This is a repost from blog.herodesignstudio.com. It’s a great guide for clients on how to get good design.
How clients can get better design.
If you’ve ever hired a plumber, the experience probably went something like this: you called, he showed up, you showed him the leaky sink, had a brief discussion and then left him alone to do the job. Some time later, he came to you, said the job was done, handed you a bill and left. No muss, no fuss — and little required from you except a phone call at the beginning and a check at the end.
It’s not uncommon for clients to think they can approach professional graphic designers as they would a plumber. Meaning, they view the relationship as a purchase of a turn-key solution that, once in place, will take care of itself.
We call this the “Buy-a-Logo-Get-a-Logo” mindset. It’s the shortest path to design that provides little, if any, real value. Good work is not created in a vacuum. Design that has impact and value flows from a process that requires both designer and client to actively participate in an ongoing dialogue that is honest and productive.
Does this mean clients need to do a lot of handholding? Absolutely not. Good designers are problem-solvers who intuitively find solutions. But what all of this does mean is that clients have to meet certain responsibilities if they want to get real value from a
design service.
If you’re in the market for good design,
here’s what you should do:
Involve a designer early
It’s a common mistake to develop a marketing strategy, thinking you’ll bring a designer in at the end when everything is figured out. Designers are valuable partners who can provide much more than visual ideas. They know how to simplify and clarify complex concepts. And they know how to shape the many parts of marketing into a
cohesive whole.
Know if you want your designer to execute or innovate
To tap into a designer’s ability to solve problems in innovative ways, think carefully about how to describe what you want. A lot of businesses ask for a printed brochure to describe their products and services. Great. “Design a brochure” is clear direction any designer can execute. But have you stopped to think about whether a brochure is really what you need? If you’re not sure it is, this is the point at which you could invite innovation into the design process — and with potentially outstanding results if you’ve been smart enough to involve a designer in your plans from the start. “Design a tool that communicates the features and benefits of our products and services,” asks a designer for innovation. With this direction, a designer may come back with any number of unique ideas — none of which is a printed brochure. It’s OK to ask for just a brochure, but sometimes you want — and need — something more.
Define your objectives to achieve your objectives
Design likes boundaries. In fact, it thrives within them. Boundaries help ensure everyone starts fresh and on the same page. They help foster efficiencies that save time and resources. Clients should provide their designers clear, written communication about the scope of the project, objectives, goals and the metrics that will be used to define success. Don’t worry about an extensive brief; a simple, bulleted list can be enough. But without something, you have no way to know if the work you want is what you’ll get.
To start thinking about how to define the scope of your project, download Hero’s Project Questionnaire.
Be engaged. Be involved. Be constructive.
No designer will ever know as much about your business as you do. You’ll save everyone time, money and resources if you ensure that your valuable insight is part of the design process. Sure, you’ve hired designers for their expertise and experience in marketing, but don’t be afraid to challenge their ideas and recommendations in constructive ways. Be engaged, and participate in the often illuminating and creative push-and-pull that is a part of any successful design effort.