Hi! I’m Callie. I have been a designer for 8 years, and with Hey Now! for 5 of those years. I graduated in 2014 from The Cleveland Institute of Art and hit the ground running. I’ve learned a lot about how to approach design, why and how certain decisions inform and create different results, how to approach hierarchy in design, creative problem solving, and so much more.
Over the years, in working with clients I have amassed some common questions that have really been at the intersection of how I approach design. Once we are able to successfully communicate with our clients and educate on some of these specific topics, we find that our work gets much stronger and our clients are able to offer more strategic feedback.
Read on for my list of top client design questions and responses to help you learn more.
Question #1: We’re still working on the copy but can you start designing now?
This is probably the most common design question I’ve received over the years. Because content drives design and as much as I love starting things ahead of time (this is a joke as I can be a big procrastinator!) 9 out of 10 times it really doesn’t make sense to. Any type of design will inevitably become so much stronger if we can design WITH the content. It allows me to be creative and strategic, basing the design off real context instead of shooting in the dark.
Question #2: Are you able to turn [insert project task here] around quickly/ASAP?
The honest answer from my experience is if I can, I will. Most designers are more than happy to accommodate their clients and we pride ourselves at excelling at all things time management while also thriving in a fast paced environment. But the reality is, turnaround times vary just as much as specific project needs do. There’s a lot to consider when churning out any kind of content/design: internal design and production timelines, current workload (don’t forget agencies have multiple clients – not just one!), print production timelines, and so much more. And, don’t forget, creativity takes time.
Question #3: I found this [example]. Can we do this exact same thing?
Many creatives are experts at filtering feedback. While I encourage sharing visual examples, they should be intended only as inspiration or guidelines of what you’re looking for. A well-trained designer actually shouldn’t be so quick to simply duplicate on your behalf. Instead, communicate to your designer what specific characteristics you enjoy about the examples. A designer can digest feedback in a remarkable way that should both incorporate your insight while also showcasing your brand’s aesthetic and providing you something new and different!
Question #4: Let’s use this photo I grabbed from Google!
Images found online are a great resource: for inspiration. There’s a good chance though that what you found isn’t licensed for personal or [specifically] commercial use. For legal reasons, we make sure to use stock image sites (free ones exist!) and you don’t have to think twice. There are exceptions to this rule but a good rule of thumb is if it’s not yours, or you don’t have clear permission to use it, don’t use it.
Question #5- Can you make our logo bigger?
While it may seem like this is a simple question of just making something bigger or not, it’s really about hierarchy. Hierarchy is a visual design principle that helps us visually communicate the importance of the content we are working with. Using tools like size, color, contrast, alignment, repetition, whitespace and more helps to establish how the user will consume the piece, removing friction and enhancing comprehension and usability.
If you are asking this question, think about the result of “making it bigger”- the logo now becomes the focal point and the priority in hierarchy. Is that the most important thing you want to convey?
Hey! Callie comes standard with every Hey Now! Media project!
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