January 2007

What Exactly is Graphic Design and Why Should You Care? Part 2
By Gabriela Martinez, Texto, and Jodie Stowe, Stowe Design

In the last issue, we discussed what graphic design is and how it impacts our lives and our businesses. This article discusses how you can assess the professionalism and reliability of designers. Specifically, we'll cover the steps you should take to evaluate their portfolios, experience, education, references and price to find the right person for your job.

Meet the designer and review the portfolio

It is essential to meet the candidates. You can get a good sense of people from talking on the phone, but you must meet them in person to see their portfolios firsthand. An online portfolio is just the gateway to the real thing.

A portfolio and its presentation speak volumes about the designer's professional pride. When looking at a portfolio, consider:

• Is it professionally laid out? Is it well-kept or dog-eared and dirty? (If the portfolio is messy, what kind of attention will be paid to your job?)
• Does the designer explain the pieces in the portfolio well, describing the scope of the project, responsibilities and involvement?
• Does the portfolio show a depth of work or only a certain type of project? This may not be a problem, depending on your needs.
• Does the designer understand paper and the printing process?
• Does she know how to get the pieces produced once designed?
• Do the projects meet your budget (e.g., two-color work versus four-color work)?

Experience

Experience is important not only because of the creative range of the designers, but also because it suggests they can handle a variety of situations. So:

• How long have the designers been working?
• Have they worked for design firms, or on creative teams within companies? The former have probably worked on all types of projects for varying industries, whereas someone from a company's in-house creative might only have worked for a particular industry. There can be exceptions and the in-house designer could have worked on many different types of projects (e.g., packaging, brochure or t-shirt design).

Scope

Do you need a designer who does it all or one who specializes?

There is no right answer to this question; it depends on your needs. What do you want the designer to do? If you are not sure, brainstorm with someone who knows your field. Once you have your goals, any professional designer should be able to help you determine if she is the right fit. Your level of comfort with her skills is your primary indicator, provided you are clear on your needs.

• Does the designer have the exact experience for your project and industry?
• Do you see that in the portfolio?
• How many different projects do you need?
• Do you need a specialist or a generalist?
• Do you mostly need a creative type to bring a fresh view?

If you can appreciate the designer's creativity and love the style, he or she will be able to make you happy.

Education

Professional designers will have a BFA (Bachelor of Fine Arts) degree from an accredited design school. Other degrees are BA (Bachelor of Arts), MFA (Master of Fine Arts) or MA (Master of Arts). Occasionally you will find self-taught designers who never set foot in a design school and do excellent work. When hiring a designer, educational background should be a consideration, along with their portfolio and references. 

Pricing

When you hire a graphic designer you are making an investment in your business that will yield benefits over time. Prices vary greatly in the graphic design business and you will find a good designer who can work within your budget.

A professional designer will give you a clear, well-outlined quote. There should be no surprises or gray areas. Most designers ask for a signed contract and a down payment (25 to 50% of the total job) before work begins. A "buyout" fee is also common. Essentially the designer owns whatever he or she creates. You may have to pay a fee to buy out the designer and completely own the designs. Ask about buyout rights when negotiating the price.

Check those references!

Unless your original source of referral is very strong and trustworthy, ask the designer for references. And call them! They will give you insight in the designer's work style, reliability and commitment. A great portfolio and a great style don't tell the whole story.

Some questions to ask:

• Are they easy to work with?
• Are they creative, showing more than one design for your project?
• Do they listen well?
• Do they meet deadlines?
• Do they stay within budget?
• Do they work well under pressure?
• Do they have a "designer's" ego? (This may be worth putting up with if they meet all other criteria.)
• Do they have a good virtual team, with writers, illustrators and printers?
• Do they do what's best for the client?
• Do they do print management or do they stop at giving you camera-ready art?

Now you know what graphic design is, how it influences your daily life, and how to find a great designer. Take the next step. Find a great designer who can transform your company's visual messaging, taking it to the next level.

©2006, Stowe Design and Texto. All rights reserved.

About the Authors: Gabriela Martinez, BA, is founder and principal of Texto, a graphics design firm. For more than 15 years Texto has been creating imaginative and practical marketing and technical materials for companies that need a solid, behind-the-scenes design resource. Texto's extensive portfolio includes corporate identity, marketing collateral, technical publications, PowerPoint presentations, patent drawings, and websites. You can contact Gabriela at 408-395-8943. To view a partial portfolio please go to www.texto.com.

Jodie Stowe helps companies needing to accelerate their business through graphic design. Jodie has more than 25 years of experience thoughtfully transforming business messages into memorable, enduring design. She graduated from Rochester Institute of Technology with a BFA in environmental design (which included product, interior, packaging, exhibit and graphic design). You may contact her at 650-326-6664 or, to see online samples, go to www.stowedesign.com.