“People ignore design that ignores people.” -Frank Chimero
While the phrase “Don’t judge a book by its cover” is often advised, rarely do our brains practice this theory in making purchasing decisions. We often gravitate towards products with the most attractive packaging, sold by the most recognizable (and inherently trusted) brands. This is why choosing the right designer for your marketing materials is essential to developing an effective brand image with memorable ad campaigns that will not only connect with your target audience but help convert them to loyal customers.
Here are 3 tips that can help choosing the right designer or agency to meet your business needs.
Ignore cost.
Nike paid $35 for their logo back in 1971, while oil company BP recently shelled out $6.4 million for their current green and gold sunflower.
Moral of the story: don’t be enticed by the lowest price, or intimidated by the highest. Design and designers have a very wide of scale for compensation that is not always based on true talent.
View their portfolio.
Graphic design is subjective. The best measure of one’s ability is looking at the projects and client base they have successfully worked with in the past.
Is their definition of “aesthetically-pleasing” the same as yours? Are they familiar with your industry? Do they have experience in both print and web design? These questions can be answered by a professional portfolio.
No formal education? No problem!
Some of the most skilled and proficient designers I have worked with never received a formal education and honed their craft through on-the-job experience. By requiring a college degree many employers are missing out on some of the most talented freelancers and individuals available. Choosing the right designer doesn’t always come down to who has the most degrees, but the best ideas!
I’ve been most impressed with the creative use of the iPad in the new Lexus ad in Sports Illustrated. This should receive every “Design of the Year” award out there! View it for yourself here: Is This The World’s Most Interactive Print Ad?
