- I worked with an architect once
who had a rather large ego.
At every meeting, he reminded me how important
and talented he was.
He also told me at least 20 times,
that he would be designing his own logo, stationery,
promotional materials, and website himself,
but he just didn't have the time.
After the 21st time hearing this, I answered,
"That's funny, I was going to design and build an addition
"to my house, but I don't have the time."
I assume mistakenly that most people understand
the downside of designing their own materials
if they are not a graphic designer.
The technology today makes it appear easy.
Why should I spend money on something I can do myself?
After all, it's just a logo, how hard could that be?
Compounding the problem is the fact
that good design should look effortless.
Desperate and contrived design doesn't work.
Good graphic designers know this.
It takes time, labor, and experience
to design a successful solution.
I'm going to walk down a hypothetical case study
to help make this clearer.
Let's say I'm starting a new gallery for photography.
I decide to design my own materials to save money.
First, I think of a name: Nice Photography Gallery.
I design a logo in Microsoft Word
because I know this better than other programs.
So far, so good.
I add the logo to the letterhead design
and order business cards with Fast Print Company.
Then I design my website using a template.
Now I'm done and have saved a lot of money,
but the name won't work because the domain name is taken.
I just spent my budget on letterhead and business cards
that I can't use.
The business cards came back and didn't have the quality
that I saw on the printer's website.
And the website looks amateurish and unprofessional.
If I hired a graphic designer, he or she would have worked
with me to find a name that spoke to the brand message
that we developed together.
They would have registered the domain name immediately.
The logo would have been designed to be unique,
flexible, and neutral, so I could evolve my business.
It would exist in several digital formats
appropriate for the final usage, print or screen-based.
The business card would be designed and printed
with a good printer, organized by the designer.
He or she would have specified a paper stock
from the 100s of options,
that felt great and had some weight.
And my website would now be easy to use, change, and add to.
It would have a unique vision that matches my brand message.
In the end, hiring a designer saves money,
elevates your most important asset, and avoids a multitude
of costly and possibly brand-killing mistakes.
Keep in mind, it looks easy but it's not.
There are technical, aesthetic, and communication issues
that inform every decision.
Let the designer do his or her job, collaborate,
and never skimp on your outward message or the creative.