A few months ago our Chief Creative Renegade, Kim McMullen, talked about the importance of paying for great writing. As a followup, we thought it fitting to share a few reasons why hiring a professional designer is equally crucial.
When budgets are tight, it can be tempting to cut corners on design. But a $20 logo from Fiverr is never going to elevate your brand. Investing in professional design will save you money in the long run. Here’s how:
Professional designers do their homework. When Flipside takes on a client, we get to know them inside and out. We leave what we think we know at the door and act like newbies. We learn about their company history and goals for the future. We check out their competitors. We identify industry trends. Because having a solid understanding of our clients and the world they live in is a critical step to creating effective visuals that will serve them. Once we’ve done our homework (and written a meaty project brief), we can come up with a sound creative strategy. And from strategy, comes meaningful design.
Just because your cousin's best friend knows their way around Photoshop doesn’t mean they’re a designer. Technical know-how is just the tip of the iceberg. People who put time and money into design school have studied the greats. We know about top brands, what made them successful, or the mistakes that sank them. We listen to Under The Influence religiously. We pride ourselves on knowing the rationale behind Nike’s swoosh and seeing the arrow in the negative space of the FedEx logo— and yes, we’re aware of how nerdy this is. It’s because we’ve put the time into honing our craft that we understand how to marry typography, shape, and colour in a way that will resonate with the correct audience and stand the test of time. And that means better ROI for you.
Sometimes our clients come to us with design ideas—be it a favourite colour, inspiration photo, or website style they really love. Once in a while, their ideas are grand and we'll roll with them. Other times those ideas are tired, misaligned with their goals, or simply don’t work for the application in question. The difference between a professional and an amateur is that when this happens, a pro will tell you the truth. Even if it hurts your ego. Where an amateur will give you what you want, take your money and run, we won’t stand for crappy work. And if we think your ideas are crappy, we’ll tell you. Out of love. Because we take stock in your success.
We can’t tell you how many times we’ve had clients who only had low res jpgs of their logo. Sadly, their last designer (usually a friend of a friend), just didn’t prepare them with the assets they would need to drive their brand forward. Even worse, sometimes the files weren’t even created as vectors in the first place. (Friendly Design Tip: Vector files will scale up or down to any imaginable size without losing quality and are the industry standard for logo design. Death to pixelated creative!) When it comes to logos, a professional designer will ensure you’re given the proper files that will work both in print and on screen, in both colour and in black and white. Furthermore, they’ll make sure you know which files to use and where.
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