Published February 12, 2019




In my last article I wrote about the benefits of working with one designated, capable designer for all your projects. Here is Part 2 with more helpful tips:


Communication is everything!


The better the communication between you and your designer, the less time it will take him or her to complete a project, and – as we all know – time is money. If you are a start-up business in need of a brand new visual identity, including, logo, website, and marketing materials, it is important that you have a longer conversation about your vision, your target audience and your marketing and advertising goals. Give your designer as much insight as possible. I will write a separate article with a list of items you should discuss.


Ideally, you’ll want a graphic designer who is in your area and who you can meet with. Communicating while sitting at the same desk (or coffee table at Starbucks) is so much more effective. The designer can quickly do some sketches to clarify your vision and give you immediate feedback. I found that this method significantly reduces miscommunication and the length of time spent on a project. The second best way, if your designer is not local, is Skype. Skype also allows you to share ideas visually. Third would be a phone call. I do not recommend solely communicating ideas via email during the first critical stages of branding. Once a visual identity is established, of course, email is sufficient.


Clearly communicate what is important for you in terms of payment. The fairest payment system with experienced and fast working designers is hourly. I have many examples where the final bill was actually a little lower than my initial estimate, because my client and I had good communication and there weren’t as many changes as I expected. Had I charged a flat rate, my client would have actually over-paid.


It helps designers immensely when you are straight forward with how much you are able to spend. Are you on a tight budget? Chances are, if you’re a start-up business you have to invest your money wisely. Tell your designer what you’re budget is. They will let you know, if it is realistic or what they can do for you in that price-range. I have done great work with limited budgets and this brings me back to the subject of  “communication.” If you nail down a visual strategy in your first meeting, then the designer doesn’t need to come up with three or more different designs for you to choose from, and that saves a lot of time/money.


But I also have clients with larger budgets, usually established businesses. They prefer a variety of design choices and the freedom to make more changes. If that sound like you, let your designer know.


In my next article I’ll give you 4 questions to ask before you hire someone.


Hope this helps :)


© 2017 Angela Rubien,  Angela Rubien, Graphic Design, Websites, Advertising, Branding & Identity,  Redondo Beach, Torrance, Manhattan Beach,