Think of a time when a project or paper had found its way onto your to-do list. Typically, when starting a project from scratch it’s tough to narrow down the direction of research. In fact, trying to decide what would be interesting or intriguing for the expected audience can be extremely overwhelming. At some point in time, everyone has faced the wall of choice blocking them from carving new ideas. Think of a time where the project at hand had certain specifications to meet and ideas to avoid. These constraints of sorts stress the idea to think outside of the box and lay a guideline for what is acceptable. This is due to the idea that limitations are sometimes necessary for perceptual advancement. Think of it this way, in the graphic communication and printing industry there are several steps to consider when taking on a project. In the pre-media and design phase of the job it can be vigorous undertaking when trying to conceptualize what a finished product should look like. It’s one thing to take a class where a teacher might give his or her students a mock post card assignment and provide an example of what the finished product should look like. In graphic communications, this is a very sought after trait for employees to decipher ideas as well as creating the printed work for a customer. For instance, lets say a large format printing company is approached with a job to make new bus wrap advertisements promoting a restaurant in downtown Minneapolis. The restaurant owner’s wishes to have fifteen of these wraps made for a bus company that agreed to advertise them and needs the design of the print created by the printing company. In order to create the ads, the the restaurant owner needs to provide some details of what he wants to be on them. In some cases, this could be a detailed description which would only take a few variations to get approved or it could be a vague and several iterations of the concept would need to be created. The challenge for the designer is to try and limit the customer choices. The designer’s job is to set in stone what should be on the layout so the designing has an ultimate goal. Eventually, taking the details described for what should be on the bus wrap and providing a few concepts that fit the description.
I would bet that the last trip to the super market you made a grocery list. Organizing your thoughts into a written list of what’s needed is easy. But what is the purpose of creating a list whenever it’s time to go to the store? Think of a time where you didn’t have a list and found yourself struggling to remember what to buy. The list shouldn’t affect your capacity to remember the same groceries on a week to week basis. So why does this happen? The immobilizing effects of decision making is to blame. Sooner or later the anxiety of choosing between two different brands might degrade the satisfaction of having a product later. Furthermore, individuals on tight schedules would potentially suffer from too many choices. Keeping track of what’s needed to be done on a personal level typically relieves stress. In the graphic communication industry, it’s just as important for a business to pace the number of jobs and constraining customers to certain number of choices. Organization on a personal level is typical concept amongst people in the work force. When it comes to printing its vital for the printer to limit the number of jobs that come to the door. For many reasons this benefits several aspects of the company. The first of which is financial opportunities. From a financial outlook, keeping a steady flow of jobs and avoiding fluctuation allows the company to avoid outsourcing work to other print shops. When this happens the company providing the outsourced work doesn’t necessarily create a future relationship with that customer but a portion of the revenue is paid in exchange for the services. On top of this, the original printers estimate for the job is also acquired by the outsourced shop which can result in undercutting the original costs. The second is overall customer satisfaction. If we look at the bus wrap scenario and the efforts that go into designing the ad the customer is eventually going to have to choose a final concept for the layout. Like the vast number of choices in the grocery store, it’s going to be much easier for the customer to make a choice if they have a list. In the case, the list is the narrowed down number of concepts to show them. In the end they will be much happier with fewer choices. On the other hand, limited choices can sometimes backfire for those needing something specific. If we look back to the grocery store example, variety of choice is sometimes necessary for those who have food allergies. Different brands could very well use different ingredients to make their products. When comparing this printing, it would correlate with missing a job opportunity. For instance, if a job is declined because the current job schedule is full for when the job needs to be completed its likely that customer will probably search for another printer.