A good designer/client relationship is essential if you want to be successful however a balance is not always straight forward. A healthy relationship can help you stay motivated and inspired while working on a project, and it can also prevent conflicts from happening in the future.
Designers (in this case I speak of the print, web, and app creating variety) are creative, intuitive problem solvers. What makes them awesome also makes them a bit… different. If you are sales or number-driven, read on for some tips for creating a great balance that helps both parties succeed.
How to work with a designer
Designers think in pictures and words beyond simple charts and graphs. Many are perfectionists who work tirelessly to hit the objective nail on the head. As an art director over a team of up to eight designers simultaneously, I’ve found a couple common things that keep designers motivated and on task.
- Hire wisely. Choose a designer you feel has the ability to take your vision and turn out work better than expected. Find someone who will ask questions for clarity, tell you if something isn’t quite working, and be willing to stand behind their design. This way you can give them a project and get out of their way to make something great. Remember I said earlier designers are a little different? If you are going to micromanage them and their work, you might as well not hire in-house for the job.
- Get your designer excited about the project by giving a puzzle to solve. You’ll get the best results this way and get them determined to find a solution.
- The rah rah brand of enthusiasm you would use with a sales team floats as well as a lead balloon with designers. They are pattern watchers — gimmicks like games and team challenges are seen through and groan inducing to most.
- Unless you hire specifically for a dual role, a designer is not an IT person. Yeah designers work on intricate programs all day but “no Helen, we don’t know why your screen is blue.” The mindset of a designer is not technical like an IT person so likelihood of getting both is a unicorn.
- Give a clear deadline, don’t ever say “just when you get around to it.” I would venture to say at least 70% of designers have some (if not all) ADHD superpowers, but putting something on the “when you get to it list” is where that project goes to die. Have clear goals and a starting and ending point.
- Get your designer to research the competition. First they can find what works and what doesn’t then position your business brand to stand out from the crowd.
- If you see a logo or concept and have the urge to say “make it bigger” you will often irritate your designer. Another way to ask the same thing is to say “can you make a mock-up so I can see how it will look in use?” This way you aren’t insulting them for the creativity and solving the issue of not being sure how something will work. See example below. The left is just a plain logo on a white background, the right how it will present on the business’ exterior signage.
How to work with a non-designer
Designers, designers, designers… here is how to deal with the “not-so-creative” crowd. Remember, what you have is a gift not offered to many, but you must use it wisely.
- Sales and marketing types are passionate and pushy. It’s in their DNA. That’s what makes them able to stand there and hear no 100 times a day for that one yes. So when they come on strong, it’s not about you. Where they may not be able to do what you do, they may still have some great ideas. They had to find a way to get a yes didn’t they? Well, that’s creativity in a different aspect. Entertain their ideas. At least tuck it into the back of your mind when designing.
- Trust the customer to know their particular client better than you do. You are great at design, they are great at their business. Let them talk and then you ask questions and do research on the industry before deciding a path forward. If you think you know it all from a 45 minute meeting you are sadly mistaken! Be flexible to learn more and grow in knowledge of the clients needs instead of what you “think they need.”
- LEAVE YOUR EGO AT THE DOOR. It has no place in creating your best work. If you get stuck in a corner feeling like you can’t do any better and won’t take criticism, there will ALWAYS be something better. You get emotionally attached and trust me, I get it. But you aren’t always the target audience for the design you’re creating. Listen to the feedback and be willing to make changes when necessary. You never know when the slightest thing elevates the project from good to WOW.
- I refer to this next one as “I know you can’t see it, but I promise it’s there.” When you work with someone analytical, them seeing your vision is a struggle. As I suggested above, one way to overcome is to use mock-ups. “This is how it will look if we use….” Like put a logo on a business card with info, tee shirt design on a mock model, create a box label design. Most cannot mentally create the visual patterns you see. Might take a little extra effort, but going that little extra saves tons of headaches for all involved in the long run.
- Make and present your thoughts on the creative direction with research, research, research, and firmly but constructively stand behind your critique. You are as much a part of marketing as you are design. Take that amazing, creative mind and put yourself in the shoes of the target audience. Think of it like method acting and you’re the recipient of the design. This is how you overcome the “how does art = numbers” argument and creates the fab results the customer/client/boss expects.
- Watch the snark. I know, it comes with the package. But really, leave it at home. It makes for an uncomfortable potentially hostile work environment and no one wants that. Especially the ones signing your paycheck. If you cannot leave it behind, it’s time to look for another job that better suits you.
In summary...
Hope this helps both analytical types and creatives push forward to build a rock star team. Remember you are different and can use those differences to grow something great!
Suzanna Chriscoe is a 25+ year graphic design veteran and small business owner. She’s garnered numerous design awards both in North Carolina and nationally. Suzanna has worn many hats over the years and has served as junior designer, art director, web designer, ad placement advisor and social media director. She’s designed everything from a business cards to billboard and lots in between.
