This article relates to: freelance graphic designer, design jobs,
work, graphic design, web design, job search, freelancer, graphic
designer search, wanted, portfolio.]
If you're starting a business, already have a business, or are a
consultant part-time, you may have been thinking about hiring a
freelance graphic designer to help get you started with your marketing
materials. Ultimately, a graphic designer communicates your company's
message to your customer. But how do you go about landing a graphic
designer you'll be happy with? The tips below can help get you on the
right path for your next freelance graphic design job.
1. Identify Your Needs.
First decide what you need. If you've written a marketing plan, that
will help a great deal. If not, don't worry. Just make a list with your
short term marketing needs and your long term marketing needs. For
example, if you're a start up business, a short term need might be your
company's logo. A long term need might be a print advertising campaign.
And, you might want a website somewhere in between. Defining your needs
(and how much money you can spend on those needs) will help narrow your
search for a freelance graphic designer.
2. Do some research.
Take a look at marketing from businesses similar to yours, including
competitors. What type of logo do they have (and why)? What type of
content do they use on their website? What type of look do you want to
convey? Bookmark some sites so you'll have some resources to send along
to your designer when the time comes. Usually your designer will have
more questions about what you want, but the more information the better.
3. What Type of Designer Should You Hire?
If you are looking to have a logo designed for example, your first
instinct might be to hire someone who specializes in logos. This
approach has its pros and cons. You may get a great logo designed, but
when it comes time to do your website, brochures or direct mail
campaign, your logo designer may not deliver the strongest product.
One alternative is to find a great logo designer, then a great web
designer, then a great direct mail marketer. The problem with this
approach is that your materials may have a disjointed look and feel
because each designer will probably have differing styles and
sensibilities. Not to mention it requires more work on your part.
Another alternative is to seek a well-balanced designer who has had
experience in many different areas. There's a better chance of
maintaining a consistent look and feel across all of your marketing
materials. Even better if they have an overall focus on brand
development.
So which method is best for you? Well, it depends on your
business. What will be the most important aspects of your marketing
plan? Is brand most important? Will your website be most important? Is
your print advertising campaign most important? Weigh all aspects of
your business out to determine which type of designer or designers are
best for you.
4. Where to Look for a Freelance Graphic Designer
ou've decided what type of designer you want. Now, here are some places to look:
- Check with your associates, friends and family to see if they know someone they could recommend who fits your criteria.
- There are thousands of freelance graphic designers online. If
locale is not an issue for you (meaning the designer can reside
anywhere), you can do a general Google search for "freelance graphic
designer." If you want someone in your area, search for "freelance
graphic designer +yourarea"
- Also check with your local Chamber of Commerce, your local
Craigslist site, and various freelance graphic design directories
online.
5. You've found someone, how do you know if it’s the right designer?
There is no certification for graphic designers (at least in the
United States - other countries such as Canada, may). Judging their work
is subjective. So if you've narrowed your choice down to a designer,
here are some things to check for:
- Their portfolio. This is one of the most, if not
the most, important thing to measure a designer's skills and
sensibilities by. Do you like their work? Do the pieces communicate
successfully? Or are they too busy or too dated? (e.g., "swooshes" in
logos are products of 1990's - beware!)
- Do they have experience? Ask for a resume, and
see what type of companies they've worked for, at what capacity (e.g,
designer, art director, intern, etc) and for how long. The obvious
resume flags are in play.
- Do they have references or testimonials? Check their online profiles, reviews, and their own website for testimonials or press.
- What's their education like? If they've followed our advice on graphic design educational choices,
many will have degrees from art and design colleges and four-year
universities versus vocational/technical schools. Use your judgment.
Remember you want someone who can think creatively, not just someone who
can use software. Graphic design is more about communicating ideas than
being able to create something gaudy with Photoshop. Also, don't be
discouraged if your candidate doesn't have a degree at all. It's all
about the work.
- What is their creative process like? If the
designer was referred, ask the referrer about the designer's process.
How does he or she work? How do they bill revisions? How are they with
deadlines? There are many questions to ask. If you found the designer on
your own, same questions apply. Have the designer walk you through the
process so expectations on both sides are set correctly from the start.
- Rate is certainly an issue, especially if
you're a new business looking to keep costs low. This will vary
depending on both the designer and how much you have budgeted. It may
also depend on your region. Hourly rates can range anywhere from $25/hr
for students and interns to $200/hr for seasoned art directors. Do they
provide a flat fee or an hourly rate? Will they give you a discount in
exchange for hiring them for multiple projects? All good questions to
ask when talking about rates.
- Time is important. If you're like most clients
of graphic designers, you wanted that logo done last week. Obviously,
that's unreasonable, so be sure to start your search early enough to
give your designer time to research, organize, and be creative while
still making your deadline. The project timeline is a matter between you
and your designer, so make sure to discuss when each phase of the
project is due when.
So, you've got a project, you've found your designer and are happy
with the rates and timelines. What next? GET EVERYTHING IN WRITING!
Also, be prepared to pay 50% of the estimated cost up front. This is
standard industry practice. If the timeline has been agreed on, there's
no need to hound your designer every 4 hours asking if he's got
something to show you. Remember to be patient, and let that creativity
breathe. Your project deserves it!
