Part 3…‘Dont Try this at Home!’ or ‘Some Very Good Reasons for Using a Professional Graphic Designer’.
Cost is a huge factor in deterring a business to use a professional graphic designer for fear of huge bills.Many larger design companies charge huge fees for the depth of market research and evaluation on every level analysing target markets and the way the client is seen by the general public or the customers they wish to engage. While most start ups and ordinary SME’s cannot justify that kind of cost there are many experienced designers who understand the requirements of logo design and can produce great results in designing a logo and branding for the target markets on a more realistic reasonable budget.
Good Reasons for Using a Professional Graphic Designer can only be justified by the person paying the bill, but you truly only get what you pay for.
A logo is not just a icon that you choose to go with your name but the main element that represents your company image and it will be judged wherever its seen.
You have to be proud of it and see it every day on everything that promotes your company or product.
The following reasons will hopefully explain the benefits of using someone who really knows what they are doing…
• A professional designer will give you a service that you wont get from your ‘neighbours-best-friend’.
The time spent researching and talking to you about what you want and how you wish to portray your company is essential and based on the experience the designer has developed over years of working on branding and logo design. Your personality, your values and your likes and dislikes are important.
• A professional designer will understand the importance of consistent branding.
Rolling out a logo and branding does not stop there. All company documents, literature, sales and advertising media, including web sites and social media forums should display the same logo and the same treatment, consistent and matching typefaces and the exact colours every time the company image or message is portrayed anywhere. A good designer will be able to implement that strategy and make it work in all situations.
• A professional designer that is being paid has accountability to convert your ideas into an attractive, memorable and useful piece of design – on time!
Only with training and experience can a designer pull all the various elements of a design together to create a balanced, attractive and readable piece of work. A good piece of design will draw the eye to relevant messages and direct the reader across or down the page.
They also become responsible for your project being on time and meeting deadlines that you set, will your girlfriends-cousin live up to expectations?
• A professional designer understands how people relate to colour and images.
They have experience of how target markets think, in many cases, how colours affect moods and opinions, common colours that represent industries or unsuitable colours that may cause confusion when representing products or services. A good designer will know what images are suitable in what format for particular projects and understand the licenses associated with stock images or the consequences of stolen ones!
• A professional designer has a comprehensive knowledge of typefaces and typography, how to use the correct quotation marks, hyphens and ’em or ‘en’ spaces.
Typography can kill or elevate a design or Logo, slick clean fonts which are interesting or unusual but tasteful, not relying on the basic commonly recognised and overused. A good designer will know how to use different typefaces to compliment each other and how to align and balance text and type to create pleasing and aesthetic design.
• A professional designer knows which is the best software for the job and more importantly how to use it correctly.
A good designer knows not to use ‘Word’ or ‘Publisher’ or ‘Paint’ for professional design projects which will need to be professionally printed. They know what the printer will do and say when recieving files that are not ‘print-ready’ and how much is charged for correcting such files with corrupted fonts, unprintable images and how irritating it is to have no trim marks.
• A professional designer knows all about the correct resolution and its restrictions.
Producing a file or logo in the wrong resolution for its intended use can render the logo useless. Knowing the difference between ‘raster’ and ‘vector’ formats is essential what file extension denotes which format.
• A professional designer will be on the spot to deliver.
When you have developed and received your new fresh and shiny logo, you suddenly need need it in a black and white version for an advert or in a larger size format for a sign over your premises or a rush banner. A good designer will be able to supply it quickly in the right size and format that you need.
• A professional designer will have all your information when you need it.
When you need to know the exact colour match or typeface you want to match a newsletter to, a good designer will have given you a specification document that outlines all the details you need or you will be able to make a call and easily get the information you require.
• A good Designer will keep your project safely on file.
Time is money so instead of using your time to stress over which colour to use or how to communicate your sales message in a memorable image you could be generating more sales or calling your customers and spending your time doing the things you specialise in!
Read on for Part Four…
(if you havent read Part Two about the Pitfalls of not using a professional, here’s the link!)