Study a Potential Designer's Portfolio

This past little while I've been working on a major re-do of my portfolio. This process got me thinking about what I'm going to do with it once I'm done. Aside from personal satisfaction from seeing a collection of my best work, the reason I'm putting all this work into a portfolio is to be able to attract more high quality clients. And as a potential client to a designer, you should always, always ask to see a designer's (or firms) portfolio before signing on with them.

And if you're working with a freelancer, you should be even more prodding when you look at their work, since you have nothing to go by but their design samples (and maybe a few testimonials). Ask them why they designed something a certain way. Find out what the details mean: "What made you choose this color instead of it's opposite? Why did you use this font? Why did you include this particular graphic here?" Look for meaningful responses to these questions.

If the only answer you get is that "It looks nice" then you should be careful. A good designer will think through every detail of a design and only include elements that will add to the design. No fluff or filler allowed. So don't hesitate to prod or ask for more samples than what they initially provide. It can be the difference between having a wonderful or a horrible design experience.

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.