Expert: LizaL - 8/2/2005

Question
-------------------------
Followup To
Question -
Hello Lisa:


Thanks for taking the time to share your expertise.

My questions are pretty general. I'm having your typical mid-life crisis or something to that effect. Not really a crisis, I'm just trying to make a nice controlled switched into a career that may be a better fit for the next ten years or so.

I've worked the last twenty years in IT as a database administrator. Pay is great but there is a lot of stress in keeping large corporate mission critical applications running.

I have a pretty serious artistic side that I've suppressed for years because I needed a ‘real' job. We'll now I'm finding that I'd like to try my hand at having a ‘real' job in what was called the commercial arts.

I have a web site that I did in Frontpage and Corel products, http://jimbolesdesigns.com

As you may see by the site I have some talent, but I'm not really sure how to apply them towards a new career. I don't think I want to do web development, because that is too much like the highly technical work I've been doing. Maybe web design.

I don't want to ramble on here. I've never used the “Expert Service” so I'm not sure how my sort of questions fit into what is customary. I don't really have how-to questions; rather I need some general opinions of broad topics, reality checks and such.

Do you have time for this type of discussion?

Answer -
Hi Jim,

When I taught career development at a local college, I dealt mostly with young adults who had never had "real jobs," but I think those same principles apply in some way to everyone. There's no hard and fast rule here, or set of blanket statements I can give you, but maybe I can help you examine your life a little and figure out a direction.

That said, I'll make an assumption here, that you'd like to have a plan, or at least think in terms of a path to follow. I say that because you've been in IT for so long, and as for myself, well, I dreamed of being a COBOL programmer back in the day and went to school for that after college. So I know what it's like to have an artistic side, but at the same time, be a very logical and path-oriented thinker. So I'll do my best to describe here what I would do if I were you.


First I'll throw out some tips for generating some interest and trying to discover just what aspect of commercial art you think you might like to follow.

1. To spur your interest -- and this goes for all commercial art: graphic design and Web included -- look at other people's work. Don't copy other people's work, of course, but look at how other people approach design problems, and their solutions.

2. More importantly, make a notebook of samples. If you see a great print ad, tear it out of the magazine and stick it in your notebook. Make some notes as to why you liked it. Ditto for the Web; print out a page you like, and/or bookmark it in your browser so you can refer back to it. Think about the page elements, the colors, the placement of the elements, the structure of the information -- all the things that go together to make that ad something you like.

3. Next time you drive around your town, notice the businesses and their logos. Do you get a sense that a particular business's logo could be improved upon? Do you think *you* could do it? Take a digital picture, or make a thumbnail sketch of that logo, and go home and see what you can do. This is one way to sort of start stretching yourself towards graphic design -- and mostly to see if this type of work appeals to you.

4. Take a course at your local community college. Or if you don't want to invest the time and money, take a continuing education workshop, if you can find one, that will give some insight and/or instruction in design.

But having been in the college system for 10 years, I know design workshops aren't always offered, so consider the traditional classes route. Community colleges generally always offer courses at night, and also 1-year certificate programs. You'll surely get your feet wet if you do something like this.

And certainly if you feel your talents lie in digital work, you'll want to explore graphic design and page layout software packages such as Photoshop, InDesign, CorelDraw, Illustrator, etc. I'm sure you know that all these products (et al) offer free trial downloads from their Web sites, so you can try before you buy.

Besides, with the advertising world having advanced to nearly all-digital means of expression, you'll need to know several good software packages.

5. Read as much as you can about graphic design. The library is a logical place to go, of course, but sometimes those books aren't as up-to-date as you'd like, so consider Borders and Barnes & Noble for making a couple of purchases.

6. Talk to other designers. Check your paper and the internet for artists' groups that include and involve graphic artists. Go to a couple of meetings and talk to established designers and get their perspective on the field.


All that said, as far as the nuts and bolts of promoting yourself, once you decide on your niche, and are ready to tell the world:

1. I don't mean this in the typical sarcastic way at all, but don't quit your day job -- not yet. Don't abandon your source of financial support until and unless you have a proven means of making money at your new venture. Now that is, of course, *unless* you're independently wealthy, or have a means of financial support that will allow you to leave your IT job. But I'm sure you know all this, and I don't mean to sound patronizing.

2. That's where freelancing comes in. What you're doing right now is good, showing your creations on the Web and showing your skill in Web design by having designed and by maintaining your own site. But if you can make money on the side by doing Web design, then you're one step closer to freedom from IT.

(I'm just using Web design as an example here; that's not to say it's the only thing you can try your hand at, of course.)

3. Promote yourself.
Back when I started freelancing commercial art (in the mid '80s), there was no public internet, so all my advertising was through word of mouth, and from printed material that I produced myself. That would be my next suggestion for you: printed matter.

-- Design a good, working logo, something that will adapt itself to both Web and print use, because you'll need it for business cards, first and foremost.

If you don't think you're ready to shell out for commercially-printed cards, you can always try the inkjet perforated kind Avery makes:
http://www.avery.com/us/Main?action=product.HierarchyList&node=10211397&catalogc

If that link doesn't take you there, go to the Avery site and search for clean edge business cards. They're really pretty good, and will do nicely if you don't want the cash outlay of commercial printing. But you need *something* you can give/send to people.

-- With the advent of email, letterhead seems to be a thing of the past. But it's always a good thing to have a letterhead designed, using your logo, of course. Same thing for envelopes. Snail mail is here to stay, so if you're presenting yourself to the public, these paper items are a necessity.

What I've just described here (business cards, letterhead and envelope) constitute a corporate identity package. They're the first step in establishing a visual persona in the business (or even freelance) world.

4. When you feel you're ready to take on freelance work, you should consider some form of advertsing. In the beginning, a small postcard, sent to a list of potential clients, will suffice. Include all your pertinent information, and list and show, through the card's design, your talents.

Backing up a bit -- make a list of all the people you think would be interested in your design work. Go from memory, think about your friends, and use the phone book too -- I've pulled together many a mailing list from the yellow pages. Use this list as your initial client base, to whom you'll send your first batch of promotional cards.

In your page layout program of choice, set up an 8.5 x 11 horizontal page, and divide it into four equal sections. Then design your promotional information on one section, and copy it to the other three. Thus, you get four postcards to a page, and you can use your paper cutter to separate them. Of course, use a card stock that isn't so thick that it won't go through your printer.

I normally use clear address labels for the other side -- I print them from my client database -- but you can use any kind you like. Or, if you prefer, you can set up a layout based on your postcard file that will print your return address and the recipient's address on the flip side. I do that sometimes, too, especially because I prefer having my return address printed on the card.

This is unbelievably simple, very inexpensive, and it really does work. I've done this for years and have had good success with it.

5. Don't rely on your Web site to bring you business. While a lot of people might do that, initially I'd sort of saturate your chosen market with print advertising, making sure to include the Web address on your business cards, postcards, etc.

Also, it's human nature that people like to have something to hold in their hands -- such as a business card. I don't think the world will ever truly be "paperless," so it's always good to have your name and contact info at hand for someone.

6. So let's jump ahead and say you have your corporate ID package, and you've sent out promotional materials, and you're getting freelance orders for Web design. Do this for 6 months, and see what kind of return you get.


It's kind of a hard fact, but a career change boils down to a matter of time, thought, and introspection. It's your burden to invest the time in considering what you want to do, make a decision to do it, research, learn, and exercise your talents in that new field, and then take the time to promote your new venture. Then you have to sit back and wait out the time involved to see if it's going to work.

That said, if you decide on a branch of commercial art you'd like to pursue, and are diligent and develop your talent, then promote yourself and you DON'T see a return after 6 months or a year, that doesn't automatically mean you're a failure or you need to give up. Just keep on working at it. And keep on talking honestly to yourself, to try and see if this is the "thing" you need to be doing.

Commercial art is a broad field that involves a lot of different career paths -- so if one doesn't seem to be fulfilling (while at the same time paying the bills!), pursue another. You don't have to spend long years at, say, magazine illustration, to know if that's not right for you.

Instead, test the waters by pursuing several avenues. I'll reiterate: If you have the time, consider some classes at your local community college. That's a good way to get an introduction into the field.

I hope this helps, and let me know you make out!

By the way, you really have some spectacular-looking creations on your site. How long have you been doing these things? It's obvious you've really honed your skills. I'm considering purchasing one of the frit flowers, myself! The way I see it, once you develop your graphic design skills, you could use those skills for your self-promotion, and just sell your glass and wood creations, and to heck with being a graphic designer! But seriously, from what I see, you're that talented in wood and glass working, to be able to sell those things for a living.

Lisa


P.S. You're right -- stay away from Web development! I'd never go there; like you say, too technical.

question --------

Hi Lisa:

I think I left out the name "Photoshop" in my last post some I'm reposting below.
The first question is what is the best way to buy a copy of Photoshop. Notice I said best, and not cheapest. "Best" to me means legal, full version, upgradable, supported, etc., then given that comes cheapest.

Overtime I'll need to buy quite a bit of software. I have used places like CDW in the past, but I'm not sure if there is someplace that specializes in graphic-oriented software at good prices.

Another new-be question is... is it worth joining the the National Asso. of Photoshop Profressionals?

Thx again for the detailed response. It is greatly appreciated.


Answer
Hi Jim,

When you say "good price," for Photoshop, you'll pay *the* price, which is what is dictated by Adobe. You might see a small fluctuation from reseller to reseller, but the price will generally stay the same, across the board. Since the product is controlled by Adobe, you won't see retailers dramatically slashing its price. So it's really only a matter of finding a reseller you like and feel comfortable with. I've bought from CDW too, and if you like them, buy from them. Ditto brick-and-mortar places like CompUSA and Best Buy (et al).

This is why I can't really suggest one retailer over another -- the price is going to be the same no matter where you go, so it's just a matter of choosing a place you personally trust and feel comfortable with.

Bootlegging is not only illegal, but very unethical and something I abhor to the nth degree. Glad to see you obviously feel the same way.

And no, I don't think it's necessary to join the NAPP. You certainly can, if you like, and it might open you up to a user network that isn't widely publicized online -- maybe -- but I don't think it's necessary to join. You might do some research to see if there are any *free* computer user/Photoshop user groups in your area before you do this, and you might also check for the same thing, online. I realize basic membership to the NAPP  is only $99 per year, but that $99 could be put towards the purchase of Photoshop.

Lisa