LEARNING ABOUT THE DESIGNER

However it occurs, it typically begins by the clients first learning about the designer and basic business in­formation regarding the designer or design firm. These include (1) advertisement, (2) brochure, (3) Web site, (4) jobsite sign, and (5) word of mouth. A sign can identify who designed the project that is under way, who is installing it, and the appropriate telephone numbers. Figure 5-1
Example of a company brochure. Thus, it is impor­tant for the designer to complete quality work and to maintain ongoing relationships with past clients. Job Signs An effective way to reach potential clients is by erecting small, attractive signs at active jobsites. A brochure commonly contains text and pho­tographs about the designer’s work, design philosophy, process, and fees (Figure 5—1). Thus, the designer must use various means to communicate with potential clients in a manner that attracts them to seek design services. This process of learning must be easy and enticing enough for the potential client to follow up with a telephone call or of­fice visit. Figure 5-2
An Internet Web site is an excellent place to communicate with the public. Brochure It is good practice for a design firm to have a brochure that can be mailed or handed directly to potential clients. Here, too, appearance and layout of the brochure is critical to communicating effec­tively and enticing the potential client. It can permit the potential client to navigate among multiple pages with menus and click on informa­tion or photographs. Potential clients are often curious about what neighbors might be doing and who is doing the work, particularly if the work in progress is attractive as it nears completion. Perhaps the best form of advertisement is to have previous clients give positive recommendations about the designer to friends and acquaintances. These advertisements are typically small in size or short in length, so they must capture potential clients’ attention with few words and captivat­ing images. Word of Mouth Finally, one of the best means of having potential clients learn about a designer’s work is from past clients or others who have worked with the de­signer. Additional benefits of a Web site are that it can be frequently up­dated and linked with other Web sites, allowing for more connections. Potential clients may learn about a design firm by a number of means. An advertisement, although sometimes costly, has the potential to reach a wide audience.