The Care and Feeding of Your Graphic Designer

Here are some little tidbits that can help you have a smooth and happy experience with a creature that is often misunderstood - your graphic designer.

Written Nov 18, 2010, read 2471 times since then.

Have you had a bad experience with a graphic designer in the past? Or, are you needing some design work done for your business and are not sure how to work with a graphic designer? Here are some little tidbits that can help you have a smooth and happy experience with a creature that is often misunderstood.

Treat Your Graphic Designer Like a Professional
Just because they love Apple products, wear a lot of black and covet paper samples, graphic designers are still professionals. It’s likely that they have a college degree or two, and have experience working at their craft. And with the ever changing world of technology, the education never ends – there’s always something new to learn. Not to mention that designers often possess a unique talent for creativity and an “eye” for great design (along with some killer toys).

Here are some don’ts:
Don’t tell your designer, “I’m not asking you to work for free, but can you come up with several concepts for my project to see if I like any of them, so I know if I want to pay you or not?” News flash – that IS the definition of working for free. Concepting and coming up with ideas is part of what you are paying for.

Please don’t insult your designer and ask him/her to work for:

an opportunity to gain experience
a chance to add work to his/her portfolio
an opportunity for his/her work to be see
a promise of future work

Graphic designers often love what they do, but that doesn’t mean they shouldn’t be compensated for their work. Experience, exposure and promises don’t pay the bills! I’m sure Cardinals baseball player Albert Pujols loves his job, but does anyone expect him to play for free? The work that graphic designers do is something that most people are not capable of doing. It may not be as entertaining as watching Albert hit those home runs, but what your designer can do for your business is pretty valuable. So please treat him/her with the same level of respect that you feel you (and Albert) deserve.

Don’t Expect Miracles
Designers are often very talented and creative, but they can’t perform magic acts, such as:

“Photoshopping” leaves onto a photo of a leafless tree
Taking a low resolution web image and “res-ing it up” to make it look good for a printed project
Making a poor quality, blurry image taken at night look sharp, clean and bright

Know What You Want
When asked about what goals you want to achieve from your project, give your designer more guidance than, “I want it to look professional and stand out. “Come on! That’s like telling a waiter you want to eat something so you’re not hungry anymore. Everything a good graphic designer does looks professional – since that is his/her profession.

A good graphic designer will ask several questions to really learn about what you are visualizing for your project. If you’re having trouble verbalizing what you want, show him/her things that you think fulfill the vision you have – other logos, web sites, photos, etc. — but don’t ask him/her to copy them. Any designer worth their salt will not do that since is it both illegal and unethical.

Be Open to Back and Forth
If you’re not sure if you like what the designer has come up with for your project, please talk to them. Changes are expected and a normal part of the process. Tell him/her what you don’t like about it and what goals you think it’s not achieving.

You may not be sure of your own judgement, so you decide to ask your spouse, your friend, a homeless guy walking down the street and your dog what they think of your logo (or brochure, etc.). You will get others’ opinions, but realize that those opinions are most likely based on personal preference, not based on the experience and known design & marketing principles that your designer possesses.

And you may not want to tell your designer about your little focus group. It is very disconcerting and deflating for a designer with talent and years of experience to get creative direction from someone’s neighbor’s kid that can draw. And for the love of all that’s holy, don’t give the file to someone else to alter and present it to your designer to implement.

Patience, Grasshopper!
Please let your designer do his/her job. It shouldn’t be all about getting it done fast – get it done right! Give your business the respect it deserves and don’t rush your project – remember, your logo, brochure or website will be representing your business. If you let your designer have time to come up with the best solution for you, you’ll get a better product to showcase your business than one that is micromanaged and rushed through.

I hope these tips give you some good insight to the inner workings of designers. Good luck with your project!

Learn more about the author, Lynn Alpert.

Posted by Mindy Lepp, Williamsburg, Virginia | Nov 19, 2010

Lynn, nice article. My husband and I run a design firm and come across many who are simply not aware of the facts that you have laid out here.

I wish you the best with your graphic design business!
Posted by Lynn Alpert, St Louis, Missouri | Nov 19, 2010

Thanks! I know a lot of people don't understand the design process.
Posted by Theresa Sheridan, Porterville, California | Nov 19, 2010

Good read, Lynn, now to convince my clients! I am challenged by a couple of them!
Posted by Lynn Alpert, St Louis, Missouri | Nov 19, 2010

Thanks - uninformed clients can be a challenge! That's why I thought I'd put this info out there with a little humor to soften the blow (I hope!)
Posted by Michael Hartzell, Seattle, Washington | Nov 20, 2010

"Have you had a bad experience with a graphic designer in the past? "

YES.

"Designers are often very talented and creative, but they can’t perform magic acts, such as:"

BUMMER

"A good graphic designer will ask several questions to really learn about what you are visualizing for your project."

What are some questions? (to get ready)

You covered so many points.

My objective is always to sell stuff. (in rough language)

I wonder if you could use www.jotform.com or something similar to lead a few questions in advance for preparation.

There is definitely a gap between the typical graphic designer and the entrepreneur.

When will you have an event to show off a bit? That would be interesting!

Of course I have to decide now how helpful this was ... and how I will take action tomorrow as a result of your article.

hmmmm I have an idea... all because of you. thank you big time!

Guerrilla Marketing Ideas that Rock!
Posted by James Murray, Seattle, Washington | Nov 22, 2010

Lynn,

I was attracted to your article because I've always thought I'd write an article called, "Care and feeding of your IT Guy" So I was intrigued by the title your article.

I wonder if I heard maybe just a tad bit of pain in your article.

I run into many of the same stumbling blocks in IT. Most people know nothing about the IT process, I suspect most people don't understand the design process.

Seattle IT Consulting
Posted by James Murray, Seattle, Washington | Nov 22, 2010

Lynn,

I was attracted to your article because I've always thought I'd write an article called, "Care and feeding of your IT Guy" So I was intrigued by the title your article.

I wonder if I heard maybe just a tad bit of pain in your article.

I run into many of the same stumbling blocks in IT. Most people know nothing about the IT process, I suspect most people don't understand the design process.

Seattle IT Consulting
Posted by James Murray, Seattle, Washington | Nov 22, 2010

Hmmm... sorry, I think I fat figured a couple entries... sorry.

Anyway I was wondering if you could explain how the design process should work to help edjucate people like me.

I've never worked with a graphic artist and am a little initmidated by the idea.

James

Seattle IT Consulting
Posted by Lynn Alpert, St Louis, Missouri | Nov 22, 2010

Michael and James, Thank you for your comments. I am working on a process page to put on my website at the moment. I will let you know when I post it!
Posted by James Murray, Seattle, Washington | Nov 29, 2010

Lynn,

If you'd like a second set of eyes to review your planning, happy to do it.

James

Seattle IT Consulting
Posted by Trelawney Goodell, Seattle, Washington | Dec 01, 2010

Lynn, Thanks for posting! As a professional writer, I completely feel your pain about people asking for some work for free (or peanuts). Having a neighbor throw something together is different than hiring a professional :)

I find the Know What You Want section particularly useful. For both that section and the one after it, specificity is important. It's hard to know what to do when the client feedback is vague ("I don't like something about it."). The more specific the client can be about what he doesn't like, the more efficiently the designer (or writer) can come up with a new solution that the client will like.

I can't help providing one edit to your wonderful article: "what your designer can do for your business is pretty valuable." Take out the "pretty" - what a professional designer brings to the table is VALUABLE. :)

I hope you don't mind my pointing that out. After reading about girls and education back in college, statements like that always jump out at me.

Cheers! - Trelawney
Posted by Elvis Arias, Jersey City, New Jersey | Feb 02, 2011

just what the doctor ordered
Posted by Sloan Coleman, St Louis, Missouri | Apr 15, 2011

Great job you! I would love to see a part two of this article on getting the best results from your Fed and Watered Designer or something to that extent.

Hammerhead - St. Louis Graphic and Web Design