You’ve found a great copywriter and it’s time to call in a graphic designer – but you feel like you’re about to land in a foreign country (without a map). In our last blog we talked about outsourcing writing and editing. Now here’s some useful design-land travel tips…
‘We need some marketing material. Maybe a brochure?’ you squeak out in your best approximation of graphic design speak. But then come all the questions full of words you just don’t comprehend…
DL? A3 folded to D5? Gateflaps? Will it be available online? And images…JPEG? GIF? PNG? (Isn’t that one of our Pacific neighbours?) There are different images for a website? Four-colour or spot? Do you want it to bleed off? Got a bromide? What about bmps, eps and wmfs? STOP!
It’s time to read our (Hitch Hiker’s) guide to graphic design, and most of all – don’t panic.
First of all, remember that your role is to communicate what you want from the final product, not provide the technical know-how to get there.
Knowing the language designers speak can be helpful, but the right graphic designer will provide a better design than you ever imagined. They’ll also let you know exactly what they need from you.
“What we want them to come to us with is an open mind,” says Adrienne Williams, graphic designer and owner of See Saw Illustration and Design. “They can come with a degree of detail about what they want, but during that first meeting they might discover the product they wanted might not be the right one.”
So before you meet with your graphic designer, think about designs you’ve seen and liked. Collect samples. Are there any colours you prefer? Do you want the colours to be warm, bold or neutral? Are there corporate identity requirements for colour, logo, or wording? Simple but effective descriptions can help a graphic designer choose, or create, the right colour and ultimately the right look for you.
Adrienne also suggests clients bring examples of what they don’t like, especially with logos. “It really gives us an idea of where their tastes lie and how they want to be portrayed.”
Entering design-land can have plenty of oo-ah moments. We hope this helps you enjoy the trip.
Lou & Sandra