How many times do I hear about designers creating something beautiful, but not what the client was either expecting or wanting. Unfortunately, too many. This is unfortunately when the communication battle is not between men and women, but between business owner and designer. As business owners we know what we are saying don't we?, but somehow the meaning of the words change between leaving our mouths and what the designer hears.
This is why I have asked a designer to tell us where we go wrong from his point of view. Norman Boyd from DB Design has a simple, no nonsense philosophy that gives small business clients practical design solutions that they can use. Here's are Norman's top 10 tips.
10 TIPS FOR BRIEFING YOUR DESIGNER
Whether just starting out in business or already established, chances are that you'll use the services of a designer more than once in your Company's life. The costs involved may vary, but good design is an investment which will benefit your business and increase sales.
The designer must understand your Company's objectives in order to display them effectively to your target market and this understanding depends largely the brief. While a good designer will ask the right questions before putting pencil to paper (or hand to mouse), it pays to keep a few things in mind during your meetings:
1. Know what you want to convey. i.e. What is the objective of the work to be produced.
2. Who is your target market? What age are they? What salary scale are they on? Are they likely to be male or female? What else do they buy? (What are your competitors doing?)
3. Know your maximum spend. Talk to the designer early about this and they'll discuss what can be achieved within your budget.
4. Do you have existing company literature that you think is relevant? Are there any corporate guidelines relating to logos or use of colours and text?
5. You've employed a professional designer, so let them design. Voice your opinions or concerns (you are paying after all), but do listen to their advice. The spot varnish you saw on a brochure last week may have cost three times your budget. Designers know from experience what does and doesn't work in terms of cost, colour, design and the printing process. Similarly, you know your own industry, so make sure the designer is aware of exactly how you want your product or service presented in the market. They're designing for your business, not their portfolio.
6. Show the designer other work you like, but don't ask him to copy it.
7. Make sure the brief comes from the decision maker. Only one or two people should explain the brief. Too many opinions contradict each other and confuse the brief (and the designer).
8. Explain deadlines clearly and stay in touch.
9. Ask direct questions about anything you don't understand. The 'blue sky thinking' and 'run it up the flagpole and see who salutes' contingent are happily a dying breed, but you should seek clarification on any terms with which you are unfamiliar.
10. Write everything down. After the meeting, re-type and email the brief along with any additional information. The designer should be making notes as well, but it's always best for both parties to be working to an identical brief.
You are the customer. The designer will want you to be delighted with the service they've supplied and good communication throughout the process is by far the biggest element in achieving this result.
Norman Boyd is the founder of DB Design & Promotion, a design agency founded in 2005 who's philosophy is simple.No jargon. No nonsense. www.dbdap.com
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