The DL on Design: Happy Client, Happy Life

Bianca Sawyer

Lead Designer, Identity Marketing

“It’s just not quite hitting the mark.”

Although not a favorite sentence for a designer to hear, it’s a sentiment that we welcome. I am here to tell you on behalf of good designers around the globe that it’s okay to tell us when designs aren’t hitting your mark; because although we’re magic in many ways, unfortunately mind reading is not one of them. We need to be able to communicate openly together, client and designer to achieve the outcome you desire.  My number one reason for working in graphic design is to help people in business by creating inspiring and innovative projects that clients are stoked with.

If you are considering a project that involves graphic design, I have two pieces of information for you:

Revisions are a normal part of the design process, not necessarily the mark of bad work.

Pick the right designer from the get-go to make the entire process easier.

Picking a designer out of a pack is hard when you don’t know what qualities you are looking for, and for that reason I have outlined simple steps you can take to have a pleasant experience with your chosen designer. 

Firstly, DIY design programs and logo generation websites continue to flood the industry so it’s important to choose a designer who actually has credible design qualifications, past experience and work examples that showcase a high level of skill. You can typically gauge this through asking questions about their design process,  timelines for projects and their portfolio.  Just like having an appraisal for a property, it’s important to have a conversation and ensure that designers are confident
and genuine. 

Secondly, assuming you’ve found a designer that matches your needs, you’ll need to brief them in on your project. This stage is crucial in arming your designer with the tools they need to hit your expectations. I find a good place to start is talking about the physical outcome and what you are hoping the end product will communicate. As part of this process you should be communicating your business so that your designer has a strong understanding of your product or service, history, goals and target market. In addition to providing a thorough understanding of your business, it’s beneficial that you communicate any design elements, inspirations, printing finishes and design specifics at the very start of briefing in your designer. You should also openly discuss your budget and timeline to ensure a smooth process.

Finally, if the foundation of setting up the project didn’t go to plan, you may receive a proof back that’s not what you are hoping for. Don’t be afraid to give the designer your honest feedback as we graphic designers are tougher than we look and we welcome criticism – the good, the bad and the “that’s bloody awful”. What we do however ask is that you back up any comments with reasoning that can help us understand what you want to change, keep or refine. 

Remember, both designer and client are on the same team and are striving for the same goal so communication is critical. We are here to help and it’s a good day in the office when a client is ecstatic with a project.