| Every small business needs it, but not many have it. I | | | | pretty pictures or cool graphics. It is a visual |
| am not talking | | | | means of solving complex business problems by |
| about cash flow, clients or even your product or | | | | communicating the |
| services to sell. Yes, all | | | | essence of your business message and personality. |
| of these things are absolutely necessary. But, what I | | | | Therefore, when |
| am talking about is | | | | you are looking at the designer's portfolio don't just |
| something most small business owners overlook. It is | | | | take a quick look. |
| the need to hire | | | | Dig in and ask many questions about the work.What |
| an expert graphic designer.In a highly competitive | | | | was the design problem? How was it solved? What |
| marketplace, hiring an expert graphic designer | | | | was the |
| can mean the difference in whether your product or | | | | concept behind the design solution? Why were the |
| service stands out | | | | colors chosen? Why |
| and gets noticed or in having it lost in the fanfare | | | | was the format chosen? What were the results? |
| generated by your | | | | Was the client satisfied?If the designer can't answer |
| business rivals.Now, more than ever, hiring an expert | | | | these questions or answers with "I did it this |
| to create your marketing and | | | | way because it looks cool..." or "I used yellow because |
| communication materials (also called collateral | | | | it is my favorite |
| materials) is one of the | | | | color..." move on.Number 3: Hire a designer with |
| most vital ingredients in the success of your small | | | | experience. Someone fresh out of |
| business.Hiring the right graphic designer -- a true | | | | design school may be enthusiastic about working for |
| expert -- is a bit more involved | | | | you, but may not |
| than just randomly choosing someone from the | | | | be the best investment you can make.You should hire |
| Yellow Pages or hiring | | | | a designer who has, at the very least, three or more |
| your third cousin because he is creative and owns a | | | | years of real world experience under his/her belt.The |
| new computer.If you are not careful, you may find | | | | more experience a designer offers, the better he/she |
| yourself hiring the wrong person for | | | | will be able to |
| the wrong reasons, which may cause more harm | | | | steer you away from potential headaches and pitfalls. |
| than good to your | | | | An experienced |
| small business.This is a big deal. After all, this person | | | | designer can suggest ways to handle your project |
| will be creating the look and | | | | that you may never |
| identity of your small business seen by all of your | | | | have thought of before.A seasoned designer will also |
| prospects and | | | | have a good idea of what works and what |
| customers. It is essential that you don't just hire | | | | doesn't work, such as the best way to format a |
| anyone.Here are five things you need to do in hiring the | | | | direct mail piece or which |
| RIGHT graphic | | | | colors and fonts work best in conveying the message |
| designer for your small business.Number 1: Understand | | | | and feeling you |
| that graphic design is an investment, not an | | | | are trying to communicate.Experience relates back to |
| expense. This investment will pay huge dividends for | | | | the first point I made. Hiring an experienced |
| the image of your | | | | designer is a better investment of your marketing |
| business and in determining its future success. You | | | | dollars.You probably wouldn't feel comfortable hiring |
| need to be willing to | | | | someone with little |
| invest in hiring a qualified, experienced professional, | | | | experience in medicine to perform surgery on you...the |
| rather than hiring | | | | same can be |
| the cheapest person you can find. The old adage | | | | said for hiring a designer. Essentially a designer is |
| that...you get what you | | | | performing surgery |
| pay for...is genuinely true.Naturally, your budget is an | | | | on your business by constructing the look and feel of |
| important issue in choosing a designer. I am | | | | your design |
| not saying you need to fork over thousands upon | | | | project.Bottom line: real world experience is |
| thousands of dollars to | | | | priceless.Number 4: Check references. If the designer |
| the person you hire. But, if you hire the cheapest you | | | | you are considering has |
| can find and shop | | | | done a stellar job for previous and/or current clients, |
| on price alone, I promise, you will get exactly what you | | | | that professional |
| pay for.Number 2: Not all graphic designers are | | | | should not hesitate in giving you names of people that |
| created equal. Just because | | | | attest to that fact. |
| someone says that he/she is a graphic designer | | | | No references should be taken as a big red |
| doesn't mean that the | | | | flag.When contacting references, which you should, |
| person is necessarily worth his/her salt. The key here | | | | ask questions about the |
| is to examine that | | | | overall experience with the designer.Is the designer a |
| person's portfolio of work.Graphic design is more than | | | | professional? Would you use the designer again? |