How Marketers Can Work More Effectively with Their Designers

Solomon Thimothy - October 12, 2012

It is obvious how marketers and their designers often struggle to see eye-to-eye over the projects they work on together. Why this is the case is not always clear, as they supposedly work toward the same goal, which is to create a useful, beautiful design in a budget-friendly and timely way. The problem could often lie with marketers not understanding the job of a designer fully.

If you follow the next guidelines, you may be able to work with your designer without any problems in the future.

Know the Work Practices and Creative Style of Your Designer

First, you need to think about what kind of personality your designer has. You will do much better by asking your designer in person about himself. Ask him what kind of experience he has with the type of work you expect from him and how he prefers to handle progress reports. Through building a stronger relationship with your designer, you will strengthen the communication between the two of you and this will ensure that future projects will progress a lot smoother.

You should have a good look at the designer’s earlier work as well. See if you like his illustration style, which might be unique, or maybe you will find out that he is a chameleon when it comes to designs. The latter offers you many more options to consider. It is imperative to ensure that you are working with a designer that will produce the type of work that you are looking for.

When you suspect that your designer cannot produce the marketing vision that you have, then you will have to show him some specific examples of designs that you prefer, so that he could familiarize himself with the style you want.                                          

Hand Out Credit to Your Designer

It is important that you do not start complaining too soon over a decision your designer made, especially if you do not understand it immediately. He might have a real good reason why he made certain decisions, so ask him first and try to establish the reasons for the decisions he made. Avoid jumping to your own conclusions and rather give the designer some credit for his expertise.

Share Some of Your Own Expert Opinions

It is a fact that not all designers are experts in marketing, so many of them will be grateful if you share your own expert opinions, but do not overdo it. You could add your experience concerning the need for quality calls-to-action and the use of keyword-rich text, for example. Remember that any designer caters to a target audience, which is your audience, so you should be part of the audience, otherwise he might see your opinions as irrelevant. Any criticism you give should be constructive and leave all the decisions regarding “design” matters to the designer and his team.

 Supply the Necessary Information to Your Designer

Your designer will not be able to complete his work effectively without all the relevant information and instructions. Allow him the opportunity to assist you with making important decisions and coming up with effective solutions. You will achieve better results if there is good communication present.

Check in On Your Designer

After the two of you decided on the best plan for the project, it is essential that you check in on him to see if he sticks with the plan. It is great to get a sense of his progress during the project, but never hover or give him the idea that you are constantly looking over his shoulder. Stick to the agreement you guys came to regarding progress reports.

 You Have to Compromise – Accept It

A designer was trained to accomplish all his creative goals as far as possible, but if your goals are impossible, no designer is going to satisfy you. You have to value the significance of the design and realize that the success of the project has a lot to do with your visuals. Compromising is something you will have to do at times and you have to accept it as well.

If you follow the above guidelines and principles when you deal with your designer, you will experience a communication process that is highly effective. Staying on the same page as your designer throughout most of the project will cause him to deliver his best work.

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