On Hiring A Designer

People often express anxiety at the thought of hiring a designer to create a logo, web site or other sales tools… “How do I know what I want?”, “what if I don’t like it?”, “it’s going to cost the earth” etc.

So, here, dear reader, is my best advice, gleaned from 10 years of working as a professional designer in print and web. (And before you take anyone’s advice, you should take a quick look at their portfolio, to decide for yourself if they’re worth listening to. Here’s mine: Dolce Design

It’s really quite simple. If you want a designer to create the perfect corporate identity (i.e. a logo, web site or other graphic design element) for you, or if you’re attempting this yourself, you will need to produce two essential pieces of information. If you have it ready beforeyou consult with your designer, you will score major points.

This information becomes the basis of the “Design Brief” which is a short statement or proposal written up by the designer and presented before work commences, outlining the project as he/she understands it, and what you can expect to see in the form of finished work. This process greatly increases your likelihood of a successful result.

STEP 1: WHAT
The first thing you need to be clear about is what you’re trying to convey. Sometimes it helps to list what you DON’T want to say.

For example,

– we are not selling cheap designer knock-offs
– we are not a ‘here-today, gone-tomorrow’ company
– we do not want to appeal to the entire universe

Then move on to the positive:
– we love making … because …
– we believe we’re (among) the best in our field because …
– we’re different because we ….

STEP 2: WHO
Now decide to whom you’d like to appeal. (Hint: “everyone!” is not an answer.)

– we do not want to appeal to international customers (yet)
– we do not want to attract dealers and wholesalers

– we do want to appeal to a young affluent female demographic
– we do want to focus on a retail market
– we do want to expand to appeal to busy executives

The rest you can leave up to your designer. He/she will figure out how best to present your message visually, and can also suggest where and when to place it for the most fruitful results.

Tip: the most cherished clients are those who feel secure in their choice of designer, and thus take a hands-off approach to the process. Once you’ve hired a designer and discussed the general problems, business objectives and possible design directions, don’t impede the process with additional suggestions. Most designers will allow you to see the work at key development stages, so you can always pull the plug if you don’t like what you see.

View some examples of successful brand development (logos, web sites, brochures, stationery, merchandise, etc)