Best practices for working with graphic designers
The success of a project is the result of a good relationship between the designer and the client.
To achieve the best end result, I have some suggestions for how the collaboration process can be made smoother and more effective.
Before we start
First and foremost, the role of a designer is to solve problems. Designers are problem solvers, translating concepts into a visual form. The best way to approach the initial planning phase of the design process is to come to the table without any preconceived ideas and design solutions. Instead, communicate openly about what deliverables your brand wants and the visual problems your brand is facing.
Keep in mind:
From the company side, it’s more important that you know what you want from your designer. Focus on tone-of-voice keywords, your brand’s values and mission. Allow the designer to provide innovative solutions.
Remain objective
Throughout the entire process, it’s important to remain as objective as possible. Remove your own personal preferences from the equation and focus on what design would best solve the visual problem.
Keep in mind:
It can be difficult to remain objective in what is best for your company. Focus instead on whether the design solves the problem, rather than if you personally like it or not.
It’s all for the customer
At the end of the day, marketing design is about making sure the customer knows what your business does and who your business is.
Part of the way you can help out your external designer is by honing in on your target market. Who is your ideal customer? What do they need to know about your brand? Finally, when looking at a design proposal ask yourself: would my customer love this design? It can be beneficial to step out of your bubble of awareness and consider the design from the customer's point of view.
Keep in mind:
While we all have a personal connection to the company we work for (and perhaps own), it’s important to remember that the customer is the most important stakeholder.
Give me some (constructive) feedback
Design is a collaborative process, involving feedback from both sides. Before delivering any visual proposal, the designer immerses themselves in the company by researching, learning, evaluating, and researching some more — all to learn the values and mindset of the company and the audience you’re trying to reach.
After days and/or weeks of preparing visual solutions (depending on the scope, of course) it’s important that the designer gets some constructive feedback to improve the design. Constructive feedback should focus on actionable items that the designer can implement.
Instead of: “You’re almost there.”
Try: “I like the direction you’re going in. Can you change the font and add more colorful elements?”
Instead of: “We’re missing something.”
Try: “Can you use more red?”
Instead of: “Make it stand out more.”
Try: “I need the font larger and bolder.”
Keep in mind:
Constructive feedback helps the designer to give you the design you want. Be specific in your feedback to give the designer some clear, actionable tasks. If you’re not sure what feedback to give but you know it doesn’t “feel” like your brand yet, give the designer some more keywords to work with. Telling a designer that the design should feel more playful and inspiring is a whole lot more helpful than “it feels a bit off.”
Give me some (constructive) feedback
The final part of a designer’s work is to create balance between the visual elements.
Changing one component of a design can actually throw off this balance and cause the design as a whole to suffer. If you do require any changes, be aware that other elements of the design will then change to accommodate this.
Keep in mind:
Changing a color, font, proportions, or anything else in the design will impact the overall design more than you might initially think. Instead, think about the mood you want the design to evoke and communicate that to the designer.
