Graphic Designers

Have you ever wondered what a graphic designer can do for you? If you have, you've probably wondered how to choose a good designer and whether you can be guaranteed they'll do a good job. You'll be on your way to finding a graphic design guru with this guide to professional New Zealand graphic designers.

So, what does a graphic designer do?
Visual communication is the name of the game. Graphic designer is a broad term that covers all designers working in the field of commercial design. The media of their trade are typography, illustration, photographs and colour, from which they craft logos, brands, advertisements, posters, book covers, packaging and other marketing materials which need to look good in order to appeal to consumers.

Where can I find a professional graphic designer?
As with many service industries, good graphic designers will have a reputation. One of the best ways to find a good designer is to ask around business associates, colleagues and friends. If a logo design, website or advertisement catches your eye, find out who created it and add them to your list of potential graphic designers. Find New Zealand graphic design experts in the NZS.com directory.

Once you've formed a list of designers:

• Call the designer to make a time to discuss your project
• Describe the project to the designer, ensuring that you include all the key points
• Find out whether the designer has dealt with similar work in the past
• Ask to see a portfolio or samples of their work

What makes a really super graphic designer?
When choosing a New Zealand designer, it pays to request the names of clients, printers and others who have worked with them. Check these references, as they may provide extra information. You could ask them:

• What was the designer's role?
• Did the designer bring creativity and flair to the project?
• Were you pleased with the final outcome?
• Did the designer meet the deadline?
• Did the project remain within the budget?
• Was the designer flexible and easy to work with?

What if I don't like their design?
So now you've chosen the designer and been offered some design solutions to elevate your business above your competitors. But what if you don't like what you see? Chances are, you won't agree with everything your graphic designer presents. As design professionals, you should at least listen to the reasoning behind their designs. If you don't understand why something has been done a particular way, ask for more information about the design process. Your designer should be happy to talk through their proposal with you. Remember, your designer is likely to challenge the status quo of your logo, brand or company image, but it's all in the name of finding the best solution to promote your business and creating a successful brand image in the marketplace.

Do your best to avoid any misunderstandings by communicating well with your designer from the outset:

• Let them know your vision and the project's objective as you see it
• Clearly state your target market or audience
• Outline the message you want to communicate
• Tell them what you like (and don't like!) in design

What's involved in the graphic design process?
Once you've settled on a graphic designer and communicated your vision for the project, there will be some practical steps on your part:

1. Writing
You will be asked to provide the copy for your project. Think about the tone of your writing and ensure it will communicate your message effectively to consumers. Clearly say what you need to say. Make sure your work is edited and proofread by at least two pairs of eyes before you hand it over to your designer.

2. Preparing Your Copy
When you submit your copy to the designer, make sure you're clear about the format you are to use for your document. An emailed document or CD copy of your work should be sufficient, but some designers may require a printout of your copy.

3. Extra Material
You may also be asked to provide samples of your company's current promotional material, letterhead, logos and photographs. Make sure any photographs you send to your designer are legally allowed to be used for this purpose.

4. Contract
Once the design brief for your project has been discussed and confirmed, you'll be asked to sign a contract to make the agreement binding. At this stage, you will discuss the cost estimate, time goals and the aims of the project. Any significant increase in cost from the estimate should only come about from a change in your requests or needs.

5. Cost
The price for a project may be negotiable. Cost will be dependent on factors such as the designer's level of experience and the complexity of the project. A written contract will avoid any misunderstanding over the costing of your project. Cost is usually by the hour, although for longer assignments a daily rate may be used.

6. Keep in Touch
Although a rough schedule will be outlined for completion of your project, you should keep in touch with your designer throughout this time. This is easily done via email or phone.

A happy ending
Once you've secured an effective design, your involvement with your graphic designer is over but the life of your new corporate identity has only just begun. Good design really is an investment: it will allow you to present your business with pride, communicate with your target market in a straightforward way and align yourself with a powerful, effective and fresh brand.

Looking for more information? Find comprehensive information on New Zealand graphic designers in the NZS.com directory.

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Business images from Flickr: Sky Tower, New Zealand Flag and Wellington Buildings.