A graphic designer is trained to use design elements (from photos to clip art to lines and boxes to typography) to convey information or create an effect on a consumer.

Basically, what you’re trying to do is let people know about you, whether it’s yourself, your business or your product that you’re trying to show in the best light.

So, if you really want to catch people’s attention in print, you need a design that is eye-catching and leaves a positive impression. And that’s where a good graphic designer is so invaluable.

What do you need?

Your first questions when hiring a graphic designer should be to yourself.

What are you presenting to the world that requires a professional design?

How will it be presented—in product packaging, in business stationery, in brochures, in magazine ads?

Do you need a logo created from scratch, or do you already have an image to work off of that just needs polishing and minor tweaks?

Do you need a single business card design, or do you want a total package with branding—brand your product and name with a memorable marketing tool, such as a logo or jingle?

As soon as you have these questions sorted out, you’re then prepared to ask graphic designers some questions.

1) Ask how long they’ve been in business.

Someone that can prove twenty years of experience with happy customers is probably going to charge more than someone new to the business. They are also more likely to be able to help you figure out what you’re looking for, unless you have a very concrete idea to begin with. If you don’t have a solid idea of what you want, a less experienced graphic designer may take several tries to create what you want, and could cost more in the long run.

2) Ask to see previous work.

Many graphic designers have a certain style. While their work doesn’t all look the same, there are often similarities you’ll spot in their portfoloio. One designer may specialize in a softer look (with light colors and a floral motif), while another designer may favor something edgier (sharply contrasting colors, geometric shapes). Neither is bad in and of itself, but if you’re trying to set up a day spa, you’d likely go for Designer A’s style rather than Designer B. A punk rock band would have the exact opposite reaction.

3) Ask for references.

You don’t want to hire a graphic designer who can never finish a project on time, especially if you’re on a tight timetable. Is the designer open to suggestions? Can s/he take constructive criticism? Yes, they’re the designer, but you’re the customer, and your opinion counts. This can work the other way too. You could hear from references that this person takes his or her time, but it’s definitely worth the wait because the price is right and the end product is fabulous.

4) Who does the actual work?

Are you hiring a firm that gives the grunt work to subordinates, who may not be able to do the level of quality work you want? Or is this a one-man show, where you have to wait your turn until the graphic designer can get to your project in his roster of clients?

5) Exactly what services does the graphic designer provide?

If s/he designs a brochure, who prints it? If a banner is created, whose responsibility is it to get the real thing done? Will you be given a CD with your logo and master copies of the letterhead and brochure files and then need to take the CD to the printer yourself, or will the CD be delivered along with your first batch of printed materials? Additionally, will you have several mock-ups to choose from, or will the designer simply create one version for your to approve or disapprove?

6) Will the graphic designer spend time consulting with you?

A good designer will take the time to listen to your ideas, and ask questions to make sure s/he is clear on your vision and the feeling you want your logo and marketing materials to evoke in potential clients.

7) Ask about copyrights.

Does the graphic designer keep the copyright and just license reproduction rights to you, or do you get the copyright? Does the designer ensure that the brand s/he creates doesn’t infringe on an existing brand?

Ask about the price.

What are you getting and not getting? Request a list of everything that is included, either in the form of a fee schedule or an entire project quote. Make sure you understand what you’re getting yourself into, and what you’re getting out of the relationship you’re about to start.

You will be signing a contract and you will be in this relationship for the term of that contract. After you put your signature on something is not the time to discover you made a mistake, or had more questions.

In Conclusion

What you want to ask a graphic designer before you hire him or her is everything. Do your research on the going rate in your area for various design work, and be willing to talk to several designers before choosing one. Shop around. Ask around. If you see graphic design you like at a business, ask who did their work.

Most of all, remember that a graphic designer is supposed to give some type of memorable representation of “you”, whether it’s for business or for personal use. You will want an excellent working relationship that can potentially last a long, long time.

This will have a great impact on the style, content and message of your project. Some variables that can have impact on a design include the age range of your client base, their gender, their geographic location, and additional factors such as economic status and religion may also come into play.

2.  What is your message?

Make sure that you can tell a designer exactly what message you are trying to convey to your client audience. The overall message can be something as simple as thanking customers or announcing a new product. Once that is established, go beyond it to decide on the  “mood” of your product or service message. Is it excitement? Sadness? Compassion? Gather some keywords that will help with the overall style of your design.

3.  What are the specs of your project?

Decide ahead of time on the size of your project.  For example, a 12-page brochure will take much longer than a 4-page foldout. The amount of content can help to determine the dimensions and number of pages. Also decide if you need black and white or  2-color vs. 4-color printing as this will affect your final price, as will factors like paper stock and the size the number of pieces that you need to  print.

4.  What is your budget?

In many cases, you may not know your actual budget for a project.  Regardless, it is usually a good idea to at least have a range in mind. The designer may be able to alter some parameters (such as timeframe or the amount of design revisions to be provided) to fit within your overall budget.

5.  Is there a specific deadline?

Make sure to tell the graphic designer if the project needs to be done by a specific date. The job may coincide with your product launch, or another important milestone. If there is not a deadline, you will want to create a timeframe for completing the project and present it to the designer..

6.  Should you provide a creative direction?

Whenever possible, it is helpful to at least provide a little creative direction from your own imagination. Of course, the designer will be creating something new and unique, but some ideas rom you will help them get on the right track to your vision. Provide design elements that you already have in mind such as colors, fonts, or other previous designs or websites. It is also important to point out if there is an existing brand that you need to match that may already have a color scheme, font, logo or other element that needs to be incorporated into your new design.

7.  Should you request your own copyright?

Unless otherwise specified in a contract, the graphic designer retains the right to his or her creations, and will most often attempt to do so. When hiring a designer, you would need to specify if you plan to request the specific rights to own the newly designed logo. Copyright laws protect against additional use other than for the original business or product that the logo was designed for without proper compensation or agreement.

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