Hiring a Designer Part 1—Portfolio Review

The first thing to do when hiring a designer is check their previous work. Ask to see their portfolio, including their most recent projects and new projects they are working on now. Don't be afraid to ask for additional examples if you feel the work a designer shows you is insufficient.

This is your opportunity to see what the designer is capable of. Is the work sloppy, cluttered, or boring? Is it simple, engaging, or eye-catching? Consider how the designer uses fonts, colors, and shapes to attract your attention. Is the copy readable? Does the design make sense? Does it make you want to buy? Is there a good variety in the work they do or does it all look similar? Would your customers like the designs you are reviewing?

Whether you are reviewing an online portfolio or sitting over a desk paging through compositions, this is your first moment of truth. If you don't see something you like, stop. There are thousands of designers out there. Keep looking until you've found a couple who do the kind of work you and your customers will love.

Note: Reviewing portfolios is a good way to identify designers you may not want to hire, but don't choose your designer based solely on their portfolio. There are other considerations to keep in mind. More on this soon.

Hiring a Designer—What You Should Know

Many small business people know they need a logo, business cards, a website, or some other piece of marketing collateral, but they aren't sure where to get it. There are plenty of options. None of the options is right for every business. But at least one of the options is right for you.

Your choices include advertising agencies, design firms, freelancers, online design services., online freelance markets, do-it-yourself software, office supply stores, commercial printers, and more. You may even know a friend of a friend who can throw together a couple of business card designs in an hour or two. How do you know which option is best for you?

Over the next few posts, I'll be sharing my thoughts on what you should look for when you hire a designer to work on your next project. This information will help you find a design partner who understands your needs and helps you develop the design you need to move your business forward. We'll look at things like experience, portfolios, breadth of services, price, value, and more.

Stay tuned.

Stand out. Be unique. Zag.

Over on Dan Janal's PR Leads blog (part of the DTM blog channel), Dan advises marketers to zag when everyone else is zigging. Good advice, especially when you are thinking about your brand "image."

Countless branding experts have written about how customers use the brand imagery as a short hand to identify products and services they like. Things like shapes, colors, fonts, associations, and imagery all help customers see through the clutter and find you.

Unless you look just like everyone else.

That's why Hertz is yellow and Avis is red. That's why Coke comes in a uniquely shaped bottle. That's why JetBlue offers satellite TV on every flight. They are zagging to set themselves apart from their competitors.

When you create your logo, direct mail piece, website, and every other design project you take on, don't do exactly what your competition is doing.

Stand out. Be unique. Zag.