How to work effectively with designers to

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How to work effectively with designers to
produce high impact communications
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David Potter - Creative Director
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Some statistics from The Value of Design -
Factfinder Report 2007 The Design Council
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Cool Lively Current Idealistic Short and to the
point Likely to read...Facebook
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Contemporary Emotive Direct Professional Trustwort
hy Likely to read... The Guardian or Times
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More traditional Engaging copy Clear
communication Likely to read... The Daily Mail
or Telegraph
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Understands your cause
Understands your audience
Offers the services you need
Fits the size of your organisation
You like their work
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Best Word of mouth. Ask colleagues you trust who
their designer is
Second best Look at other organisations design
and find what you like. Find out who the designer
is (look for small credits on work, or call the
organisation)
Third best Look at online portfolios (visit
www.formfiftyfive.com) Find work you like
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Have you worked with a charity before? Who?
What services can you offer?
Take me through the design process for a
leaflet. How about a rebrand?...
Will you personally be designing our work?
Explain the quirks of working with your
organisation. How would you work with this?
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Your charitys main area of work
Who your supporters are
The size of your charity and its financial
performance
Your competitors
Why you want a new designer
Your long term vision
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Build a long term working relationship This
builds consistency
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Create a lasting connection with people
Use it consistently
Build the reputation of your visual identity
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Title of item
Delivery mechanism and marketing objectives
Format
Budget and schedule
What you are providing the designer with
General description of format
Description of target audience
Important areas of message
Where to find inspiration
What not to do
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Where does your eye go?
Is the hierarchy of the text correct?
Is it consistent with your branding?
Are the fonts and colours used appropriate for
your message and audience?
And finally, do you like it?
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Do convey any design modifications you have.
But remember a good designer will advise
against changes that will weaken the design
If you dont like a design, take time to
identify exactly why before communicating with
your designer
When communicating textual changes, write them
on the copy or note them clearly in an email
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1. Know what design works for you and your
audience
2. Find the right designer for you
3. Get your brand identity right - use it
consistently
4. Brief your designer
5. Critique your designers work effectively
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Part of Going Public - a Christian charity
Based in Cardiff Specialising in design for
charities Services offered print design, web
design, photography and branding
We would love to hear from you!