Don't try to do all promotions in-house if you don't have someone who can make it look great. You'll save money in the long run by hiring a designer to do it right. Businesses who don't get this point will come off looking cheap and irrelevant in their perspective markets.
DESIGN TIP #2
Don’t be afraid to be different. Simply because there is a standard size for something doesn’t mean you have to follow that standard. Specialty sizes are great for grabbing attention and attaining readership. Depending on the materials used, they can be just as reasonably priced as standard sizes.
DESIGN TIP #3
Always check the references and portfolio of a potential design hire. If you hire an inexperienced designer, or a friend/relative who says they’ll design a logo for free, the common mistake is over-designing. They don’t know where to stop, so they use all their tricks at once. This leaves you stuck in a bad spot. If it’s a friend or relative, do you risk hurting the relationship? If it’s a designer, do you know any other designers? Make sure that you know the quality of work of the person you are hiring.
DESIGN TIP #4
Ask yourself; Will this look good in black and white? Logos should be strong enough to stand out in black and white. Whether a company needs you to fax them something, or you need to create a single color ad, it is imperative to have your logo look good in black and white.
DESIGN TIP #5
Make sure to have a high resolution version of your logo. Most small businesses never think of this issue. If you ever need your logo to appear on a banner or billboard, make sure you have an image that is 300dpi or larger. You can always make a large file smaller, but you can’t always make a small file large. Simply ask your designer for high resolution versions of your logo in these formats: eps, psd, jpg, png, pdf If they cannot provide these for you, you might have an inexperienced designer.
DESIGN TIP #6
Know the PMS colors of your logo. PMS stands for Pantone Matching System. Designers use this as a standard color chart so all your printed materials will match throughout your many print orders.
DESIGN TIP #7
Make sure you have access to the typefaces used in creating your logo. Many times a small business will ask a designer to create a piece that will require the use of their specific typefaces. Make sure whoever designs your logo gives you access to the typefaces used. If you do not have the fonts and you use a different designer for your brochure, that designer will either have to buy the font or draw the font, which will both incur more expense on your part.
DESIGN TIP #8
Don’t go cheap on your website. This is a pitfall for a majority of small businesses. There are thousands of people who call themselves web designers who have no right doing so. Recognize the importance of your website. Do your online research. Look for sites that you like. Ask yourself what you like about those sites. Ask yourself what you need your website to do for you. Ask yourself what you want your customers to experience, see, or do.
DESIGN TIP #9
When sending images to a designer, make sure they are high resolution. Never pull images off of someones website to use for printed materials. Web images only need to be 72dpi (dots per inch) whereas images for print need to be 300dpi or larger. Generally speaking, if it’s under 1Mb, it’s probably not big enough.
DESIGN TIP #10
Communicate, communicate, communicate! Lack of communication can bring even the best business grief. If you have questions about the design, don’t be afraid to ask. The designer can’t read your mind and can only go off of the notes and feedback they are given. It is better to ask a lot of questions than end of with a design you don’t want.