Include a disclaimer if whoever or whatever you're headlining in your promotion (e.g. a

THE EYES

specific artist) isn't going to be available for all performances. Alternatively, reconsider

HAVE IT

whether to use this element to headline your promotion.

Faces and eyes have good

For tours to multiple centres, you need to consider how best to convey information

visual impact: think about

about multiple venues and dates. One option is to print all information for all centres on

the appeal of the Mona

the one poster or flyer. Alternatively, for a cleaner look, you can leave a space to add the

Lisa, or the constant use of

relevant information for each centre by hand or by overprinting.

faces on magazine covers.

Remember that your poster or flyer is a marketing tool. Good design should be both

attractive and functional.

If there is a Maori, Pacific or other cultural component to what you're promoting, you

should consider how best to incorporate this into your publicity. For example: should

your material be bi lingual?

Briefing your designer

Giving a design brief involves discussing the desired outcomes with the designer. As with

all suppliers, get a quote and revise it if the job specifications change. 

our message

When you're briefing the designer, first describe your event. For each medium you want

ng y

them to produce (e.g. flyer, poster, advertisements), discuss the audience you're

targeting, the messages you want to convey, and the look you want to achieve. 

icati

Is your designer familiar with designing for your target audience? For example, if Maori

are a target audience, what experience does the designer have with culturally appropriate

use of images and correct use of macrons?

Discuss the amount of copy you're likely to use for each medium and when you supply the

copy make sure there's a hierarchy of headings and sub headings, distinct from the general

Commun

text. Also brief the designer on any elements that you want to take visual priority: e.g. a

photo, illustration or person's name. 

Discuss what happens once the design work is ready to go to print. Do you need the

4

designer to see the job through to the completion of the print process? Discuss the costs

before deciding whether to handle the print process yourself. A designer will usually

charge a fee (a percentage of the printing costs) to handle the job through to delivery. 

Experienced designers can help solve difficulties of budget constraints. For example, they

may be able to suggest clever and cost effective ways of printing, such as printing both the

poster and flyer in one print job then trimming the flyer off the poster. If you can't afford a

full colour poster they may be able to achieve a multi colour effect by using duotones or

overlaying two colours to make a third colour.

Be sure to proof text every step of the way: this is not the job of the designer. Also, get

an independent eye to proof the text for spelling because it's easy to miss the most

glaring mistakes when you're familiar with both the design and the copy. Mark up a

proof with changes for the designer to make. Check back against your marked up copy

when you proof the next version to ensure all the changes have been made. Once you've

agreed on a design, remember that any changes   even small ones   will often be time 

consuming for designers and may cost you.

Eye catching postcards

designed by Luke Benge

31

Smart arts

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