Whether your company has hired a new in-house graphic designer or you're outsourcing your designs, your job requires you to work closely with the new creative.
Your designer has been hard at work, yet you’re having a hard time communicating what you want.
I’ve heard many a critique from teachers, art directors, magazine editors, clients and even friends about my designs, but I don’t let these comments affect my day-to-day life.
However, there are a few particular words and phrases that get under my skin and cause my eye to twitch. Avoid getting on the wrong side of your graphic designer by following these three simple communication tips.
1. Be Specific
Throughout the design process, I receive a great deal of feedback; sometimes our clients just aren’t sure what they want.
The more specific you are with your concept, the better a graphic designer’s results will be. Saying you "don’t like it" doesn’t help the graphic designer. He or she needs direction in order to create a great piece.
Instead of telling a designer to “make it pop” or to “make it greener,” use more descriptive sentences such as, “I’d like to see a little more dimension to this design.” When speaking about color, try explaining it as, “I would like a green that has more of a natural feel to it.”
2. Engage In The Process
While your designer is supposed to spawn creative ideas and produce beautiful work, you have a key role to play as well!
Don’t just try to pass the buck off by saying, “I’ll let you have creative freedom.” Have a detailed conversation with your designer and explain your ideas, vision and goals.
“I’ll know it when it see it” doesn’t cut it either. Your designer may not be an expert in the field of oil and gas (we’re artists, not chemists), so your expertise and knowledge are essential for them to create a design you love.
3. Set Realistic Goals
Set reasonable goals and deadlines. If your designer works at an agency and is one of two designers producing every single piece of work, please be respectful of their time. A reasonable timeline to create a good logo is not two days and please don’t expect a newspaper ad in two hours; most masterpieces aren’t created overnight.
In order to help ensure deadlines are met, do your part as well. Attend meetings, respond to emails in a timely manner and even hop on a call with your designer and work together.
Remember that the results you get will be the best if you contribute your time and ideas. Be specific to what you want, engage in the process and set reasonable, smart goals.
If you follow these three pieces of advice and hire a talented designer, you will get designs you love, and most importantly, you will get designs that speak your brand’s message and engage your audience.
