5 Tips for Working With Designers

Background

We’ve all been there. The project starts out well, but then the review cycle hits and everyone needs to buckle up for a hard landing. I’ve witnessed several ‘crash and burn’ projects. Here’s a short list of 5 tips for working with designers that might help keep your project on track and on budget.

1. Don’t call designers “Creatives”

You’d be surprised how many designers find this offensive. Even if they tell you it’s ok, it’s really not ok. These are very passionate people who take pride in what they do. They’ve spent a good portion of their lives learning and perfecting their skills. Be respectful.

2. Don’t call designers “Creatives”

Seriously, just don’t.

3. Set clear criteria for success

Don’t tell just them something like, “Can you make me a new logo?” Tell them why you want a new logo. What is the goal you are trying to accomplish by rebranding? What kind of emotions do you want to invoke in people when they interact with your brand? I suggest making a list of your goals, give that to the person doing the work, and discuss them during the review process.

For example:

We want to rebrand our company to appear:

• Fun
• Energetic
• Professional
• Youthful

See how easy that was? Now the designer has a better idea of what you want, and you have something to base your conversations around during the review cycle.

4. Provide clear, goal based feedback

Be clear about what you want. I know that’s easier said than done; you might not always know what you want. Talk about what your goals are and compare the work to that. Don’t say things like, “I don’t know about these colors.” Say something more like, “I don’t feel as if this color choice depicts what we are trying to say with our brand. We want our brand to be perceived as ______.”

5. Don’t change your mind

Changing your mind about things you’ve already approved can cost you. Let’s say you gave your approval on a logo design and some branding guidelines, and then 2 weeks later, you decide you don’t like the logo anymore. Not only do you have to pay to have the logo reworked, but you also have to pay for all the materials that were created using that logo to be redesigned, reprinted, etc.

This will also get you on a designer’s list of less favorable clients. You’re not only are you breaking the process, you’re breaking their trust. How do they know you aren’t going to just keep changing your mind about everything else?

6. Know the process

Yes, I know I said there would be just 5 tips, but I couldn’t help but make a stupid joke at the beginning of this post. So, technically this is tip number 5.

Knowing the process can go a long way. It can save you money and earn you respect from the designer(s) you are working with. If someone doesn’t explain what the process is to you, ask them to. If they don’t have one, don’t work with them. You need know what to expect and when to expect it.

Conclusion

Well, I hope you find this helpful. Being a good client goes a long way toward helping designers produce great work.