1. YOU’RE NOT QUALIFIED.
No matter how savvy you think your design skills are, there is a reason why this is a separate career path photographers. There is intensive research and training involved to get that amazing typography and logo of your dreams. You stick to making awesome photos and let someone else make awesome type. I’ve seen too many silly camera logos and comic sans brochures to not have an opinion on this one.
2. MISTAKES ARE COSTLY
I’m actually inspired to write this because like a chump I decided to take it upon myself to design my most recent brochure….. and am having to reprint them because of a silly mistake that could have been avoided had I just picked up the phone and called my designer. And in case you were wondering, YES she laughed at me, and YES I almost cried, until she told me she would make it all better.
3. YOUR BRAND IS YOUR MOST VALUABLE ASSET TO YOUR BUSINESS
Your brand is represented by whatever typeface and logo you choose. You want to make sure it says what you want it to. Many times you might not be sure what that is. A GOOD designer, one that you click with will help you answer those questions and give you a branding system that reflects your goals and where you’re going. Don’t just stop at a logo and a business card though. Keep it consistent and have your designer go the whole shebang. Even if you can only pay for one piece at a time. Make sure that card, letterhead, dvd label, website, portfolio, promo, thank you card, are all CONSISTENT. That is the key to successful marketing using a brand. Consistency.
4. INSIDER DEALS ARE KILLER!
Most often, a professional award winning designer, like Kristine from Cognition Studio, will have established and long standing relationships with vendors that will lower the overall price point making the really-awesome-show-stopping-jaw-dropping business cards an attainable amount of money for you to spend. They might be higher than Kinkos, but trust me, you’ll reap the benefits when whoever you hand it to decides it isn’t destined for the bin.
5. RESOURCES GALORE
They keep up on design trends, it’s kinda their job. They know what the latest and greatest promos look like, they know what promo is going to be original and wow the Art Buyer when it lands on their desk. They’re also extremely well connected with their industry peers. If you’re looking for something in particular that your designer isn’t familiar with, they probably know someone that is.
Now go get um Tiger!
I should have written this in reverse and had it overflowing with sarcasm, but I think Pi Design Blog did it better than I could have dreamed. Check it out for a good laugh.
©Kristine Johnson, photos courtesy of Cognition Studio Design.