Did not fail the working table. It must always remain pristine as a mountain peak. It helps to feel above the routine of working and to keep a clear mind and good spirits.
Karim Rashid, 50 Commandments.
introduction.
Designer creative profession, and, like any creative person, the designer would not like any bureaucracy. And yet, the designer is not free an artist and he has to somehow organize its production process. This ordering helps him master and fortunately the only document with which the designer faces in the process of ordering - Terms of Reference ( TOR in the future ).
Probably for any solid design studio (Design department, the advertising agency ), which formed a harmonious relationship ... But here personally from my own experience I can say that none of the four firms completely different profile, in which I worked ( RA outdoor advertising, offset printing, Full-service design studio), there was no interaction between the competent manager and designer . The two offices of the documentation on the project as such was absent in the other two forms of TK was in its infancy, and the number of managers are able to make out even a primitive TK tends to zero....
Thus, I am infinitely happy for those designers who do not have this problem and I do not recommend them to spend time reading. Those, who like me, they say, ...
What is TK.
In our case, TK - a document intended for the designer, which describes the requirements applicable to the project, as well as information relating to the activities of the customer or the properties of the product, which is the focal point of the project.
TK has four main functions:.
Organizational.
Information.
Communication.
Legal.
The organizational function of TK.
Work will only be effective when in the space surrounding this work is the order of. The procedure is the pivot on which are strung the entire process. In only one rod designer - TK. With it you can organize all the work and turn it from a creative chaos in the creation of a consistent.
Why keep all the information in your head, where it can easily be lost when you can put it side by side on a table in a neat pile and pull out small portions? . The work turned into a simple queue. With this scheme of work, you no longer need to spend effort on the secondary for the designer stuff, and all the time you can devote that does not require ordering - creativity.
The information function of TK.
Based advantage over other forms of TK to provide information on the project - its structuring. You know exactly what you will gather from the TK is the information that you as a designer is interested, it is in the form in which it will be easier for you to just accept and it is in the quantities in which it will be necessary to fulfill the order.
Another plus - intelligently composed of TK may be the only source of information necessary to complete the project. These are small orders, for which verbal contact a client and designer are not required. Designer to fend for themselves exhausting communion with trifles, will release a significant amount of time, which is useful for more important things.
TK in order to fully meet its information mission, it must be focused on a specific task. Fortunately or unfortunately, but the work of the designer is not as versatile as it seems at first glance ( remember how many stitches in your price list? ) And is divided into several types of sequences of actions that require a standard input. Steps for development, for example, the logo and in Russia and in Africa the same. Information required for its development is also required is always one and the same. And if the input data sample, so they can provide the designer in the model as. So, instead of one form of TK can be done several - one for each type of design work that will ensure the relevance of information.
Communication function TK.
article. ... describes in detail the process of project approval by the customer. It also mentioned the role of TK in the process. Indeed, TK can be set in the right direction in the work of a designer and as a consequence contribute to the early adoption of the layout. Any design problem can be solved in different ways, and the less information in the hands of the designer, the more he is free to choose the solution, the more chances to do what the client did not accept. More composed TK helps the designer to ...
Legal function of TK.
Customers have a bad property - to suffer short-term memory loss. Sometimes they just forget about their initial demands to the model, and in the process of work or, worse, expose new approval requirements. ... Dr.. ) Leaves you with an opportunity to shift the cost of reworking the layout to the client's wallet. Since costs are often quite significant, the very existence of TK will make your dream a lot stronger, and the availability of customer's signature on that TK will save you from loss of nerve cells, which are known to be recovering, but slowly.
Next time - all sorts of errors at the stage of ordering. Errors are different, but the cause is usually one - sloppy ordering. The absence of TK is often a reason to dump the blame on the designer.
Who's to blame?.
After all is said, I think few people doubt that TK ... But the situation is something of this not getting any better. In order to TK included (in full form!) In the production process for each designer, it is necessary, as is done for centuries here in Russia, to identify the guilty and to begin to deal with them. Guilty, we have two - it is ( surprise! ), designers and managers. Or rather the lack of initiative in the first and second innate laziness.
Managers can understand. It is easier to go to the designer when you ( the manager ), it is convenient to tear it ( the designer ) to work on fast ... It is very easy in the absence of documentation in the event of any emergency, say, ...
Have fun again: sit -eighth cup of tea in a pouring, waiting, when the working day is over, and now uses a designer and started to ask you about something, and immediately becomes so warm at heart, and once you understand how you want people to. No, I certainly can understand managers, designers, there is forgiveness.
What should I do?.
As Gandhi was fond of saying, ... Take the initiative - make a form of TK for the basic services provided by your office and give their managers. Once the new forms of TK will join in the production process (and it will take some time):.
Refuse to accept orders without TK.
Refuse to accept orders without a carefully drawn up TK.
A good remedy for laziness - pasted the command piston. Therefore, in the event of conflict on this basis (and they are inevitable ), do not be afraid to blow them up to ... In most cases, the authorities will be on your side, for the illiterate ordering is the failure of the job descriptions of managers, office, threatening loss.
In the case where such a document as TK in the office, in principle, there is no need to first of all raise the issue at the planning meeting on its introduction. Honestly, can not imagine a situation where the bosses can say anything against innovation, with so many obvious advantages.
Who needs to register TK?.
It all depends on the type of the firm, which determines the flow of orders and their size. If order flow is large and small orders themselves ( offset printing, printing, etc. Dr.. ), The ordering manager must deal with. If you are working on vip- client, a small stream, and solid projects (large design studios, branding agency), then clearly communicate with clients and thus fill the TOR should be a designer or art director. This extreme cases, but in life there are plenty of intermediate situations, so the job descriptions of managers and designers should be formed depending on the level of services provided by the company at this stage of its development. Can a hybrid situation where the design of TK can do as designers and managers.
electronic TK.
Everything described above - is the ideal situation, when communicating with the customer, so to speak, face to face. However, there are still ways of obtaining such orders as e-mail and ICQ.
Ordering via ICQ should be avoided. ICQ client relaxes and the flow of information from it is free, uncontrolled and timeless. If communication with the customer is in electronic form, try to move it to the plane -mail. The letter - it's almost the document and the appropriate attitude.
In an email, in turn, has its own quirks: to set the client did not receive in the form of a letter ... This form, first of all, to the client save time, t. to. it will not have to worry about the content and scope of information it must provide. The customer simply fills a certain form and sends it back. Before the designer of the same task is to make the form so that the person on the other end there were no difficulties in filling.
The duties of a person responsible for accepting orders must include check received from customer forms. If TK is no question, it is printed (!), Signed and transmitted to the designer.
It should be remembered that even at run- scheme of the electronic TK, they have one weak spot - they have not been signed by the client, and therefore do not perform their legal functions, as mentioned above.
Applications and additional materials on the project.
The form of TK should be only a paper. In addition to the notorious legal aspects, it's just easier. Anyway, many projects can not do without the additional paper-based materials, which must somehow be systematized. In this case TK is a cap for such materials, protecting them from loss or mixing with materials from other projects.
Applications should be teasing to TK, and their presence is mentioned in the relevant section. Location of electronic materials necessary for the project also must be described in the relevant section of TK.
Example Terms of Reference.
Below is an example of the form of TK to develop a logo, which I use. This form is my design, so you can use it, not wanting to disturb anyone's copyright: refine, edit and create on its basis forms for other services.
The form ( like the entire article) does not purport to, and is only a model, whose purpose - to show the main sections of TK needed to obtain complete information on the project.
Technical specifications for logo design.
Service information.
Date of placing the order.
Name of place an order.
signature.
Name of Company Representative.
Position of the Company.
The coordinates of the representative of the Company.
signature.
Deadline.
applications.
Address of the Company's Internet site.
- Other links.
Brendbuk or corporate identity elements used in the present.
- The names of attached files.
Annexes to the TK.
- Mark on the paper-based applications.
- File names of electronic applications.
These two sections are common to any type of service and are present in each TK. All points of the first section are required.
Company Information.
name.
career.
competitive advantage.
consumers.
Partners, suppliers.
competitors.
Goals and objectives ( development prospects of the Company for the foreseeable future).
Additional information about the Company ( not included, for some reason in the previous paragraphs).
Information about product ( service ).
name.
description.
competitive advantage.
- Unique Selling Proposition.
Price segment of the market.
Target Audience.
competitors.
additional information.
Sections of the need for an overall picture of the client. They must be present if you are drawn to a new customer or old customer with a new product.
Information on existing corporate style.
logo.
- Mark the attached file.
Corporate colors.
- In the Pantone or CMYK.
proprietary fonts.
- Mark the fonts supplied.
Graphic elements, images, characters.
- Mark the attached files.
The modular grid.
- Mark the attached files.
Other elements of corporate identity.
- Mark the attached files.
As in the previous section, it must be present if you are drawn to a new customer or you have not worked for a long time with the old. But in this type of work it is also necessary if the logo is not developed from scratch in the case of redesign or adjustment of corporate identity.
Information on the design logo.
name.
The status bar in the logo.
Suggestions for color scheme.
Suggestions for the design style (classical, contemporary, grunge, humorous, and m. Dr.. ).
Examples of successful logos (according to the client).
Use of the logo ( note the use of the most frequent ).
- Business Documentation.
- Printing.
- Internet.
- Outdoor Advertising.
- Transport.
- TV.
- Packaging.
- Drugoe__________.
Additional information useful for designing a logo.
The core of TK. All items are highly desirable to fill. Really only need one - the name of.
conclusion.
Design - this is the order. The designer will only be the bearer of this order when the order will be in his head. If the head designer of the chaos and mess caused by the illiterate organization of the production process, is largely a result of the impact on. So before you take on the global improvement of the surrounding space - start with your desktop.
SOURCE: http://www. eldesign. ru/write/designer/article02 /.
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