Yes, I’m smiling, but my thoughts say differently.
Because the work I just produced for you got crumpled, spat on, shredded, warped and flipped off. Our 30-minute review turned into a destructive critique that even a creative tyrant would find harsh—and I’m not just being sore loser.
Bad design is one thing. Screwing up design just for the hell of it or lack of knowledge? Not my game.
Before you make your graphic designer your business’ No. 1 cynic, make sure you understand him or her. Here’s what we really want to say without you threatening to fire us:
I want you to tell me what you like. Give me color palettes, examples and anything else that you’re going for.
I often hear, “just make it pop,” or “you’re the designer, so make it as you want.” So I do, and then you don’t like it. Back at square one. After a few rounds, it wastes time for both of us.
Just tell us what you want. It’s okay if you don’t know design terms. If you did, you’d be the designer. Pull examples of fonts, colors, shapes, anything to show me. Tell me why you think the project should look a certain way. Explain to me what you want the customer to perceive, think and do with your brand.
“Can you copy this?” No. If plagiarism were a commandment for design basics, it’d be chiseled into the stone right around the top of the list. If you see a piece that’s love at first sight, I can use it as inspiration. I’d jump at the chance to infuse its energy into my work if it helps us get to where we want to go.
But I still want it to be original, not popular, trendy or common. If you want your brand to be standardized and blend in, please consult the CPAs down the street.
If you go for a cheaper designer, you’re going to get a lower quality of work.
Duh. But time after time, people want to go for the lowest price. I understand you’re running a business, but there’s a certain ratio of paying a particular price to your work looking like crap. You don’t have to hire Matisse to design your logo, but consider what you might be getting when you tighten the rubber band on your bankroll. I’ve invested a lot of time and money into refining my talent. I’m worth the cost.
Not seeing eye to eye with your graphic designer? A chill, in-person meeting should be the next step.
I can iterate on the design, but I cannot feed your indecisiveness.
I’m not your servant, and you’re not my only customer. I want to provide you with my best work, even if it involves fanning a palm even now and then. But constant redos? After a while, the project becomes more trouble than the amount you’re paying.
Communication is key. If you believe our visions aren’t matching up, let’s have coffee. It’s easier to understand and chat in person than it is over the phone when it comes to design. We might understand each other all along. Just because you don’t see your destination in the design doesn’t mean it’s not there. Perhaps we can find common ground in the most unexpected place.
I refuse to give you a project in a format you can edit.
And I’m not sorry. When you give me a project, it becomes my project. I pour my mind into it, the magic I’ve conceived from talent and ideas. Why would I rear my child just to give them over at the last stages of adolescence to have someone destroy everything? You should take it as a good thing. Because if I didn’t care about your design, I would toss it over to anyone. But I do care very much. If you want to adjust something, just let me know.
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