How to write a technical task for the designer. The way to communicate with the client. The best solution to business goals.

A significant segment of the modern market of printing services occupies a design of printing products, which includes a wide range of work - from the manufacture of POS materials before developing a corporate identity and executive documentation.
Most typography has a designer, and large printing houses have a designer department as part of a prepress shop.
Regardless of the printing houses there are design studios and advertising agencies that interact with them as needed.

In the printing houses, the interaction with the client is organized with, for example, a technical order card, where the circulation, format, colorfulness, bonding form and other characteristics of the printing product are indicated. The customer provides the original-layout, and the work follows according to the well-known scheme: check in the prepress department, output or films (if necessary), printing, post-printing and ordering.

In the design studio, the process of communication with the client is not so good. This is due to the specifics of work, because the design is largely a creative process, which is difficult to document, lead to unified requirements. It follows from this that there are often inaccuracies in organizing work, ambiguity in the original-layout and, the most regrettable one - rough mistakes from both the designer and the client. There are several reasons for this, but the most weighty of them is misunderstanding between the client and the designer. In turn, it is caused by a disadvantage of information about the project distorted by its feed, etc.

There are many software products for automation of management at the prepress stage of printing production, but there is not a single management system on the modern Russian market, which would take into account technological and information processes occurring at the printing stage of printing products, although in the modern development of printing technologies. Concept and original -Make often takes longer than the process of manufacturing the printed products itself. This happens for the following reasons:

• the designer needs to be processed and structuring a large number of heterogeneous information that is needed for the manufacture of the original layout; Depending on the volume and complexity of the order, the amount of this information changes;
• additional time is spent on correcting errors and the approval of the original layout;
• requires a certain time to create, filling and signing legal documents.

Thus, it is necessary to find a solution that could reduce work time and minimize errors at the stage of creating the original layout. All these problems are partly solved with the help of a technical task for a designer, the application of which provides the following additional advantages:

• structured information is convenient for perception;
• the cost of calling errors in the fault of the customer is easier to appreciate;
• you can automatically prescribe the items of legal documents on the basis of a technical task.

In the design studios, which are not the first year there are in the market and face a similar problem, there is a similarity of a technical task. But it arose spontaneously as a generalization of subjective experience with clients in this company. We are also interested in the generalized process of developing and implementing the technical task.

Technical task (hereinafter - TK) There is actually for any kind of professional activity, whether it is construction, development software or control system. In our case, the TK is a document designed for a designer, which describes the requirements for the project, as well as information relating to the Customer's activities, or product properties, which is the central object of the project.

Consider the functions of the technical task.

Organizational function.With the help of TK, you can streamline the work of the designer and turn it out of creative chaos into consistent creation.

With the introduction of the TK, the need to keep all the information in the head disappears. From the living space of the designer will immediately disappear, the heavy papers will disappear, and from the computer - dozens of megabytes of electronic garbage. The work will turn into a simple queue of tasks. Having such a work scheme, the designer will no longer need to spend their efforts to the secondary things for him, and all his time he can devote to what does not require ordering, - creativity.

Information function.The main advantage of the TK before other forms of providing information on the project is its structure. The TK must be drawn up so that the designer can draw exactly that information that interests it is in the form, in which designer it is easier to perceive it, and it is in the amount in which it will be necessary to fulfill the order.

Competently composed TK can become the only source of information necessary for project implementation. The design of the designer is divided into several typical sequences of actions that require typical input data. And if the input data is typical, it means they can be provided with a designer in a typical form. Consequently, instead of one form of TK, you can do somewhat - one on each type of design work.

Communication function.TK can set the desired direction in the work of the designer and, as a result, to promote the speedy mapping of the layout. In detail drawn up TK helps the designer to feel the client and perform the work that meets the tastes of the client and its ideas about the final result.

Legal function.Sometimes customers simply "forget" about their initial requirements for the layout and in the process of work or, more worse, approval is set up new requirements. TK, as well as a spent scheme of working with the client (the number of options, the number of improvements, etc.) leaves the designer the ability to shift the costs of reworking the layout to the client.

The next point is all kinds of errors at the order design stage. Errors are different, but the reason is usually one - an inaccient order design. At the same time, the absence of TK is quite often a reason to dump the entire guilt on the designer.

Thus, the introduction of the practice of technical assignment in the design studio can greatly facilitate the work of the designer. Let us dwell on more in the work stages on the project and consider them in the key of the use of the technical task.

Obtaining source information on the project

The client's goal - to explain as accurately as possible what is required at the final stage of the project, and the task of the designer is to understand, on the basis of which source materials will be working.

The table describes how to communicate with the client.

In practice, a combination of these methods of communication is used. IN general features The project, its value and deadlines are negotiated by telephone (in the case of a large and complex project - personally when meeting with the client); Incoming files can be obtained using email or FTP, small parts can again be discussed in ISQ.

In the absence of a technical task, the details of communication with the client are transmitted to the designer in arbitrary form. An email sent by email is at best, worse - if in words (then the manager can play the role of a "spoiled phone"). With personal communication with the client in the process of working on order, the designer loses weight of time and forces (although there are no cases when this communication is necessary); Again, information about the project is transmitted in an unstructured form. A competently composed, tested by the manager, the client and the TK designer can get rid of everyone from an excess headache.

In addition, it is necessary to take into account the moment of interaction with the printing house. If the client knows in advance where the order will be printed, it is necessary to obtain the technical requirements of the typography for incoming files, at best - color profiles. It is usually enough to know the name of the printing house (in most cases, the technical requirements are posted on the site). If the advantage of the selection of the printing house remains for the design studio, the need to recognize the technical requirements disappears - work occurs with one or more typographi, already known for previous orders. The situation is further simplified for the designer as part of the prepress department of the printing house - in this case, the technical requirements are known to him "by default".

In addition to the above, the task of the designer is the assessment of the proposed source materials for sufficiency - whether all the elements needed to work on the order are indicated. In this case, with a competently composed technical task, it is quite simple to assess - according to the filled TK graphs.

When placing a technical task on the website of the Design Studio, you can reduce communication with the customer to a minimum and significantly automate the process itself:

• it is possible to lay out incoming files (for example, up to 30 MB);
• all that was perceived by rumor can now be documented;
• upon completion of the TK, the Customer is possible to check with the designer, checking the sufficiency of incoming files, their quality, clarification of inaccuracies, finally, the approval of the Customer (as an output - an electronic signature provided for by PDF format);
• in terms of technical specification, you can enable active references that explain to the client technical moments (what is Pantone, CMYK or CBS).

Such an urgent question, as the cost of work, is also solved with the help of a TK, which is clearly shown and design studios, and the client, what work and in what volume will be conducted.

In the case of the use of TK, an important psychological moment takes place: for the client it is much easier to get rid of common phrases by phone, than thoughtfully filling the TK. As practice shows, the result depends largely on the competent preparation of materials by the customer (it is impossible to disagree that even with the most exclusive design and good print, only one grammatical error may spoil the product. Therefore, the process of filling TK must be made as clearer and easy - require the client the necessary minimum of information. In addition, you need to convey to the customer a simple rule: the failed TK is a guarantee that the work will be executed on time and exactly how it is required.

Summing up the stage, we give an algorithm for accepting an order to work based on the use of a technical task:

1. Admission of applications from the client to the managerial department. The client provides initial information (product type, format, general requirements, acceptable terms, etc.). The manager approximately calls the price and timeline, based on the situation in the enterprise. If the manager and the customer comes to the agreement, the technical task is filled.

2. Drawing up a technical task. With a major order, the technical task is filled in personally by the customer in the presence of an art director - this eliminates inaccuracies and misunderstanding between them. For small orders (or orders from the client, who has already worked with the enterprise) is enough manager. The filling of the TK occurs by phone, personally or on the company's website. For example, the manager when telephone conversation With the customer fills in a certain form of TK.

3. Approval of the technical task. The compiled technical task is signed by both parties and is an annex to the legal contract.

Project implementation

At this stage, the purpose of the designer is to implement the project in accordance with the wishes of the client and on time, and in the process of work - the accounting of all necessary details of both artistic and technical nature.

First, the TK helps adequately and quickly assess the complexity and, accordingly, the time spent on the execution of the order, and therefore, more accurately plan the work schedule. Secondly, the process of work is simplified - when the designer has a list of the necessary elements before the eyes of the designer, it is much easier to draw up a common picture of the project. Thirdly, it is much easier to appreciate the work of the designer for errors.

Along with all the pros, it is necessary to note one substantial minus of the technical task - this is a fairly rigid framework that limit the creative component of the designer's work. Often there are situations where the solutions offered by the customer do not correspond to the ideas of the designer. To exclude such controversial moments, it is necessary to carry out a clear border - where the client's powers end and the designer's responsibility zone begins. Another output - the principle of "client is always right". What way to choose is the personal matter of each designer.

Do not block the desktop. He should always remain nirious clean, like a mountain peak. It helps to feel higher working routine and maintain both clarity of thought and the vigor of the Spirit.

Karim Rashid, 50 commandments

Introduction

Designer Profession is creative, and, like any creative person, every bureaucracy feels the designer. Nevertheless, the designer is not a freelance artist and he needs to somehow organize his production process. In this ordering, it helps him the main and, fortunately, the only document facing the designer in the process of working on the order is the technical task (further than the TK).

Probably for any solid design studio (design department, advertising agency), in which the harmonious relationship "Manager-designer" has developed, things that will be said in this article will seem obvious and even banal. But I personally can say that in my own experience I can say that in any of the 4th office there is absolutely different profile, in which I worked (RA on outdoor advertising, operational printing, a full cycle, design studio), there was no competent interaction between the manager and the designer nor years generated by the process of registration of TK. In two offices, the documentation on the project was absent as such, in the two other form of TK was in the infancy, and the number of managers capable of executing even a primitive TK stripped to zero ...

Thus, I am infinitely happy for those designers who do not have such a problem, and do not recommend them to spend time reading. The same, who, like me, what is called, "proud," I propose to get acquainted with my considerations about the TK for the designer.

What is TZ.

In our case, the TZ is a document designed for a designer, which describes the requirements for the project, as well as information related to the activities of the Customer or the properties of the product, which is the central object of the project.

TK has four main functions:

1. Organizational
2. Information
3. Communication
4. Legal

Organizational function TZ.

Work only then will be effective when there will be order in space around this work. The order is the rod to which the entire workflow is riveted. The designer is enough single rod - TK. With the help of it, you can streamline all the work and turn it out of creative chaos into consistent creation.

Why keep all the information in the head, where it can be easily lost when you can put it nearby on the table in a neat stack and pull out from there with small portions? From your living space, there will immediately disappear the heavy papers, and from a computer tenth - megabytes of electronic garbage. Work to turn into a simple job queue. Having such a work scheme, you will no longer need to spend your efforts to the secondary designer things, and all your time you can devote to what does not require ordering - creativity.

Information function TZ.

The main advantage of the TK before other forms of providing information on the project is its structure. You know exactly that from the TK you will handle exactly the information that you as a designer are interested in, it is in the form in which it will be easier for you to perceive, and it is in the amount in which it will be necessary to fulfill the order.

Another plus - competently composed TK can become the only source of information necessary for the project. We are talking about small orders for which the verbal contacts of the client and the designer are not required. The designer, protecting himself from exhausting communication on trifles, extends a considerable amount of time that is useful for more important cases.

In order for TK to fully fulfill its informational mission, it must be focused on a specific task. Fortunately, or unfortunately, the work of the designer is not as diverse as it seems at first glance (remember how many lines in your price list?) And divided into several typical sequences of actions that require typical input data. The sequence of actions in the development, for example, the logo and in Russia and in Africa is the same. The information necessary for its development is also required by the same one. And if the input data is typical, then they can be provided with a designer in a typical form. Therefore, instead of one form of TK, you can do somewhat - one on each type of design work, which will ensure the relevance of information.

Communication function TZ.

The article describes in detail the process of approving the project from the customer. It also mentioned the role of the TK in this process. Indeed, TK can ask the desired direction in the designer and, as a result, to promote the speedy mapping of the layout. Any designer task can be solved in different ways, and the smaller the information on the designer's hands, the more free it is in choosing a solution, the greater the chances to do that the client does not accept completely. In detail drawn up TK helps the designer to "feel the client" and make a job that meets the tastes of the client and its ideas about the final result.

Legal function TZ.

Customers have a bad property - suffer short-term memory loss. Sometimes they just forget about their initial requirements for the layout, and in the process of work or, worse, approval is set up new requirements. "Build the client", or dance under his dudka - the personal matter of everyone, but the TK, as well as the spent scheme of working with the client (the number of options, the number of improvements, etc.) leaves you the opportunity to shift the costs of reworking the layout in the client's wallet. Since expenses are often quite significant, already the very presence of TK will make your sleep much stronger, and the presence of a client signature on this TK will save you from the loss of nerve cells, which are known to be restored, but slowly.

The next point is all kinds of errors at the order design stage. Errors are different, but the reason is usually one - an inaccient order design. At the same time, the absence of TK is quite often a reason to dump the entire guilt on the designer.

Who is guilty?

After all of the foregoing, I think, few people have doubts that the TZ "is the greatness of the Great." But the situation is not better from this. In order for the TK to enlocate (in full-fledged!) In the production process of each designer, it is necessary how this time impact is done in our Russia, to identify the guilty and start fighting with them. We have two to blame - this is (surprise!) Designers and managers. Or rather the lack of initiative in the first and congenital laziness of the second.

Manages can be understood. It is easier to approach the designer when you (manager) is convenient, tear it off (designer) from work, quickly "enter into a case", than to sit and carefully fix on paper received from the client information. Very easy in the absence of documentation in the event of some kind of PE, to say "Well, I told you (a) !!!" And leave the designer extreme.

Away again: you are sitting in the eighth mug with tea in yourself, wait, wait when the working day is over, and here the designer resorts and let's ask you about something, and immediately gets so warm in the soul, and immediately understand how you need people . No, managers can definitely understand, there are no forgiveness designers.

What to do?

How to say to say Gandhi, "if you want, so that the world has changed, change it myself." Show the initiative - make the forms of TK for the main types of services provided by your office and distribute them to managers. After the new forms of TK are cheating in the production process (and this will require some time):

1. Refuse to accept orders without TK
2. Refuse to accept orders without neatly decorated TK

A good remedy for laziness is the piston inserted by the authorities. Therefore, when conflict situations occur on this soil (and they are inevitable), do not be afraid to inflate them to the "highest" level. In most cases, the bosses will be on your side, because the illiterate ordering of the order is the failure of official instructions on the parties by managers, which threatens with a loss office.

In the case when such a document, as a TK in the office, in principle, does not exist, it is necessary to raise the question on the planner of its introduction. Honestly, I can not imagine the situation when the authorities can say something against innovation, with such a number of obvious advantages.

Who should issue TK?

It all depends on the type of activity of the company, which determines the flow of orders and their size. If the order stream is large, and the orders themselves are small (operational printing, typography, etc.), the manager should be done by ordering orders. If you work for a VIP client, the flow is small, and the projects are solid (large design studio, a branding agency), then unambiguously communicate with the client and, accordingly, fill the TK designer or art director. These are extreme cases, and in life there is a lot of interim situations, so job descriptions of managers and designers should be formed depending on the level of services provided by the company at this stage of its development. A hybrid situation is possible when the registration of TK can be engaged in both designers and managers.

Electronic TZ

All that is described above is the ideal situation when they communicate with the customer what is called, with an eye on the eye. However, there are still such ways to obtain orders as email and skype (in general any messengers).

Registration of orders through Skype must be avoided in every way. This form of communication relaxes the client, and the flow of information from it becomes free, uncontrollable and timeless. If communication with the customer occurs in electronic form, try to move it into the mail plane. The letter is almost a document and the attitude towards it is appropriate.

Email in turn has its subtleties: so that the tasks from the client did not do in the form of a letter "to the village of Grandpa", and had a certain structure, the manager or the designer himself should be sent to the client to the client form the TK. Such a form, first of all, will save time to the client itself, because He will not need to think about the content and amount of information he must provide. The client will simply fill in a certain questionnaire and turn it back. Before the designer, the task is to make a form in such a way that a person at that end does not have any difficulties with filling.

The responsibilities of a person responsible for receiving the order should include verification of forms coming from clients. If there are no questions on the TA, it is printed, signed and passed to the designer.

Applications and additional materials on the project

Many projects do not cost without additional information materials that must somehow systematize. Paper materials should be pushed to TK, and their presence is mentioned in the appropriate section. The location of the electronic materials necessary for the project should also be described in the appropriate section of the TK.

Example of a technical task

The following example shows the form of TK to develop a logo that I use. This form is my development, so you can use it without fearing to break someone's copyrights: to refine, edit and create a form for other types of services on it.

The form (as well as the entire article) does not claim fullness, but is only a sample, the purpose of which is to show the main sections of the TK necessary to obtain comprehensive information on the project.

Technical task for developing a logo

Service information

• Order date
• Full name
• Signature
• FIO of the representative of the company
• Office of the company
• Coordinates of the company's representative
• Signature
• Deadline

Applications

• Address website company
  - Other links
• BrandBook or corporate identity elements used at the moment
  - applied file names
• Applications to TZ.
  - marks about paper applications
  - File names of electronic applications

These two sections are common to any type of services and are present in each TK. All items of the first partition are required to fill.

Information about the company

• Name
• Occupation
• Competitive advantages
• Created consumers
• Partners, Suppliers
• Competitors
• Goals and objectives (prospects for the development of the company in the foreseeable future)
• Additional Information About the company (who has not entered for some reason in previous items)

Product Information (Services)

• Name
• Description
• Competitive advantages
  - unique selling proposition
• Price segment market
• The target audience
• Competitors
• Additional Information

Sections are needed to draw up a common picture of the client. They must be present if a new customer or an old client with a new product is drawn to you.

Information about the existing corporate style

• Logo
  - Marking about the attached file
• Branded colors
  - in Pantone or CMYK
• Branded fonts
  Fonts
• Graphic elements, images, characters
  - Mark about the attached files
• Modular grid
  - Mark about the attached files
• Other corporate identity elements
  - Mark about the attached files

Like the past section, this one must attend if a new client is drawn to you or you have not worked for a long time with old. But in this form of work, it is also necessary if the logo is not developed from scratch: in the case of redesign or adjusting corporate identity.

Logo Design Information

• Name
• Status string in the logo
• Wishes for color decision
• Design Stylistics Wishes (Classic, Modernist, Grunge, Humorous, etc.)
• Examples of successful logos (according to the client)
• Using a logo (mark the most frequent use areas)
  - Business documentation
  - Polygraphy
  - The Internet
  - Outdoor advertising
  - Transport
  - TV.
  - Packaging
  - Other __________
• Additional information useful for logo development

Core TZ. All items are extremely desirable to fill. Really need only one - the name.

Conclusion

Design is an order. The designer will only then be a carrier of this order, when the order will be in his head. If in the head of the Khaos and Bardak designer, caused by the illiterate organization of the production process, this will largely affect the result. Therefore, before you take for global improvement in the surrounding space - start with yourself.