graphic design • print • logo • web • proofreading

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Working with Designers to Get the Best Possible Design Solutions

Good designers/firms want to help identify a client's message and collaborate with the client to find the best solution for any given job. As part of this process, we ask certain questions at the start of the project: Who is the target audience? What is the message? What is the goal of the project?, among others. A great design communicates, and it is nothing but artwork if the audience is not taken into consideration—and the client is the expert in knowing their audience.

Whenever possible, it is preferable that clients involve the designer/firm at the beginning of a job, even if it may seem too early or not necessary. This allows for the designer/firm to offer input, which could affect the details of the project: the form it takes (brochure, poster, media kit, etc.), the size, the page count, etc. as well as the cost. We have worked on many jobs that were intended to be one thing and ended up taking a different turn based upon on our creative feedback. For example, one was originally a form letter and reply card package, which ended up being a fun, eye-catching pamphlet and reply card that tested very well against the control. Recently, we designed holiday cards that were to be printed in full color and possibly inserted into gold-lined envelopes. Our creative suggestion was to utilize three Pantone colors instead—one being metallic gold, which allowed the design to enhance the message as well as better correspond with the gold-lined envelopes.

Some organizations have a budget that allots a specified amount of money for design and a separate amount for printing. However, after consulting with a skilled designer/firm, the best solution may end up being a project that costs a little more to design but less to print, or vice versa—or, in a few cases, less in both areas! Therefore, sharing this budget can actually help in the creative process, as the good designer/firm can tell how much leeway there may be for creative options, taking into consideration different printing specifications. This is especially important when a client has a tight budget; surprisingly, sometimes the projects with the most restrictions result in the most creative ones.

Working with the same designer/firm on multiple projects long term allows for cohesiveness in the look of the pieces (if that is the goal) as well as allowing the designer/firm to learn the client's preferences in terms of style or just in how they work together. Good designers/firms should have no design style—they should take on the client's style (when needed) or present diverse design options.