Article :: Before You Hire a Graphic Designer

I had an interesting conversation with a web designer I partner with as he was creating my website. As a print designer, the graphics I use in my designs must have a much higher resolution (dots per inch) than he needs for the websites he creates. When clients provide graphics to me at web resolution, I “technically” can convert them to print resolution at times but here’s the issue: whether they will look good in print depends not only on the resolution,  but the size. In other words, a physically large image with a lower resolution may still be usable for print (depending on the use) but a tiny image at a low resolution will most likely not make the cut.

For example, a client recently provided a photo with 72 dpi (web resolution) that was 22.222” x 16.597”. Converting the photo to print resolution (300 dpi), the image was now 5.333” x 3.983” which was perfectly usable for most small marketing projects (business cards, door hangers, brochures, postcards, etc.). I would not, however, be able to use the photo successfully on large signs or a billboard. Obviously, the better the image, the better the output.

Before you meet with a Graphic Designer, keep the following in mind for the best results:

Have a general idea of what you’re trying to accomplish. What are your goals? Who is your audience? What is your message?

• Figure out your budget. A good Graphic Designer will have a wide variety of products and sample kits to show you. Paper stocks (coated, Silk, Suede), coatings (UV, Aqueous) and  processes (foil, embossing) along with product types can vary pricing widely. Having an idea of your budget will allow your designer to guide you to products within your price point.
• Gather as many images and photos are you can to expedite the production time. If you know what you’re looking for, it may be easier for you to search for graphics, especially if what you want is unusual. Make sure provided photos are high-resolution and copyright-free (or provide a copyright release if using a professional photographer, for example). If you’re not sure of the image quality, send graphics to your designer prior to your meeting so they can be reviewed.
• Be prepared to answer questions! Good Graphic Designers want to know about you and your business. Designing is always easier when we know about the person who hires us and their business.

On my business card, it says, “Concept – Create – Collaborate”. Reflecting someone in print is a collaborative effort. Like many other things, you get out of it what you put into it. To have the most successful experience with a Graphic Designer, be open to suggestions, provide the information requested and let your designer use her training, talent and imagination to create magic for you.

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