Hiring the right Graphic Designer
Hiring a designer in not like hiring a plumber. Say your toilet is clogged, you want it unclogged. You would like this to happen as quickly and inexpensively as possible. So you call around and determine your plumber based on price and availability. Chances are the plumber will unclog your toilet and if he doesn't reek or creep you out too much, you'll most likely be able to cross find a good plumber off your life's to-do list.
Choosing a designer based on price and availability? Not a good idea. Let's discuss why.
Your designer is responsible for conveying your brand to the world (most specifically, to your target audience). In some cases, the designer will be creating materials to support an existing brand and in others they will be responsible for creating and nurturing your brand identity. In both cases, your company is in their hands. Here are some factors to consider when choosing a designer:
Capability:
Obviously, you need to confirm that the designer is capable of producing the type of work you require. Do you need a website with complicated functionality or do you desire a high level of graphic customization? Make sure your designer can design and code - that they don't crank out 'customized templates.' Is Search Engine Optimization important to your site? Make sure the designer isn't planning to build an all Flash website and that they remain current with SEO best practices. Are you envisioning a cute little cartoon cat as your logo? Make sure that your designer can illustrate and that they aren't all-helvetica-all-the-time. Have a production budget? Be certain that your designer understands printing processes and can deliver quality pieces without expensive production practices. Of course, there are many good designers out there who are just starting out or who are making a transition to a different focus; experience isn't always an indication of ability. But you should be able to get a general grasp of their intelligence and drive, and gauge how well they will be able to handle a challenge. Now, I'd also like to emphasize checking references; this applies here under capability and also in the next category
Compatibility:
You must be certain that you feel comfortable communicating and otherwise relating to this person. I don't care how well-known they are or what amazing campaigns they have worked on and that your very own mother recommended them, if you hate them: don't hire them. Plain and simple. I am not suggesting that your kids need to have play-dates or that you call them everyday to chit chat, but make sure that you connect in some way. You need to feel comfortable telling them that you don't like a concept they present or that you really don't have the budget for those foil-stamped business cards they propose. Now be advised, it is quite possible that the designer is also clicking off a mental compatibility checklist about you. For instance, at my company we don't accept clients who don't take design seriously (in fact, we have been known to fire such clients who make it past our initial radar). So, if you use phrases like, I would do this myself, but I don't have time, or My kid sister usually does this, but she is busy with finals we probably won't take your job. After all, that's why we own the business, so we can enjoy our work. Luckily, we are so darn good at it we can afford to pick and choose.
Style:
Although the designer's job is to communicate your brand and message, they call it Graphic Arts for a reason. It is an art and inevitably each designer is going to have their own style. Like fine artists, designers go through phases and stages, their styles will change over time. However, there is a certain 'feeling' you'll get from their work. Make sure that your vision of your company fits with their style. If you are staunchly traditional, times new roman, crown molding kind of people, don't go after the ultra modern, minimalistic, lots of white space designer. Very simple.
Motivation:
When you interview with potential design firms or designers, be listening for clues about what makes them tick. Are they all about helping companies like yours be successful? Are they interested in every aspect of your business or are they just interested in getting their proposal signed? If the designer spends more time talking about themselves than listening to you, they are probably not for you. Think about it: how can they effectively communicate for you if they aren't interested in what you are trying to say? Most likely, they are more interested in their own work. Now, don't get me wrong, I love a project where I have free creative license and can make something as 'designy' as I want. But in the real world, this business is about the client, not me. This is the trouble I've found with kids just out of design school. They have learned how to design for hypothetical clients, and are so married to their own style that they have a hard time setting ego aside and designing for clients.
What next?
After you have chosen the perfect designer, trust them to do their job. You are paying them because they are the expert. Give your input and discuss things, but don't micro-manage your designer. If you do, if you destroy their cohesive concept and force them to make revisions they advise against, don't be surprised when your project doesn't boost revenue or the perception of your company is not what you intended. You didn't allow them to do the job you hired them to do. If you hire a mechanic to fix your car and tell him no, no, that part doesn't go there, put it over here. Would you be surprised when your car didn't run? I don't think so.
