Communicating With Creatives: How to Effectively Get What You Want in Your Designs

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Marketing execs and graphic designers need to work hand-in-hand to ensure that the final outcome meets both design aesthetics and conveys a clear and concise message to your target audience. Essentially, you want the outcome to do what it’s meant to do and also look great. 

However, as a marketer, communicating your ideas to a designer may not always be smooth-flowing, especially since there’s some jargon you may not know.

That said, taking a little time to understand the basic ‘design’ language will help you get the results you want, faster and easier. 

Creatives and graphic designers will also help you understand what you want and what you mean, so really, it’s a crossroad of different needs. However, knowing what to say and how to express yourself to these creatives helps create an effective communication bridge. 

Here are some ways to effectively communicate what you want:

  • Be specific.

Designers need and use your feedback to produce the best possible work and to create art that closely matches your idea of the final piece or product. You need to provide specific feedback to help the designer reach the end result. Take time to review drafts thoroughly. List down what you like and dislike. Listing out what you don’t like will also prevent you from giving the designer vague feedback, such as saying, “This is good” or “I don’t like it.”

  • Give examples.

Giving examples of artwork and design you like is one of the best ways to translate a message, or convey an idea you find difficult to communicate, whether verbally or through email. If you’re looking for ideas on experiential marketing, you can check out Craftsmen IND for concepts to show your designer. The web is full of resources and wide-ranging designs. You can even browse design magazines and blogs such as Muzli or Communication Arts for fresh creative ideas. Remember to be specific about the elements you like and want to see in your own designs when you show these examples to your designer. You might also end up inspiring your designer with the examples you show, and both of you can brainstorm a much better artwork for your own project.

  • Understand and ask about the logistics.

Designers, marketers, copywriters, creatives- we all have our own creative and thought process. What may seem like a quick fix to you may actually require more hours and resources for the designer. A small change in copy or modification to a website may take time because it’s neither quick nor easy. Changes can be made, and designers and creatives try to fit in these additional tasks as quickly as possible, but asking upfront about the time and resource estimate is much more polite than just making an assumption that it’s a ‘quick fix.’ Designers will give you an estimate that helps you get an idea of when you can expect a project revision or delivery to manage your timelines better. Understanding that a designer also has timelines to adhere to ensures that both parties are on the same line of thought, and results in more effective partnerships.

  • Convey your ideas with the right language.

Different industries have their own jargon, and it’s no different from the creative industry. Sometimes, designers will use technical language to help convey their thought process. To make communication better, it helps you to know what these technical terms and jargon mean, especially if you deal with creatives and designers regularly in your line of work.  

Here are some jargons you may need to remember:

  • Visual Hierarchy

This term describes the system of prioritizing texts on a page, allowing the reader to find what they are looking for and navigate the content easily. Designers will pay close attention to how a reader would read content, and this element is used to prioritize how content is laid out on an art piece. A designer will use headings, sub-headings, and body copy to make the content easier to read. 

  • Rule of Thirds

This is a guideline that designers use to align elements of a design. Images and copy are usually split into a three-by-three grid, with the main focus area being the area where the grid intersects. 

  • UX Design

This technical term refers to the user journey from where a user’s eyes go, what they anticipate on finding, what they want to look for, as well as the actions they take. UX is meant to make this journey seamless and easy. UX or user experience design is more toward websites and apps, but it can also apply to physical spaces and products.

  • Resolution

An image resolution is about how clear and crisp the quality of an image is. The higher the resolution, the better the quality. Different file types (JPG, SVP, WEBP, PNG) have different resolutions. When talking to your designer about resolution, it’s also good to know the difference between vector images and raster images. 

Final Thoughts

As a marketer, your job often requires you to be in close contact with the copywriter and the designer. These people make up part of the creative team, and whether you have an in-house or outsourced creative team, ensuring that they are part of the design process from start to end ensures that everyone is on the same page. You always won’t know what’s best for the project’s look and feel, which is why it’s okay to just let the experts do what they are good at. Trust your team, and don’t feel overwhelmed that you need to make all the decisions. Let your creative team know what you prefer, but also let them exercise their creative judgments. Restricting and restraining the creative process only makes your project bland and one-dimensional. The goal of creatives is to ensure that your vision comes to life, but make sure that you also allow the creative process to be a two-way street.

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