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DUXSPEAK
We realize that from a client's perspective
it seems that designers sometimes speak in a foreign tongue. Plus,
if you have been researching advertising agencies on-line or if
you've spoken to more than one designer in your corporate marketing
department, you know that different "experts" describe
things in different ways. To make it easier for you to understand
the Dux approach, we've included a few lessons in DuxSpeak.
We hope it will help you gain confidence in our expertise, so
that Dux D'Lux can begin learning the language of your company
or organization.
AGENCY FEE
| AWARD-WINNING
| COLLATERAL
| CONCEPT
PHASE | COPY
| DESIGNERS
| DUMMY
| ESTIMATE
| "LOOK"
AGENCY
FEE
This is a fee Dux D'Lux applies to all
outside contract services that clients ask us to retain
on their behalf. Working with offset printers, photographers,
media ad reps, etc can be very time consuming for a client.
Often, it is more cost effective to rely on Dux D'Lux to
take care of these details. The application of an agency
fee is a standard industry practice, and allows agencies
to be compensated for the administrative costs involved
in working with independent vendors. We want our clients
to be aware of their costs at each phase of a project. If
your estimates do not contain a separate line item for "Agency
Fees", then all applicable fees have already been included
in your costs.
AWARD-WINNING
You may have seen this phrase used in
our website to describe our design staff. It's true that
Dux D'Lux has received close to 100 professional, design
& advertising awards in our history, but you won't see
many of them listed in our portfolio section. Over the past
few years, we have begun to de-value these "prizes"
on our list of Dux D'Lux goals. You see, design awards are
judged and awarded by designers. Our goal of being client-centered
is best reflected in the success achieved for clients in
THEIR industries. To our thinking, design awards are simply
not the point.
COLLATERAL
We use this term to describe the plethera
of printed materials used by a company or organization for
marketing -- from brochures and newsletters to invitations
and direct mail.
CONCEPT
PHASE
During the concept phase of a project,
Dux D'Lux proposes general design solutions for a piece,
including the "look", possible "theme",
format, etc. Often, designs in the concept phase include
dummy photos and copy to show placement as it pertains to
the general tone of the piece. Concept designs are not the
final product. They are intended strictly to help clients
determine the general look, feel and direction of a piece.
COPY
We sometimes use this term to refer
to the verbiage included in a project.
DESIGNERS
We call ourselves designers. This means
that each person on our design staff has a degree emphasis
in Graphic Design from an accredited 4-year collegiate program.
It also means that we are commited to making sure clients'
projects are well-designed, whether we are arranging text
to be printed on an ink pen or designing a 40-page annual
report.
DUMMY
No, we're not into name-calling. A "dummy"
is a mock-up or pieced-together proof of a project.
ESTIMATE
We offer costs for design services as
an estimate RANGE rather than a flat fee. Our estimates
reflect an hourly rate and are based on the scope of a design
project and fees invoiced for previous projects of similar
scope. Estimates for contract services are generally based
on specifications from previous similar projects, and are
usually re-estimated when actual project specifications
are determined. Most cost estimates are valid for 30 days.
"LOOK"
Sometimes clients come to us because
they've never had one. Sometimes it's because they want
an updated one. Regardless, your company or organization
definitely NEEDS one. It's the character of how you present
yourself to the world. It helps people recognize your advertising
as yours, even when the message varies. We achieve a consistent
"look" by adhering to some firm guidelines for
how your logo is used, by establishing a consistent "voice"
for your copy, and by developing a consistent approach to
using typefaces, graphic images, photographs and colors.
You'll note that the word "consistent" appears
often. Your "look", like your identity, will not
be effective unless it is used consistently. |
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