Communication & Understanding Commissions.

What is a commission?

• A commission is 'an instruction, command or role given to a person or group' (noun)
• or the act of 'order(ing) or authorise(ing) the production of something.'
                                                                                                                 - Google definition.

Essentially, in the creative world, a commission is when a client approaches an artist, designer, or general creative worker, desiring work from them. The act of commissioning means being paid or paying for the desired work.

Although the low down of commissions can sound quite simple there are many steps to ensuring a pleasant and positive dealing between both parties. To begin with, effective communication is essential. Regardless of whether you're the commissioner or being commissioned, a polite and amicable persona is often the best route to take as nobody wants to deal with somebody who's rude - it makes the transaction uncomfortable.

Forms of communication include:

• Verbal - Spoken communication is important, whether it's face to face, over the phone or even via Skype. Your personality tends to show through your use of words and tone of voice and you want to make a good impression. Starting out polite is always a good way to test the waters of what your client/artist is like and allows you to get the general feel of how to carry on communications with them.
• Non-verbal - Body language says a lot about us. Even if we're not overtly looking for what the other's body is communicating, as humans we instinctively pick up on the 'vibes' being given off. Which means if you're sitting with your arms crossed and slouched while talking to a potential client or artist you're already giving off a negative impression as your body is telling them you're closed off. Standing/sitting straight, having your arms uncrossed and having a pleasant expression can really uplift the outcome of a commission as you will not only look interested but confident.
• Written - Although it's easier to portray a sense of self through words without the pressure of a face to face conversation, it's important you project an appropriate sense of self. Text speak and over usage of emojis will suggest you're unprofessional, however that doesn't mean you have to be severely articulate and formal. Much like verbal communication it's easiest to start out polite and get a feel for how the other half communicates, then you can react accordingly.
• Visual - This is a lot like body language in the sense that you're not using your words to communicate but instead your image. Unlike body language, however, this is portrayed through  how you style yourself, whether it's clothing, hair, or even make-up. This can say a lot about you.

Visual communication could also refer to your work itself, as that can 'talk' for you. If a client enjoys and appreciates you're work, they're going to be more prone to approaching you to do work for them. In order to allow your work to 'talk' to it's full potential it's therefore important that you depict work that is sure of itself (if you're not happy with it, don't show it!) and that shows a defined sense of style (original to yourself, of course).

So what do commissioners look for in a creative?

• Communication. Put your best self forward to gain work.
• Accessible portfolio. If they can't see you're work they're not going to know what you have to offer.
• Confidence within your work. Don't sell yourself short! Have confidence.
• A distinct style. This further enhances the idea of confidence and shows that you have your own sense of identity within your work. If a client comes to you for a certain style of work but then is shown irregularities, they're going to become unsure of what you can provide for them.
• And finally, reliability. This links with all the previous points. A client wants somebody who responds and has a reliable style that they want to invest in.

How is a commission written?

If you're looking to commission an artist it's best you contact them with the FULL details of what you're looking to achieve from commissioning them. This not only lets the artist know you're serious about what you want, but it allows you to gain an understanding of whether or not the artist can do this particular job for you.

• The basics of what to include -
  
  Project name,
  Deadline for proposal,
  Fee,
  Purpose,
  Actual brief,
  Application details.
  
  Example:
  
  Poster design for upcoming movie.
  Deadline - January 27th 2016, 3pm.
  Discussion of fee required.
  
  Walt Disney Studios require a quirky and illustrative movie poster which advertises the upcoming sequel to Tim Burton's Alice in Wonderland - 'Alice Through The Looking Glass'. We particularly enjoy your photo-collage style and feel that it would work extremely well with the themes of the upcoming movie should you be willing to take on this commission. Here is a breakdown of what we are looking for in general:
• A 27" x 40" portrait movie poster in your photo-collage style
• Represents the themes of the movie (time, madness, tea parties)
• Includes the character of Alice herself (played by Mia Wasikowska) and The Mad Hatter (played by Johnny Depp) and alludes to Alice going on a journey to save The Hatter
• Vibrant and bold in colour, preferably with contrasting tones between the background and characters
• Usage of the movie title, Disney logo, and 'coming soon' (see attached files)
  
  We have also attached files of the previous movie posters to show the general style and theme of the the movie should you need any further inspiration. We look forward to working with you in this design process and hope you are willing to take on this commission as we thoroughly enjoy your style. Should you have any questions or wish to discuss the cost of this brief please contact us at:
  
  waltdisneystudios@disney.com
  or we are available via telephone: 0880345346
  
  We hope the hear from you soon,
  Regards.
  
  Robert A. Iger,
  Walt Disney Studios.

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Although not entirely perfect (or professional, based on Disney's standards) the above example goes through at least the basics of requesting a commission. It's important to include as much detail as possible for the artist so they can understand what you are asking of them and then personally judge whether they can achieve that for you and also, as the fee section was left open to discussion, what their price will be.

The fee section was left open ended as an artist usually has a set price depending on the type of work they are being asked to do, or, is this is something they haven't typically dealt with before, they themselves will have to figure out the hardship and time involved in order to give a price that may or may not be open to negotiation.

The pricing of your work is incredibly important as it also gives the client an impression of who you are as a worker. Charge too little and it shows lack of confidence in your work and gives the idea that what you produce for them may not be up to standard in regards to quality. Charge too high and you're going to look unrealistic and, to put it bluntly, a bit ignorant.

One way to figure out your pricing is to discuss it with your agent, if you have one, or there are certain associations (such as the AOI) which you can contact to help you figure out price range for what's being asked of you. A more personal way of doing it, especially if you're just starting out in the creative industry, is to take the minimum wage of wherever you're based (e.g £6.70 in the UK) and multiplying it by roughly how many hours you think you're going to spend on what's being asked of you. Additional charges could be added if you required materials or printing costs. This particular method is only just a beginners route, however, and doesn't have to be used to calculate the exact price but merely an estimation.

Kill fees are also an essential part of commissions as artists can be dropped in it from time to time should they produce the work for a commission and have it dubbed not useful for the client.

What is a kill fee?

A kill fee is a negotiated payment that is given to the artist if their client 'kills' or cancels their commission after or during production. This ensures that nobody's time is essentially wasted and the artist isn't messed around by the client.

Once a commission has been accepted by an artist it is also a good idea to create a contract. This means that, along with the kill fee, both parties have less chance of a negative experience during the commission process and it helps build a trustworthy and professional atmosphere.

Here is an example of an art commission contract.

SOURCES:

1. http://www.artquest.org.uk/articles/view/commissioning-an-artist1
2. http://www.artsyshark.com/2011/05/06/pricing-your-artwork/
3. http://www.minimum-wage.co.uk

Branding.

What is branding?

BRAND -
          noun:

1. "A type of product manufactures by a particular company under a particular name."
2. "An identifying mark burned on livestock or (especially in former times) criminals or slaves  with a branding iron." - Google definition.

Essentially, a brand is typically a form of identification and is used in contemporary times within the consumer market to help sell and gain customers. It could also be referred to as a trademark.

In the creative industry your brand should not only be reflective of yourself, but also:

• Your business personality
• Your style
• Your aesthetic

Another important attribute of a brand is a perceptive personality that will allow it to stand out within the market and gain consumers - it should also potentially evoke a sense of passion, reliability, approachability and charisma, too, in order to be successful. Nobody wants to flock to a bland brand with no outward character.

FIVE FACTORS THAT DEFINE A BRAND:

1. THE BRAND PROMISE.
   "At its core, a brand is a promise to consumers" - Consumers buy under the promise your brand product provides for them (especially regarding the values it stands for).
2. THE BRAND PERCEPTIONS.
   "Brands are built by consumers, not companies. Ultimately, it's the way consumers perceive a brand that defines it."
3. THE BRAND EXPECTATIONS.
   "Based on your brand promise, consumers develop expectations for your brand." - Consistency in both quality AND values is key in order to gain and keep your chosen audience. Failing to meet expectations set by consumers mean failure to sell and promote your brand, essentially effecting you in any future business.
4. THE BRAND PERSONA.
   Every brand has a persona. Sometimes it can be an effective exercise to consider your brand as a person in order to get a better feel for it. What is their personality? (Links in with creating a sense of a personality for consumers to cling to). What is their appearance and personality? (How will consumers view them?). How do they interact? (What message are you giving out to your preferred audience?). All of these aspects should be channelled throughout your brand.
5. THE BRAND ELEMENTS.
   "Your brand is represented by the intangible elements described above as well as elements such as your brand logo, messaging, packaging, and so on." - All of these individual aspects should work together respectively and be consistent for an effective brand which will not only gain the interest of consumers, but keep that interest too. You don't want fleeting audiences - you want an audience that will stick with your brand as it is clear, reliable and believable.

(Source)

The information above states the essential elements your brand should have and important things for you to consider. Once all of this has been mulled over to a certain degree the next step is to physically CREATE your brand. The substantial manifestation of a brand begins with three characteristics:

• A name for your business.
  This should be relevant to the theme and values of your business and should reflect, as a whole, the idea behind it.
• A logo.
  A logo is essential in branding. It's your trademark and essentially how consumers will recognise your brand.
• A consistent aesthetic.
  As mentioned above, consistency is key. Consumers need reliability within a brand - and consistency is what provides it.

Integrating your brand into your creative pieces and business helps build a solid presence for consumers to depend upon and keep coming back to. This, again, relates to the idea of the brand promise. So long as a reliable consistency is maintained an unwavering amount of support will be gained by your brand's audience. This being said, however, merely making a brand doesn't gain you business. Working hard to create and sustain your brand and business vital in order for success.

Different ways to showcase and present your brand to the public are:

• Direct mail - This allows you to send mail to individually chosen people related to your target audience in the hopes they will show interest in what you have to offer.
• Website - Advertises yourself on one of the biggest social platforms available and allows potential clients to browse your brand and business, getting a feel for it themselves.
• Business cards - A creative business card which reflects your brand speaks volumes and can be distributed easily to consumers on the street.
• Blog - Much like the website, helps represent your brand and business for people to browse by their own means.
• Social media - Tumblr, Instagram, Facebook etc all have the potential to advertise yourself and give a sense of your brand personality. Gaining a following on these types of sites is a good way to get yourself around by word of mouth and effectively showcase your work in the mean time.
• Cold calls - Primarily best made to potential clients who have showed an interest in your work. Shows that you are able to communicate and receptive to clients.
• Your own portfolio - Showing your portfolio allows you to showcase your work and brand as a whole to any potential clients and makes it essentially easier to depict the aesthetic and consistency of your brand.
• Personal e-mails to clients - Much like cold calls this shows that you are open to communication and receptive to clients.
• E-mail signature - Effectively advertises your brand regardless of the contents of the e-mail, spreading it around with ease and creates an almost respective formality.
• Final image - print delivery - This allows potential consumers to have a 'taste test' of your work and brand and see, first hand, what it's all about.

Having a presence in the communities you want to be a part of is also an effective way to showcase yourself and show that you are willing to any potential clients. This also helps strengthen your brand personality as consumers can gain an idea of what your brand is about based around the communities you are in.

Graphic design brands:

• The Bearhug Co.
• Pentagram
• Happy Cog
• Dessein

SOURCES:

1. https://99designs.com/designer-blog/2014/07/31/most-famous-graphic-design-companies/

Professional Practice.

As a graphic designer it is important for me to consider my own individual professional practices and to research my target market/potential consumers. Some examples of the practices within Graphic Design are:

• Web Design
• Illustration
• Greetings Cards
• Advertisement
• Editorial
• Branding
• Teaching
• Animation
• Printmaker
• Production Designer (Theatre/Television/Film)

Areas which interest me:

1. Editorial.
   "Editorial designers make up a large part of the graphic design field. They work on the layout and the visual aesthetics of books, newspapers, magazine, online publications and other media. Each type of publications has a different aesthetic and set of concerns" - Grace Bordelon.
   
   Book design/illustration.
    (Both cover work and illustrations inside the book).
    - Can be in-house or freelance. Has the potential to cater to a wide market (depending on genre) and allows a variety of styles and responses. However, design work on a book not only caters to the specific consumer market it's aimed at but also the author themselves. It's important to meet their personal ideas and fit the book contents.
   
   Children's books in particular have a growing market and include things such as picture books and colouring books. The UK children's book market is currently totaled at £206 million and has grown overall by 3.2%
   
   School textbooks and study guides are also an option.
   
   Book cover designs are a marketing tool within themselves and thus incredibly important as they sell the book.
   
   Book cover designs.
   
   Magazines.- Allows a lot less creative freedom than book design. Requires you to work in-house and with strict design requirements (such as font, imagery, size and columns) with regards to the companies consistent style and aesthetic.
   
   The retail sales value for 2015 is £282 million with retail copy sales hitting a total of 151 million.
   
2. Animation/Advertisement.
   "An animator is an artist who creates multiple images, known as frames, which give an illusion of movement called animation when displayed in rapid sequence. Animators can work in a variety of fields including film, television, and video games." - Wikipedia.
   
   Animation within advertisement.
   - Could potentially be in-house or freelance. Would, however, have to fit into a company or brand's standards in order to produce for them. This form of advertising is becoming increasingly more popular. Allows a variety of illustrative styles and storytelling.
   
   It is also worth noting that "global ad spending is gaining momentum". In 2014 it rose by 5.3% and is continuing to rise during 2016 to upwards of 5.8%.
   
   Worldwide ad spending by medium:
   
   
   
   
   
                                                                                                  - Source.
   
   
   
   Examples of animated advertisements -
   Oreo advert:

Top 10 animated video advertisements of 2014.

         

SOURCES:

1. http://www.ppa.co.uk/retail/magazine-market-data/
2. http://adage.com/article/global-news/10-things-global-ad-market/245572/

Defining Markets & Understanding Consumer Needs.

What is a market?

• A market is a collection of people whom specifically have a disposable income in which they are able to spend on products which cater to them and their individual interests. 
• A market may also refer to 'an area in which commercial dealings are conducted' - Google definition.

How big is a market group?

• 1 to infinite. Each specific person has very individual tastes.

Who is a consumer?

• A consumer, by definition, is 'a person who purchases goods and services for personal use' - Google definition.
• So, in basic terms, we're all consumers.

What are consumer needs?

• A consumer need is a particular demand in the market, a desire (whether functional or emotional) for a product's beneficial value.

It's incredibly important to approach markets WITH an understanding of the consumer as they may not be who you think they are. Having an idea of who you're catering to is key. In getting to know your potential customers you allow yourself to understand not only how to approach them (and thus sell your product) but also their financial constraints and commitments - giving you the opportunity to further cater to them through pricing. Another thing which must be considered is whether or not your customer is seasonal or annual.

Social media is an easy and effective way to branch out and connect with your target market. Some examples are:

• Instagram
• Facebook
• Tumblr
• Etsy

There is another site known as 'Behance' which is referred to as 'the leading online platform to showcase & discover creative work' - Adobe community member. It can be accessed on a global scale and allows companies to find talent easily and effectively. A good (potential) form of getting yourself noticed and into the real world.

Another way in which you could get your creative talent noticed is through competitions - however it is important to acknowledge and read the terms and conditions as there are some in which remove all of your rights on the original work once it is submitted/selected.

Some well known competitions include:

• Penguin Random House Design - A competition which invites strictly art or design students (HND or degree level) to design a cover for one of three categories: Adult Fiction, Adult Non-Fection, and Children's. A total of three winners are chosen - first prize being £1000 and a four week work placement working on live briefs in the Penguin Random House Design Studio.
• House of Illustration - This competition is open to ANYONE and has a list of guidlines and requirements for entry here. This particular competition 'seeks to identify and promote new talent in illustration' and the prize is a highly sought after £5000 commission which asks that you complete a total of nine illustrations and binding for the chosen book (which is the published) and a total of five runners up receive a £500 cash prize.
• Malamegi Art + Design + Graphic Contest - For this particular competition a chance to become effectively involved in the market of art and decoration is offered. It's open to both professionals and amateur creative thinkers and the winning artist(s) will have their work used to produce four new Malamegi collections and a one-week stay in an artist residence at the Malamegi company (Italy)

This website is also an effective and easy way to browse competition which may cater to you.