EVERYONE IS A DESIGN CRITIC

While the phrase "Don't judge a book by its cover" is often advised, rarely do our brains practice this theory in making purchasing decisions; we often gravitate towards products with the most attractive packaging, sold by the most recognizable (and inherently trusted) brands.  This is why choosing the right designer for your marketing materials is essential to developing an effective brand image with memorable ad campaigns that will not only connect with your target audience, but help convert them to loyal customers.  

Here are three tips that will help you hire the best designer or agency suited to fit your needs:

Ignore cost.

Nike paid $35 for their logo back in 1971, while oil company BP recently shelled out $6.4 million for their current green and gold sunflower.

Moral of the story:  don't be enticed by the lowest price, or intimidated by the highest; design and designers have a very wide of scale for compensation that is not always based on true talent.    

View their portfolio.

Great design is subjective.  The best measure of ones ability is looking at the projects and client base they have successfully worked with in the past.  

Is their definition of "aesthetically-pleasing" the same as yours?  Are they familiar with your industry?  Do they have experience in both print and web design?  These questions can be answered by a professional portfolio.  

No formal education?  No problem!

Some of the most skilled and proficient designers I have worked with never received a formal education and honed their craft through on-the-job experience.  By requiring a college degree many employers are missing out on some of the most talented freelancers and individuals available.  

I've been most impressed with the creative use of the iPad in the new Lexus ad in Sports Illustrated.  This should receive every "Design of the Year" award out there!  

View it for yourself here:  Is This The World's Most Interactive Print Ad?

After you've found a designer you will need to decide on what message you want your brand to communicate in its advertising.  Join us next time when we explore how political ads may be the best (and worst!) example of effective, engaging and emotional advertising!