Here is a follow-up to our previous post of tips on how best to work with a graphic designer:
4. Share Visual Examples When Possible
You are not expected to give samples, but visual examples can help direct your designer as to what you are thinking. Be sure to communicate what exactly you like or want taken from the samples (i.e. colors, messaging, imagery, fonts, etc.). It is important not to assume the designer knows what exactly it is you like because a designer’s (or anyone’s) perspective is relative.
Utilize image.works samples! At image.works we continuously come up with new design samples (located on our website or through your sales rep). They can be a great start for your project messaging and design. Want to make your own unique look quickly? Take a headline you like from one and ask it to be merged with a design of another; just be sure to reference design numbers when picking designs. We have so many!
5. Be Aware That Small Changes Aren’t Always Quick
Our designs may look extremely simple, clean and straightforward as finished products, but they certainly took more than you may think to create. Keep in mind all of the creative brainstorming, sketching, drafts, revisions and more that it took to get that finished piece to the high level of quality it is. What may seem like small changes can actually involve a lot of work, so it’s a good idea to allow extra time in the creative process for editing.
Understanding our process before a project starts can help you know what is needed in order to output a successful piece. Before you receive your first proof, your design will be thoroughly checked out by our proofing team. The same goes once you approve! During our production process, it goes through one last thorough proofing by our team. Designers and copywriters check on finessing the design and copy, and we take time to double-check things like numbers, dates, shipping and printing production details.
To streamline the editing process, be purposeful with changes, and condense and take care when transposing. Sending edits piece-meal in multiple emails can make it very challenging for a designer to weed through, and can delay your project proof turnaround. When writing out changes, try putting yourself in the designer’s point-of-view, reading your edits as if you are someone else. Clearly specifying a location of changes you are referring to is always helpful in avoiding confusion for the designer. It’s also a good idea to have one point-of-contact to filter the changes you submit; sending edits from multiple people can lead to contradictory edits and wasted rounds of updating.
Want to proof/edit like a pro? Edits within the PDF via comments are a great way to effectively submit changes.
6. Avoid General Feedback
Not getting the results you are looking for from your edits/direction? You may not know exactly what you want, but try to be specific and organized with general thoughts and ideas. Creative freedom is great, but designers need some limitations. Is there a color you absolutely hate? Are there types of photos to avoid or fonts you don’t care for? Something to try is presenting the designer with a problem to solve, not a solution to implement. Design elements are related with the overall balance in mind. If you change one thing like the font, it could throw off the cohesion of the rest of the piece. Don’t assume the designer knows your business needs – these details can drive the piece and can make them functional.
Still having trouble? It could be a sign that a conversation is in order instead of edits in an email. Realize that communicating things like “make it pop” or “give it more energy” are great direction if combined with an example or description of what that means to you. “More energy” can mean different colors to one person, while another could think changing the images would help. Try to point out what key elements you do not feel are working and be sure your edits are following the goal of the project or your target – not necessarily the goal of what you like personally. Not sure what you do or don’t like? Consider targeting components like color, fonts, images, layout, and general aesthetic.
7. Remember: Micromanaging Can Kill Creativity
Allowing space for designers to input creativity with your changes can be challenging, but is essential for getting the most of their professional expertise. Being too specific or literal could cause your designer to just make changes vs. evaluating the overall design and addressing the actual challenge at hand. Simply let your designer know if there are changes that should be made according to your exact wishes, or if your revisions are open to suggestion. Together, we will create a piece that reflects your brand and accomplishes your goals!
Articles of Reference:
http://www.huffingtonpost.com/ian-mills/8-best-tips-for-worki_b_5473608.html
http://partnerspreceptors.com/2014/09/03/tips-for-working-with-a-graphic-designer/
http://contentmarketinginstitute.com/2011/07/graphic-designer-for-the-first-time/
http://wpbusinesstips.com/2014/09/work-well-graphic-designer/