Back in the day as a graphic artist fresh out of college, my idea of how every graphic should look was slightly over-the-top. My delusions of digital grandeur would sometimes result in a final composition that was not always a match between my client’s vision and what I presented to them on paper. After all, I was an amateur, and years of working with a variety of clients has certainly decreased those kinds of scenarios significantly. But the dilemma created by not seeing eye to eye with your designer can happen even with the most seasoned graphic artists. Here are three ways to communicate more clearly with your graphic designer.
1. Write your creative brief like the success of your business depends on it.
Before you get started, provide your designer with a stellar creative brief. A creative brief is a short yet thorough description of your business and your project goals. It should include specific details about your vision for your final design and other important information like your company’s overview, target audience, message and established brand elements (if applicable) like colors, fonts, imagery, etc. Remember, less is more, but specificity is key.
2. Have your designer tell you what you meant.
During the creative brief review process, politely have your designer reiterate what they think you are saying. Most good designers who are genuinely seeking understanding will do this before you ask. This is of mutual importance because you both need to know that you are on the right track to prevent wasted time, effort and money.
3. Get thorough with your edits.
Once your designer presents your graphic to you, take some time to really review it and get feedback from colleagues, family and friends. Write down a list of any changes you would like made. Be sure to submit all of your revisions during the editorial phase. Submitting them after the project has been finalized is likely to yield additional fees. Be very specific. For example, if you say, “I would like this image to look less whimsical and more corporate,” augment that request with a link to a visual example that you like. That way, there will be little confusion.
In conclusion, graphic artists are human too. Though we’d like to believe we can use our creative intuitiveness to read your mind, we simply can’t. Communicating your vision to us in a clear and concise way that leaves little room for guessing enables us to produce a project that makes your brand a true reflection of your business.
