Although graphic designers will endeavour to get you the best results, the design process should be a collaborative effort.
A combination of your knowledge of the business the designer’s skill to get results.
One step that can often provide a stumbling block is giving your designer feedback. Be it because you can’t put your thoughts into words or lack the creative edge to really illustrate your ideas. We look at 5 ways you can provide your designer with feedback to prevent any potential friction.
Forget personal taste
When working with your designer, you should always consider the end goal. Whilst your personal tastes may be what got you so far, try to put them aside. Your designer is not an artist for arts sake. A good designer works to produce designs that are informative and draw the eye to key elements of marketing pieces in order to drive results. It’s about a lot more than looking pretty. Whilst your favourite colour may appeal to you, it doesn’t make it right for your audience. A design that appeals to your target market will help build trust and encourage sales. Get it wrong on the other hand, and you risk alienating potential buyers.
Think why, not how
Don’t justify your changes by making bold statements. Rather than “make that bold”, why not try “could that be made more prominent?”. This has two purposes, the first being that you come across less aggressive. The second being that there are many ways a designer can make a piece of text more prominent (font weight, size position and colour to name a few). Leave it to your designer to find the most appropriate, after all, it’s what you’re paying them for.
Be open minded
There will be times when you don’t like what your designers have provided. If this is the case, be specific as to why. Telling your designer, you don’t like it is no good to anybody. Instead try to be clear and constructive to push the design more towards what you were expecting. There’s nothing worse as a designer, than being told the client doesn’t like it, but not knowing why or where to go from there.
Maybe something like the following:
- UIs the design too techy for your more conservative audience?
- Are the colours to bland?
- Do you not like the images?
There’s a good chance your designer can make your ideas happen without starting from scratch. Simple changes in imagery and colour can make a huge impact. Identify your key issues and let them do the rest.
Don't assume
If your designer is supplying you multiple iterations and ideas, don’t assume you can cherry pick from multiple designs to suit. Although it may be possible, there will be times when it’s not as simple as swapping one portion for another.
More so when it comes to digital artwork, not all designs are modular. What you see s a simple colour or layout change, can involve the designer starting from scratch to accommodate. You should be looking at an overview, as swapping elements from multiple signs is by no means a key to success.
It is however, impossible for your designer to show you every possible combination of colours, styles and layouts so if you’re not sure, just ask.
Don't design by committee
Or if you do, use caution. A designer works to drive results from your target audience, not your family, friends or co-workers. Everyone has an opinion, and many won’t have been involved in the process or understand the end goals. You should of course, get feedback from anyone else involved in the decision-making process as they can verify that all necessary information has been included.
Communicating effectively with your designer in a clear and efficient manner will not only mean your projects hit deadlines, but will also drive better results and save you money.
If communications with your current agency are strained, or you’re looking to work with a transparent business then drop us a line today and let’s get your projects in motion.
