Each project has stages and each of those has a time frame to consider that will impact the final production date. Brochures and similar printed pieces cannot happen overnight so it is important to plan your project accordingly. The following is an overview of those steps so you may be prepared to budget time accordingly for your next project. The following steps may be completed simultaneously, therefore creating overlaps in the timeline. For the sake of ambiguity, the example project will be a brochure.
Initial Concept – (1 day to 1 week)
This is the meat of the brochure. This will determine its overall feel and look. It will also include general content (i.e. specific, in-depth information or general, get-to-know-our-company basics.) If you have this information already in mind, share it with your project manager/designer. If not, be prepared to have an in-depth discussion with the designer so that he or she may gather the right information to create a design concept that is in sync with your company's expectations. Some topics should include:
- What is your budget? (Can you really afford everything you have in mind for this project?)
- Who is your target audience?
- What elements should be included in the piece? (i.e. custom or stock photography, illustrations, etc…)
- Who will be writing the copy?
- How will this brochure be distributed? (i.e. hand-out at convention, at a new client meeting, cold call mail delivery)
- Is a vector copy of your logo readily available?
- Does your company have a style guide that may dictate the design of your brochure? (larger companies often use detailed style guidelines so marketing materials do not differ widely from one market to the next, ensuring brand continuity)
- Who will be making the decisions/approvals on behalf of the company?
- How many will you need printed?
Cost Estimating (3 days to 2 weeks)
This estimate includes design time, photography, illustrations, photo touch-ups and printing. Although designers and photographers may need a day or two in order to develop a project price, printers often need up to a week in order to get your estimate completed. Paper costs, any outsourced elements and a backlog on the part of the print ship estimator can all affect when an estimate can be ready. By retaining multiple printing quotes, which one should do for any project, this can compound the waiting period for a final quote.
Design Concept (1 to 2 weeks)
During this phase the graphic designer will create a draft design for your brochure based on your discussions. Unless you are willing to extend your timeframe and expand your budget do not ask for three different design ideas (This is not the Home and Garden channel; those designers are compensated for their time, even if they don’t get picked by the homeowners). This is not to say you are married to the first design offered to you. Give effective feedback so the designer can modify the design to meet your expectations.
Photography (1 to 4 weeks)
If new photography is needed for your project, it can be completed during the initial design phase. However, do not expect for the designer to just drop the photos in at the last minute. Depending upon the subject, there are a number of variables, including people and their availability (both subject and photographer), time of day and weather. One or all of these factors dictate when the photographs may be taken. At least the advent of digital photography has shortened delivery time for the final images.
Copy/text (1 to 2 weeks)
There are many ways copy can be handled for a project. Although a budget-saver, if you choose to write the copy in-house, be prepared that you may be your own worst timeline enemy. Often your own client work gets in the way of completing this task. Also, if you are not a professional writer, you may be creating additional work for the project when it is determined that the copy you have prepared may need to be sent to a professional writer after all.
Final art production (1 to 2 weeks)
Here all the elements come together: photography, copy and/or illustrations. This is also where drafts are sent to the client for proofing/changes. Once a final softcopy/non-printer proof is approved, it can be sent to the printer.
Printing/Production (1 to 2 weeks)
Printers request 7 to 10 business days to produce most projects. Depending upon the complexity of your print design, more time may be needed. During this step a printer’s proof is reviewed (a color duplicate of your final piece by which the printer will match your job on the press) and a press check may be made (a visit to the press at the actual time of printing to verify paper and printing quality), depending on the complexity of the colors and/or design. This step also includes the time it takes for the paper to dry once printed and any die-cutting and binding in order to create the final product.
Delivery – (1 day to 4 weeks)
Online printing services have made it easy to get a nice looking basic printing job done inexpensively. However, the press itself may be thousands of miles away. This means shipping time and costs, which weigh heavily on the total weight of your project. To keep costs down you may consider “regular delivery.” However, read the fine print. This can mean as much as four weeks in transit. To choose the overnight delivery may mean such a high shipping charge you probably could have gone with a local printer and saved yourself the hassle. Local printers often deliver for free or a minimal charge.
