Talent is not enough - Shel Perkins

The best business guide for design professionals just got better! This revised and expanded second edition includes everything designers need-besides talent-to turn their artistic success into business success. You'll find information on key issues facing designers from freelancing to managing established design firms. A strong visual focus and to-the-point text take the fear factor out of learning about thorny business realities like staffing, marketing, bookkeeping, intellectual property, and more. These smart business practices are essential to success in graphic, Web, and industrial design. Here are just a few of the things you'll learn:

How to get on the right career path

The best way to determine pricing

How to avoid common legal pitfalls

How to manage large projects

The secrets of efficient design teams

How to forecast your workload and finances

Talent Is Not Enough provides a big-picture context for these and other challenges and shares practical, real-world advice. Since its first publication, the book has become an essential resource for both students and working professionals in these areas and more:

Design planning and strategy

Corporate identity development

Publication and editorial design

Brand identity and packaging design

Advertising and promotion design

Marketing communications

Environmental design

Industrial design

Motion graphics

Interaction design

Information design

"It is rare to find one individual with such a wide range of knowledge in the design-related fields. And, because of his experience as a designer, Shel brings a sensitivity and understanding to administrative issues while still respecting the artistic side of our industry."

Frank Maddocks, President, Maddocks & Company

"Now that design skills have become a commodity, you need business skills to focus them. Shel has written a crackerjack book that will be on the shelf of every ambitious designer."

Marty Neumeier, author of Zag and The Brand Gap