How To Pick A Designer That’s Right For You

Choosing the right designer is imperative. There are a lot of good designers out there, but they all may not be right for you or your company. Sensibility, empathy, and common business sense is as important as artistic talent and technical skill. A designer who does not understand or relate to you or your customers might create a great work of art but, in the end, never generate the results you need to move your business forward.

So, just how do you pick a designer who’ll become a valued member of your team? Paying attention to the following 10 items will help you make the right choice.

1. A Strong Portfolio

Previous projects speak volumes about what you can expect from any designer. Is the designer’s portfolio full of a wide range of styles and subject matter or is there a disturbing similarity between the pieces. ‘Cookie-cutter’ designs are fast and easy but may reveal a designer’s limitations. You may not be getting the level of creativity you’re paying for.

2. Excellent Communication And Interpersonal Skills

In both written and verbal communications, does the designer express themselves and their concepts clearly and in such a way that is easily grasped? You should have a pretty good idea of what the designer has in mind to create before you pay for the hours necessary to create it.

Does he/she pay attention to details? Really, there’s no excuse for glaring typos in e-mails, let alone in the project itself.

Does the designer dress and act appropriately during a group meeting or conference call? Bohemians may make great art but do they mesh with your corporate culture? Conversely, can your management accept a radically different lifestyle in exchange for that great art? If choosing the right designer for your company is your responsibility, it’s your reputation on the line if he/she cannot fit in.

3. Attention To Detail

Is the designer only a ‘big picture’ guy or gal? Sometimes the smallest detail greatly alters the impact of a design. Your designer should be comfortable working at this level instead of always insisting on a compete redo. This is particularly true, for example, during a logo refresh as opposed to starting from scratch. Take a look at these 10 successful logo refinements for an appreciation of how the smallest details can make a big difference. 10 successful logo refinements

4. Great Customer Service

Is the designer responsive to your questions? With e-mails, you shouldn’t have to wait longer than 24 hours during the week, unless the designer’s given prior notice that it may be longer. Also, You should be able to reach your designer by phone or receive a call back the same day during normal working hours.

A designer who’s a good team player respects their clients and values their input in the design process. You may not be an artist but you do know your products and your customers as well as your own preferences. If the designs are too far afield from what you expect, then perhaps your designer isn’t listening well enough.

After the design is completed and finished files delivered, does your designer disappear into the void or do they remain available, easy to reach and eager to help with any printing or file issues that may arise? Professional designers are keen to help ensure their artwork generates the highest quality finished product possible. Be aware that this may involve additional compensation, depending upon the type and amount of assistance needed. Press checks, for example, would normally incur an additional fee. Such possibilities should be clearly understood between both of you prior to commencing the project.

5. Trustworthiness

What’s the designer reputation? It’s important to do your homework before hiring any designer. Ask for and actually check references. Does the designer have a successful track record? Do they follow through? Do they do what they say they’re going to do 100% of the time? Don’t be afraid to ask these questions, it may save you a headache in the long run.

6. Good Time Management

Deadlines are a critical part of every design process. If you find yourself constantly delaying campaign launches or the installation of that new office sign because production files are late, your may not have the right designer on your team.

Ask your designer:

• When can the designer begin the project?
• When will initial concepts be presented?
• How much time is needed between proofing rounds?
• How long will it take to generate production files after final approvals?

A professional will outline this kind of information in their proposals beforehand.

7. Positive References

Client testimonials offer invaluable insight into all aspects of the designer’s work. If other clients have been satisfied then, chances are, you will be too. Don’t be afraid to ask for references and be sure to follow them up.

8. Flexibility

No matter how detailed the initial design brief, there should always be room for flexibility. Things change during each stage of the process, often unexpectedly. Major changes may require a wholly different approach from what was first anticipated. The designer should accommodate such interruptions easily and with a sense of humor. Of course, if the changes add hours to the project, the cost goes up, too.

9. An Informative Website

You should expect to learn quite a bit about the designer from their online presence. More and more designers are adding blogs to their websites wherein they discuss the specifics of particular projects as well as expound upon their particular design philosophy. In my case, my blog is my portfolio and each new design is showcased with an accompanying feature which examines the design brief and includes client comments as the project proceeded.

Informative websites help on a number of counts.

* Trust is built through communication in blog comments
* Attention to detail can be seen according to the initial design brief
* Positive references might accompany portfolio entries
* Communication skills are evident through proper grammar

10. Common Courtesy

Does the designer’s personality match your own? Being nice doesn’t cost a thing. Pleasant, upbeat and courteous people are just easier to work with and you may be working very closely with your designer if the projects are substantial. Be sure you can get along personally.

To reiterate: 10 important criteria for selecting the right designer include:

1. A strong portfolio
2. Excellent communication skills
3. Attention to detail
4. Great customer service
5. Trustworthiness
6. Good time management
7. Positive references
8. Flexibility
9. An informative website
10. Common courtesy

Your thoughts

Obviously, these are not the only criteria to use. Are there any others you’d like to add to the list? Designers, do you have any additional pointers on what clients can expect from us? Let’s get a conversation going. I welcome your thoughts. Please post your comments below if you would like to weigh in.