I love graphic designers.
They make brochures, pull up banners, billboards, emails and flyers look good
which in turn makes me look good. Over the years, I have come across staff
members who work for hours designing a brochure in Microsoft Word or Publisher
or some other design program to develop marketing collateral. When they bring their designs to me (or when I come across them) I counsel and explain to them that clip art shouldn’t be used in a professional document. Instead, I suggest they use real images, since many are readily available and I explain why limiting the number of font types in a piece can improve the professional appearance of their flyer or brochure. Simply put, I have to explain this because while well-intentioned, they, like me are not graphic designers.
I have worked for
non-profits for more than eight years now, some that have had graphic designers
on staff and others that have contracted out most of their graphic design work.
But, the one constant is that I have been able to show value in using/hiring a
professional for graphic design services. A graphic designer plays a key role
in a communications professional's work. On occasion, I have been asked to
speak about marketing a non-profit or marketing a local government entity. In
each speech, I started with the tip – hire a graphic designer. Good or bad
graphics can make or break a communications/marketing campaign. So just as I have
recommended to the groups I have spoken to, I urge you to hire a graphic
designer and stop trying to do it yourself because:
A graphic designer will add a professional look to
your message. Your image and brand
are important when promoting a product or service. Last year, I
was working on a sponsorship brochure for a new sports facility located in
the City that I work for. Typically, I send copy to a graphic designer along
with photo options. In this example, the facility wasn’t fully built and we
didn’t have/couldn’t take the best photos due to ongoing
construction. After some consultation with our contract graphic designer, we
ended up developing a photo montage that included the best photos from the incomplete facility with floor plans. The end result was a sleek, clean,
professional-looking brochure that is still being used to drive sponsorships at
the facility.
A graphic designer will provide brand continuity. One of the best things you can do for your organization
is develop a brand identity. Good graphic design will support branding. Having
flyers, brochures, business cards and stationery floating around with different
colors, fonts, etc. doesn’t further your brand identity. When counseling our
internal staff, I have made the case that all of our collateral, no matter what
department in the organization it comes from, should look like it came from the
same place. have become known as the “brand police” in many of my professional
roles. I know, not necessarily the most fun moniker to have, but, it’s an
important role. For smaller
organizations that I have worked for, I have centralized design of most/all
marketing collateral. For larger organizations, I have developed brand
guidelines and templates. Templates for things like flyers, PPT presentations,
e-letterhead, etc. (all designed by a professional graphic designer) have
assisted me in ensuring brand continuity throughout the organizations I have
worked for.
A graphic designer is skilled to develop a document that best highlights your product/service. A graphic designer can see through the clutter. They know what to highlight, they know how to select images that best align with your message and they know how to use color in a way that makes people intrigued to view your website, marketing piece or e-newsletter.
A graphic designer may save you money in the long
run. Print delays due to files being
set up incorrectly, being designed in the wrong programs, or staff spending an inordinate amount of time on one
brochure can cost your organization both time and money. Graphic designers are worth the investment as
they will save you money in the long run. They can also save you money by freeing up
staff time. They are skilled in knowing how to work with printers and get your
document produced efficiently. I always include our graphic designer on reviews
of printed pieces. In part, because it never hurts to have an extra person review a document before it is printed,
but, also, because he can see things that the untrained eye won't.
So, you may think you have a
skill for graphic design, but let’s face it – you probably don’t. I don’t. And,
that’s okay. I know what my strengths are, and while I can resize and rework
files with the best of them. Designing from scratch is not my forte. So, make
the investment and leave the graphic design work to the professionals.
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