How (And Why) to Hire a Graphic Designer.
I'll never understand it.
Why spend time, effort, and who-knows-how-much-money on a dream only to cheap out when it comes to the design/identity?
Attention spans being shorter than ever we've got a second to make an impression. We'll pass something by if it doesn't stand out as being bold, unique, intriguing or just designed well.
Far too often I see designs that look like a high school student created them. Don't get me wrong, I love giving young artists an opportunity. But creating the face of your business is not the right project for someone with little or no experience. Instead, create a fun contest specifically for high school art students or kids in your community.
Why do I need a designer?
Good design matters more than ever as expectations rise and tastes become sophisticated. In the Adobe's 2017 Digital Trend report:
86 percent of respondents said design-driven companies outperform other businesses.
82 percent believe that creativity is highly valued within their organizations.
75 percent are investing in design to differentiate their brands.
We can’t be good at everything.
I wouldn’t tell my plumber how to replace a faucet. I want to be involved with the selection but not the installation. I pay him the price he asks because it saves me from drilling a hole though a pipe on Christmas Eve. (Yes I did that once).
He learned his skill through years of practice just like any expert. A graphic designer is no different. That’s really what we're paying for. The expertise you bring to the table of doing something over and over, that's what you want. There's an old saying, I spent 30 years learning how to do something in 30 minutes.
Which brings up another point. Artists deserve to be paid like anyone else, with money and not "exposure" or the promise of future work. Imagine if I asked my plumber if I can pay him with exposure or yelp reviews? Pretty sure he’d call me a cheap f#%k and hang up on me!
What are your goals? What are you trying to say?
You may want a new logo or rebrand just because. It’s good to give anything an update every few years. A fresh coat of paint, a new set of eyes. It’s knowing what to keep and what to throw out. This is where your designer comes in. The balance of keeping your identity intact and new goals achieved.
Don’t base your decision on price.
If you’re only concern is with how much it costs instead of the value you are getting you’re already in the wrong mindset. The design of your business is the most important facet to consider. Whether it is a logo, website, branding, etc., potential customers will make the decisions based on the image and overall experience you share with the world.
So how do you find the right designer?
Now that we have our goals in order first start by asking around.
Often one of the best sources for both designer and client. Much of my work comes from word of mouth. Do you know a designer you trust? They might not be the best fit for you but chances are they know 100 artists of all specialties and styles that they can recommend.
Depending on what your niche is, there is usually a designer that specializes in just that. No matter how different.
The The old saying holds true. You get what you pay for. Take the time to find the designer who’s work you love and speaks to who you are and where you want to go. They will be able to turn your thoughts and dreams into reality. Your business, brand or project is the realization of a dream and a hell of a lot of work. Give yourself the design you deserve.