In these tumultuous economic times, the markup budget is the first to go and marketing managers are under pressure to produce a stellar marketing guarantee on a less than desirable budget. Okay, I get it, graphic design services can seem expensive and a bit overwhelming if you’re not familiar with them. Last time I checked, there was no “lay it out” key on your keyboard.
What do you do for a living? Search Google for “stock designs” and go through dozens of designs trying to find the one that best suits your corporate identity. hey this is near, I’ll buy it. Oh wait, what format should you buy it in? Word (not a design program by the way), InDesign, Illustrator? You don’t have InDesign or Illustrator on your machine but think someone in the building could. Or what about your kids’ friend, the one who made that cool Happy Birthday sign? Maybe they can make the appropriate edits… you understand where I’m going here.
Here are five reasons NO to buy stock designs.
1. It is not unique. Am I stating the obvious? one would think. For the sake of saving some money, companies overlook this all the time. It would be the death of your identity if the idiot on the street used it too. If you think it doesn’t happen, let me assure you that it does. Happens all the time.
2. The horse will eventually follow the cart. Now that you’ve got this exciting new glossy brochure with swoops, icons, and a cool typography treatment, you realize your business cards, envelopes, and letterheads don’t match up. I guess all the thought, effort and money spent on them will have to be thrown away. Be near It doesn’t seem like a good idea anymore.
3. A square word does not fit in a round paragraph. For the layout to work, the word count of your copy needs to be close to what is rendered in your stock layout. You’ll end up cutting important parts of the copy to fit. Or even worse, write MORE copy to fill the empty space. You will play with the font size and the spacing. Before you know it, the type will be at 8 pt. and your client will need bifocals to read it.
4. You will have problems at the end of the print. Not sure what PDF/X_1a:2001 means, they are requesting native files, logo is pixelated, copy doesn’t align correctly, file (and all images) are RGB instead of CMYK, colors don’t match they look the same on paper as they do on a computer screen, your bleeds don’t go far enough… only if you hired that designer three months ago.
5. You are not a designer. Now, I don’t want to offend anyone, but graphic designers are professionals. Most of us have a degree, an art background, and understand the delicate balance of design. We know what works. We know how to sell products and services through design. Would you try your hand at plumbing because you can turn on the water?
The design is worth it. Your business is worth it. What may seem like saving money up front can end up costing you more.