Graphic roulette: choosing the right designer

In an earlier post I said I’d elaborate on why you shouldn’t hire your neighbor’s son who’s taking a PhotoShop class to design your logo and/or print materials. OK, here it is.

First of all, I’m sure he’s a very creative guy. He’s young, he’s probably up on the latest visual trends, he’s fearless with a computer and, most importantly, he’s willing to work for free. But ask yourself this: does he know the right questions to ask to understand your target market, and the best way to reach them? There’s a lot more to design than making stuff look good. And if you’re looking to save some money, I’d argue that scrimping on design probably isn’t the best choice. After all, you only get one opportunity to make a good first impression.

Choosing the right graphic designer is kind of like choosing a stylist for your daily walk down the red carpet. Instead of paparazzi, your red carpet is lined with potential customers and clients. And odds are that you’re one of several people walking down it. So you want to stand out, make a great first impression, and be asked to step up to the camera to answer some questions so you can get the job.

Here’s what to look for when considering a graphic designer:

Look for variety in their portfolio. You don’t want a one-trick pony; you want someone who speaks several different visual languages. Unless you’re absolutely certain you want a specific style, it’s much better to work with someone who knows the right questions to ask to put your information into the most effective visual format for your target audience.

References are crucial. Ask for at least three professional references, and call them. Find out how this person is to work with. Are they easy to get a hold of? Do they create, and stick to, a timeline and budget? Did the client feel listened to and understood? Were they happy with the design work they received? Would they hire them again?

Take the time to meet in-person. Ultimately, you need to interview this person to decide if you’d be comfortable working with them. Trust your gut. Does this seem like someone you can trust? Does this person behave professionally? Are they a good listener?

And, in the end, if you still want to hire the neighbor’s son, go for it. Just be aware that you’ll probably have to help him understand who your target audience is. Oh, and make sure he doesn’t put you in something that makes your butt look big.