EP: 67 - 7 Important Questions to Ask Your Designer …

“There are three responses to a piece of design … yes, no, and WOW! Wow is the one to aim for.” ~ Milton Glaser
 

Welcome to Episode 67: 7 Important Questions to Ask Your Designer …

 With an abundance of easy to use, drag and drop design and web tools available at your virtual fingertips, you might be wondering, “Why should I hire a graphic design professional when I can just try to learn to do it all myself?”.

As a business owner, you are always being pulled in many directions. One of which being, how to spend your marketing budget. Truthfully (and we both know it), you don’t have time to take on the world by trying to learn new programs and tools on how to professionally design everything your business needs. Especially if you’re a start-up … you already have enough to worry about. Plus, it is not only about the design itself but also how your market it to the world. So, when it comes to building your brand, hiring a graphic designer needs to be a big part of the discussion.
 
Here's what we will be untangling in this episode ...

• Why it’s important to have a designer in your back pocket
• 7 important questions to ask your designer before hiring them
• Once hired, how to get the best from your designer
• Why paying people peanuts, will get you monkeys

Are you ready?
Pop in your awesome earbuds and let's dive in!

Transcript

With an abundance of easy to use, drag and drop design and web tools available at your virtual fingertips, you might be wondering, “Why should I hire a graphic design professional when I can just try to learn to do it all myself?”.

As a business owner, you are always being pulled in many directions. One of which being, how to spend your marketing budget. Truthfully (and we both know it), you don’t have time to take on the world by trying to learn new programs and tools on how to professionally design everything your business needs. Especially if you’re a start-up … you already have enough to worry about. Plus, it is not only about the design itself but also how your market it to the world. So, when it comes to building your brand, hiring a graphic designer needs to be a big part of the discussion.

Design affects us all on an emotional level … whether it’s good or bad design. If you hire a graphic designer, they will be able to clearly communicate your ideas by enhancing these emotions, altering the viewers attitudes and perhaps even their imagination. As it only takes a mere few moments to make a good impression. 

Any designer who knows what they are doing (and no, not someone self-taught through YouTube -- not that there is anything wrong with learning on YouTube) understands that image is everything, but they also understand that budgets are a reality. Having constraints comes with the territory, but there are always work-arounds to keep your designs good and your budget not overflowing. You still have a business to run! That’s why they are there to help ease the process, not break your wallet. 

Designers are there to help your business excel past the moments you’ve only ever dreamed about. They are there to help your business build its brand to its fullest potential so that you have something you are proud of, not something that’s just “good enough for now”.

Graphic designers are in the business of communication, so they can help you achieve what you really need, all the while looking sharp and professional. It has been known that sometimes we as business owners (yes, me included), know what we want but are not always able to fully explain it. We have this grand vision but can’t quite spit out the details … Well, a graphic designer’s job is to unravel all your ideas (usually by brainstorming with you) then help you make decisions about your brand. This usually includes the brand itself (such as: logo, fonts, colours, etc.) then flow them along to your marketing, advertising, website, social media, email signature, envelopes … so on and so forth. I’m sure you get the idea. 

So, by sitting down with a professional graphic designer, you can get a stronger handle on your vision for your business -- on how to truly achieve your BIG DREAM by having the designer showcasing your experience, credibility, and expertise. 

Think about it … since you have already put in all the hard work to make your dream a reality, you owe it to yourself -- and to your business -- to find the best damn graphic designer you can, to help promote everything that you do best.  
 

Also, do you remember one of our older blog posts about hiring virtually? 

In this realm, the sky is the limit and there are no means to an end for finding great talent in this world. No matter what you do, what you want to achieve or even where you live! So, keep those tips in mind as well (SAVE TIME and SAVE MONEY) and don’t only hire a designer because of all the great reasons I listed here (and the many others…) or for the fact that it will help you get what you need done just to have less on your to-do list. Hire a graphic designer because you deserve it … and so does your business!

Which brings me to … IMPORTANT QUESTIONS TO ASK YOUR DESIGNER.

There is a variety of talented creatives out there, no matter what your project or price point is. I cannot stress how very important it is for you to know what you are getting into when you start a new project. Especially if you have never used a graphic designer before or are migrating to a new one. 

From living this designer dream pretty much all my life, I understand the point of view from both the designer and the client’s perspective. So, to make things stress-free on your end, here is a handful of questions I would suggest asking before you get started:
 
QUESTION #1. WHO ARE YOU AND WHAT’S YOUR AVAILABILITY?

These very important questions will help your find out a bit of background … how experienced they are, how long have they been in business, do they have a home office or work in an office space, and do they have references. If the designer happens to be a beginner, this gives you an opportunity to see if they have the skills and talent needed for your project(s). Or perhaps they are in a different time zone, and is that compatible with your workflow? Another good addition to this question would be to ask why you should hire them.
 
Availability is often an overlooked question; this is important and can be a deal breaker so don’t forget to include this in your conversation.

QUESTION #2. WHAT IS YOUR ETA FOR PROJECT COMPLETION? REVISION TIME TURNAROUND?

There is honestly no right or wrong answer to this question. If you have certain expectations or perhaps even an event or launch coming up, be sure to discuss this with your designer so they can structure your project(s) accordingly or leave them the opportunity to warn you that your timelines may not be feasible. 
 
Timelines are in most cases almost always feasible but there have been occasions (speaking personally here) where the back end of things are not fully understood, it’s not just a few clicks and then done. So, also be mindful of your requests and understand that the designer isn’t telling you it cannot be done because they are not “feeling creative today” or perhaps being lazy. There is usually a technical explanation. If they don’t give you one, ask …

• How many rounds of revisions are included in my project? 
• What happens if I need more?

 With each designer this can be different, but it is usually labelled in the contract. 
 If you are not working with a signed contract, then … YIKES!!! Better find a new designer. If you are working together with a fixed-price package with a set number of revisions, make sure to find out ahead of time if your designer will charge an hourly rate or a flat fee for additional revisions. If your project happens to be based on an hourly rate then ask your designer to keep you updated on hours worked and to let you know when you are close to the amount agreed upon in the estimate.
 
However, many companies, including myself, allow from some grace (small or constructive) when it comes to revisions because we want you to be completely satisfied with the end result, no matter the project/task at hand. 
 

QUESTION #3. WHAT FILE FORMATS WILL YOU DELIVER, AND WILL THEY BE EDITABLE?

 This answer will truly depend on the type of project(s) you’re working on together. When it comes to logo design formats to be supplied by your designer should usually be an editable EPS (vectorized format which allows you to resize without losing quality), a PNG with a transparent background (great for uploading to your website or onto document with coloured backgrounds) and a high-resolution JPEG (can be used on most print items).
 
 Now if you will be acquiring any print items, please let your designer know ahead of time so that they can match the printer’s specifications (such as colour space, bleeds, crop marks, and quality of output). You truly don’t want any disappointment or wasted funds in the end. 
 

QUESTION #4. DO YOU HAVE EXPERIENCE DESIGNING WITH DIFFERENT PLATFORMS AND MEDIUMS?

Many graphic designers specialize in one type of design but there are exceptions to every situation (like us here at VU!) because most can adapt to different platforms and mediums as needed in this big bad world of AI. 

So, think about all your design needs before getting started and make sure your choice of designer is fully qualified (or willing to learn) to fit the needs of your business.

 QUESTION #5. DO YOU HAVE A PORTFOLIO, WESBITE, BLOG OR SOCIAL MEDIA PRESENCE?

Graphics designers who answer “yes” to any or all the above show promise because they have confidence in what they do and are knowledgeable in marketing their own work. They will be more likely to bring this kind of expertise to the table and offer advice to better your brand. Designers who understand their own brand are way more likely to be able to ask the right questions to understand their client’s brand.

 QUESTION #6. WHAT MOTIVATED YOU TO APPLY?

This will help you better understand the designer’s motivations to how they will relate to your business. You want a graphic designer who understands your company’s vision, goals and can demonstrate such through the graphics and designs they choose to emulate your business. If by some forsaken chance they haven’t done the research on your business, they will struggle to offer you exclusive and original content. This is not something you need … we are aiming for stress-free here!

 Okay, so now that you understand the benefits to having a designer alongside knowing the best questions to ask when working with one, here’s HOW TO GET THE BEST FROM YOUR DESIGNER …

At some point, every business is going to work with a graphic designer to create visual elements. No matter how the designs are going to be used, there are a few things to keep in mind when working with your designer, whether freelance or in-house, these things will help the process flow smoother … 
 

1. PROVIDE CLEAR EXAMPLES.
   In this case it’s true … a picture really is worth a thousand words. It is important to understand that the design process is a collaboration. The clearer you can communicate what you want to see, the better. It will improve all original design works throughout the entire process. It will also make your project flow smoother, be stress-free and save time in the long run. 
   
   
2. SET REALISTIC TIMELINES.
   This part is as simple as the title … please understand that whatever your designer is creating for you takes time. Rome wasn’t built in a day, and neither will your website. Also, don’t forget to share any potential obstacles upfront to ensure your designer will have a good understanding of the project.
   
   
3. AVOID GIVING GENERALIZED FEEDBACK.
   Specific examples and descriptions are very useful and appreciated by your designer. There is nothing constructive about “make it pop” or “I want more wow factor” or “I don’t like this part”. The best one I’ve heard yet is, “I’ll know it when I see it”. 
   
   As a designer … what does that even mean? LOL! 
   
   It’s one thing to give your designer all the creative freedom in the world, but a whole other aspect asking them to read your mind. Try to be clear on what it is your looking for in your design.
   
   
4. PERFECTION IS IMPOSSIBLE.
   A first draft is just that … a first draft. It is a simple starting point and the first step to the path to your visionary bigger picture. Perfection is nearly impossible on the first draft, and this is where your input is crucial. Any good designer will be very appreciative for all your constructive criticism and suggestions.
   
   
5. CONSIDER EVERY COMPONENT.
   In graphic design, there are 5 main components which are colours, fonts, images, layout, and aesthetics. So, commenting on each component individually when giving feedback can be more helpful to narrow down what you’d like to see on the next set of revisions. As a client, it can sometimes be hard to explain exactly what you have in mind or to know what you do and do not like but simply saying “I don’t like it” isn’t going to be very constructive when it comes to making the necessary changes to get you what you want. Try breaking down the design components which will make it easier for you to identify what it is you “don’t like”.
   
   
6. DON’T BE SHY, ASK QUESTIONS.
   You are paying your designer for the creative process and their point of view but remember, you are still the boss. If an image or portion of the design confuses you, speak up and ask them to explain. If you feel confused, your audience may feel that way too …
   
   And last but not least …
   
   
7. FAMILIARIZE YOURSELF.
   It is not your job to know all the ins and outs of graphic design. That’s why you hired one. But it is extremely helpful to have a basic understanding of the design world and what types of skills are necessary for your project(s) before you get started. In reality, there is no one designer who is an expert in everything. Most designers have a couple of areas that they specialize in. Know what they are when you hire them. You wouldn’t expect a pastry chef to make you a gourmet hot dog …. So, don’t expect your commercial print designer to create motion graphics for your social media video. 

The biggest thing to remember when working with your graphic designer is that their overall creativity and work ethics are just as important as their skills. These are not things you will normally find on any resume. So, the more hands-on you can be with them during the initial stages of your project, the better final deliverable and working relationship you will have.

One more quick thing before we go … 
 
A good quality design will become an asset for your business for a long time. However poor design can have a negative impact on your business.  So, not hiring a professional to get your branding right in the first instance can be a costly mistake. Hiring an amateur or doing it yourself, means you will more than likely have to re-brand in the future. And … Sometimes more than once.  

Paying for great graphic design in the first-time round is less expensive than paying for poor design over and over again. Not to mention the time you will waste re-branding. The overall impact may even prove to be detrimental to the brand. And you’ll feel burnt by the process and less trusting to hire another.  

Graphic designers -- the right ones! -- will have all the right tools for the job and will improve your efficiency. They know the most cost-effective printing methods to keep costs down. Most importantly, graphic designers will use the appropriate software, to ensure there are no issues (printing or virtual). So, unfortunately creating your artwork in Microsoft Office is not going to cut the mustard. Especially when it’s time to deliver press-ready graphics to the printer.  

Designers also know the best systems that make your website scale-able and future proof. Using tools that enable you to edit your own website and make minor amendments. This avoids returning to the designer for every little change which can be costly.  
 

Soooo … Hiring a professional graphic designer will save you money in the long term, and you will also get a better result. Great design is an investment and will last the test of time. And in the famous words of David Ogilvy: “Pay people peanuts and you get monkeys.” (In short, it pays off in the long-run to pay the proper fees, then hunting for someone who only charges $5 per hour -- that’s a statement in itself.) 

Your visual branding can make or break your business. There’s just no ignoring the value good design has on your business’s image. And hey, it’s your business! You should have a brand identity that you can take pride in -- one that reflects what you’re truly about and works just as hard as you do.
 
 

Ready to take your graphic design needs seriously?

Drop us a line, we’d be more than happy to help! And if for some reason we can’t, we have a slew of other designers we’d be more than happy to refer to you!