13 Tips for Finding a Graphic Designer
Are you ready to hire someone to design your logo,
collaterals, or artwork for your website? Well, here's just
the information you need to get the best results from
hiring your first (or your first successful) graphic
designer.
To assure that we begin on the same page, a graphic
designer designs your marketing materials - the print- and
web-ready art which are then turned over to a printer or
coded for the web for the final outcome. Some of their
vocabulary can be foreign to you, and their processes may
not be familiar either. We'll address that and more with
these tactics.
This advice gives you the essentials for hiring the right
person for this critical project. The more qualified the
designer, and the better the match between you and your
designer will lead to more appealing final designs. the
more professional you and your business will look.
1. Look at their work samples. Many designers offer a
portfolio of samples either on their website, by email as a
PDF, or in a hard-copy format. When you review these, look
for a general design style that you like, not necessarily
whether they have lots of experience within your particular
industry. In fact, deep experience within an industry isn't
necessarily the best thing when you want a designer to put
a fresh visual spin on your business and your issues.
2. Make sure they've actually done the work in their
portfolio. This is especially true if you're reviewing
design companies or firms. Make sure that the designers who
are still on staff created the work that you really admire.
Where this can come into play with solo designers is if the
portfolio isn't clear about their involvement in the
development of all the design elements. For example, if
they're showing a brochure design or a website in their
portfolio, but you love the logo; make sure that they
created the logo before hiring them.
And, ask what the client's involvement in the design of
that logo is-if the client came to the designer with a
sketch of the logo already created, then the logo may not
be reproducible by the designer or firm alone.
3. Talk to the designer. Having an actual conversation with
them can really help for two reasons:
To make sure you can communicate well with each other. If
you each have very similar styles of communication, levels
of energy, or enthusiasm about the project, then the
project will most likely run very smoothly (or has a great
potential for success). Also, make sure that you each
understand what the other is saying-having similar
definitions for concepts is amazingly helpful. When you
don't understand something, ask questions! To see if the
two of you "gel" together. You'll be working closely, so
make sure that you get along! If you don't like their
personalities or vice-versa, then the relationship will
most likely become strained and difficult. 4. Review their
skills. This becomes especially important if you're hiring
a web designer-make sure the designer is qualified to
provide you with all the technical components you'll need.
For example, web coding, forms coding, HTML newsletter
integration and Search Engine Optimization are all somewhat
technical fields that not all designers can deliver. Make
sure you'll be able to get what you need.
5. Check their references. If you really like a particular
project in their portfolio, see if you can get that
client's contact information. But, if the designer can't
release it, that's not necessarily the worst sign-maybe the
client prefers that their contact information be kept
private. Or they've moved, and haven't told the designer
how to get in touch with them. Be open to reasons why they
may not be able to furnish a particular reference.
6. Learn about their processes. Find out how they plan to
execute on the work that you'd like to have done. Ask what
the designer needs you to do, what you'll be asked to
review and approve, how decisions are made, and how they're
made final. Make sure your designer is able to guide you
through the design process, providing all the information
you'll need along the way.
7. Check their turn-around time for replying to emails,
sending quotes, and returning calls. Make sure that it's in
line with the turn-around time that you expect throughout
the project. Turn-around time here can also indicate the
designer's level of excitement about your project. However,
if it's a bit slow, make sure they weren't just out of
their office at meetings for the day, or tied up in another
deadline-understand that they're a small business as well,
and the fact that they're busy is probably a sign of how
effective they are for their clients!
8. Review the rights that they're selling to you. Make sure
that you have the copyright and reproduction rights that
you want. Think as far into the future as possible-you want
to make sure that you'll have what you need as your
business grows. You don't want to have to come back to your
designer and re-negotiate your rights in a few years!
9. You may be tempted to ask for some sample designs for
your specific project. This is known as work on "spec"
(speculation) -having a designer do work without a
guarantee of getting the project. While designers can
understand your fears-what if you don't like the logo we
develop, what if we don't "get" what you want, what if...
Asking a designer to work on spec isn't very fair. The
first round of designs on any project is the most
time-consuming to create-it often consists of researching
your company and your competitors, brainstorming on the
creative side, and generating first ideas. You wouldn't ask
a doctor to diagnose you before paying for his time, and
then offer to pay him if you like the diagnosis-it's no
more fair to do so with a designer.
10. Make sure that you'll get the deliverables you expect.
Some designers don't plan to include final files in their
deliverables to you-if you want to have the original files
delivered to you along with printed collateral or the final
files uploaded to your web server, make sure the designer
knows that up-front. It may change the pricing.
If you want to be able to edit the final files, make sure
that the designer can deliver the files to you in a way
that you can edit them. Realize that, depending on the
software that you have, this may either limit the design or
be impossible, but you probably won't get the files in the
specific format you want unless you ask!
And, if you envision having your final files in a
particular format-such as having your letterhead in
Microsoft Word-be sure to ask for that. Many designers
don't consider Word files to be part of a standard set of
deliverables.
11. Have a realistic schedule and check the designer's
turnaround time. Allocate enough time for your project to
be completed-rush jobs never turn out to be as good as they
could be if enough time were allotted. An average logo
project takes weeks, not days!
Also, be sure that they have time available in their
schedule to complete your project on your timeline. Check
for upcoming vacations, and whether they work evenings and
weekends if your timeline calls for that.
12. Make sure that you're both clear about revisions. Many
designers include a set number of revisions in their
project packages. Make sure that you understand what
constitutes a revision, how many you'll get and what
happens once they're all used up.
13. Get it in writing. A contract can help to lay out
expectations for the project on both your end and the
designer's. Once you have a contract from your designer,
make sure to read it carefully-it will often state exactly
what you're going to get out of the project, how you're
expected to pay for designs, what you're paying for, and
how to get out of the contract (in case you have to cancel
the project for any reason). And, if it doesn't make things
clear, ask the designer to elaborate for you.
Following these steps gives you all of the background
information you need for optimum results when hiring a
designer. Use them as a reference when you review
designer's websites, meet with, or interview your potential
designer. Understanding the process and expected outcome
does wonders for a smooth transition from ideas to reality.
----------------------------------------------------
Erin Ferree is a brand identity and marketing design
strategist who creates big visibility for small businesses.
Through her customized marketing and brand identity
packages, Erin helps her clients design effective websites
that help them extend their brands, bring in new clients
and make sales. http://www.elf-design.com
