Small Business Series #2: Choosing the Right Graphic Designer
By Calvin Ma, Senior Account Manager at Frontside Consulting
In the fast-paced world of digital marketing, captivating visuals can make all the difference between a scroll-past and a click-through. As a small business owner, navigating the realm of graphic design for your marketing ads might seem daunting, but fear not! With the right guidance, you can find the perfect graphic designer to elevate your brand and drive results.
Here are some key tips to consider when selecting a graphic designer for your digital marketing endeavors:
1. Define Your Goals
Before diving into the search for a graphic designer, it's crucial to have a clear understanding of your marketing objectives. Are you looking to increase brand awareness, drive website traffic, or boost sales? Identifying your goals will not only help you communicate your needs effectively but also assist the designer in crafting visuals that align with your business objectives.
2. Review Portfolios
A designer's portfolio is a window into their creative prowess and style. Take the time to review their past work to gauge if their aesthetic aligns with your brand identity. Look for diversity in their portfolio to ensure they can adapt their style to suit your specific requirements. If you’re looking to hire overseas from sites like Fiverr or Upwork, it’s good practice to create a small design test to verify their skills.
3. Check for Industry Experience
While creativity is paramount, industry-specific knowledge can be a game-changer. Seek out graphic designers who have experience working within your niche or similar industries. They'll likely have a better understanding of your target audience and competition, allowing them to create designs that resonate with your customers.
4. Consider Communication and Collaboration
Effective communication is key to a successful partnership with a graphic designer. Look for someone who is responsive, receptive to feedback, and able to translate your vision into compelling visuals. A collaborative approach ensures that both parties are aligned throughout the design process, resulting in a finished product that exceeds expectations. On the other hand, you should also be clearly communicating your vision and be prepared to answer questions that your designer may have. Make sure to provide them with any style guidelines to keep things consistent with your brand voice, look, and feel. Additionally, some things that you should consider communicating are the “safe zones” of ads to ensure important areas aren’t being blocked and maximizing legibility of your ads (see example below):
Example: safe zone for the Instagram Reels ad placement
5. Evaluate Technical Skills
Beyond creativity, proficiency in design tools and software is essential. Ensure that the graphic designer you choose is proficient in industry-standard software such as Adobe CC, Figma, or Canva. Additionally, inquire about their knowledge of file formats and resolution requirements for various digital platforms to ensure compatibility and optimal performance of your marketing ads. For example, here are some ad specifications for popular ad platforms like Google, Meta, and Pinterest:
Meta:
Feed 1:1 (1080x1080 pixels)
Story 9:16 (1080x1920 pixels)
Instant Article 1.91:1 (1200 x 628 pixels)
Pinterest:
2:3 (1000x1500 pixels)
Google Ads (PMAX):
Landscape (1.91:1) 1200 x 628 recommended; 600 x 314 minimum
Square (1:1) 1200 x 1200 recommended; 300 x 300 minimum
Vertical (4:5) 960 x 1200 recommended; 480 x 600 minimum
6. Seek Recommendations and Reviews
Word of mouth can be a powerful tool in finding a reliable graphic designer. Ask fellow small business owners or industry peers for recommendations and insights based on their experiences. Additionally, explore online reviews and testimonials to gain further insight into the designer's reputation and client satisfaction level.
7. Discuss Budget and Timeline
Before finalizing your decision, have a transparent discussion about budget and project timeline with the graphic designer. Clarify pricing structures, including any additional fees for revisions or expedited delivery. Establishing clear expectations from the outset will prevent any misunderstandings down the line and ensure a smooth collaboration process.
In conclusion, selecting the right graphic designer for your digital marketing ads is a pivotal step in establishing a strong online presence for your small business. By defining your goals, reviewing portfolios, considering industry experience, prioritizing communication, evaluating technical skills, seeking recommendations, and discussing budget and timeline, you can confidently navigate the selection process and find a designer who not only meets but exceeds your expectations.
Remember, investing in high-quality graphic design is an investment in the success and growth of your business in the digital landscape. So, take your time, do your research, and embark on this journey with the knowledge that the perfect designer is out there, waiting to bring your brand's vision to life.
Alternatively, if you’re interested in working with the Frontside Consulting team to develop your ad creatives, check out the creative consulting packages that we offer & feel free to send us an email with any questions you may have.
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