THE GRAPHIC DESIGNER’S BUSINESS SURVIVAL GUIDE

Book ID/图书代码： 00431012B58100

English Summary/英文概要： Graphic design is a crowded, highly competitive world. And it takes a lot more than raw talent and technical ability to make it as an independent designer. Successful graphic designer and entrepreneur, Larry Daniels exposes the weak spot of so many: the critical business side of running even a one-person design firm. Designers often prioritize aesthetics over a client’s needs, and ignore basic business skills such as writing, record keeping, and relationship building. This practical insider’s guide explains how to build a profitable, sustainable design business. Packed with sample agreements, letters, forms, and more, it reveals how to:

• Create a website and portfolio that highlight design solutions
• Do pre-pitch research and deliver winning presentations
• Prepare inviting proposals that win lucrative contracts
• Establish a reliable system for tracking billable hours (and staying solvent)
• Use cold-calling strategies even sales phobics can master
• Quantify design decisions in ways that business management can relate to and respect
• Break out of “freelancer” mode to highly compensated creative consultant

The field of design is littered with failures. To stand out and succeed, you need to be professional, efficient, and focused on the bottom-line results that clients value. The Graphic Designer’s Business Survival Guide shows you how.

Chinese Summary/中文概要： 成功的平面設計師可不是只有優秀的天賦和設計能力就好！
競爭對手眾多人才濟濟風格各異
在這個業界裡要如何突出自己的特色獲得&維繫客戶取得立足之地？

許多平面設計師都想打造自己的品牌，擁有自己的事業，但許多人的弱點是：美學優先於客戶的需求，心力全放在製作優秀作品上，但對商業經營的基本概念一竅不通：例如寫文案，保持良好的紀錄，以及維繫客戶關係。

成功的設計公司創業家，本書作者Larry Daniels是紐約品牌及媒體傳達設計公司DanielsDesign Inc.前總裁，這家公司的客戶橫跨流行、醫藥、製造、出版、政府機關、時尚等領域，包括百事(PepsiCo)、雅芳(Avon Fashions)、輝瑞公司(Pfizer)、藍燈書屋(Random House)、Harper Collins、美國證券交易所(American Stock Exchange)等。他以過來人的經驗為平面設計師提供實用的建言：

- 打造讓人一看就了解特色的網站及作品集
- 事前做足功課，在客戶面前呈現出奇制勝的簡報
- 如何做出吸引人的提案，贏得錢財滾滾的合作合約
- 建立可靠的記錄工時系統，避免入不敷出的窘境
- 連電話推銷恐懼的人都能輕鬆運用的電話銷售策略
- 量化你的設計決策，以商管概念說服客戶尊重你的設計理念
- 打破個人自由工作者的小門小戶，將自己提升到創意顧問的地位

Contents

1 Taking The Plunge: a daunting, energizing journey
2 Setting Up House: firm fundamentals
3 Design Firm Management: tools and templates
4 Designing a Relevant Firm Image
5 Communicating Credibility
6 Effective Business Writing: the cornerstone of firm growth
7 Crafting a Winning Proposal
8 Time Management: the key to design firm profitability
9 Effective Marketing: your passport to success
10 Growing Your Firm in Any Economic Climate
11 Sidestepping Obstacles in Your Firm’s Path
(Eva)

Awards/获奖情况："Trust us, this book isn’t just good for folks in the graphic design industry, it’s good for anyone looking to do freelance work or set up their own company." - NY Creative Interns

About the Author/作者介绍： LARRY DANIELS is past president of DanielsDesign Inc., a New York based branding and communications design firm that has been a consistent recipient of major industry recognitions for outstanding achievement.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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