Article Presented by:
elf design, All Rights Reserved Written by: Erin Ferree
A graphic designer's goal is to provide you with the logos, artwork, and page designs that best fit your business, personality, industry, and target market and that convey your offerings and differentiators. The experience of reaching that goal can be extremely smooth and pleasant if you know what to expect up front, and if you understand that you do need to work with your designer rather than just letting them loose to create.
To assure that the experience you and your designer have is productive and successful, our previous article, "Finding a Graphic Designer," offers insight, definitions, and advice on beginning the relationship. Once you've selected the designer with whom you feel most comfortable, follow these steps:
1. Communicate, communicate, communicate! Clarity and understanding are key to a good working relationship. Keep in mind that most designers tend to be highly visual people, so communication in words alone might be slightly difficult. Have patience, and use all of the other tips in this section, to facilitate your communication.
2. Be clear about what you want. If you're using vague words and adjectives, or jargon, such as saying that you want your logo to look "sweet", keep talking and explaining what you mean until you both agree upon what "sweet" actually comprises. People come from many different backgrounds and experiences, so clarity is vital.
3. Ask what information your designer needs. Without good background information, your designer really can't create the best designs for you. You know your business best, so the input that you bring to the project is really the most expert information that's available. The more informative your answers are, the better the designs will be.
4. Don't be afraid to sketch if you have an idea that you find difficult to describe. Even if you can only draw stick figures, sketching is often a more direct means of communication with visual designers. Designers understand that this is not what you do, and they won't make fun of you! In fact, the added level of communication is invaluable, bridging the gap between the designer's visual mind and your conceptual explanation.
5. Ask questions when you're confused, as opposed to becoming frustrated. Designers might use terms you're not familiar with. And many creative types "jump ahead" unintentionally in their logic. Your designer doesn't want to leave you behind and is happy to elaborate.
6. Remember to give constructive feedback. Specify what you like and don't like about the concepts presented. The more explicit the information you provide, the better the outcome of the project. Keep in mind that the most helpful part about constructive feedback is the element of encouragement.
7. If you plan to bring your friends and clients into the design process to provide input, it's best to let your designer know, and as early as possible. Being ambushed by the client's friends or family at the last stage in the process or after committing to a direction is often disheartening to the designer. As artists, designers tend to fall in love (a bit!) with their designs.
8. Keep in mind who your target audience really is if you do bring friends and family into the design process. If you're selling to businessmen from Japan but your Caucasian U.S. housewife friend doesn't like your logo, the problem might not be with the logo. A design often won't be as effective outside of your target market-and that might just be where your friend's feedback is coming from.
9. If you start working with your designer, and their process isn't working, then let them know! Many designers would be happy to modify their process to fit your needs. Just be as specific as possible about what's not working; for example, do you need to see color earlier in the process, or see more of the full design? Let your designer know that you need additional help, or, if you know what's wrong, how they can help!
You need to have a good working relationship with your designer, to understand and be understood well, and to constantly communicate to make sure the graphics that are produced are perfect for your business. Beginning the process with someone with whom you are comfortable, cooperating throughout the process, and communicating effectively will produce the right "professional face" to your customers.
About the Author:
Erin Ferree is the owner and lead designer of elf design, a Brand Identity Design and Management Company that specializes in helping small businesses and entrepreneurs create a powerful and unique brand identity that differentiates them from their competition and helps them to connect with their target market. Our work is bold, clean and effective, and our processes are proven to get your materials completed quickly, so you can use them to get new clients right away. We create designs that are effective and contribute to your business’s bottom line by getting you noticed, reflecting your values, increasing your credibility, and ultimately, helping you to make more sales. Learn more about brand design at www.elf-design.com
