How do you know if you’ve hired a “good” designer? After all, it’s pretty easy to judge if a design is appealing, clean, and well organized, but how do you know if it’s actually the right solution to your marketing problem? It is our sincere belief that an effective graphic designer always approaches a design problem from a business and marketing standpoint. After all, if the message and deliverables aren’t presented in a way that resonates with the right people (customers), then what’s the point of putting forth the effort, energy and resources?
A graphic designer who seeks meaningful homework on your business problem will research, ask the right questions, and get to the core of what really needs to be achieved through a piece of visual communication. And this practice should be applied to everything from a logo design to a direct mail piece, to an opt-in offer to a trade show display. A clear and recognizable objective must be clear before any design actually takes place. There is a misconception that designers are simply order-takers, executing on a specific task but the true value of an effective (good!) designer is seen when the designer digs deep, uncovers the real objective and develops a plan meant to achieve that objective. In that sense, the designer becomes a pro partner—a consultant—someone you can trust in to push your business forward.