Get the design you want
Bold. Modern. Boxy. Open. Friendly. Abstract. Line-y. These are some of the many words that I’ve heard from clients and then conveyed to our designers. And in each case, almost without fail, the designer’s response is “What does that mean?”
What is a “bold” design – bright, big letters or lots of graphics? What makes a design “friendly”- pastels? What is a “modern” design? Mine and the other designers’ definitions of “bold” are different than yours, because we are exposed to different advertising and designs.
Design budgets can easily be spent by the back and forth to get a design just right. Factor in copy and image changes, and the sky could be the limit. The key to avoiding this is by clearly articulating the design at the beginning, or failing that, clearly articulating changes:
- Start with a brainstorm with your agency that includes those whose input is essential on the final piece. Anticipate that big terms like “abstract” and “bold” will be thrown out.
- Define these big terms and agree upon how they should be rolled out in the design: “Open” means a design with no lines, or “bold” means bright colours with high contrast.
- Provide graphic design examples that capture your vision and support your big terms.
- Where possible, allow budget for concept work for a designer to provide a number of different versions of your vision.
- When providing feedback on designs, ensure terms like it’s too “line-y” are more clearly defined like: “remove borders” or “more layering”. This helps eliminate back and forth.
Successful. Concise. Visionary. Encompassing. These are big terms that you’ll enjoy having associated with your design. All that’s necessary is a commitment to articulating your vision.
