How to choose a professional graphic designer

You’ve come across a few names, now what? Choosing the right designer is an important business decision—the right graphic designer has the ability to create a positive perception of your business, influence your existing and potential market, and ultimately increase your revenue.

Here are three things to consider when making your choice:

1. Time is money but take your time.
   The relationship between client and designer can potentially last many years. It is worth investing a bit of time in finding the right one for you.
2. The rule of three.
   Make sure that you thoroughly consider at least three professional graphic designers before making your decision.
3. The acid test; or, is there chemistry?
   The relationship between you and your designer should be rewarding and enjoyable. If you don’t feel comfortable—for whatever reason—keep searching.

What to look for in a professional graphic designer

Choosing a professional graphic designer for your business can be intimidating, particularly if you don’t know what to look for. Make sure to investigate these key areas:

Ability

A professional graphic designer should have a strong portfolio of previous work. Do the projects look professional? Are there projects similar to yours (in scope and complexity)? Is there variety or do the samples look the same? Good design should communicate, as well as motivate and inspire. Did their design leave an impression?

Qualifications

A professional graphic designer should have a formal education in graphic design. Graphic design is an art and craft with fundamental principles that have a direct impact on the effectiveness of business communication. Does your candidate have a graphic design or related degree from a reputable university or art and design school?

Experience

In addition to a portfolio, many professional graphic designers maintain a resume. They may also have a client list and case studies available for your review. How long have they been in business? Do they specialize in a particular area or niche market? How is their past experience relevant to your business or industry?

References

A professional graphic designer with a solid reputation will not hesitate when you ask for references. When contacting past and present clients, make sure to ask about project details, timeliness, reliability, communication skills, and talent.

Professionalism

Professional graphic designers conduct themselves in a professional manner. Professional graphic designers operate with highest levels of integrity—adhering to the industry’s standards of professional practice¹. They are accountable and appropriate. Professional graphic designers respond to email and answer their phone or get back to you in a reasonable time frame.

Communication

Communication is the single most import quality of a professional graphic designer and the foundation of every relationship. If they struggle communicating with you, they will struggle communicating your message to your customers. Good graphic designers are good listeners—they will ask questions to make sure they clearly understand your vision.

What to expect from a professional graphic designer

After you’ve chosen a professional graphic designer for your business, here are a few things you can expect when working on your first project together:

• First, you can expect to pay—professional graphic design is not free.
• Expect to sign something. Professional graphic designers work with a contract that clearly explains the steps involved in the design process, expected completion dates for each step, deliverables, and pricing.
• Expect to pay a deposit. Requiring a deposit before starting work on a project is standard business practice in the field of graphic design.

How to keep a professional graphic designer

After working together for a year or so, you and your professional graphic designer have formed the foundation for a long happy relationship. If you’re ready to push your brand beyond mediocrity, it’s time to trust your designer a little more and start taking some risks. Here’s a post on Seth Godin’s Blog explaining how to live happily with a great designer.

Further reading and surfing:

• The Ignite Series—a collection of workshops designed to teach businesses how to increase earnings through design.
• Central Valley Business Incubator—growing entrepreneurs through an integrated network of incubation and business development partners.
• Fresno Design Alliance—a collaboration of professional and student graphic designers devoted to developing Fresno’s design awareness.

1. Two of the most respected graphic design industry trade organizations—American Institute of Graphic Arts (AIGA) and the Graphic Artists Guild—both publish industry standards and ethical guidelines: The 12th Edition Graphic Artists Guild Handbook: Pricing & Ethical Guidelines and AIGA Standards of professional practice. Additionally, the AIGA has published a series outlining the critical ethical and professional issues encountered by designers and their clients, entitled the AIGA Design Business and Ethics series.