What you think you are paying for when hiring a designer:
- Knocking something up in Photoshop
What you are really paying for:
- Research into your competitors and advise where applicable
- The writing of a creative brief outlining the scope of the project, your business problem and how it will be solved
- Project management throughout the process and any technical support along the way
- Years of professional experience in colour theory, emotional connection, typography and layout techniques
- Professional page layout using the correct software (not Photoshop!)
- Access to image libraries and other creative resources such as type libraries and photographers with the correct usage license agreements (not stolen via Google Images)
- The skill and talent to design a layout which communicates your intended message, with correct hierarchy, to the right target audience, in the right tone-of-voice
- Professional print- or web-ready files which comply to industry quality standards that ensure no extra production costs are experienced due to incorrect file creation
- Your business problem being solved in a professional manner which, in the end, creates more revenue for your business than what it cost to hire me in the first place
Remember that graphic design, in all its forms; logos and identity, brochures, websites, user interface and experience, road signage, birthday cards etc., is all essentially communications.
Wieden + Kennedy’s London office recently created a dancing, moonwalking Shetland Pony. It seems that the general public and industry insiders have differing views. What do you think, interesting and funny or an ad agency creating something dull and uninspired?