Good design is about much more than making something look nice. It needs to communicate clearly, reach the right audience, solve a problem, and work effectively in its final form.
Since starting DDH Design in 1986—“BC,” as I like to say, before computers—I’ve worked on everything from magazines, brochures, and books to logos, packaging, signs, exhibits, trade shows, and large-scale displays. I’ve worked with local small businesses as well as national organizations, and one thing has remained consistent: the best results come from a good working relationship between the client and designer.
Here are a few things I’ve learned about choosing a designer and getting the most out of the creative process.
Before You Choose a Designer, Understand Your Project
Before contacting a designer, start by thinking about what you actually need to accomplish.
What is the project? Where will people see it? Is it a brochure, website, sign, package, advertisement, social media graphic, billboard, book, or magazine?
Just as importantly, who is the audience?
Consider their age, location, interests, and how they are most likely to receive information. Are you selling a product or service? Are you trying to inform or educate? Are you introducing something completely new or refreshing an established brand?
The answers help determine not only how something should look, but what type of designer and approach will be best for the project.
Understand the Different Types of Design
Not every designer does the same thing.
Graphic designers may work across branding, logos, brochures, magazines, books, and other visual communications. Exhibit designers work on environments such as museums, visitor centers, and trade shows. Product and packaging designers focus on consumer products and how they're presented. Web designers specialize in digital experiences, while advertising professionals may focus on researching your audience, developing campaigns, and determining where advertising should be placed.
Depending on the project, several specialties may need to work together.
A good graphic designer can provide the cornerstone for all the materials that support a product, service, or organization by helping establish a consistent visual direction.
What Should You Look for in a Designer?
First and foremost, a designer needs to be a problem solver.
Creativity is important, but a successful project requires more than a creative idea. There also needs to be good chemistry between the designer and client. You should be partners working toward the same solution.
My approach has always been:
Listen. Talk with the client and understand what they need.
Learn. Learn about the client, the product or service, the audience, and the competition.
Design. Create a unique solution that communicates clearly and will be seen and remembered.
Deliver. Complete the final project on time and within budget.
Good design should be creative, but it also needs to be readable, functional, appropriate for its audience, and memorable.
How to Find the Right Designer
Referrals are a great place to start. You can also search online or look within your local chamber and business community.
Then, look at the designer's work.
If you don't like the work in their portfolio, they probably aren't the right designer for you.
Consider their experience as well. What types of projects have they completed? Have they worked with different types of businesses and audiences? If you anticipate needing several types of materials, can they handle those projects or collaborate with other professionals who can?
And remember: a larger design firm doesn't automatically mean better design or better service.
Most importantly, keep your target audience in mind. The design and method of communication need to make sense for the people you're trying to reach.
Give Your Designer the Information They Need
Once you've chosen a designer, communicate.
Give them as much information about the project as possible. Discuss who will be responsible for research, copywriting, photography, illustrations, and other materials.
If you have examples of things you like—or don't like—share them. That might include colors, styles, competitors' materials, previous projects, or examples from your industry.
Be clear about your strategy and goals.
If you have a budget, share it upfront. A designer can tell you if your goals are realistic within that budget or suggest ways to adjust the project.
You should also receive an estimate that explains what is included. Ask about the number of initial concepts and revisions, additional changes, meetings, travel, printing, production, deposits, and deadlines.
Remember that a designer's product is ultimately their talent, experience, and time.
Give the Designer Time to Design
Once you've approved the project, give your designer the time and information needed to do good work.
Rush projects usually cost more and create unnecessary stress for everyone involved.
If you're providing text, photographs, or graphics, ask what formats are needed. Supply high-resolution images whenever possible and clean, finalized copy.
Respond to questions promptly. If you have questions or concerns of your own, bring them up early rather than waiting until the project is almost complete.
And don't use images or other materials taken from the internet unless you have the proper rights to use them.
Give Feedback—But Let the Designer Solve the Problem
Feedback is an important part of the process.
When reviewing concepts, tell your designer what you like and don't like. If something needs more emphasis, say so. If a color doesn't feel right, mention it. If something feels too busy—or too boring—that's useful information.
What you don't necessarily need to do is design the solution yourself.
You hired a designer for their experience and creative problem-solving. Explain the problem or reaction you're having and give them an opportunity to solve it.
It's also helpful to consolidate feedback. Most estimates include a defined number of concept adjustments or revisions. Numerous rounds of changes take additional time and may add to the cost of the project.
And if something simply doesn't look right to you, ask.
Before Anything Goes to Production: Proof Everything
Then proof it again.
Even if only one item changed, review the entire piece.
Computers hiccup. Typos happen. Dates and names can be wrong. Designers are often watching dozens of visual and technical details related to design and production, so the client also plays an important role in carefully reviewing final content.
Once you've approved a final proof, you are confirming that the project is ready for production.
Take that approval seriously.
A Few Basic Design Guidelines
No matter what you're creating, there are a few principles worth remembering:
Keep it simple and to the point.
Use short headlines and brief descriptions.
Make sure everything is readable, with appropriate type sizes and enough contrast.
Clearly communicate what you do, sell, or offer.
Make it visually appealing.
Include a call to action—buy, call, visit, inquire, or learn more.
Design for your target market.
Make sure the design works in its final format. What works in a brochure may not work in a small advertisement or on a billboard.
Be consistent with your logo, colors, typography, and message so your brand is recognizable.
Good Design Is a Building Block
Good design becomes the foundation for everything that follows.
A strong logo, identity, and visual direction make it easier to create effective brochures, signs, packaging, advertisements, exhibits, digital graphics, and other materials that feel like they belong to the same organization.
That's why the beginning of every successful project is still the same:
Listen. Learn. Design. Deliver.
Have a Special Project in Mind?
Explore my portfolio to see projects created throughout my career, or get in touch to discuss an idea.
