(…because they’re human too.)
The first thing to remember when hiring a Graphic Designer, whether it be a friend or a new acquaintance, is that simply having an idea in your mind and trying to describe it is not always the most effective communication technique.
“He has to have eyes, and be wearing brown.”
If you have seen a logo that you like, for example, send it to your Designer for inspiration.
Like a particular shade of blue? Did you know there are many shades (and tints) of blue?
So saying “I want it to be blue” might see you later spending more time specifying that you want it darker, or lighter, or maybe scrap blue and make it more purple.
Take the time to find swatches of the particular colour(s) you like at a paint store, or in an image online. Your Designer should be able to use their various Adobe programs to match it, and their skills and knowledge to recommend some colour palettes. (Other colours that will work well alongside the one.) Also, whether your work is print or digital will determine whether they use CMYK (cyan, magenta, yellow and black, for print) or RGB (red, green, blue, for screen display) colour models when working.
Many of us, no matter how many years of education we’ve received, simply aren’t mind readers. It can be really difficult to put your idea into words if you lack the subject knowledge or vocabulary to express what you need.
“Can you make it long and thin and kind of yellow, with stuff on top?”
Another good tip is to try and keep a logo simple. Don’t try to cram every aspect of your organisation into the logo when your copy line and website can give plenty of additional detail. Think, for example, of the McDonald’s logo – it’s basically a big “M” and the word “McDonald’s”, but it’s recognisable around the globe.
What it does not contain is images of a burger, and box of fries, and drink, and Ronald, a smiling employee, or anything else. Nor should your logo.
As mentioned previously, if you have a logo or style that you really like, but can’t find the words to explain, send it along. In addition, if there is a particular font you like, see if you can find out the name, and send that and an image to your designer. They will be able to advise you if it it appropriate for your business’ image or not.
It’s the same for web design – if you really love using or visiting a particular website, give your web designer the link and explain your favourite aspects in dot points, so they can incorporate something similar for your project.
I hope this article has helped give an insight into better communicating your project needs. Any questions? Got a project of your own? Contact me at firstname.lastname@example.org