I learned my trade back in the days when people didn’t have regular access to computers at work, let alone home. If you needed something “designed” you needed to hire a graphic designer or “agency” to bring ideas to life through graphics and typography. Once computers became mainstream, the desktop publishing boom quickly followed to the collective groans for designers everywhere. Suddenly, everyone had access to clip art and a myriad of fonts and anyone could “create”.

But like any artform, very few of us have the innate ability to create works of art without some form of training in the artform, to understand the rules, history, psychology and best practices of the art form. Such lack of knowledge leads to artistic anarchy, cheapening the experience for the audience, diluting the message, and eroding the credibility of the creator.

It is no different with graphic design. Although purposed with the intent of communicating corporate or business objectives; visually leading the consumer along the desired path, if done badly, it can have a very different outcome, one which diminishes the public’s faith and trust in a product or company.

So, if you are in the market for a graphic designer, what should you look for?

• A portfolio/body of work that beautifully conveys the appropriate corporate messages and achieves the desired outcomes
• Scalability – is the designer/firm experienced and flexible enough to tackle the needs of your business?
• Credibility – does the designer/firm have testimonials/case studies that showcase an understanding of your business and your audience through similar past clients?
• Likeability – is the designer friendly and professional? Are they focussed on collaboration and vested in your success?
• Affordable – Is your designer lean and efficient or are they part of a large firm with a huge entourage of “account managers”? Make sure you are only paying for what you need.

These are just a few of the things to keep in mind; ultimately, there are loads of factors to consider, but these basics ones, plus going with your own gut feeling, should leave you well-positioned to make an informed decision.