In any business relationship, communication is extremely important. Effective communication strengthens relationships and makes it possible to achieve your goals. Without it, you are left with unrealized expectations, wasted time and frustration. This is especially the case when it comes to graphic design. Graphic design is essential in business as you work to attract potential customers. There are plenty of examples of bad design, and if you go to the trouble and expense of hiring a graphic designer, you want the process to be positive and successful and worth your time and money. This requires good communication. Clients need to be very specific and detailed when talking to a designer and making plans for future projects. This process can often take a long time as initial drafts are conceived, perfected, and presented. The key is to realize that through this process, effective communication will be the main thing that will bring your project to fruition and help you to achieve your ultimate goals.
Make sure you are prepared before you start looking for a designer. It is important to be clear on your needs and identify your project. You should be focused on what you need, so that you can communicate that to potential designers. As you look for a designer, you should determine your budget as there is a wide range of pricing for graphic designers. The cost is usually determined by the expertise of the designer, the quality of their work and the range of services they offer. It would be smart to ask for a proposal or price quote, just so there are no surprises. A contract would also be a good idea. The contract would include the project specifics, the scope of the project, what you expect to receive from the designer, the time-line and the estimated price. If you don’t know how to go about finding a trusted designer, ask your friends or colleagues. Word of mouth is a great way to find someone. Or if you see a company with a logo or graphic material that you really like, ask if you can have the name and contact information for their designer.
When you initially meet with a graphic designer, this is not just a conversation about what design you like or want. You need to become part of the process by explaining what you want your audience to feel, and what you ultimately want to achieve. Both you and the designer need to think beyond the design. Designers work to present things visually and with words or phrases. Make sure that your designer knows specifically what you want. Also, work to develop your personal relationship with the designer, as you want to feel comfortable with each other and feel like you have the freedom to express what you like and what you don’t like. Working on this relationship and communication will make a big difference and may also create future opportunities.
Initially, you need to get to know your designer and ask the right questions. Ask to see some of their work to determine if their style matches your needs. Most designers will have a portfolio they can share. It would also be important to inquire about their process in creating designs. This will help establish your expectations in regard to timing as well. Determine how you and the designer will provide feedback, and how often you will be checking in with each other during the design process.
A graphic designer works to inform and persuade. For the designer to understand your vision, it’s important to communicate all of the important details about your project. These details would include things like messaging, who is your audience, what are your ultimate goals, what images do you want to use, what layout do you like, font choice, color schemes and copy or content. The more details are communicated, the better. You don’t have to know all the answers to these questions. This is why you are hiring a designer. Even if you don’t feel educated in some of these areas, you should be prepared to discuss these aspects in detail. This will not only help you become clear about what you want but will help the designer produce the right finished product. Along with this is having trust in the designer and their knowledge of the design process. Keep in mind that they won’t be able to produce exactly what you want on the first or second draft. The design process will include many revisions based on reviews and feedback. This is why communication during this process and trust in the designer and their abilities is vitally important. This communication should include expectations for the timeframe of the project as well. It’s important to determine up front the designer’s workload so that you know what to expect. You want this to be advantageous for both you and the designer, so set realistic timeframes for drafting, reviewing, and finalizing the work.
A big part of effective communication is giving feedback. Feedback is a crucial part of the design process. Make sure that you determine the way your designer wants to receive feedback so that the process will be easier. Remember the basics, like being kind, polite and patient. Also, make sure that your feedback is timely to avoid any delays and frustration. When giving feedback, keep your comments positive and focus on the good things as well as the things that you want to change or improve. Open communication will allow you to ask the designer about their reasons and decisions for creating what they do and how it all relates to the overall messaging and aesthetic. Above all, always have the end in mind.
If you keep these considerations in mind, and work to communicate openly, honestly, and effectively, you will be happy with your experience. The goal is to end up with material that you are happy with and design that will help your business be successful. Hopefully, you will end up with a long-term relationship with a graphic designer you like and trust.