Commercial design, as creative as the field is at its best, is about business as much as any other job. We have a reputation to uphold with clients, coworkers, and employees. While design itself is often subjective, addressing the most universal business concerns will get more people on board with your visuals. What are some of the most common mistakes made by working graphic designers?
The biggest error we make is to choose style over substance. Yes, we’re artists and ultimately really want to be able to make clean and cool designs. That is at the heart of our goal and we are trusted to make that happen in any circumstance.
When the client doesn’t like our initial idea, we ask respectful questions to understand their point of view and do our best to make it work. We kindly explain some of the basic thought behind our design decisions: white space helped this page look less cramped, the muted colors were chosen as not to distract from the quality photography, etc. Present yourself as a problem solver and at the same time acknowledge that these aren’t the only solutions to these problems. The visual communication tools we rely on may not be the biggest concerns of your client or their audience.
We can take the role to inform others about how design can be a useful tool for their business and bottom line. To be able to do this, we have to listen more than we speak. How can we propose solutions if we don’t listen to the other person’s problems? If we hear that this person is very concerned about their event deadline and respond with color and negative space, how are they going to feel taken care of? In that example, we might mention how discussing the basic design goals is the next step to move forward. Frame your goals in sincere terms of how it helps them.
Other practical mistakes that you can look out for are the basic specs of each job. These are the types of things that can save you and your associates money and build a better reputation. Check for low resolution images, exacting consistency (spacing, type size, typefaces), bleeds. If any of these issues require intervention from the client or colleagues be a neutral messenger explaining why this is an issue, the consequences of not addressing it, and clear next steps for them or you to follow.
Learn when and how to say no when you firmly believe anything doesn’t work and kindly provide a proposed solution. On the other side of the spectrum, practice accepting the word no from others when other solutions than yours are possible even if they are less desirable. If you’re not sure how to handle a situation, seek out advice. Build time in your schedule from the beginning for everyone involved to be able to review and resolve any issues. You don’t know what will go wrong, however something will and you’ll want to create time to fix it from the very beginning.
Any sane professional will want to support a colleague who prizes manners and etiquette. Even the less sane professionals will appreciate being treated as if they are sane.
Readers, what designer mistakes have you encountered?
Brian E. Young is a graphic designer and artist in Baltimore, MD.