I have worked with Liene on a variety of projects in the past, but this was my first time designing a book cover. We wanted to create something that looked interesting and well-designed, but not trendy. It had to appeal to both men and women, and as she put it: “I want it to look like a book someone wouldn’t be embarrassed to be seen reading on a plane.” So that eliminated my idea of incorporating the color pink, butterflies and any sexual euphemisms/scantily clad heroines. Hee hee. Kidding.

So here’s the end result. What do you think?

Speak Now or Forever Hold Your Peace: Marketing Your Wedding Business in Today’s World is now available for pre-order right here. It’s going to fly off the virtual shelves, so get your hands on it now.

And congrats to Liene for getting one step closer to world domination!

But establishing a good working relationship with your graphic designer is muy importante. If you can effectively communicate with a designer, you will be more likely to finish on budget and on time. And it will be way funner.

I thought it might be helpful to come up with a few pointers to anyone in the market for a graphic designer. See my list of dos and don’ts below.

1. DON’T MAKE IT ABOUT MONEY

Beginning an email/phone call with “How much do you charge for xyz?” is a surefire sign that I am not the designer for you. You’re essentially saying, “I’m price shopping. I don’t place any value on your talents and expertise, I just want a good deal.” Tell me a little about your project. State your goals. If you have budget constraints (and let’s face it, we all do) let me know. And remember – not every designer out there is desperate for work – if you make it all about price, I may just choose not to work with you.

2. DON’T BE VAGUE

Requesting a quote for something really vague is frustrating. The more specific you can get, the easier my job is and the faster I can provide you with the answers you need.

Here’s what not to do: “Hi Kelly, I wanted to get a quote for wedding invitations. My colors are grey and blue. Would you provide me with a quote at your earliest convenience?”

Here’s what I like to see: “Hi Kelly, I’m getting married this December at XYZ Country Club. I’m having 80 guests and my color palate is grey and blue. I have attached a few images of an idea I had for my invitations. I will need an invitation, response card and map. I love letterpress, but I’m not sure I can afford it so I was hoping to see a price comparison if possible. My budget is roughly $XYZ.”

Yep, it’s going to take you a little bit longer to describe what it is that you want. But if you send me that first email, we are going to spend hours going back and forth hammering out the details so I can provide you with an accurate quote. Tell me who you are, what you’re doing, when your event or deadline is, how many pieces you’ll need and how much you have to spend. If you can show me some examples of things you like and/or dislike, all the better.

3. DON’T ASK ME TO WORK FOR NOTHING

I’ve heard it all. “If you do this for me, I promise I’ll bring more business your way.” “This will be great exposure for you.” “I’ll pay you when I have the money.” There are a few (and I stress FEW) exceptions to the rule as outlined in Jessica Hische’s brilliant flowchart. But otherwise, no. I love designing, but I also like to eat and wear the aforementioned ironic typography t-shirt. And I need money to pay for those things.

4. DO BE REALISTIC

I once had a client contact me for a rush project over a holiday. I said, “sure, my fee is $XYZ.” They said, “I will give you half that, and I need it in two days.” So basically, something that would normally takes at least two weeks to complete now needs to be done in two days and they wanted to give me half my normal rate. Obviously that didn’t fly. If you are tempted to negotiate a rate with your graphic designer, ask yourself this: “how would I feel if someone tried this on me?” Be realistic. Then give me a call.

5. DO PROOFREAD

YOU are the expert of your business/wedding/event/etc. I am the expert of strategizing and presenting it in a pleasing manner. If a name is misspelled, it is your responsibility to let me know. Many designers (myself included) have a proofreading clause in their contract. Proof everything carefully the first time.

6. DO BE OPEN TO MY EXPERT OPINION

Occasionally I’ll get a request from someone who needs a logo, and they claim to know exactly what they want. It goes something like this: “Hi Kelly, I just started a business selling widgets and need a logo for my website and business cards. I know exactly what I want, I just don’t have the software necessary to make the logo. I’d like to have a widget surrounded by hearts and rainbows and possibly a butterfly. I definitely want to incorporate Comic Sans in some way. How much would you charge me to do this?”

OK. I’m kidding a little. A LITTLE. But I do get these types of emails where the potential client claims to know exactly what they want and therefore expects a fee reduction. I’m sorry to say, it just doesn’t work that way. I put a lot of time and effort into designing. I do a lot of research, I ask a lot of questions. I sketch. I edit. And I only use Comic Sans if I’m trying to be ironic.

If I don’t think your idea is going to work, I’m going to say so. That’s part of what you’re paying me for.

These tips are not meant to be the end-all, be-all. I’m sure I’ll think of more and will be sure to post them. If you are a graphic designer and have any to add, please do!

The artists gallery features works from the likes of Andrew Bannecker, Julia Rothman and Eric Carle (yes, THAT Eric Carle). You can buy gift wrap, prints and posters in the shop. All for a very worthy cause.

You can also view videos of some spectacular musicians singing “Happy Birthday”. My favorite part is that you can send the videos with a personalized message to your friends and family on their birthday. Jack Johnson singing “Happy Birthday” to you? Hello!

Visit www.morebirthdays.com for the deets.

Top: “Children, Children”, Eric Carle. Middle: “Rides, Rides, Rides”, Julia Rothman. Bottom: “Wish”, Andrew Bannecker.

I’m getting myself back on track after a busy holiday season. I’ll post some of my favorite card designs soon, stay tuned.

In the meantime, I found something amazing in my inbox today. If you are an American Express OPEN card member, do yourself a favor and sign up for Open Forum emails. Or follow them on Twitter.

They have released a series of shorts that contain a chock full of information on branding your small business. This is ESSENTIAL, people! Go. Learn. Enjoy.

You’re welcome.

One of my favorite things about being a graphic designer is working one-on-one with clients to develop radtastic new logos for small business. So from now until September 15, 2010 I am offering a special deal for logo design clients.

Just book me for logo development services and you will receive 1,000 free business cards that feature your snazzy new logo. Your business cards will be printed on heavyweight glossy stock in fabulous full color.  Two-sided design.

This offer is good for 1,000 of the same design. Contact me for more information: kelly@kellyashworth.com or 602.688.2146. Let’s do this.

I’ve been thinking a lot about the perfection epidemic that seems to have swept the bridal industry. You see it everywhere nowadays — especially with the onset of so many bridal and wedding focused television shows. “My dress has to be perfect.” “The flowers have to be absolutely perfect.” “If the food isn’t perfect, I’m going to go postal on my caterer.” You get the picture.

It’s a sad state of affairs.

I see it occasionally when I work with stationery clients and I do my best to reign it in. But oftentimes I am powerless against clients who have already caught the perfection flu. Unfortunately, I don’t have the vaccine.

This isn’t meant to be a lecture, but more of an ice breaker to start some honest conversation. I know plenty of vendors who share this frustration but, like me, the solution eludes them. When did a wedding strip itself of something beautiful and symbolic and become a quest for the perfect party? Let’s face it, all wedding professionals are in this business for financial gain. Our livelihoods depend on our clients spending money. Is this all just hypocritical musing or is it possible to find a happy medium between servicing our clients well and not having the dreaded “P” word dangled in front of us? Wow, this is getting deep.

I’d love to hear what you have to say about this. Talk amongst yourselves. Then share with the class and leave some comments.

Before I send artwork off to a printer, I have my clients sign a Proof Approval Form. I understand it’s not terribly exciting and many clients (brides especially) are just so stoked to see the finished product. This little form can seem like a pain in the buttocks more than anything else. But I don’t use it for the sake of annoyance. If you approve artwork without looking over everything carefully and then discover a misspelled name, an incorrect date or an erroneous price point, you have little choice. You can either live with the mistake or pay to have everything reprinted.

I do my best to hammer this point home to my clients, but I’m still met with the occasional “oops”. Oftentimes followed by an obscenity. I also do my best to review everything before I send artwork. But from a designer’s perspective, I am looking at your piece about 500% more than you. Which can unfortunately lead to lazy eye. And again, YOU are the expert of your project.

Whether you’re working with me (preferred) or another designer, it’s important to review the following points on any piece that will eventually find its way to the printer:

• Are important names, locations, products spelled correctly?

• If you’re listing dates, check your calendar to ensure the day, date and times are listed appropriately.

• How does the grammar look?

• If you’re listing phone numbers, have you test dialed the number to ensure accuracy?

• Do the colors and/or photos look right? (These items can sometimes appear differently on an initial proof – especially if it’s in a digital format. Check with your designer if you have any questions.)

• If you have questions or feel confused about something, DON’T miss your chance to clarify with your designer. If you approve everything and sign my form, you are essentially signing a contract to print. The printer is not going to review anything for you – their priority is to get the job to press quickly.

That’s my two cents. Do you have any additional tips to ensure accuracy?

To solve this problem, I started collecting tear sheets from each magazine and filing them away in one of these attractive 3-ring binders. I won’t go into my category system, because it’s annoyingly anal retentive. But if you have the same problem I have, you can get your very own binders at your local Target Store. To view the entire line, click here. I’m here to help, people.