7 Key Questions to Ask a Graphic Designer Before Hiring Them for you Brand and Website Design

 
The Real Difference Between a Logo and a Brand
 

You need to hire a graphic designer. And it's an important choice. Whether you're branding or rebranding, planning a whole new website or looking for your first logo, your graphic designer's efforts will trickle down through every piece of marketing and every customer interaction you have for a long time. 

Unless, of course, you're made of money, and you're in the business of spending cash. Because great graphic design and curated branding take time and talent (read: money). As a professional designer, sometimes I hear from potential clients who need help with design but struggle to express their ideas or concerns about the process. So today, I'm covering 10 key questions to ask a graphic designer before hiring them. 

But first, before you get to the point of a phone call, save yourself some time by looking at their portfolio.

  • All designers proudly publish their best work on their websites.

  • This allows you to get a feel for their work and make sure the aesthetics are something you enjoy.

  • While every project should have a unique look and feel — that's the designer's job after all — you'll probably notice some repeated elements and consistencies in style. It's important that you love them!

Once you've found a few graphic designers whose work you find appealing or similar to the brand voice you want to achieve, it's time to make the call. Don't forget to ask these seven questions. You’ll feel confident in your decision, and your designer will be sure to take you seriously.

7 Key Questions to Ask a Graphic Designer Before You Sign a Contract or Write a Check

  1. What is your design process like? How will you get to know me and my target audience?

Many designers and branding experts have a niche field they love. They may have some knowledge about your target market already, or they may be sailing uncharted waters — and that's okay too! Fresh ideas can come from other industry experience. 

Regardless, a great graphic designer should have a detailed process starting with some clear homework for you. This homework should help you establish:

  • Who your target market or ideal client is.

  • What your competition looks like.

  • A general understanding of TONE or a FEELING you want your clients to feel when they see your brand.

  • Colors you like, colors you don’t like.

  • Typography likes and dislikes.

  • The beginnings of a Mood Board to help communicate your vision. (I've written more about Mood Boards here.)

From here, you should expect a DETAILED strategy session (or multiple) with your designer.

2. What will my initial concepts include? 

It's essential to understand what you're paying for. A great graphic designer needs to collaborate with you to understand your vision, so don't be shy. ASK FOR DETAILS!

For instance, what does "Logo Design Concept" mean? Will you receive a single logo design, three options to choose from, or unlimited opportunities to rework a logo? Will initial concepts include three complete brand systems to choose from, or one? 

3. What deliverables will I walk away with, or what files will I get?

Every graphic designer has different packages and services available à la carte. Most will include a standard logo design and website design package. Others will add mock-up print advertising, plus business cards, postcards or wearables and company swag.

If you are working with a designer for a brand, the final files should (at the bear minimum) include:

  • High Resolution .png files

  • High Resolution .jpg files

  • Most Important: Fully editable and scalable Vector based files. (You can read more about file types HERE.)

  • A detailed BRAND GUIDE that clearly defines:

    • How to use your brand system to maintain brand integrity

    • Color Specs

    • Font Specs

If you are working on a website design, your deliverables should (at the bear minimum) include:

  1. Full ownership of your site.

  2. All digital design elements


4. What legal rights will I have upon completion?

It's crucial to know that you'll own the logo once the design work is done.

  • You'll want to trademark a great logo right away. Here in the US, copyright laws automatically give all rights and ownership of creative work to the creator (the graphic designer). The only exception is work-for-hire (employing a full-time designer in-house). In that case, anything they create while on the clock is yours to keep. Professional graphic designers are NOT work-for-hire.

So be sure your contract specifically states the rights to a logo / brand design will be transferred to you, the business owner. Otherwise, you are only implied the right only to use the work or reproduce it, and never to change it.

5. WHAT IS YOUR DESIGN EXPERIENCE?

Be sure your designer is confident about their package prices or the custom quote they provide. If they cannot say how long a job will take or what their design services are worth, they don't have much experience.

Now, I'm not looking to downplay the talent of an aspiring graphic designer in any way — some of the freshest, most beautiful work comes from new talent. But like any other craft, inexperience can lead to errors and target date delays. Remember, one outstanding logo produced does not equal years of practice and experience in the field. 

6. How will you manage this project?

Great graphic designers will be communicating with you from time to time — then they may disappear into a creative wonderland for a few days. It's part of the artistic process. All the more reason great designers will have an actionable plan to keep in touch with you.

Some designers use project managing systems like Asana. If you struggle with technology, this can get frustrating and hinder your relationship with the designer. I like a happy medium - a password protected client page on my website where I post all homework, drafts and information about the project in one place. 

7. Do you always meet your deadlines?

Again, graphic design is about collaboration. Ask if they're on deadline right now and how they manage their workload. This is especially important for complete branding or rebranding jobs that must fit a tight timeline. Ideally, your perfect graphic designer will have plenty of time to do top-notch creative work, so it's a red flag if they're weeks behind on a deadline or cannot start your job for a long time. 

I believe designers should block out specific time for YOUR project... either only working with you in that block of time or only working with a certain number of clients at any one time. 

Finally, expect any great designer to have some questions for you, too. Be ready to answer their questions about:

  • The budget you have in mind

  • Your target market

  • Your immediate and long term business goals

  • The exact work you're looking for — do you need a single logo or a full-blown rebranding?

Ultimately, the client-designer relationship should feel comfortable and straightforward. You should be able to count on your chosen designer to respond to your calls or emails within a reasonable time (say, one business day), and they should expect the same professional treatment from you. Nothing is more frustrating to the branding experience than a communication breakdown between client and designer! 

If you'd like to learn more about my graphic design, website design, or logo design services - call me. I'd love to explain my process and show you my work. 

 

At Creative Allure Design, my mission is to provide entrepreneurs and small business owners with marketing information you can use. If you'd like help creating a mood board, exploring color palettes or developing a logo, book a call with me. I'm ready to help you reach your market with a message that matters to them. 

 
Elizabeth Nelson