When choosing a designer, it is important to first determine the scope and level of design needed. Interview a number of designers, narrowing your choice to those that have the necessary experience required. Inquire about their relationships with past or existing clients, question their ability to meet deadlines and complete the project within the budget. Describe your usage requirements. (Do you need mechanicals or art on disk? Do you require unlimited use of the formats?)

It is best to get two or three estimates for each project. In some cases it is helpful to provide the designer with a budget. Design is billed hourly and expenses vary with each project. If supplied with a budget figure, the designer can specify exactly what options you can afford. If you do not have a budget, you must clearly define your requirements to the designer—number of colors, pages, use of illustration or photography, size, quantity, die cuts—all of these affect the bottom line.

Remember you are choosing a designer that will produce the best design solution for your needs and budget. A flyer requires less skill than an annual report; a desktop publisher will provide lower estimates on both projects, but a larger design firm with more experience will be able to take more responsibility, making production easier for you and less susceptible to error. When getting bids, try to compare designers with similar skills, then make your decision based on their compatibility with your goals, deadline, and budget. A firm that provides broader services or is experienced in a specific area of design would (in most cases) be more expensive than a less experienced desktop publisher. A low bid from a less experienced firm or designer could signal the probability of greater headaches and numerous project revisions. Make sure you question how revisions will affect the final cost.

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