I often meet with clients who have never worked with a designer before. They sometimes have preconceived ideas about what their designer will do and they worry that they could end up with something they didn’t want or need. So what should you expect. Need some guidance? Then read on!
1....Choose carefully
Designers come with different specialisms and design backgrounds. Consider what you actually need them to do for you. Specialist knowledge and experience is key, there are not many designers out there who are really good at everything. Some larger design consultancies may have several resources under one roof. If you need lots of different expertise then it might be a good choice, but don't rule out a smaller specialist company, they usually have a network of experts with different skills at their disposal too. Look at the websites of your shortlist, do they have work you like, have they done similar projects to yours. Whatever you do don't choose a designer just because they are local or a 'friend of a friend'. They may not be the best choice for your project.
2... Be prepared
Most designers will be happy to meet you informally to discuss your project, so don't worry if you're not 100% sure of what you need, better to focus on what you want to achieve and make it a two way conversation. Listen to your designer, it's their job to ask 'why?' and 'what if?' Do try to make some decisions at this initial meeting, your designer might not appreciate it if you start to call endless meetings before anything can be agreed.
3... Share
Give your designer as much information about your business as you can. Think about what you want to achieve, who your competition is and your future goals. If you have any examples of design you like (or hate) show them and give them examples of your current design and its application if you want a re-design. If you have an expectation of how much you think the project will cost then say so, your designer should give you a quote anyway once the scope of work is agreed, and will be able to tell you upfront if you are being realistic or not. If you have any immovable deadlines make sure your designer knows, so that they can plan how they are going to schedule your project.
4... Write a brief
At some point you are going to have to write down what you want your designer to do for you. This will give everyone a point of reference which can be really handy as things progress, particularly if there are changes along the way. Make sure your designer knows exactly what your expectations are, they should always respond to your brief with a written quotation outlining what they are going to do so that you are all in agreement about what's included and how much it will cost.
5... Read the small print
Make sure you understand your designer's Ts&Cs. If there is anything you are not sure about ask for clarification.
6... Notify and include
Make sure that all the decision makers in your business are on board at the outset and agree with your plans. There is nothing that drains a budget more quickly than someone coming into the project halfway through and changing the brief. Make sure when a decision is made that everyone is happy.
7... Don’t try to do your designers job
You are hiring a professional designer to do a job for you, trust them to know what they are doing and take their advice. This doesn't mean you should be railroaded into agreeing to something you're not happy with, but don't be tempted to be the art director. Don't expect them to visualise your 'designs'. Whilst any good designer worth their salt should listen to your thoughts and ideas, it is their job to challenge them, they are the professional so let them do their job.
8... Don’t ask your designer to do work for nothing
If you want a good job, do expect to pay for it (even the extra bits you add on at the last minute.) Any work that is done for you without payment has got to be recovered by some other means. Usually it will be the designer's other paying clients that take up the slack or the designer themselves will work at a loss. You will not get the best work from them and you will find it difficult to ask them for more work. Ultimately they may come to resent you rather than help you to build your business. Keep track of how much you are spending by asking for quotes if you add to or change the original brief. If the designer needs to do extra work you haven't previously agreed to, they should provide a new quote. Don't ask for more work and then 'haggle' about the extra cost afterwards. Talk with your designer about how to make the best use of your budget but do not undervalue what they can do for your business.
9... Don't panic
The design process takes time so be realistic about deadlines. If there is a deadline on the horizon don't leave it until the last minute to tell your designer. If you are project managing at your end make sure you deliver on time if you can. Sometimes things may be out of your control but don't expect your designer to work miracles. They will often work overtime to get things done but please, if at all possible, give them enough time to do the job properly.
10... Be nice
A good working relationship makes for a successful project. No need to be heavy handed, or dictatorial, be polite and understand that your designer will be working hard to make your business look good. If you don't like something they have done, be diplomatic and constructive, being rude or intimidating will not get better results.
11.... Communicate
Your designer should understand your vision, help you achieve your goals and communicate your message but they can't guess what you're thinking. Make sure you keep in touch and have regular meetings to keep your project on track.
12... Pay on time
Most designers do much of the work 'up-front'. Some do ask for a deposit in the beginning but in general you often get some work done before you have to pay up. There is nothing worse for a designer who works hard to deliver their client's project on time, and on budget, than to have to wait ages for payment of the final invoice. In fact more and more companies are choosing not to release final artwork files until the invoice is paid.
Enough said, hope this helps!