Choosing a Communications Designer: A Practical Guide

“I don’t know the first thing about professional design!”

You say your MBA program didn’t include training to work
with creative professionals? Perhaps your degree is from
the Seat-of-the-Pants School, and didn’t include experience
in outsourcing creative work. Don’t know what a designer
actually does? Don’t even know where to find one?

Relax. You’re not alone. Few executives are trained to make
these kinds of decisions or to work effectively with creative
professionals. This puts them at a distinct disadvantage
when hiring creative consultants.

We’ve run into this situation with many of our clients. That’s
why we’re offering this white paper to fill in this critical
information gap. What you learn from this paper will give you
the power to approach marketing projects with confidence.

When do I need a designer?

Unfortunately, many business owners know little to nothing
about what a designer actually does. This results in them
making the mistake of not knowing when they need one.
Design professionals are still sometimes referred to as
“graphic designers,” based on the old definition of their duty:
to attract attention to the message. However, with the advent
of digital technology, they have become so much more than
creators of a pretty layout.

Today’s successful graphic designers are actually
information managers, using visual techniques to corral
similar ideas together, then lead the reader’s eye through
the material in the most efficient and effective way. After all,
they not only need to make sometimes dry information
interesting enough to read, but also fight the time deficit that
every busy, modern person deals with. If your designer
doesn’t know how to hold the interest of the reader and
move the eye along at a reasonable pace, the reader may
just give up and your entire investment becomes just
another expense…and a wasted one, at that.