I thought I would share some of my experience with what works best for me during the graphic design process. I will be outlining my engagement with the customer all the way to final approval of the logo or design.
The Initial Conversation
The first impression with the customer is one of the most critical parts of the graphic design process. Your goal is to make the experience as easy as possible for them without being overwhelming. Keep in mind that they are depending on your experience. During this interchange I discuss 3 points with the customer.
- What kind of design are they looking for? – This is a great opportunity to open up a discussion about if the design fits within your style. If not then you can most likely point them in a different direction to another designer who might be better suited for the job with minimal time invested.
- The deadline – At this point I like to tell the customer that my standard turn around time for first proofs are 2 to 3 business days. However, I also like to ask them if they have a deadline that needs to be met so I can let them know if I can accommodate the request or not.
- Set the expectation – This is the best opportunity to be clear with the customer about your processes such as turn around times, revision limit, and cost of design.
The deposit
It is important to charge a deposit to your client before getting started on their project. Early on I thought that I would lose potential customers if I charged a deposit. However, I have learned that the clients that are most serious about their business will be willing to pay a deposit for your services. One of the first jumps new business owners tend to take is getting their branding materials but if they get cold feet or sidetracked during the process you may never hear back from them. There are have still been a few clients that have paid the deposit that I never heard back from after the proof process. However, at least I had a financial cushion built in so I didn’t give away valuable time for free.
The Questionnaire
I always have my clients fill out a questionnaire prior to starting on the logo. This is the best way I have found to have a reference point for exactly what they are wanting and the style of logos that they like. It is here where I will often learn if the client likes very colorful logos or what fonts they like. Feel free to use my logo questionnaire below for your next project.
- What is the name of your business?
- How would you describe your business and/or products?
- What do you want your new logo to accomplish?
- Who are your main competitors?
- What’s the age range of your target customer base?
- Do you have a tagline? If so, would you like it stated along side your logo?
- Is there any specific imagery in mind for your logo?
- Are there any color preferences, or existing brand colors?
- Do you have any colors that you do not wish to use?
- What feeling or message do you want your logo to convey to those who view it?
- How do you plan on using your logo or design?
- Would you like any addition design services?
- What logos appeal to you and why?
The Proof
In my initial conversation with the client I would have set the expectation for how many proofs I provide up front. Usually for me I find that if I offer 2 to 3 variations the client will usually be ready to proceed with 1 of those variations into final revisions. In my variations I like to offer different colors, different font styles, and different icons. Often times the client will like the icon from one but the colors from another etc. I always watermark the proof concepts during this stage. Remember you need to protect your work until final payment is received from the the client.
The Final Invoice and Review
Once the client has decided on the final logo I send out the final invoice that has the remaining balance on it. I let them know that once the invoice is paid I will then send their final logo files to them via email or another method they choose. After the client has paid and you send them the final logo files I encourage you to also offer them to leave you a review for your business on Google or another search platform of choice. This will allow your future clients to have a reference point for your dependability as a business owner. If your business is not currently connected to Google click here to get started.
I hope sharing my graphic design process will help you develop a system that works for you. Be sure to check out our blog for more great content on how to improve your business!