How to Work with a Graphic Designer
Every small business owner will need the services of a graphic designer at some point in their business journey. You might need a new logo, a brochure designed and printed, business cards, etc. But how do you find a designer that’s right for you? In this blog post, I’ll show you how to work with a graphic designer with ease.
How to Work with a Graphic Designer
As a marketing copywriter, I’ve been working closely with and briefing graphic designers for over twelve years. Great design and copy go hand-in-hand. I’ve done design courses and know my way around Photoshop and InDesign. BUT I’m not a designer. Designing things is hard. It takes someone with a specific set of skills and creative ability that I just don’t have. I have so much respect for all the good graphic designers out there. I may not be a designer, but I know good design when I see it.
Over the years, I’ve learned a few tricks about how to work successfully with designers so they deliver top-notch work that meets my brief. And you know what, it’s a process that involves discussion and compromise on both sides.
Have you ever worked with a designer by filling in their brief or providing your own, only to get something back that’s not what you wanted? Or perhaps you were vague about what you wanted and gave a graphic designer creative license only for them to come up with something that just didn’t suit your business.
As with all creative professionals, there are good and bad graphic designers out there. There are also designers that are great at what they do but who might not be the right fit for your business. Or perhaps you just don’t know how to brief a designer so they can create your vision.
All creative relationships are a two-way street. You might not get it right the first draft, but if you follow the tips below you should get close to what you want when working with a designer. Then it will just be a matter of a few tweaks to produce something that both you and your designer are happy with.
Here’s how to work with a graphic designer easily to save yourself time, money and stress.
1. Find a graphic designer who is the right fit for your business.
Not every graphic designer is the perfect match for you and your business. How will you know? Ask to look at their portfolio before hiring them to see what they have done in the past and if it fits in with your vision. Ask questions. Meet them in person or talk on the phone. And it’s not just about their skill set. Also find out if your personalities gel.
Are they experienced in designing different things? Not all designers are the same. Some designers just design packaging. Others are illustrators. Make sure your designer can design for print and online mediums as you might need their services in the future for other projects. Make sure they are versatile.
Some designers are just starting out and may not have the experience you need. A good designer will know how to package your final design ready for the printer. If your printer is calling you saying that your PDF is not packaged right or is the wrong size and format, chances are you’ve worked with someone inexperienced.
It can still be rewarding to work with junior designers as they will often charge you less. It also helps them get experience and build their portfolio. Just be mindful that they may need more guidance from you than an experienced designer.
Before asking for a quote, take the time to explain the project you have in mind to a designer and make sure that they are interested and on board with what you want. If they don’t listen, dismiss your ideas, talk over the top of you, or display any creative differences at this early stage then you should keep looking for someone who gets you or is willing to discuss and better your vision.
Do they seem flexible with their designs or do they only have the one look in their portfolio? Basically, you are trying to find a designer who “gets you.”
You can also ask friends and colleagues if they can recommend a graphic designer. It helps when you know someone who has previously used a designer’s services and can vouch for them.
Questions to ask your designer before hiring them:
- What’s your experience? They may have 10 years’ experience or just be starting out. It depends on what you’re looking for and what you want to pay.
- What’s your specialty? Some designers work exclusively on print branding. Others do web and digital design. Some do both. Make sure they have the expertise you require.
- Can I see your portfolio? You can ask for examples of their work. For example, if you want a logo designed, ask to see what other logos they have designed so you can get an idea of their previous work.
- How much do you charge and how many rounds of edits are included in that cost? Be careful if they are too cheap because you will get what you pay for. But if they are very expensive and usually work with big brands and you’re a solo business owner, they might not be the right fit for you.
- What is your availability? How long do they need to make your designs? Make sure they fit in with your project deadline and there is also plenty of time for the rounds of changes. Do they only work certain days or hours? Please also make sure that you give a designer the time they need to do a good job. While sometimes you will need a designer to do a rush job, it’s best that you give them adequate time to design your project. That means if they need two weeks to complete a job you should factor this into your project planning. It’s just a professional courtesy.
- Do you have any testimonials or reviews? Look at reviews and testimonials online or ask for them. Do other clients say they are easy to work with? Are they good at meeting deadlines?
- Do you provide a contract to sign? Does the designer offer a project contract listing their terms and conditions that will protect both of you? This is a good sign in the initial stages of hiring a designer. A contract should outline turnaround time, what happens if the scope of the project changes, how many rounds of revisions are included, set out payment details etc.
2. Give your graphic designer a detailed brief.
Ask about their briefing process. Do they provide a design brief for you to fill in? Or do you provide the brief? Things to include in the brief include: design instructions, background about the project such as the target audience, the imagery and text they should include, page specifications, branding colours and logos, examples of similar designs you like, etc.
It’s always a good idea to send a few examples of designs you like as a guideline to your designer. You can say “I like this use of font or these colours or the way this flyer has been laid out.” You can even draw a rough mock-up of the page if you really know what you want. But don’t ask a designer to copy someone else’s work exactly as that’s the fastest way to get them off-side and it’s also a breach of another designer’s copyright.
The briefing process is when you should have a conversation, ask for the designer’s opinion and make them feel included in the process.
If you don’t know what you want or only have a vague idea then talk to your designer. Bounce ideas off them. This is the part where their creativity and experience can really help you. They are the experts. I always think of this part as a collaboration rather than me just telling them what I want.
You might also need to provide original photos or links to iStock images depending on your design. Make sure to find out exactly what the designer needs from you and send it all over at the same time to avoid your job being held up. Make sure you have the rights to the images you are giving to the designer and if it’s a print job that all images are a high resolution. It will hold the project up if the images you send are too blurry or stolen off the internet and are a copyright issue.
Always give your designer all the copy at the start of a project. It’s really difficult for designers to design the layout first and then you send them copy that won’t fit. It adds a lot of time and frustration to their job.
Your designer will also need to know the specifications of the job. If you want them to design a print ad then you will need to provide the ad specifications. If you’re sending a job to the printer, make sure you tell your designer how the files need to be packaged.
3. Be diplomatic when you get the first draft back.
Sometimes the first design you get back from your designer might not be what you were expecting. Even though you took the steps above with the briefing process, there has been a miscommunication or the designer decided to go rogue. Instead of only giving negative feedback, see if anything is salvageable with the design. For example, maybe you really like the font but dislike the layout.
Make sure to lead with the positives and then give feedback on the changes you would like to make. Designers are used to clients having changes and shouldn’t be precious about it. But at the same time, make sure you are diplomatic and respectful in the way you give your feedback. It’s rare for a designer to get everything 100% right in the first draft.
Don’t be vague when giving feedback. Make sure you provide detailed feedback and mark up the design with your changes so it’s crystal clear to the designer. Also, try to include all the corrections in one round rather than sending multiple changes in ten different emails. Be aware of scope creep and be mindful of what your designer agreed to. They may have specified two rounds of changes are included in the quote and you’ll be charged with anything additional.
If you need to get approval from other people in your company, make sure to include their changes with yours. Also respond in a timely fashion to your designer. This will help get your design project moving along quickly and efficiently.
If the design all went to hell, then you should refer your designer back to the original brief and discuss it again to make sure everyone is on the same page.
4. Be firm about what you want and flexible when you need to be.
Sometimes the creative relationship between a designer and a client can be challenging. You both have different opinions on what looks good and what doesn’t look good. I’ve had designers tell me that the final product I got them to design was something they didn’t personally like, but I knew it was what I wanted and what was needed for that particular project. I’ve also had designers come to me with exactly what I wanted and then a second version of their own which looked so great that I happily accepted it. Often designers do know best!
It’s a balancing act between the client is always right and the client should be open-minded and prepared to listen to their designer. Yes, it can be frustrating for both parties involved at times, but think of it as a creative collaboration. Just always keep talking with your designer during the process and be firm when you have to be and flexible when you need to be.
Conclusion
I have so much respect and admiration for graphic designers. They do stuff that I just can’t do and help to make the words I write look amazing on a page. Working with a designer doesn’t have to be a tough process if you find the person who has the right skills for your business. Make sure you give them a thorough brief, listen to their advice, respect their skills and be diplomatic when working through the changes. Hopefully, it will be the start of a beautiful creative relationship.
Do you need written content for your marketing material? I can help with that. But what about the design? I can liaison with a graphic designer of your choice for you and handle your collateral from beginning to end. Get in touch with Breezy Words today to find out more.
