By Anna

You’ve just consulted a marketing agency to help with the branding of your new brand. You’ve discussed the aesthetic that you’re going for, gone through your ideal brand tone and brand voice, and shown the agency some inspiration. 

You receive the mood board and branding materials for your brand from the graphic designer. You’re absolutely in love, and a few little tweaks would nail your vision perfectly, but you’re not so sure what those tweaks are or how to communicate them. Here are some tips to ensure your designer truly understands your feedback.

  1. Design for your target audience: Remember that the designs are made for your audience. It can be difficult to detach yourself from your work, however it’s crucial that the branding is viewed from the perspective of your clientele. Practice putting yourself in your audience’s shoes and reflecting on what you think they’d like about the colour palette, the font choices, and everything in between.
  2. Communicate the problems: Your graphic designer knows what they’re doing; trust them and ensure that the process is a collaborative one. Instead of saying “I don’t like that font for the logo,” try something along the lines of “I’d like the typography of the logo to feel more feminine to reflect the elegance of the brand.” You will be much more satisfied with the results if you allow the graphic designers to do what they do best.
  3. Show, don’t tell: The most helpful thing you can do is show examples of what you like and explain why. Collect samples of logos, packaging, products, signs, fonts, or Instagram feeds that you like. Don’t limit yourself to branding materials; if you like the colour palette of your shower curtain, take note of that! Consider making a Pinterest board to show a clear & cohesive vision for your brand.
  4. Take your time: Sometimes, giving immediate feedback and jumping the gun might lead to wasted time and unnecessary revisions. Try asking your graphic designer what their thought process was behind the choices they made before giving your feedback – this allows for a greater understanding and appreciation for their work. Don’t be scared of asking questions and let the designs sit with you before pressing send. You never know, they might grow on you!
  5. Share what you love: Nine times out of ten, graphic designers get the short end of the stick with feedback. Of course, it’s important to hear about changes that need to be made and what you don’t like, but it’s even more important to disclose what you love so they know what not to edit. Plus, positive reinforcement never hurt anyone!

All in all, effective communication is key when working with a graphic designer to ensure that the branding materials accurately reflect your vision. Graphic design is a deeply creative and personal process, the goal is always to create something that we are proud of – but above all, we want you to love your project. So, next time you’re consulting a graphic designer for an upcoming project, keep these tips in mind and you’ll be guaranteed the best outcome.