Choosing the Right Graphic Designer

The right graphic designer has the ability to create a positive perception of your business, influence your existing and potential market, and ultimately increase your revenue.

A professional graphic designer knows what works and what doesn't. They know what emotions certain colors provoke and what colors work well together. They know how to properly utilize contrast, size, shape and color to draw attention to various elements. They know which images will most effectively motivate your target market.

It is important to remember that you are not only seeking someone who will make your materials look "pretty" or "cool." You are seeking a partner, an extension of your business. You are seeking someone willing to grasp a basic understanding of your company, how it communicates, who it wants to communicate with, your goals, your philosophy, etc. All this invaluable information helps build a design strategy to communicate to your existing and potential customers. Choosing a graphic designer is an important business decision!

Here are five important points to consider when shopping for graphic design services:

ABILITY
Review their portfolio of previous works. Have they done projects similar to yours (similar scope & complexity)? Are they eye-catching? Are they professional? Do the styles vary or do the samples look the same?

EXPERIENCE
How long have they been in business? Who is on their client list? Do they specialize in any given area, type of work or industry? Is the work as broad or as specialized as you need? Do they seem to know what they are talking about?

REFERENCES
Find someone who has a good track record for customer satisfaction. Ask for client references, past and present. If they have a solid reputation, they will not hesitate to offer contact information. Then make contact with those clients -- ask about project details, timeliness, reliability, communication skills, talent, etc.

COMMUNICATION
This is the foundation of the relationship. If they can't communicate well with you during your discovery process, how are they going to communicate your message to your customers? Are they responsive, receptive, and flexible? Remember the best designer may be a terrible communicator, or vice versa, so look for a great combination of talent & communication skills.

PRICING
Ask questions about their pricing policy. Do you know exactly what you are getting for your money? Is their pricing policy clearly outlined or properly explained in an estimate or proposal so that you know what to expect before you have to start paying?

CHEMISTRY
Have fun -- enjoy your work, and work with people that enjoy working with you. The relationship with your designer should be based on trust, respect and mutual understanding. This should be a rewarding relationship for both of you. If you don't feel comfortable, for whatever reason, keep searching...

These are all important points to consider when choosing a graphic designer. It may take some time and effort on your part, but the result will be right product for the right price from the right graphic designer.

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