Are you a magpie? Probably not. But you may have shiny object syndrome. You get distracted by posters, adverts, websites, and anything else that takes your fancy. Your mind is abuzz with ideas for your designer.
There’s just one problem. You can’t have it all else you’ll get feature bloat. A design that’s more confusing than a greyhound in a horse race, with a designer who’ll charge you for their counselling sessions.
You could be the opposite. You know all about your message, product, or service but have no idea what to tell your designer. The only thing flowing is a metaphorical tumbleweed.
Either way, you want to get the most from your designer. A collaborative approach that brings more value, better results, and a strong design project brief.
Let’s explore the best ways to use your time.
The right people must be involved from the start. Making changes down the line or (shudder) after sign-off can be a very costly waste of time. But this can lead you into the trap of design by committee where your designer is pulled in more directions than a roundabout.
Everybody wants to have their say when it’s a collaborative effort. But it’s important to consolidate these ideas into the true DNA of your message. Having one decision-maker or point of contact smooths communication and avoids the risk of bikeshedding.
Feedback is important but it must be constructive. Don’t be vague or give general comments like “needs to be funkier”. Be specific about what you’re talking about. Point to the sections in question. Being clear and concise saves you time and money.
You should also agree on a consistent way to deliver feedback. Sending some comments by email and the rest as PDF amends can lead to errors. Something may get missed.
Some people fall into the pitfall of giving feedback that’s as prescriptive as a pharmacy. This restricts your designer’s creativity and impacts the overall result.
Remember this is a collaborative approach and your designer is an expert. If you’re lost, let them take you in the right direction. You’ve hired them for a reason so trust them.
It’s hard for your designer to create their best work if the design project brief is as rough as sandpaper. Form follows function is the best approach. Your designer should be able to work towards content, not vice versa. The more information given upfront the better.
This can sound daunting if you have no ideas for the design. But you know your end goal and that’s a great starting point. You may want to raise product awareness or get more website traffic than a motorway. Whatever the mission, let your designer know so they can set the direction.
If in doubt, keep the design project brief simple. Knowledge feeds creativity. Tell the designer about your company’s aims and identity so they can be communicated through the artwork. Remember this is a collaborative process. They will help you turn those thoughts into solutions that’ll grab more attention than a streaker at a sports event.
Brand guidelines, past materials, logos, and images are great if you have them. You can also email your company website and previous artwork to give the designer a better idea of your preferences.
Show your designer examples of styles and influences you like, and think will benefit the process. Tell them what colour schemes and typographies you have in mind. But don’t go overboard. A wide range of choices will confuse not inspire.
The design project brief should be a balance of information that guides the designer without restricting creativity. Sometimes less is more… until it’s not.
Would you ever go to a train station without checking the timetable first? Of course not. You want to minimise waiting times and avoid being late. Trains may not even be running. Do you really want to find out the hard way?
The same applies when working with your designer. A deadline must be set at the start of your design project brief. This is a collaborative approach so the deadline should be mutually realistic to avoid disappointment.
Even if your project has an extended timeline with no fixed dates, you should still set a deadline with your designer. This creates a healthy respect for delivery and timekeeping. It also reduces the chances of unnecessary waiting times or your project overrunning at a later stage. You wouldn’t wait for a cancelled train, would you?
You go to a restaurant and order the salad. It’s the cheapest thing on the menu and you’re trying to save money. You’re also in a rush so the staff promise a quick turnaround.
But then your stomach rumbles. You change your order to steak (or a plant-based alternative) and chips. The food comes later than expected and the bill is higher too. The savings have gone out the window and you’re now late for your next appointment.
The same goes for your design project brief. The budget must be set before any work is done. Be clear on expectations and your designer will give you an accurate quote. They can even provide a range of prices that allow for more flexibility and room to adjust the project scope.
But it’s important to consider the impact of changes. Your designer’s time isn’t free. They will still charge you for work done if you decide to go in a direction that wasn’t previously discussed.
Order the steak if you’re happy to wait and have the money. If not, let your designer take you through the menu. Just having dessert is fine.
Communication is key to any collaborative relationship. The more information you give your designer at the start of the design project brief, the better the results.
Want to know more? Let’s chat.
