by Katie McCaskey

You need a professional designer. But how do you find one who fits? How can you tell them apart?

Whether it’s Web design or a logo (usually both!), every new company must consider working with a designer to create an apt and compelling visual identity. It’s a crucial part of getting your brand off the ground or headed in a new direction. Many new businesses don’t even feel “real” until their logo is on a business card.

Following are some tips to help you hire the best freelance designer, as well as a guide on how to talk with them so you both end up happy.

Where to Find Them

Do it in the right order. On a start-up budget it’s tempting to design piece-by-piece. However, you do yourself a disservice if, say, you build a Web site before developing a solid branding identity. Generally speaking, you’ll want to invest in creating a visual brand identity first. This includes a logo, fonts, and color palettes. It may also include the design of such essentials as business cards and letterhead. Establishing this identity first makes creating the rest of your visual campaign a snap. Visual consistency is worth its (marketing) weight in gold.

What, specifically, do you need to commission? Know what you need before you start your search. Today most designers must move between several disciplines (for example, Web, print, and digital media). For best results, hire a designer with plenty of samples in the specific area you need. Ask others for recommendations. It is appropriate to evaluate the portfolios (online or in person) of several designers. However, it is inappropriate to ask them to work on spec to “try them out.”

Hire a professional. Gladly pay a little more for someone who treats design as a profession and not a hobby. The end product will be better and you’ll have the benefit of knowing your project will be taken seriously. Find a professional by viewing portfolios at AIGA.org or GAG.org. Where not to look: Craigslist, Elance, or your local high school art department. You get what you pay for, and designers hired via these routes are not easily accessible if you need them again.

Sign agreements. Many client and designer relationships are ruined when expectations aren’t made clear in the beginning. One of the most common misconceptions is that the client automatically owns all source files. Not true: Typically you are paying for usage of the final product. In fact, most designers retain source files unless they are specifically purchased. (This is a separate fee, anywhere from 50-200 percent of the project total.) Avoid stress and anger and get it in writing before you begin. Beware the designer reluctant to spell it all out for you on paper.

How to Talk to Them

Okay, so you’ve taken a leap and hired someone you feel you like and can trust. Now the work begins.

Before you begin. Write out your goals for the project and gather all support materials the designer will need. Some materials you might be asked to supply include written sales material (write the copy before you settle on a design, as the amount of text shapes the final look) and copyright-owned graphics or photographs. For clarity’s sake it is best to send everything in one e-mail or zipped-up folder.

A quick note about copyrights. It’s tempting to take source materials from the Internet. It is acceptable to send links as a reference. But you place yourself, your designer, and your company reputation in peril if you knowingly use other people’s photographs, illustrations, or other creative content in your project. This includes using others’ work just for conceptual purposes. Simply put, use without permission is illegal. Demanding that your designer “just use this image because no one will ever know” is not acceptable, either. The good news is that there is a plethora of images available at reasonable royalty and royalty-free rates. It is your designer’s job to find them and make sure that images used in your project are legally obtained. Again, this is where it benefits you to work with a professional.

Work with your designer on a creative brief. At the beginning of the project you and your designer should discuss objectives for the project, its milestones, and the production timetable. Questions typically asked by the designer are: Who is the audience? What are your objectives with this material? What final format do you need? Preparing the answers to these questions ahead of time will be helpful. If you don’t know the answers, your designer will guide you.

Know what your visual identity needs to accomplish. A designer is not a mind reader, but they are trained to translate your idea into an actual visual presentation. The more you can tell them about your company and mission, the better they can deliver.

Give direction. Make a list of Web sites or logos you really like, even though they aren’t exactly what you want. Tell the designer specifically why you like them. Is it the color story? Layout? Font size? Photographs? Be as specific as possible about what you DO love.

How to talk to a creative. Yes, it is another language. Designers don’t want to be told exactly what to do, but just what you like or don’t like. It’s their creativity and brilliance you’re hiring, so let them exert the creative energy. However, when a design comes through, it’s ideal to give feedback that makes sense and moves the project forward.

A good approach is to first tell your designer what parts you like and then follow with notes on the areas you’d like changed. For example:

You love the color but hate the layout:
“Great colors, I love the blue and white space next to each other and the use of black for the figures. Thanks for using the yellow I found in Domino magazine!”

“I think the layout is where I’m struggling: I would love to find a way to make the design more like XXXX Web site mixed with a little of the font from XXXX site to make it easy for my user to do XXX.”

The more specific you are, the more helpful it becomes. It is also helpful to send additional examples of work if you feel it will clarify the look you are trying to convey.

Your first project together may take the longest amount of time. Hopefully your designer will hit the mark quickly. Sometimes, however, it takes a lot of back-and-forth. Not all changes can be made quickly, even with the best intentions.

Don’t be discouraged. At the beginning of the work relationship a large part is discovering the other person’s work and communication styles. Anticipate this reality. Schedule your design work long before you need the final product and you’ll greatly increase your chances of getting exactly what you want without stress. Investing this time now will make it easier and faster for production in the future.

Remember, your designer wants to earn your business and your trust. She spends a lot of time thinking about and executing your design. She also does a number of other things on your behalf behind the scenes. Treat your designer with the respect you’d give any other key member of your team and she’ll go out of her way to support you.

Finally, consider this analogy. Finding the right designer for you is a lot like finding the right hairstylist. It may take some trial and error and results vary greatly. Don’t despair: Eventually you’ll find the person who makes you feel good and look great. Establish a good relationship and you’ll be rewarded with work that meets your objectives and surpasses your expectations.

Katie McCaskey is a member of the New York City Incubator and offers a variety of design services at BeeCre8tive LLC.