7 Questions to Help You and Your Graphic Designer Create Tangible Results


The internet has helped millions of graphic designers find work, and has pushed the perception of the design industry from a luxury, to a mandatory business service. Once being a pricey bill for companies with large budgets, graphic design now thrives in small business and entrepreneurial ventures online.

But there’s a misconception that graphic design is a fast-food type of labor. The customer places an order and expects a solution with a vague purpose and undefined ROI to be hot and ready a few moments later, all for a few bucks. This approach simply doesn’t work.

Vague results include; going viral, eye-popping, attention getting, traffic driving, and unrealistic profit generating. These results are buzzwords which are undefined. How could any designer know what going viral means to you? How could any designer create an eye-popping visual that meets your requirements for eye-popping? Attention getting can be easier if you want to be controversial, but do you want your company to use controversial advertising? These vague, off target approaches happen all the time, and all of these projects fail.

Quality Design Starts with a Defined Objective

The design process is a messy, oscillating undertaking that blends psychology, marketing and graphic art. Like putting a puzzle together, a designer will work on one corner, then jump to the middle, then to another corner, putting the big picture together from multiple angles.

To help set boundaries for this puzzle, along with a reference image you can start by breaking down your actual need for a design project by answering the following 7 questions.

  1. What is your problem?
  2. Why do you want this problem solved?
  3. Who is your targeted customer?
  4. What benefits do you provide to your customers?
  5. What is the single result you want?
  6. How do you plan to get this result?
  7. What is the indicator that will verify your single result is achieved?

For example, let’s pretend you are a fitness coach, who creates online video classes for new mothers who want to return to the weight they were before becoming pregnant. The 7 questions could be answered as follows:

  1. Your problem is within under a year, a mother returns to her normal weight and no longer needs your current classes.
  2. You want to solve this problem, because retaining customers is easier and cheaper than acquiring new ones.
  3. Your targeted audience is women between 20-35, who have the time and money to participate in your classes.
  4. These women benefit by getting back into shape at their convenience, while being able to workout from their homes, and keep an eye on their newborn.
  5. You want to increase your customer retention rates from under a year to 3 years.
  6. You are going to offer new classes that allow mothers to workout with their 1-3 year olds, allowing your customers to continue to benefit from the values and conveniences your fitness classes provide.
  7. You indicator is when you have a 6-month interval of retaining 50% of your new customers passed the 1 year mark.

Once you have those 7 questions answered, you can provide them to a graphic designer who can then start helping you to achieve your goal using a realistic approach that has tangible goals.

Graphic Design is a Creative Means to an End

Constructing a marketing or branding deliverable that represents your company in an oversaturated field, requires critical thinking, planning and research. Depending on your problem and need, a graphic designer can approach your obstacle in a focused manner, while experimenting wisely and testing the work on the the appropriate customer to reach the result you’re looking to achieve.

Chris Brock