Choosing a Graphic Designer

Choosing a Graphic Designer is not an easy task. The reality of the situation is that you are placing your brand in the hands of your designer and this requires trust.

How valuable is your Brand?

Your brand is the face of your company and must be valued. Therefore, it is a very important decision when choosing someone to work with your brand. Here is a list of items to consider when looking to hire a designer:

1. Style: Don't EVER hire a designer without looking at their previous work. If you don't like what they have done in the past, chances are you won't like what they will do for you!
Designers have specific styles and preferences. Choose someone whose work you like and whose style will fit your brand.

2. Experience: The most important question is do they understand the medium you need them to work in (web site, print design, product packaging, identity creation, etc...)? Second, do they have experience within your industry. Sometimes you want someone with experience in your industry sometimes not. A fresh outside approach may be called for. When looking for a designer, ask your candidates if they make their living as a designer, or is this a side/night/casual thing? Have they gone to school and attained a degree in design and have knowledge of design theories and principles?

3. Reliability: Ensure that you choose a designer who has shown they are able to meet deadlines and one who will still be around in six months or a year when you require updates or new designs. Many of our clients come to us after their original designer simply "disappeared".

4. Consistency: Another question to consider is: Can the designer provide consistency in their designs between different mediums? Reinforcing your brand is about consistency. If your business cards and print advertising are different than your web site, something is wrong.

5. Price. This is the hardest category to work with when choosing a designer and unfortunately is one of the first (and sometimes only) criteria a company will use to select a designer. Price should only be a concern after your have reviewed the other four criteria.

When it comes to price, there is no baseline to work from. A logo can range from $99 to $25,000 (or more!). You can't walk into Walmart® and select a logo off the shelf. Licensing will also greatly affect the cost.

A high price does not necessarily mean great work and a low price does not necessarily mean a great bargain. Remember when you are investing in your brand that you must be aware of what you're getting.

If you find a designer who meets all your requirements for the first four criteria and comes in below your budget, treasure that person and never let them get away. If you find a designer who meets your criteria but is over your budget talk with them. Sometimes price is negotiable; they may offer you less concepts and options or agree to alternate licensing terms.

Not every designer is right for every company and the responsibility falls on you to select the right designer. After all, you are placing your brand in their hands.

For more information on choosing a designer, please contact us.