Sometimes the thought of talking to a designer or agency about your visual stuff just feels tricky. It shouldn't.
Whether you've had experience working with designers before, or are new to the game, what's best to focus on when weighing up design services on offer? I reckon connecting person to person has a massive amount to do with helping your communication mission taking off smoothly right from the start.
I outlined some key things to think about in a previous post. Here, I'll concentrate on the emotional aspects of these initial chats, that can so often get forgotten about but which I think drive our projects.
Today's focus is on the heartfelt considerations in choosing the right person to work with.
First of all, are they proven?
Simple (perhaps obvious) one to start off – do you like their online portfolio and does it show their relevant skill? If it gets your heart going that's a really good thing!
You may get excited by examples of their work and see something you feel really speaks your language. That's obviously a good sign. An emotional response means that their way of saying things is visually resonating somewhere deep down, and is a potentially powerful tool for getting your message across too.
Visual language can connect in a heartbeat. Listen to that.
Some designers have a distinct style, and it may or may not hit the right notes for you. That's okay – not everyone goes for the same things, the way not everyone likes the same music.
Perhaps you found them through referral, so what do others say?
Second, what does their biography say?
Check out their track record on a biography page. Is it rounded, relevant and interesting?
Someone with a bit of life experience will not be phased by twists and turns that inevitably go with building a business, and the changing demand on your brand design or visual content as a result.
Awards? Well, yes of course they are nice, but they aren’t everything. I say this having won a few awards, and also spent years being out and about making adventurous projects happen too, so can definitely see both sides here.
Sometimes people with the most interesting life stories will bring just the perspective you need to make good decisions about your communication.
Remember, this is about character. Do they have it, and do you like it?
Next is empathy.
Do not underestimate the value of empathy.
Do they get you? Do you get them? Do you like them?
Once you have met up, have they listened to you, and asked relevant questions that help get to the heart of the matter?
On the unusual and non-linear orbit of design and visual communication, having personal empathy for one another will really help in negotiating the right course.
And do you respect each other?
Choose to believe that that great biography counts for a lot, that they really know their stuff about how humans communicate, and are also willing to talk to you about that in plain english!
However, in the middle of this, are you reassured that they understand and respect your expertise, challenges, market, audience, budget? This is so important.
Mutual respect for the expertise you both bring will carry you an awful long way. Be prepared to ask vulnerable questions and listen out for wise insights they offer in response.
To jointly realise those dreams for your business, showing trust and being able to let go a little will be important, but it goes both ways. Do aim to meet face to face, at least with a video call if not in person. We all pick up more than we imagine this way. And finally...
Don't be bowled over by swagger and bullshit. Please. The world will be a much better place without that.
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So to sum up:
Does their work make your heart beat faster?
Do you like their character?
Do you empathise with each other?
Do you respect each other?
And DON'T be bowled over by arrogance.
When I think of my favourite projects of all time, respect and empathy have been mutually present all the way through, and have been crucial to overcoming hurdles along the way.
I'll pick up in my next post to talk about some of more practical considerations, such as budget and project management. In the meantime, enjoy the soundtrack and do get in touch with thoughts, questions or useful experiences – it's always good to swap notes then we design people can learn how to do it better.
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"Sometimes you feel so deserted,
but hold on 'cause help's on the way"
{Today's Soundtrack: The Chemical Brothers – Sometimes I Feel So Deserted}
