Freelance Graphic Designers: Find the right match!
Choosing a graphic designer is like dating someone who doesn't speak the same language. You are basically starting a new relationship. Figuring out whether or not you are compatible is a non-negotiable. But a rewarding partnership will last a lot longer than a Rosetta Stone course.
I often work with clients who arrive at my door wary and apprehensive after a negative experience with a designer who wasn't right for them. I get it. I really do. So, let my advice - along with insights from three senior-level marketing experts - be your guide.
Whether you are part of a corporate marketing team or an entrepreneur looking to flesh out a new brand, I'm confident these tips will help you better navigate the selection process.
1. Managing expectations is the key to happiness.
Graphic designers are not jacks of all trades. Nor should they be. There are many diverse facets to marketing and communications. Marketing directors, copywriters, developers, media planners, and shamans all have their own place in the process.
Take the time to figure out what type/level of designer your project needs. You may need someone more senior who can think conceptually. You may already have a vision/concept fully baked and just need someone to execute it. Know your need.
“Designer is an umbrella term – it’s multi-faceted. Take the time to understand the different disciplines and various levels within the design world.”
“You don’t want a designer who never says no. They are just sales people. I worked with one who always said they could do everything. They never checked with their team or developer before saying ‘yes, that’s no problem’. That’s a huge red flag.”
2. Communication is everything.
A graphic designer's portfolio is a great opportunity to familiarize yourself with not only their skills but their process. Walk through and talk through their projects to understand individual client goals, creative solutions, and collaborative results.
The best designers need the ability to think strategically. A portfolio of pretty pictures is nice, but a designer who can quickly and clearly contextualize their work is invaluable. Good graphic design STARTS with good communication.
“Sometimes designers have a whole team that they work with, but they may have passed it off as their sole work. Ask them what their thought process was to arrive at that particular portfolio piece. Give them a couple of problems to solve and listen to their thought process. This is important because again, someone else might have made the decisions for them and they aren’t as self-sufficient or efficient as you have thought. And the business side of this industry is not just about being creative, but solving problems, dealing with clients, working fast and giving your best.”
3. Experience is NOT everything.
It may be tempting to choose a graphic designer with a lot of previous work in your area of business. But having industry-specific experience is not necessarily an asset. In fact, a designer is more likely to bring something fresh to the table if they don’t.
The whole point of hiring a freelance graphic designer is to get a new perspective, take a different approach, and stand out from the crowd. Replicating what others are doing, or what a designer has already done, doesn't achieve that goal. Fortunately, talent translates.
“Many brands are always looking for how to be differentiated from their competitors and an easy way to do that visually is work with a designer outside of the industry because they may inherently bring a fresh perspective to your brand.”
“It’s helpful to have someone who is not close to the brand and company to come in even on smaller projects because they add more value than you may be able to see yourself.”
4. Get over your trust issues.
The graphic designer you hire is going to be tasked with translating your vision into a visual language that communicates your brand’s voice. Pick someone who "gets you," inspires confidence, and makes communication easy.
This is the beginning of a relationship. You need mutual respect. Yes, they need to have talent. But you also need to be able to work together. Listen to your gut. And then trust them to do what they do best.
“Block out ample time for educating them on your brand/product/vision as well as time to answer questions and talk through creative comps. They can’t make decisions for you if you don’t participate.”
“I look at their social media to figure out exactly who this person is. A marketing director knows how the company is aligned with that individual. Would you trust this person? Would you want to be friends with them outside of work? Make sure they are someone you want to work with.”
5. Let's talk about money, baby.
Any graphic designer worth a damn can work within the confines of different budgets and schedules. Tell them how much you can afford, what you need, and when you need it. Playing games at this step of the process only creates unnecessary problems.
The right candidate should be able to explain their process, from signing the contract to presentation of first comps to delivery of the final product. Give them your budget and timeline and let them tell you what's possible.
“Fresh eyes and someone who is overqualified and costs more is usually worth it.”
6. Ego's gotta go!
While it's important to give graphic designers enough leeway to do their best work, oversized egos are a common shortcoming among creatives. It can be easy to get pulled into disagreements centered more on the designer's artistic merit than on your business objectives.
A big part of a being a good designer is staying focused on the client's needs, expectations, and goals. Resistance to project guidance or constructive feedback should be a red flag. Run!
“I’ve worked with designers who neglect to stay within the confines of our branding and business objective. They just execute their own version of creative, which led to us needing revisions more than necessary. It’s a waste of our time, money and resources.”
“There is a fine line between having an ego and being passionate about good work. Subjective creativity is always inherent in art and in the work, but in the business of marketing/advertising, you need a designer who can see the overall marketing objectives or business goals.”
S O U R C E S:
Kristina Kury, Founder, Sprout Creative IG: @sproutcreativela
Van Nguyen, Vice President, Artimegroup
Eric Wheeler, Senior Marketing Director, GradeCam LLC.
Cover Photo by Markus Spiske on Unsplash
