I cut my teeth in the publishing and printing world. I started when I was in college, writing features for the school paper, and by the time I was in grad school, had done almost every job from typing original material for authors to proofing galleys, doing press checks, and then sending out press releases for print and radio on the new book or program.  I have worked as an editor for educational material, functioned as a production coordinator for a multi million dollar program, and manned many trade show booths selling the pamphlets, books, programs, and teaching manuals the company produced.

In those days, graphic designers and advertising copywriters did not have the luxury of computers. One had to approach a project with great thought because mistakes were difficult to rectify. Today, we have a delete button. In those days, it could be the kiss of death.  When you speced a manuscript, you knew how many headers would need 18 pt. type, and how much you could squeeze into an eight-page sig using 12 pt. for body copy. Today, a graphic designer has as many choices as he or she wishes to work with for originality and emphasis; a custom look and feel is oh so achievable.

In those days, there was justified left and right or ragged right, and no type in curves unless someone wanted to cut with an exacto knife. What client could afford that? The print brochures, sell sheets, and catalogs that a creative, passionate team produces today, can take your breath away. We have some samples to prove my point. At Dynamic Digital Advertising, nothing makes me happier than to see print projects, from a single 8.5″ x 11″ one-sided sheet to a four by eight trade show graphic, come through the door. Guess once you’ve worked in print, the ink never leaves your veins. 

My boys were on a mini vacation at their grandparents this weekend. I was really looking forward to having time to catch up on the things that are difficult to do with two very active, curious boys around. I suddenly discovered when the house was quiet and there was no one around to make a mess to clean up and no breakfasts or lunches to prepare, that I started to miss the little guys. My husband was at work and it was just me left to do as I please, and I had no idea what to do.

I have been so accustomed to having my boys around and keeping my eye on the clock, making sure that we stay on schedule… breakfast at 8, nap for the youngest at 9, take the 3-year old to the potty every hour or so, lunch at noon, naps for both at 1. Without my schedule and craziness, I felt a little off and wasn’t sure what to do with myself. Quickly, I put a plan together and I felt secure again. I went grocery shopping.

Similarly, I always prepare a plan of my day and week at DDA. I know what projects need my attention and which ones can wait until the following week. Website design concepts - for a returning client that we created (4)  trade show graphic panels for - are due in about 2 hours.  Then, two other projects that were being reviewed have been approved and interior magazine layouts for a flipbook project need to be tackled along with an interior website page design for a kitchen cabinet company.  So, I have my plan, my schedule, and know exactly what to do with myself.  

My 3-year old is in the throws of the “why?” stage. He’s also going through some other stages as well, but I’ll save those for another time. “Why do we have tears?” Why do I have a mommy?” “Why is he a giant?”(said to a rather tall McDonald’s customer). We should all be so curious and observant. 

Graphic Designers need to be especially observant and ask many “Why’s” before, during, and after a project. In fact, it’s a great habit to ask Who, What, and Where as well. For example: Who is my target audience? What type of paper is this brochure being printed on? What resolution and color mode should I set up for this trade show graphic? Where is your literature being distributed? Where will people be viewing your website? Why am I using this font, these colors, and why will this layout be most effective for the client?

While it can be draining to answer rapid fire ”Why’s” throughout the day, I know that my 3-year old’s curiosity is something that we should all, as artists, graphic designers, videographers, programmers, animators, illustrators, and writers adopt on a daily basis.

Visitors to our Portfolio don’t often see what has gone on behind the scenes for each finished designed piece. What is shown in our portfolio is the chosen design, most often by the client, that has been printed, uploaded or burned to a CD or DVD. What they have not had the opportunity to view are all the concepts that were provided to the client to choose from. I like to give my 3-year old two choices. You can either have this or that, do this now or do it later, say you’re sorry or sit on the step. And, usually, it works. There may be tears, but it works. Everyone likes to have choices and most often DDA provides our clients with at least 2-4 choices to review before making a decision. We encourage client involvement and will provide our professional opinions and suggestions on designs - whether it be for a printed piece such as a brochure, logo design or trade show graphic, or a design for online or CD/DVD use such as a website, intranet, or video for CD/DVD. The designs that were not selected are saved in the client’s file and archived with all the other important files for that project. Since we do not use templates for our designs and each design is custom for our clients these other choices are usually not to be seen again. Until now… We will soon be offering, starting with our Logo Design portfolio, the option to take a peek at our DDA Sketchbook which will showcase the designs that were not chosen. It’s time for the unchosen to have their turn in the spotlight!

Today, my day started at 4am. My 6-month-old son woke up with a hungry belly and thankfully he settled back down after a warm bottle. Then, I had the choice of crawling back in bed to listen to my husband snore, and hopefully catch another hour of sleep, or scurry on down to my computer to put the finishing touches on a trade show graphic design, which needs to be completed today. I might also add that this particular project was requested just yesterday and, not wanting to disappoint a good client, we accepted and got right to work.

I decided to take advantage of a quiet house. I made some coffee and headed towards my computer to ease the stress of this looming deadline. At this hour of the morning, the birds around my house were singing as loud as they could. Either they were as hungry as my 6-month-old was this morning or just happy to start a new day knowing the sun is scheduled to shine all day.  So, while I listened to the birds chirping away, I finished up the trade show graphic design and sent it off for client review just in time for my 3-year-old to wake up complaining about a boogie in his nose.