Choosing the right graphic designer
by Jennifer Proia

It can be a daunting task to choose the right creative consultant for your company. The risks, after all, are fairly high – if you choose the “wrong” person, the work won’t be as effective as it could be. No one wants to waste money or time. So how do you select just the right person for the job, whether it’s a one-time need or an ongoing creative partnership?

Most people start by asking friends and colleagues for referrals. This is probably the best way to go, since the names will be, in a sense, prescreened. Ask business owners in particular if they use anyone. Another good source is to your local Chamber of Commerce and commercial printers – see if they can provide you with a list of graphic designers with good reputations. Compile a list of 5 or 6 different designers. You will find that styles, quality and fees will vary widely, so it’s best to start with a list and narrow down from there.

The next step is to request the designer’s resume and web site address. Take a good look at both. Do they communicate professionalism and competence? Are they visually appealing? Are they well organized? Do they show or mention a good variety of work for established companies and businesses? If both their resume and online portfolio pass muster, invite them in for a portfolio review. This is the fun part, where you get to see and hear firsthand how they solve creative problems, who they are as a person, and what the quality of their work is.

In presenting their work to you, the designer should provide details about the project such as the goals, challenges, and outcome. If they don’t, ask them questions. What was your approach to the piece? How did your concept compare with what the client had in mind, if anything? What was the overall success of the piece? Did you manage the printing? If they did, ask them how they bid out the job, and how they decided which printer should get the job. This will give you a sense for how experienced they are. They should be comfortable negotiating for the best printing fees and able to oversee the job at all stages to achieve a high quality finished piece. You might also ask them if there were any problems encountered on press, and if so, how they solved them. Not that you should “drill” the designer, but make sure you get a thorough understanding of how they approached each job and how successful the end result was. Read on for more helpful tips! >>