If you are selling a product or marketing an app, there’s a good chance you’ll have to work with a digital marketing agency or designer to create a digital marketing campaign. Though it may not seem like it, every design project is a collaboration between designer and client. The designer’s job is to pitch big ideas, make compromises, and take creative swings to realize the client’s vision. As a client, it’s essential to communicate effectively with your designer to get the results you want. Here are seven things your designer needs from you to create an amazing digital marketing campaign.
A Clear and Concise Brief
Without a clear, well-defined brief, it will be incredibly challenging for your designer to create successful design work for you. Creative freedom is lovely, but when the brief is too wide open, it can cause miscommunication, unclear expectations, and ultimately – costly and time-consuming revisions. As the client, you are the one with the vision for your project. But what does that mean? If you don’t know what you want, it will be nearly impossible for your designer to guess – have a clear idea of what you want and communicate it to your designer. A designer will always welcome revision requests that move the project closer to your original vision.
Examples of Similar Projects that You Like (and Don’t Like)
You can help your graphic designer by providing examples of similar projects you like. The more specific you can be, the better. Show them examples of designs you enjoy and explain why it appeals to you. Projects that you think look great or that you think will connect with your customers will help guide your designer as they make early decisions in the creation process. If you don’t know, be honest and open to new ideas. Together you can use platforms like Pinterest or Dribble and create a mood board to get things started. Understanding what design resonates with the client or their brand audience.
A Vector Logo
A Vector logo. It seems like branding 101, but you would be surprised how many people provide a pixelated email signature version of their logo to their designer and call it a day. If you want your digital marketing campaign to look great, provide a vector logo. Vector images are infinitely scalable- they will look good on a business card, an Instagram ad, or a giant billboard. When you provide your designer with a vector logo, they can spend more time thinking about the design and less time fighting with a file that is too small or incompatible with the project.
A Branding Guide
When working with a designer to develop new materials, you must provide them with branding guidelines. Guidelines help shape a designer’s focus trajectory right out of the gate, much like a brief. Guidelines act like an overview brief for an entire brand. If you are just starting and don’t have these materials, your designer can help you. But developing a cohesive branding guide should be a priority before you get too deep into any marketing campaign. Having these guidelines ready and available will ensure that your digital marketing campaign can scale or shift quickly without sweating the broad design rules of your brand.
Up-to-date App or Product Materials
If you have a designer working on digital marketing for your brand, they need to have the most up-to-date materials. Whether it’s the latest app version or a Figma file, your designer needs to have it. Revisions are always part of the design process, but revisions due to out-of-date screenshots will frustrate and confuse. Keep your designer in the loop and provide up-to-date materials to keep your campaign running smoothly.
Dos and Don’ts
If you have specific dos and don’ts about messaging, visuals, or copy – share them with your designer. Graphic designers love when you can tell them things to use or avoid because it sets the bounds and allows them to explore within them creatively. If you have a keyword you know you want to avoid or a visual you want to create a brand association with – it’s up to you as the client to communicate these to your designer. The more information a designer has, the more likely they will be able to create design work that effectively markets your product.
Sometimes a designer hits it out of the park and gets it right the first time with no need for revisions. Both designers and clients love when everyone is happy. Unfortunately, that’s not going to be the experience every time. Revisions are usually a necessary part of the process when developing a great digital marketing campaign. Having realistic expectations, trust, and confidence in your designer is critical. A designer can do a great deal to realize a client’s vision but cannot complete months of work in a week or edit footage that doesn’t exist. Excellent design work takes time to develop and requires preparation and resources.
In conclusion, communication with your designer is vital. There are seven essentials your designer needs from you to deliver great digital design – a clear and concise brief; examples of projects you like; a vector logo; a branding guide; up-to-date materials
dos and don’ts; and realistic expectations. If you provide your designer with these seven things everyone will be on the same page and you will be well on your way to creating a great digital marketing campaign that attracts and engages your potential customers.