Careers by Design A Business Guide for Graphic Designers

ISBN-10: 1581152051

ISBN-13: 9781581152050

Edition: 3rd 2002

Authors: Roz Goldfarb
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Description: A survey of the graphic design business, this new edition offers a knowledge base of creatively-driven business: the criteria for hiring, the internal structure and the business plans.

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Book details

List price: $19.95
Edition: 3rd
Copyright year: 2002
Publisher: Skyhorse Publishing Company, Incorporated
Publication date: 1/1/2002
Binding: Paperback
Pages: 240
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 0.836
Language: English

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 hold 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. �

An Introduction to a Special World
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?
The Structure of Graphic Design
The Rise of Specialization and the Recent Convergence of Media
Meeting the Client's Needs
Experience Design
The Effects of Media Convergence
Branding and Design Management
Branding
Corporate Branding and Corporate Identity
The Design Process
Brand Architecture and Design Implementation
Nomenclature/Naming
Design Management
Retail Identity
Brand Identity and Packaging Design
Packaging Design Management
Design Consulting Services: the Business Side
Titles, Titles, Titles
Busines Roles
Head-Count Dominance
Keys to Success
Print Design
Corporate Literature
Information and Systems Design
Annual Reports
Corporate Communications
Editorial Design
Magazine Promotion
Book Design
Catalogs
Environmental Design
Environments Branded and Otherwise, Retail and Entertainment: A Definition
Where Environmental Designers Work
Sample Projects
Learning Environments
Wayfinding
Design Semantics and Options
Advertising and Design
General Advertising
Direct Marketing/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
Industrial Design
ID: A Cornerstone in the Evolution of Graphic Design
Current ID Practices
Product Design
Environmental Design Exhibition Design
Signage
The Industrial Designer's Role
The Graphic Design Connection
Interactive 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/Writers
Client Services
Making a Job Transition/Design
The Business Side
Where Is All of This Going?
The Future from the Business Side Perspective
Into the Unknown
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
Getting 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"
Resumes
Sample Resume
Choosing a Job
Non Creative Positions: Account Services, New Business, and Studio Management
Freelancing
Your 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
Hiring Practices
Establishing Busines 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
The Money Question
Salary Variables: What Are You Worth?
What's Your Job Worth?
Benefit Packages
Negotiating a Salary
The RGA 2001 Salary Survey
Moving 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
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 Shortlist
Past, Present, and Future
Change: The Only Constant
The Future Belongs To...
Appendix
Bibliography
About the Author
Index
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