As a business owner, logos, brochures, and other specially designed elements of advertising can help make or break a business. Hiring graphic designers to create unique designs can certainly provide better ideas and some very high quality content, but finding the right designer is critical. The ultimate goal of any designer you choose will be to get you to sign off on their creation, but what is necessary in order to produce something that you will enjoy and feel confident signing off on? We have to work together with our designers to get great results, but we also have to allow them the freedom to create. Finding the middle ground is critical.
One of the best things that we can do as business owners and executives is to really talk to our designers. Giving your graphic designer a feel for the personality of your business and for your goals as a company can provide a remarkable source of inspiration. It allows us to really display the mood of a company as well as the overall emotion that owners want the store to project. Is it silly, serious, or somewhere in the middle? When a designer knows your company goals, it is easier to create a relevant design.
While it is important to really step back and give designers room to do what they do best, it is also important to try to make the project a collaborative effort. As someone familiar with your own business, you understand the needs and desires of your client base. Meeting these needs is the ultimate goal of your designer, and your input will certainly influence the end product. Collaboration will always provide better results than handing out a piece of paper with company details and expecting the designer to hit the nail on the head on the first try.
Working together is certainly a critical element of design, but stepping back to allow your designer to do their own job is equally important. Constantly changing details before the design is finished or asking a designer to incorporate multiple elements and concepts can easily backfire. Designs should be simple, but relevant and should speak volumes about the company, organization, or entity that they represent. When this is accomplished through a truly collaborative effort, the result is almost always going to be better than when one party controls the entire process.