Cut-rate Layouts

Talk is Cheap

One of the biggest design expenses comes in making revisions. Usually, revisions aren’t due to a lot of price changes, but to hating the design. Takeaway tip: A good technique for getting a design you like without having the designer rework it over and over is to talk more and draw less. Before design ever starts, mark up your old catalog with what you do and don’t like. Mark up other companies’ catalogs, too. Look for patterns. Ask your designer to do the same, then talk (and talk and talk) about all your examples until you have a meeting of the minds. You should find that your revision expenses plummet.