When it’s time to create marketing materials, a great graphic designer is the key to success. Of course, finding the right person to translate your vision of your company to printed and virtual material is not easy. Here are some tips to help you find just the right designer for your project.
Don’t focus on education. Many top designers have years of experience and are self-taught. Sure, a graphic design degree is helpful, but in truth, there’s nothing that an apprenticeship or on-the-job training couldn’t also teach a graphic designer. Many designers even say they didn’t even really learn anything until they started doing, rather than studying. Also, plenty of designers have taken courses to learn new software, but those types of courses don’t count toward a degree. Look at other forms of education rather than just the university-type; they could be just as valuable, if not more valuable, than a traditional education.
Get referrals. This is the best way to find someone to trust your designs to. Ask friends and colleagues if they’ve used anyone or if they have a designer in their network.
Go to the American Institute of Graphic Artists’ Web site (www.aiga.org). AIGA members are active designers that want to engage with other designers and learn more about their craft. You can post your job at the Web site or browse through designers’ portfolios to pick a designer that has a style you like. You can contact the designer by sending him a message through the Web site, or checking out his personal Web site through the “Contact” feature.
Google freelance designers. All freelance designers should have a Web site. Even designers that don’t design Web sites have Web sites to show off their work. Google “freelance graphic designer” along with a term that describes what you’re looking for, like “marketing brochures” or “postcards.” Look at the samples of work on the designer’s Web site (probably in a “Portfolio” section, or request samples. Designers should not balk at emailing you design samples. Every designer has a unique style; make sure the designer’s style is something you like. You can’t expect a totally different style from what you see in samples.
Check out testimonials or get references. Look for a “Testimonials” section on the designer’s Web site to see what past clients have said about her design. Or, ask for some references – this is a job interview, after all. Ask references detailed questions, like “How does So-and-So take critique and direction?”
Evaluate the designer’s professionalism. Many graphic designers are free spirits, true; but the best ones know that they can’t ignore the business side of things. If a designer you’re considering doesn’t ask questions about your company and about what kind of brand you have, skip him. If there’s no written agreement or he won’t tell you his fees (says he’ll add it up later), skip him. Pro designers should be able to give you a ballpark estimate or an hourly fee, and you should receive some kind of written agreement detailing what is to be done and by when.