How to work most effectively with your graphic designer
During my 14 years as a graphic designer, the most common issue I’d encounter when working with different companies is confusion around the design process. It’s not as simple as someone saying “make this pretty” — the final product is the tip of the iceberg, and what lies below the surface often remains unseen. I personally love teaching people the ins-and-outs of the design process, so today I am going to share my advice on how to work most effectively with your Graphic Designer. Let’s get started!
1. USE EXAMPLES & be transparent
Before you sit down with your designer, you need to be very clear about your vision and end goal. This preparation will ensure you’re satisfied with the end result. Many people engage with a designer saying “I’ll know it when I see it”. This most likely will cause delays, and lead to a long, painful design process.
If the vision for your design isn’t finalized, that’s okay - just make sure you trust your designer and let them work their magic. Most of the time, an open conversation will help them better understand what you’re thinking or the design you want. It is very important that you are both on the same page before your designer gets started.
Tip: Providing examples are a great way to give your designer clarity on the design project. These show your designer what your style, vibe, and mood preferences are, rather than just words.
2. BE REALISTIC when establishing time frames
Most people don’t realize how long it takes to create graphics. The typical process varies between a few hours to a few weeks — that’s quite a wide margin! Make sure to plan your project timeline carefully with your designer, this ensures realistic expectations for you and accountability for them. If you’re on a tight deadline, bring this up ahead of time so your designer can plan accordingly.
Tip: Remember that there’s a lot of specialized skills and knowledge that goes into a professionally-designed piece.
3. DON’T EXPECT perfection on the first draft
There’s a reason it’s called “the first draft.”, it’s a starting point, a quick visualization of the project. This is your opportunity to look at the forest, not the trees. Think of it as the first step on the path to a finished piece — are you on the right track? Colors, verbiage, and photos can all be edited later.
Tip: This is where your input is crucial, and a good designer will appreciate your suggestions and constructive criticism.
4. AVOID generalized feedback
Some of the phrases that make life hard for designers are: “It’s just not wow-ing me” or “I feel like it should pop more”. Unfortunately, these phrases are as common as they are unproductive. Instead of giving vague feedback, I suggest trying to figure out what you are not loving about the project and to be very specific with your direction.
Tip: My favorite feedback is via an example of something a client prefers. If you do not like the font your designer chose, find an image to show them which better suits your vision.
5. TRUST your designer
Your designer most likely has years of schooling and experience behind them; they’re trained to ensure your design is the most effective and impactful it can be, from colors to font, to layout and much more. It would be a poor use of your cash if you overrode every decision your designer made (you may as well be designing it yourself at that point!). There is a reason behind every design, if you’re having doubts, it’s best to ask for the rationale behind a design decision.
Tip: If you have developed a good connection and trust with your designer, the design will reflect that.
6. FINALIZE YOUR CONTENT before you hand it over to your designer
One of the most frustrating scenarios as a designer is to start a project when the content is not set in stone. This creates a shaky foundation for the entire process, as our designs are generally built around the content provided. To make sure that the eyes are moving in a good direction, we need the content, without it, the eyes will be lost. It all comes down to the basics of design.
Tip: The design process will be a lot smoother when you have your final content ready to go before meeting the designer.
7. ASK QUESTIONS anytime
Don’t be scared to ask questions; clarity is essential on both ends for a successful collaboration. A designer’s judgment is built on years of experience, but this may not always be clear from the outset. In the same way that a designer should be asking questions to better understand your vision, you should feel comfortable seeking clarity from them. If the image the designer selects confuses you, ask them to explain it, because it might confuse your audience as well.
Tip: There is no wrong question, for the best result, don’t be afraid to ask a question.
8. It will NEVER BE PERFECT
It is really easy to obsess with every single detail, but at some point, your iterations will reach diminishing returns. If you are very close to a design and can’t seem to get exactly what you looking for then it’s time to embrace it and move on. As Sheryl Sandberg says, “done is better than perfect”.
Tip: It is impossible to create a design that everyone will think is amazing.
A design project is a collaboration. It takes realistic expectations, patience, and excellent communication for an end-result everyone can be proud of.
That’s all from me for now, hopefully, you will find the right way to work with your designer, it really is a two-way street!
