Many clients have difficulty choosing a graphic designer, simply because they aren’t sure what to look for. Here are some things to consider when choosing a professional graphic designer:
- A strong portfolio. The imagery should be memorable as well as appropriate for each project. For instance, an ad directed at senior citizens should not include very small type.
- A strong sense of marketing. Pretty images are a dime a dozen. The designer should be able to clearly articulate the goal of each piece and how it reached its audience. Good design communicates and motivates; it does not merely decorate. Designers should be able to tell you how their work translated into higher sales figures, greater attendance at clients’ events, or some other concrete result of their work.
- Excellent business skills. A good designer stays on top of all the details of your project and makes the best use of your time and money.
- Formal education in graphic design, not just software skills. Graphic design is an art and craft with foundational principles that have a direct impact on the effectiveness of printed communication. A designer’s software skills have little impact on their ability to translate your brand.
- Personable and professional demeanor. Since you choose whom you’ll work with, hire someone you’ll enjoy partnering with and who provides professional service.
While it can be helpful if a designer has experience with the particular product you envision, it is not always necessary. Good design skills can transcend most media and good designers will tell you up-front if they aren’t right for the job.