This Is How You Evaluate Graphic Design

August 5, 2014

Last time we talked about how you should put yourself into UI designer’s shoes to get things done, and today, we are going to share with you what kind of knowledge you should take with you when you go to them, either for a brand new task, or for modifications of previous work. 


As long as you ever worked with the designers, we probably share the experiences of having too few expressions to tell exactly what we wanted to tell while faced with the designers, especially when they started to persuade you how wrong you were on some design perspectives with some jargons in their line of work that you probably never heard before.


Sounds a bunch of difficult people to handle, doesn’t it? But that’s not the truth. If you are a MBA with 15 years of marketing experiences, and all of the sudden some sales representative pops at your seat and starts criticizing your marketing campaign, drowning him or smashing his head with your mug could be the first thing that comes to your mind, not to mention if this someone tries to change the marketing plan you have been working on for weeks already.


So, here you are some check points to get you prepared:  


1. High Level Criteria on Corporate Style Guide

This is the most important thing that needs to be followed in every company.

You can start with the essentials with the graphic designers first, such as corporate logo position, color or typefaces. Make sure first you are not asking something that’s basically out of the rules. For each presentation of the design there should be a guideline on the implementation, and the image of your company replies on the complication of all the details. 


2. Mid Level Criteria on Differentiation and Legibility

Be Legible: How good does the graphic design as a whole send the message you want it to tell? If not, can you provide any better idea to describe to help designers to verbalize it? Do you know the purpose of the work and the place the apply the work you are asking your designers to work now?

Be Flexible: 


Be Authentic: How much do you know about the similar work done by your competitors? Borrowing and reinventing something is not totally bad, but making something that ends up campaigning for your rivals is stupid. 


Be Flexible: Will there be a line of application of the same design in the near future? Does the current design be able to be extended for broader and long-term use?  


Focus on the criteria above and you can come to agreement on the final decision of the work step by step. 

Remember, it’s not about yours or the graphic designers’ preferences or any kind of specific rules of design. It’s all about efficient communication tools with the mutual respect from both sides. 


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