Over the course of my career, I have worn three big hats: marketer, designer, and business owner. Having been in all three roles has given me a unique perspective on what it takes to do all of these well– especially as it relates to hiring someone in the design role. So I thought I would share with you what I look for when I hire an intern, freelancer or employee to help with my design workload.
1. An good understanding of marketing
First and foremost, graphic design is marketing. It is the tip of the marketing iceberg. While pursuing my art degree, all I was really taught was the art side of things. But when I started my first job in the advertising world, I realized that clients didn’t often share my passion for negative space or adding a varnish to their brochures. They, of course, wanted to sell their product. When design is done well, it should communicate a message to the target market and get their attention. This will draw them in so they can find out more about the product and make a sale.
2. A diverse portfolio
My design projects have covered a gambit of production methods: brochures, postcards, posters, emails, website and signage, and sometimes mugs, bus benches, billboards, and vehicle graphics. Each of these requires an understanding of different production processes, from 5-color web printing, to screen printing, to html and css. An ideal hire should have experience in many different areas of design production in order to create projects with their end-use in mind.
For example, they should know that screen printing requires different artwork margins than a digital press. They should be able to do a press check, find a missing div tag and be able to prepare a file for a television graphic, all without pulling you in on the process. While it’s true that your top candidate may not have encountered everything you will need in the future, experience in a lot of areas increases the likelihood they are flexible and willing to learn.
3. The confidence to take a creative risk
Good marketing means setting your product apart from everyone else. A designer must be willing and able to be unique and creative…and you should let them. A logo that looks like everyone else’s, or a design that is sandpapered to death by a committee of people who all want to give their input will not be an effective way for your business to stand out from your competition. Often designers turn to other designers for ideas and end up creating designs that look like everyone else’s. So look for a designer that is creative and fresh. And let them create!
4. An understanding of your business
Early on in my professional career, I worked at an agency with a client that sold heavy equipment. This was after starting my career with a high-end retailer. So when I began that job, I had no idea what the products were. So my job was to read and understand heavy equipment and the people who bought them. I needed to understand everything from concrete pump stability to uses for exposed aggregate.
The willingness to find a designer who will take the time to learn about your business will mean the difference between marketing that sells and just pretty artwork.
5. Ability to take some criticism
If you’re hiring an art school graduate, they should have had plenty of critiquing to build a thick skin while they were in school. This is a good thing because before a design is approved, it often gets feedback from several people–and sometimes the feedback isn’t nice. A good designer will be able to bounce back and do what is required without giving up or dissolving into a puddle of tears (I’ve seen it happen).
6. A fair wage
The internet is loaded with people who will design a logo for $50–and even less. Although this may look attractive to your bottom line, it is likely to be penny-wise but pound-foolish, and here’s why:
The process of developing a logo, for instance, starts with industry research (including your competitors), an analysis of your target market, your unique positioning statement, and an understanding of your customer and their pain points. All that happens before a pencil is even put to paper for the design itself.
If someone is offering you a $50 logo, you can be sure they are not putting in the time to do what you need. Often, these logos are generic and certainly do not communicate what makes your product or service unique, and that is the most important aspect of branding. So your design might be pretty, but it likely won’t do the most important thing: set you apart.
If your budget really is tight, there are bargains to be found with recent art school graduates and starving freelancers, but, by and large, you will get what you pay for. I would recommend going with experience over cheap.
