When you and your designer aren't on the same page.
Tell your designer if you don't like the design, but come prepared. Here's how:
- Refer back to the design brief. First and foremost, make sure you and your designer have created an accurate depiction of your brand. For example, maybe the brief classifies your brand as "an epic party" and your designer used Garamond for the font. Mentioning the discrepancy is a good place to start.
- Get specific. "I don't like it," isn't going to cut it. What exactly do you not like about the design? Here are some specifics to consider:
- Feeling ("This logo makes me feel like I'm in Iceland when I want to feel like I'm in Mexico.")
- Hierarchy ("I want my business name to stand out the most, and right now the illustration does.")
- Coincidental images ("I know it's a plant, but all I can see is Santa Claus.")
- Explain why. Does the font lean classic when you want to try edgy? Why do you feel like you're in Iceland? Where exactly do you see Santa Claus? Don't worry about being wrong here, just get it all out on the table.
- Be prepared to have a conversation. Sometimes your designer misses something, or takes one thing into consideration more than the other. Oftentimes, though, designers have good reason for choosing specific creative solutions. Make space to let your designer walk you through the decision making process. For example, maybe he or she chose Garamond because, although your business is "an epic party," it's an epic party for weddings where you want to establish class and trust.
Most importantly, just say something. I once had a client who, at the end of the process, said "Oh this is much better! The first version looked like Snoopy!" If she would've said that right away, we could've cut 2 revisions out of the pool. Holding back will only cost you more time, money or both.
Your designer is here to be your creative problem solver. Give thoughtful feedback, and let your designer solve it for you.