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?
We believe that an effective graphic designer always approaches design problems from a business and marketing point of view. It doesn’t matter if your design looks good if it doesn’t resonate with the right people: your customers or would-be customers.
A graphic designer with the secret sauce will do meaningful homework on your business problem. That means researching, asking the right questions, and getting to the core of what visual communication can achieve. 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 business objective must be clear before any design actually takes place. There is a misconception that designers are simply the icing on the cake. But that cake gets a lot tastier when the designer digs deep, uncovers the real objective and devises a plan to achieve that objective. In that sense, the designer becomes a pro partner—a consultant—someone you can trust to move your business forward.