Finding the right graphic designer to handle your company’s branding and any other smaller projects is extremely important but also daunting unless you know the right questions to ask. Even if a designer comes highly recommended by a business associate or peer, always go through the interview process because your needs may be very different from those who offered the recommendation.
Certainly, write down a long list of questions to ask in the interview but be sure to include these top three questions:
1. How much experience do you have?
The old saying, “You get what you pay for” is accurate and many times graphic designers will charge less or offer a discount when they are just starting out as a way to drum up some early business. Sure, they may know design basics but do they have the experience of actually putting those principles to work for other clients? Do you want to pay a discounted rate for your company branding? Does their portfolio match up to their answer? (Hint: you should always check out their online portfolios before you even get to the interview process).
2. Do you have experience doing this type of project and will you be the one actually doing the work?
Just as not all photographers can successfully shoot weddings, not all graphic designers can handle company branding. If you find a designer who specializes in company branding, they may not design eBook covers or website graphics. Not because they can’t but because they choose not to. Or maybe they outsource those smaller projects to another designer. It’s always convenient to find a designer who can handle a wide variety of projects but be aware that the pricing will likely be higher. Likewise, if you’re paying a pretty penny for the work, you have a right to know who is actually designing the pieces you need.
3. Please explain your design process.
This is where your potential designer will explain how they do things. How long it takes to get you the first draft; how many rounds of changes you are allowed; when you will start to incur additional charges to the project. If they can email you a timeline, that’s a great reference for you; just be aware that this timeline will often depend on how quickly you communicate when you give your feedback, and how timely you pay your bill.
Never be afraid to ask questions of any service provider you think of hiring. Going into an outsourcing situation blindly never ends well so do your due diligence. And the more clearly you can explain your needs when it comes to what you’re looking for, the easier the design process will be.
That last question is the most critical. Especially when the design gets close and needs those special tweaks to make your brand sparkle and pop!
And those small changes can make a big difference.
I 1,000 percent agree with all of this. You definitely get what you pay for. I always ask how they handle feedback because they need to have a tough skin.
Much of a graphic designer’s work can be thought of as subjective. While it may be good, it may not be good for someone else. To each their own.