The five cardinal rules of working with a graphic designer

The five cardinal rules of working with a graphic designer

Unsurprisingly, I believe it is pretty important to work with a graphic designer. Well, it would be a little silly if I promoted the use of Microsoft office and Paint as a way of achieving meaningful and rich design. However, it is not just me. There is a whole world of statistics that highlights the usefulness of us graphic designers. According to the Design Council

“In businesses where design is integral to operations, over three quarters say they’ve increased their competitiveness and turnover through design.”

Now, hopefully the above paragraph has convinced you of the absolute necessity of hiring a designer, and I didn’t really want to spend an entire blog post in praise of my vocation. So instead I thought I would offer some valuable insights into the best ways of working with a graphic designer to maximise the final result.

1. The brief

Aside from sounding like a 70s James Bond Movie, “the brief” (to be pronounced in an overly dramatic exaggerated British accent for maximum effect.) is tremendously important. The design brief details a number of rather important factors that will help inform the actual design: this includes your aims, objectives, budget, scale and deadline. When I start working with clients, the very first thing we do as a new power team is write a thorough a comprehensive brief. It is important we work together on this document – don’t rush to start it before you have chosen your graphic designer. Remember folks – it’s always better together.

2. The focus

I often find that my clients can become somewhat blinded by their personal preferences. However, it is tremendously important in design to stay on message and consider the end results. This means you need to consider colours and fonts that are on brand, on message and targeted at your consumers rather than simply your personal preferences. Try to remain analytical and objective – this should result in a far more powerful brand and marketing.

3. The client

This is extremely important – you need to know who you are targeting. Ideally, every company should have a customer avatar or persona (check back to see a future post) that details the likes, age range, gender and a whole range of personal details that provides you with clear information on your market. This allows you to devise an actionable plan of how to attract them.

4. The end goal

Design should always have a tangible end goal in sight. If you are designing a leaflet perhaps it is to increase conversions by 10%? Or for a logo it could be to differentiate your brand from the competition? Either way if you have a concrete, deliberate plan in mind it can allow for far more successful designs as well as a way of tracking success.

5. The process

Design is a process – and very much like Rome, wasn’t built in a day, the design process doesn’t happen overnight. It is a constantly evolving process that takes time, dedication and, most importantly, your input. Try and get involved in the process – take some time to look at the different options and even try to get current clients involved.

If you’d like to discuss graphic design with me please feel free to give me a call on 0208 088 2153 or drop us a line.

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