What graphic designers require from a client is
a little bit of logic and a lot of humanity.

You can get a parrot to order a type of artwork, but the parrot will always be at a loss in intuiting the effect that artwork has on humans. No matter how the parrot tilts its head, it just doesn't get it. Some graphic designers are better verbal communicators than others, but here, too, the parrot is limited. In many ways, the end artwork can be only as good as the client's imagination.

Even graphic designers can find the prospect of working with other graphic designers a bit of a challenge. That challenge is attended by the willies, the shakes, the dread. The dread is, on the surface, about the designer and cost. At it's base though, it's about the buyer's self doubt about their knowledge and judgement.

They might have contacted the designer to produce a name item —a label, a brochure, a web site, but now,

whether the designer communicates it or not, they realize that they are delving into the shaping of an intangible. As the client requests trickle in, the client realizes that he or she is trying to shape the human perception and interpretation of their prospective customers. Even marketing professionals may occasionally lose grip on this.

This is generally not a client's comfort zone. It's a complicated balance of measuring both the fleeting and long-term impressions of the communication piece. It's not solid, and simply repositioning elements can make the whole venture seem like a house of cards. For the designer, the client may see-saw between knowing what they want and not knowing what they want. That's pretty natural, but sometimes it can lead to frustration and conflict. And distrust that goes both ways.

While real graphic design seems like a consumer item open to everybody, it really does require simple readiness. No, you don't have to be some kind of professional, but it's expected that you have to have some basic computer/smart phone skills. Whether ordering web or print: Can you navigate your device? Can you save an attachment from an email? Can you send an attachment by email? Can you open a PDF? Does your internet and browser set up have any problems? No customer has said, "you know, I ordered a business card and my device is working better and I suddenly know how to find things on my device." Do you think this is picky? Maybe you think being able to drive is a picky requirement for buying a car.

While clients inevitably learn that it's not as simple as pressing a "magic button," a little forethought can go a long way to producing a happy, successful job. Here is some advice:

A serious, diligent, business-smart client is like heaven to a designer, and those qualities are almost guaranteed to produce dynamic work.

Really, it's a business. You haven't bought a ticket to bear wrestling at a side show..

When the designer develops an estimate or contract, or asks a lot of questions, it isn't the death knell of fun and discovery.

It's more clearing the pathway for fun and effective design.

Design is a business and it likes a good reputation and recommendations and more customers, just like other businesses.

So, that's your guarantee of quality, fair-priced, work. Unless it's a "design factory." Dirty deeds, done dirt cheap.

Have your decision pants on, or at least at the ready.

It's guaranteed that you haven't fully thought out what you want.

Get ready to think about how the design is all about your customer,
not you.

Sure you want something that makes your business look wonderful and you'll definitely get that automatically. But ask for something that is more to impress you, than serve your customer, and you'll get something like a vanity license plate. (unless the designer is thoroughly ethical) Honk if you're not serious about business.

Design always speaks to a particular culture. You want a designer that is native-born to the culture of your customers, and sometimes close to the mindset of your customers

Of course, you could stay up to the wee hours of the morning to explain your culture to extraordinarily capable designers on the other side of the world. Again, if you're selling to their countries that's a smart move. Selling to a country that's not theirs, not a smart move. That said, you might enjoy being the very patient Jane explaining to Tarzan, like in the old movies. "Jane no get design on time. Jane fire Tarzan."

Know if you'll be using accounting 101 or 102 to determine if you want price or value.

Sure, all too many designers will give you something that just pays lipservice to design for a low price. With low price, you'll share a designer's wish to get rid of the job. With value you get customers.

The designer has not worked on your assignment before.

Even if you've worked with the designer before. Every job is unique.

Designers can't price on things that only live in your imagination.

If price fear has you losing control, ask for an estimate with price/work options.

It's really a waste of time to wait till you are inspired to make a preliminary call to a designer.

The designer is not waiting on you to do his or her job. It's not cheaper if you have a great idea. There's no guarantee that your great idea will be feasible or cost effective. Come up with great ideas, be inspired, then consult a designer to see what can be made real.

The words "just," "template" and "simple" only direct and reduce the necessary work for beginner designers.

Sure you can use a beginner designer as a "pair of hands," but most puppet masters get frustrated and/or produce crap.

The wonderful market penetration of computing and the expansive growth of entrepreneurs has added to the perception of design as a commodity.

In reality, it's the computers and very unserious entrepreneurs that are the commodity. Cheap calculators have not made anyone a mathematician.

Think early and think priorities.

I had a prospect once in which I came as a recommendation. She was rebuilding a café and she wanted to speak with me. I called and each call was shortened with a recommendation to call later. At one point a meeting was arranged, then that had to be put off. At another call, she was deciding whether to get another coffee machine. This was before the café had even opened.

Finally, she let me know that she had decided to close the business. I guess, in her mind, advertising was like a little unnecessary piece of decoration. An extra coffee machine was more essential and cost effective than spending the cost of a machine to bring in customers.

All business makers are independent-minded —otherwise they wouldn’t start a business. There’s the indie-spirited holy legend of growing organically, and, to some, that means growing without anyone else to help sell their work. Certain businesses are set up to grow organically, but most are not.

It bears repeating, most often, the design takes longer than you, or the designer, think.

To get things on time, move your start day up.

Don't start a design project if you'll be very unavailable.

The designer should need to consult you on decisions at several points in the progress of the job. This is not a good time to go on vacation.

Feel free to ask the designer lots of questions. That said, you are contracting the designer to do a distinct job; you are not renting all the designer's time.

Trust that the designer wants a successful outcome and is working on your job, but balancing it with other jobs and life needs.