Choosing the best graphic designer for a specific design project is often one of the most frustrating tasks for most business people. This is especially true if you know exactly what you like but feel utterly lost when trying to describe what it is you want - i.e. "I'll know when I see it!" Here is how I recently navigated that creative minefield and some tips on how you can consistently do it too.

Recently, a speaking bureau ask me to help them put together a jumbo postcard series promoting me as their featured keynote speaker.  Since this was to go out to over 2,000 meeting planners, it had to a) capture their attention, and b) look very professional.

Know Your Message Before You Design The Look

Now before you even think of hiring a graphic designer, it is important to have your "theme" or message context in mind.  Fortunately, I already had mine —"Ten Top Reasons To Hire Michael Russer As Your Next Keynote Speaker" (a takeoff on the David Letterman's nightly Top Ten list).  The first card would start with "Reason #10, and with each subsequent card giving Reason #9, #8, etc.  Combined with humorlessly written copy for each of the "reasons," the whole series will hopefully have the meeting planners waiting breathlessly for their next installment (so the plan goes anyway!)

In addition to being attention-getting and professional looking, it is also important that the graphic design for each card support and/or compliment the specific "reason" given on each card.  While the overall look and feel of each card will be the same, the design has to be flexible enough to include a unique graphic element that supports each respective card's message and set it off visually.

On top of all that, I was also looking for a non-conventional design (whatever that means!) that would instantly capture the recipient's attention and put these card above the marketing noise they are bombarded with every day.  All in all, quite a tall order for a graphic designer.

Choose A Designer By Their Style

Every creative person will have their own style.  Since most have a limited range of styles (i.e. strong in one but not others) it critical that you review a designer's style before hiring them.  The style should reflect the "feeling" you want to evoke when your target market views the work.

Since we were under a very tight deadline, I used referrals from trusted sources rather than Elance.com to check out potential designers for this project.  The first designer I spoke with seemed to express a style that might work with this project.  Unfortunately, after three tries it did not work out.  Click on the thumbnail postcard below to see the sequence of designs he came up with and why I rejected them.

Expressing my frustration with this experience to my trusted resource (in this case a professional Virtual Assistant), she then recommended I try Joe Potter of Joe Potter Designs.  Upon seeing Joe's first attempt I knew there was a possibility that he would arrive at the "look & feel" that I wanted so badly but could not articulate very well (you know the old saying "a picture is worth a thousand words" —well, it takes darn near that many words to describe the picture you want!).  Sure enough, he nailed the "look" on his second try.  Click on the thumbnail postcard below to see the sequence of designs he came up with and why I was excited about his second one.

It's A Creative Partnership

A "creative partnership" with a foundation in good communication is perhaps the best way to describe a successful working relationship with a graphic designer.  I asked Joe to give his 2-cents worth from a designer's point of view —here is what he had to say:

• When choosing a designer look mostly for professional experience in the designer's portfolio. Don't worry as much if they've done a piece that is exactly like what you are looking for, or even in the same market, if they are an experienced professional, they can adapt to your unique project.

• Be prepared to refer examples of design styles that you like. Again, it doesn't have to be in the realm of real estate, as long as it communicates to the designer the overall sense of design work that you prefer and what your mindset is - elegant, modern, whatever.

• Don't speak in contradictions. For instance "I want something cutting edge yet conservative." It's much more helpful to show a designer something visual that appeals to you.

• Cost can be kept to a minimum by providing your own photos or purchasing your own "royalty free" photos on the internet from a stock photo company. Even at high resolution these can be emailed to the designer as a JPG file. This may also save costly research time if you are paying hourly.

• Writing and final proofing your text first before giving to the designer will also help streamline the approval process - rather than re-writing after the project has been laid out.

• Plan ahead. Waiting till the last minute means less time to get it right or proof for mistakes. Leave enough time to make corrections.

Lastly, don't expect any one designer to fulfill all your design needs.  Always look for someone who can meet your project's design style.

Well designed graphics can make a huge difference in how your message is received.  Finding and working effectively with the right graphic designer for the job can make a huge difference in how your message gets out in the first place.