I’ve been working with several designers recently on a range of projects, from a corporate identity, through to some event posters. It got me thinking how, while it’s quite easy to phone a designer you know and get something that looks good, it’s much more difficult to get something that really works.
Discussions about designs can quickly become very subjective. And everyone comes from a different perspective. It’s all too easy for a designer to develop work with one eye on their portfolio, rather than their client’s business needs. And plenty of clients, although they’ll deny it, worry a little too much about what their boss will think, rather than what their target audience needs.
A really clear brief from the outset, even with relatively small jobs, can help you make sure you get deigns that work, without the expense of endless revisions. Here are some things to think about.
1) Unleash creativity
Give designers the freedom to be creative. You might have had a great idea. But they might have better ones. Tell them what it is you’re trying to achieve and let them suggest how they think you should get there.
2) Be clear on the requirements
Unleash the creativity, but be clear on the parameters. Do you have corporate identity guidelines that need to be adhered to? Are there accessibility issues, particularly with some harder to reach audiences? You might have an award winning design, but if the information in it is incorrect or difficult to read the design will ultimately fail.
3) Make it easy to apply
Will you be using the design in print and online? Will it need to work on small business cards and giant exhibition stands? Will it always be in colour, or sometimes black and white? Will it need to stand up to being photocopied?
I worked with a charity who introduced a special silver logo to celebrate their tenth anniversary. It looked absolutely fantastic on their letterheads and a celebratory annual report. But problems started with the business cards, as the silver rubbed off onto the back of the card in front. And then there was the problem of the website, where it was impossible for the silver to look anything other than a washed out shade of grey.
4) Think about the future
You might only need a report designed right now. But what about further down the line? Could it be the first in a series? Might it lead to a dedicated website? Will you need other collateral – summary documents, event materials, and so on? It’s well worth thinking these things through at the start and building in flexibility where it’s needed. It can save a lot of time and money.
5) Sell it in
When you need to get internal approval for any design work, never present it in isolation. Always make sure you explain what the aim of the design is before showing any of the creative work. Back it up with evidence of what will be most effective where you have it. You need to make sure the conversation is about what will enable you to meet your objectives with the target audience rather than people’s individual likes and dislikes.
6) Never, ever, let people design their own logos
Clip art is the devil’s own doodles! If you need reminding of the horrors that are DIY designs then take a look at this often funny and sometimes frightening site: www.yourlogomakesmebarf.com
Grand designs
I’ve been working with several designers recently on a range of projects, from a corporate identity, through to some event posters. It got me thinking how, while it’s quite easy to phone a designer you know and get something that looks good, it’s much more difficult to get something that really works.
Discussions about designs can quickly become very subjective. And everyone comes from a different perspective. It’s all too easy for a designer to develop work with one eye on their portfolio, rather than their client’s business needs. And plenty of clients, although they’ll deny it, worry a little too much about what their boss will think, rather than what their target audience needs.
A really clear brief from the outset, even with relatively small jobs, can help you make sure you get deigns that work, without the expense of endless revisions. Here are some things to think about.
1) Unleash creativity
Give designers the freedom to be creative. You might have had a great idea. But they might have better ones. Tell them what it is you’re trying to achieve and let them suggest how they think you should get there.
2) Be clear on the requirements
Unleash the creativity, but be clear on the parameters. Do you have corporate identity guidelines that need to be adhered to? Are there accessibility issues, particularly with some harder to reach audiences? You might have an award winning design, but if the information in it is incorrect or difficult to read the design will ultimately fail.
3) Make it easy to apply
Will you be using the design in print and online? Will it need to work on small business cards and giant exhibition stands? Will it always be in colour, or sometimes black and white? Will it need to stand up to being photocopied?
I worked with a charity who introduced a special silver logo to celebrate their tenth anniversary. It looked absolutely fantastic on their letterheads and a celebratory annual report. But problems started with the business cards, as the silver rubbed off onto the back of the card in front. And then there was the problem of the website, where it was impossible for the silver to look anything other than a washed out shade of grey.
4) Think about the future
You might only need a report designed right now. But what about further down the line? Could it be the first in a series? Might it lead to a dedicated website? Will you need other collateral – summary documents, event materials, and so on? It’s well worth thinking these things through at the start and building in flexibility where it’s needed. It can save a lot of time and money.
5) Sell it in
When you need to get internal approval for any design work, never present it in isolation. Always make sure you explain what the aim of the design is before showing any of the creative work. Back it up with evidence of what will be most effective where you have it. You need to make sure the conversation is about what will enable you to meet your objectives with the target audience rather than people’s individual likes and dislikes.
6) Never, ever, let people design their own logos
Clip art is the devil’s own doodles! If you need reminding of the horrors that are DIY designs then take a look at this often funny and sometimes frightening site: www.yourlogomakesmebarf.com