Design Matters
Time ime to taketo take
stock stock say Gill Daviessay Gill Davies
ow briskly moving on from last month, as the There is not so much pain involved with licensing
N
greetings trade finally faces up to the inevitable these proven images at a lower fee or even offering
fact of recession. Throw in consumers’ anxieties discounts for multiples licensed at the same time. It’s
about the future plus lack of disposable income also really time to ditch the duds that you know in
and we have to ask what it will mean specifically your heart of hearts are just not up the mark. Clearing
for the design sector? out work is a good way to focus the mind and move
It is clear that the amount of design required by the trade will on. Reinvention should be second nature for industry
fall and, at a time when more designers are entering the industry creatives looking to stay the course.
as freelancers, the basic fee structure is also surely in peril. It’s a Don’t be a ‘stay at home’. Remember that however
buyers market and will remain so for some time. bad things get, there will be success stories in retail. We
At the recent Spring Fair there was a lot of negotiating on are in the midst of great change and that will be reflected
fees as agents/designers sought to find a middle way to survive slowly and surely on the shelves of popular retail. Green
and support their clients. The question and delicate point here issues and design styles that fit the times will give some
is whether too much ground will be given, that may never be direction ideas and it’s always good to pay attention to
regained in the future. There is also the real fear of actually never print repro and finishes. The rising cost of Far East print
receiving payment as a domino effect takes place from retailers production and hopefully a switch to domestic suppliers
Marylin Robertson
to publishers and then, finally, suppliers. Publishers will always will make paper product manufacture a precise art.
strive to pay their key suppliers, leaving smaller more passive Do keep visiting trade shows. The exhibitors might
sectors to silently live in hope. not be prospective clients but their very presence
To new designers in the UK fee structures are a mystery. To should mean that they are doing the business. Look
assume that there is a fee that applies as the norm across the and learn. Not a bad idea to meet up with colleagues
trade is a mistake. That has always been the case and reflects or friends at the same time. No point in suffering alone
either the publisher’s financial situation or the value placed on or in silence. At this time it should be of real benefit to
the design/designer. There is a third and compelling view. If the share information regarding fees, payment and dubious
designer agrees to a low fee – that’s good and a deal. Once business practices. What are those I hear you all shout!
in place there is no point whining. Try to be direct and up front Freelance designers are not self promoters and
about money. Not handling this part of the job will only lead to rather shrink from the idea of pushing themselves in any
being out of pocket, disillusioned and disappointed. Believe me it way. A little advertising and regular routine of contacting
will get easier as time goes on. potential clients might not appeal but it has to be done.
Most designers, who have been in the trade since the ‘80s Perseverance makes contacts that might last until the
will have seen their worth and incomes halve for the same, if trade picks up.
not more, levels of work. This unseen slide in actual fees paid Finally, helping hands do cost money for the legal
has taken place against a backdrop of a less severe recession stuff and other forms of support. Don’t forget most lawyers will
B&B
followed by a boom, and most devastatingly, plagiarism. Let’s not give you a free first consultation.
Meanwhile this month at independent
be in any doubt that the current climate will treat this vital area I recommend Briffa at www.briffa.com.
retailer, Daisy Chain in Stratford upon
any better. “A great way to keep yourself informed, get yourself Avon, two ranges from Blossom &
The solution to this dilemma is to work harder when the promoted and protect your designs is by becoming a member
Bows are doing particularly well.
opportunity presents itself and protect the integrity of the design. of The Giftware Association. The Association has a special
Squares, a photographic range that
fills a missing niche and has already
This will sound like a tall order for many freelancers but what category of membership for individual designers which allows
been reordered since the initial order
to do? Well, be realistic for a start. If you have an agent, support them to receive all the information circulated by The GA, be
at the Spring Fair.
them and give them what they and their existing clients need. Do highlighted as a designer and have access to the members’ only Another firm favourite is the Marylin
listen to what an agent tells you about the market and the type part of the Association’s very comprehensive website, www.
Robertson Portfolio. Both cards
of design required. That means keeping new material coming ga-uk.org. Importantly you can also use the design protection
featured are best sellers.
and not giving into the “what’s the point?” mood. It is hard, service Copywatch, through which you can deposit a number
particularly when so many freelancers work in isolation. of designs each year for free, and seek advice from Intellectual
Lean times do, however, give us the impetus to sort out Property specialists. There is a lot of help and opportunities for
the portfolios and also get ducks in a row legally. Check any promotion and networking for only £100 + VAT a year.”
contracts you have and find out where your work is being used. Do remember that Greetings Today is always interested
Is it now owned entirely by the publisher/manufacturer (God in seeing samples of designers’ current collections for paper
forbid) or is it now at term and back in your hands? If it is, get products and hearing how you are managing out there. If you are
that secondary rights portfolio going. a designer/publisher this applies to you as well.
Greetings Today 41
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