This week’s guest blog post is from designer Susan Williams.
You need your marketing material to strike a chord with your clients. How do you best achieve this? It’s all down to good communication, between you and your designer…
1: The foundation of a successful project is a clear brief
A strong, clear brief paves the way… your designer is not a mind reader! He or she needs as much information about what you are hoping to achieve as possible. If they don’t know your company already, then a good grounding in what you do, who your clients are and your company values and personality is a must. Following on from that, explain who this new project is targeting, what you want it to communicate and what you expect it to achieve. This is all crucial to creating a successful end result.
Equally, if you think that you need a certain item of marketing material but aren’t sure what it should include or what it might look like then a good designer will be able to help you here too. By meeting and chatting through your requirements, they will be able to offer advice and experience, and it will become clear what it is that you need and the form that it should take.
2: Finalise your copy and supply any content before the design process starts
When supplying copy, make sure it’s complete before handing it over to your designer. The quote they have supplied to you will probably include one, maybe two, rounds of amends, but anything beyond that will incur an extra charge. Make sure you know the costs of amends in advance and that you don’t end up paying for extra work that could have been avoided with a little planning.
3: A realistic timeline
Be realistic about when you need the project delivered by. Your designer will always need to know the deadline they are working to. And if it’s a larger project, then it’s always a good idea to agree a schedule at the start. Although everyone understands that external influences can often exert pressure on timetables, a well-defined schedule means that everyone involved in the process has an understanding of roughly what’s happening when.
4: Supply clear feedback
It’s unusual for a client to say that they don’t want to change anything on a first draft. Hopefully they really like the design, but there are often elements that they would like to change. So, if there’s anything that you would like to talk through, now is the time! A good designer will welcome clear comments and constructive criticism – remember, design is a collaborative process.
5: Trust your designer
• You’ve talked through the brief and given clear direction.
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