A graphic designer is like no other professional I can think of. Not only is this person a creative individual, but they’re also tasked with putting to purpose common business sensibilities and (hopefully) harnessing their own talent to absorb and internalize the marketing aspirations of a third party or a company and project it in some compelling manner. Magazines, newsprint, one-color, four-color, web, not-web—it makes no difference. Each discipline presents challenges a “good” designer must conquer for the benefit of their client.

Knowing that, I find the confusion and misunderstanding hovering around some “problem projects” arising mostly from the mindset of the client. Oh, I’m certain it’s not some evil motive brought to the designer’s desk out of pure malevolence but nevertheless, friction comes from a particular behavior some clients exhibit from the beginning of the creative process. If you hire a graphic designer, it should be a “given” the designer knows how to design. Is there some doubt as to the person or studio you’ve hired needing your creative assistance? Fire them! If you’re a client hiring a creative person or firm, it seems ludicrous you would need to help them do their job. That’s what they were hired for. Trust me—designers had better know their stuff and if they do not, you shouldn’t be hiring them.

Conversely—client, please—if you have a particular “design” you want reproduced that has “emanated from within your own well of creativity,” let me know at the beginning. I don’t mind—I really don’t. It does not hurt a designer’s sensibilities or ego to produce something you’ve come up with. But I need to know at the beginning. There’s nothing more damaging to a working relationship or a production schedule than secretly holding on to the notion you were going to get what your mind imagined without telling me in words or drawings. I am but human, after all.

Here’s some handy pointers when dealing with a graphic designer:

• I know what I’m doing. If I don’t, I’ll find out. That’s what I do.
• Oddly enough, I don’t talk in “feelings or emotions.” Design has enough melodrama attached to it as it is. I’LL deal with the art—what I need from you are facts and data. Mostly data, frankly.
• Please be honest. I am not a prima donna. I'm not even a donna. If you have an idea—tell me. Remember: I communicate for YOU (not my portfolio).
• I’m fast. Yes, that’s true. Yet, I am not a machine. It might take a little while for me to come up with YOUR SPECIAL SOLUTION. Maybe not. Who knows? Let it go. We’re not going to flake. We just need a little time to “stew.” Trust me: the wait is worth it. If you push, I’ll get something “down on paper” but I don’t know what you’re going to get (except billed). I know what deadlines are. I do this for a living. Every day. Trust me.
• I assume you hired me for a reason. Probably because you wanted some design. Design is a funny thing—it’s something I create. You have to ask yourself something during the process and I hope you’ll give it serious consideration... so it doesn’t look like something YOU would do—what will your CUSTOMERS think about it? Maybe it’s not the pretty picture YOU would have used—is it still compelling? I think this is probably the biggest stumbling block new clients bring to the process: we’re probably not going to do what YOU would do. Does that mean we won’t be able to work together?

A certain level of trust has to be achieved and right at the beginning of the working relationship. Tell the designer you’ve hired whether they’re making your art or their own. If not your art, trust that they’re going to produce a professional product for you even if it’s not something you would do. Transmit data about the project early and often. Designers don’t have feelings—they have projects.

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