ideas in the designer’s head, tucked away until the roaring 2020’s arrive and we’re back to “less is a bore.” (Full credit to Adolf Loos, Ludvig Mies van der Rohe and Robert Venturi for borrowing their phrases.)
Sketch Artist. Clients who are cutting costs have become more accepting of sketchier, more conceptual ideas upfront, where they can help to shape the first drafts to help overcome internal hurdles at an early stage.
Many hats. Leaner times has also added a few hats to the graphic designer’s wardrobe. In addition to the backwards beret, today’s designer must also do some copywriting, be more engaged in sales, and even put on the accountant’s green visor to keep projects on track and within budget.
Fewer paper cuts. The designer has to do a little more heavy lifting, now that expensive uncoated papers and elaborate finishing techniques like die-cutting, foil-stamping, embossing/debossing are reserved for only those with the deepest pockets. Proceed with caution here — cutting back on some of these features can lead to more design hours to try and get back some of the lost perceived value that occurs when these papers and techniques are scaled back.
Live a little. Cutting back too much on design, paper and techniques can send your customers the wrong message. These marketing materials are a quick first impression of who you are and they need to make an impact. There is a balance that should be met to give you the impact you want at the price you deserve.




