How to Choose a Graphic Designer?

A Graphic Designer is an essential part of every company’s staff from the largest multinational to the start-up local restaurant, but they come in all shapes and sizes so how do you go about choosing one that will match your specific requirements?

As a Creative Director for some of the world’s leading advertising and design agencies, part of my role was to interview creative professionals and I have viewed thousands of portfolios from those fresh out of college/university to some of the world’s most talented professionals with years of experience. Although each of you will have your own project in mind, I have some tips to help you succeed in your search.

What is a Graphic Designer?

First off let’s all get on the same page. Graphic Design is a somewhat generic term and it means different things to different people. Here is what the font of all knowledge, Wikipedia says on the subject:

“Graphic design is a creative process – most often involving a client and a designer and usually completed in conjunction with producers of form (i.e., printers, programmers, signmakers, etc.) – undertaken in order to convey a specific message (or messages) to a targeted audience. The term “graphic design” can also refer to a number of artistic and professional disciplines that focus on visual communication and presentation. The field as a whole is also often referred to as Visual Communication or Communication Design”

Traditionally Graphic Design has been divided into two distinct disciplines, Creative and Production. One is a visionary process and the other is a technical one. With the introduction of computers the two functions have for the most part been combined but even so the majority of Graphic Designers come from the more technical side of the fence and their education has been centred around the software they use.

Degree level Art Schools and University programs focus more on the creative side of the business and spend a large proportion of their time on the high level idea generation and the ability to think as a problem solver. Many of these graduates are looking to join a creative agency and build a professional career as a Designer then Art Director and finally as a Creative Director.

Graphic Design, Communication Design or Production

Ok so if you are looking for a brochure, logo or web site in fact just about anything to promote your company, city, or political party what you are looking for is a Communication Designer. Tip #1, be specific about what you are looking for. The guy/girl who designed your wallpaper is a Graphic Designer but you probably would not entrust your company’s image to them, if that is all they have ever designed. A good Communication Designer has skills and experience in communicating to specific audiences and knows how to craft a message to motivate a target.

Tip #2, if you just need production say so. If you want to make all the decisions and you’re not looking for creative thinking, then you don’t need a Designer who has invested 5 years of their lives in university and at todays rates, close to $80,000 in tuition. If Production is what you are looking for, then tell your Designer at the outset and they will do the work quicker and cheaper. Your relationship will benefit from this open communication.

Tip #3, look for someone you enjoy working with. The relationship you have with your designer is more important than you might think. If you foster a relationship of open communication where ideas are shared and expressed without undue concern, the work you do will be better for it. When looking for a design resource keep in mind this kind of relationship, if you can’t see yourself working closely, then what’s the point?

Tip #4, experience shows. It goes without saying that the experience your Designer has will need to match your requirements and you’re excited by their portfolio – their design aesthetic. Too often the portfolio you see on their site is not just their work so ask them to talk about it, what they say will give you insight about how they work. Are they passionate, collaborative and did they work directly with the client on the project? What was their role in the work that is included in their portfolio? The best Designers will value client collaboration, others would rather the client had little involvement past the initial briefing. Finding a Designer is as much about finding a working partner who matches your way of working as it is about the quality of the work.

Freelance or Design Agency

Freelance is an often misinterpreted description and literally describes a Designer for hire. This means their business could be a mix of direct client and agency work. I consider myself an Independent as all of my work is direct client relationships. The advantage of an Agency/Design Practice over an Independent or Freelancer comes down to how you want to work. Some agencies do not encourage direct contact with their Designers, I encourage you to work closely with the person doing your work.

Tip #5, Insist on working directly with the Designer. If your agency gives you a Creative Director, and they are working on Strategy and are not doing the design work themselves, ask to include the Designer in meetings. This ensures the Designer is personally invested in your project.

Often, but not always, an Independent will be more cost-effective than an agency and can give you the same team of professionals when needed. On more complex projects I often call upon the specialized skills of seasoned professionals within my network.

Tip #6, on time and on budget. Ask your Designer if they will commit to a timeline on each project so you know that your project will come in on time. In fact get them to show you a detailed plan that includes a timeline when you ask for a quote.

The ‘B’ word

For those new to buying design, budgeting a project is often more about what they can get for the money they have, than how much it will cost to complete a project.

Tip #7, if your budget is fixed say so up front. If you think it might not be enough to get the job done, a good Designer will be able to suggest ways to save money and still make your project successful. It’s always better to be open about your limits, you will always get more for your money if you lead with budget when budget is the control.

An independent has an advantage over an agency Designer in that they are running their own business and understand your needs from that perspective. We are all trying to do more with less and your Graphic Designer can play a vital role, allowing your business to grow and prosper along with theirs.

Your Designer should be a business partner and can greatly increase the profitability of your company. If you are looking for a new Designer ask your friends to recommend someone they have worked with. At the very least ask for testimonials from their past clients or letters of recommendation. If a Designer is good at what they do, their clients will be happy to recommend them.