Chapter 3-Business Of Design


In my reading of Chapter 3, I discovered it to a nice and informative review of each Job title and each of their responsibilities. The first Job title and responsibility I that I read over was the production aspect of a design firm. Through my reading, I discovered that doing production can be good experience, and i also discovered that quite a few designers started out as designers(according to the book), and that production was a complex job that requires a lot of attention to detail and not exactly an entry-level job and you must know working knowledge of programming languages such as CSS and JavaScript. I also found the real-life production artist description very informative and after reading the essential duties, it sounds like something i can and will be able to do, with plenty of practice and experience of course. I also found the comparisons between of how the two salaries can differ if you work on the west coast versus the east coast, how production artists on the west coast can make 10-12% more than a production artist working on the east coast. As I was reading the job description of staff designer/junior level designer, I found through my reading of this portion of the chapter, that you will pretty much will have no choice but to multitask. In this Job position, you can be doing a wide variety of things from helping staff on design projects to general studio tasks. I also discovered that if you are ever hired on as an junior designer/staff designer you must have a willingness to learn and must learn to accept constructive criticism well. if you cannot take constructive criticism well, you will not survive on any job field and/or any job position, trust me!. In my reading through the job description of senior designer, it explained to me perfectly why this position is commonly called the “happy medium” in the design firm ladder, but i also discovered that if you ever hold this position, be prepared to come up with designs from scratch and assuming the responsibility of handling a variety of production problems. I also discovered that in order to ever get to the position of senior designer, you must be a top-notch artist with 5 or more years of experience in the field under your belt and you must also have a good deal of experience with indesign, illustrator,photoshop,and mac platform. I also loved how the book explained “The Peter Principle”  in regards to how management can sometimes promote designers into positions that they don’t do so well in. When I was reading the title and responsibilities of a art director, i discovered that not only the art director has to work on multiple design projects at one time, but they have to know what they are doing, and how they must balance both being a designer and also be a manager at the same time but the most important aspect of an art director is the sole fact that they must work well with people and lead well, that is if they want to ever become a creative director. As I read the job description of creative director, although very similar to the job duties of an art director, the creative director ends up having the final say so on all projects. The creative director is usually the one who also will meet with clients and the creative director also has the most client interaction and just like the art director, the creative director must lead well, have excellent communication skills, and must be a mentor to all people working under him/her. The principal/managing partner generally holds the highest position of the design firm, and also must be top notch in both the design and business aspect of the field, their primary responsibility is the overall productivity and profitability of the design firm business, and they are also the primary ones who sell the work to other clients as well. I was also amazed of how being an specialist and an generalist differ, but yet again can work so well together.  I also found the technologist and craftsman job descriptions very informative and how they also play a crucial part in a design firm and although many designers rely more on old-school design, they are also open to learning the newest, ever growing modern technology as well. I also found this chapter to be of great advice when it described how you should both balance old and new school design, what i mean is welcome advanced design technology, but also keep the older way of designing in mind. I also learned more of the meaning of the definition of the term starving artist as well. To conclude this summary, I found Chapter 3 to be extremely informative about each and every different job title and how they each play a key role in the design field. Best and blessings to all of you!:)

Discussion questions

1. Describe the difference between a fine artist and an applied artist.

2. Who is the bottom of the design firm ladder and who is the highest in the design firm ladder?


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