Find the right graphic artist.

You need a good graphic designer but you have many questions.What is the difference between a $15.00 an hour graphic artist and a $135 dollar an hour graphic artist?

Sometimes depending on the straightforward simplicity of some jobs there is really no difference. But when big ideas and strong strategies come into play, there is a world of difference.

The higher priced designer has a better design ability. Better feeling with color, use of type and layout ability. He or she sees the "big picture" better, and is stronger at marketing strategy. In other words, their talent makes your projects look better
and work better in the marketplace.

In the long run, when it comes to your brand, you want to spend the higher price. Your brand will stay with you a long time. The mistake too many businesses make is to short cut this important area. For example, look down a busy small business street and ask yourself this question. How many well designed business logos do you see on the front of each business? The answer is always very few.

So you have 3 high priced designers. Which is better? Take into consideration the graphic designer who wants the job the most.
This tells you the enthusiasm that the person will pour into your project.

Who has the stronger design in his portfolio? This includes the best sense for color, design and layout.Who do you like better and will be easier to work with? Who seems the most honest, reliable, and has a good attention to the detail of the project.
Who has good business sense? I would pick a designer that keeps you updated on projects. A creative that calls you and emails you back soon after you call or E-mail them. This sounds to obvious to mention, but believe me, there are many out there that could use improvement in this area. Who has the best list of referrals throughout their years in the business? This tells you how people feel about him throughout his or her career. Who will make sure the job is delivered on time and on budget. I would say at least 25% of the graphic designers I know do not deliver the project either on time or on budget.

You need an artist that will tie in the looks of all your advertising pieces. Your logo, ads, posters, direct mail, brochure, letterhead, business front, interior, trucks, t-shirt,radio and tv commercials—all should family in some way. This brand continuity will strengthen your brand faster and give you great results.

What does the graphic artist expect of you?
• Return calls and E-mails in a timely fashion.
• Make sure your understanding of cost is clear before the job starts.
• On first jobs with a new graphic artist, give them rope. And plenty of it.
The first job is an adjustment for both parties. Work through the first and the others go smoother.
• Be loyal to the graphic designer. If he or she is doing good work.
• Don’t play other designers against your graphic designer or have them to "work for hire" projects. That is considered unethical in the business.

In the long run the relationship will stay strong between the client and the graphic artist if the graphic art never takes the business for granted and is treated with mutual respect. And also, the graphic artist must show some type of positive results from the projects for the client in the form of greater awareness or increased business.

How can you, the client save money with an excellent graphic designer? Watch out for to many layout changes, overly tweaking the project, costly printing revisions on the press, all add to a higher project bill. However, never cut corners on a good copy proofing system. That is always necessary.

In conclusion, pay for an excellent graphic artist that has a personality that is responsible and easy to work with. Your wonderful creative work will be a nice refection on your business.

James Neill is the owner of Coby Neill Creative, a creative advertising shop that specializes in the "Coby Look", which is projects that have a unique visual twist and said in a compelling way. Call him at 417-379-0535 or check out his website at www.cobyneillcreative.com.