Marketing Tips
Getting the Most from a Freelance Graphic Designer
Working directly with a freelance graphic designer can result in some dazzling marketing materials (at a fraction of what you would pay an agency). To keep costs down and progress on-track, however, you need to clearly articulate your wants and pay attention to the designer's needs. Here are a few simple considerations that, when followed, can lead to fantastic creative of which you can truly be proud.
Make sure you understand the terms. Discussions about costs, delivery times, extra charges and payment terms should be addressed head-on at the outset of your project. While there are some industry standards, many freelance designers have their own take on things (and will be happy to explain when asked). More experienced freelancers may be willing to charge a flat rate, but most bill by the hour and ask for 30 to 50 percent of the estimated cost up-front - with the balance due when the project is completed. Some may add extra charges for rush projects or multiple rounds of revisions.
Clearly articulate your long-term goals. Eager to save time and money, small- and mid-sized businesses are famous for milking their marketing materials - repurposing logos, brochures, photos, white papers and presentations for a multitude of marketing efforts. But if the item wasn't specifically designed for that use, it can lead to some rather disappointing results (fuzzy images, slow websites, mismatched colors, etc.).
Instead of forcing materials into roles for which they were never intended, let your designer know at the outset of a new project all the possible ways the deliverable may be put to use (trade shows, banners, newsletters, etc.). There may be some additional charges for creating a multi-use design/design collection, but you'll be thankful for the capabilities when another last-minute marketing opportunity lands on your desk.
Provide examples. Before launching into a project with a graphic designer, do a little research on your own. Determine the type of designs, colors and graphics that appeal to you the most, then provide the designer with samples (at least five) of your favorites at your first meeting. Having solid examples is far better than trying to describe what you like/don't like.
Be specific with feedback. If what's delivered isn't what you want, be very clear about the aspects that are working, and those that aren't. A professional won't take offense to constructive criticism. Go back to your original examples, and point out how the delivered design is different. Even better, look for ways the designer may be able to incorporate aspects of your favored designs to turn things around.
By following these simple guidelines, you can truly tap into the creative juices of a freelancer and come away with designs that serve your needs and make your business look like a million bucks.
