It takes time

I spent last weekend shooting a short film. I was doing the cinematography and I didn't do a great job.

My greatest issue was that I had very little time. I was asked to do the work at the last minute and so didn't have time to check out the equipment, spend time assessing the location nor to think about script, character or mood.

Learning the equipment is the obvious part. It takes time to learn our tools be they cameras or CSS, lights or Photoshop; but we all appreciate the importance of doing so and put in the time to master them.

But there is another place where time must be spent which is more easily brushed over. We may be experts in the discipline of our work, but are we experts in our client? Too often, we are not.

This becomes noticeable when looking at the output of experts who produce consistently high quality work, but work that doesn't quite fit the client. I see this kind of work showcased regularly on sites like Smashing Magazine. The work is of an exceptional high quality, but it often misses something. That something is the individuality that makes that client, that client.

I can think of two ways to help. First, develop a unique style so that clients see the work and think yes, that's us. Then, to get the rest of the way, the designer has to get to know the client. The less we understand the business and the personality of the client, the less fitting the outcome will be; so to produce the best work we must spend time understanding the client and their customer.

This takes time, of course. That time costs money. And this makes the sale tougher. I have found that clients I currently work with don't expect this level of detail and so it is relatively easy to make them very happy. In my current situation I could take short cuts, make more money and everyone would still be very happy.

But if I did that my work would never become great.

When I was in film school, I never compared my work to other student films; I compared it to Hollywood. And because of that I tried to put in the time and preparation I would have to if I were employed on such a production.

The same attitude is true of my design work.