Sure, you can create your logo, website, or poster on your own. You're a crafty person with an eye for design. Website builders, stock graphics, photos and templates have never been more accessible to more people. It'd certainly be cheaper than hiring a professional.
But, there are a few things you might not have thought about when deciding to DIY over hiring a graphic designer. Let me tell you five reasons why you shouldn't do it yourself.
#1: You run the very high risk of grabbing the same design as another business
Ever been so happy when you bought such a perfect piece of clothing you found after hours of searching, one you knew was so your style, then showed up to work the next day and your coworker had on the same thing? You laugh it off, but secretly, you're a little embarrassed you're wearing the same thing.
Just like personal style choices, you don't want your business looking exactly like another business. Chances are this other business isn't related at all to yours, and customers will get very confused if they see the same logo or elements for a completely different service that may contradict yours and reflect on you negatively.
Professional graphic designers spend a lot of time doing what's called "discovery and research." We spend hours researching similar businesses or projects, making sure we aren't directly copying or creating something too similar to what we're making for you. We want your product to look like it belongs to your niche, but to also be unique.
#2: Unknown copyright laws on photos and graphics can give you a headache later
You saw the perfect picture on Google for the brochure you're making for your business. It's so easy to just right click and save it, isn't it? Stop right there.
Even if you use Google's search tools to find images that are allowed to be modified and redistributed without permission, or under a creative commons license, there's a big risk of using a photo without the creator's permission. That can land you in hot water down the road if the creator is aware you are using their work for monetary gain.
Recently there was a photographer who hunted down every instance of misuse of her photos online, and she collected over $10,000 in settlements from the users. Ouch.
Don't let this be you. Your graphic designer has subscriptions to stock photo websites that have all the proper licensing with artists, and these are higher quality photos than you can find for free online. Your designer may also work directly with a photographer who is being adequately compensated for their work.
#3: The files you create, or buy, might not be the right format you need
Websites, print projects and videos all require specific formats of files to work and display properly. Most people setting out to create their own products quickly realize the file they created won’t work for the application they intended it for. Usually this is when they get something back from the printer and it looks nothing like it did on the screen! That’s time and money thrown out the window.
Graphic designers are experienced in professional design software and are used to working with a multitude of different file types. They can translate the lingo for you on the printer’s specs, the website dimensions, or the video graphic resolution and easily create all the file formats you need for any application. Proper file type ensures a beautiful end product.
#4: You might not be making the best product to reach your audience
Let’s say you need a new way to reach clients. You decide on mailing a standard tri-fold brochure about the services you offer. You start making it and everything looks good. You print and mail 1,000 of them to potential customers. Anxiously, you wait for phone calls to pour in from your mailings.
Nothing happens. Why?
When you work with a graphic designer, they’re going to be helping you determine the best product to create to meet your goals. The benefit of working with a designer is also the communications background they have, and the design trends they keep on top of.
The brochure wasn’t the best way to reach your clients, but don’t worry, there is a good way. The designer will help you find it and make something tailored just for the people you’re trying to reach.
#5: Realizing design is time, and time is money for you
You love your business and helping design the promotional products for it is important to you. But do you have the time it takes to create a really nicely designed product, when you may or may not have the graphic design skills?
A typical logo design can take fifteen hours or more when you add up all the research, concepts, revisions and testing.
I once had a client tell me when I presented him his first round of logo design concepts, "I should have hired you a long time ago." He had been using his own logo design for a while and while it worked, didn't have the professional look he wanted, and was difficult to use in many applications.
When you hire a designer, you don’t have to let go of your ideas for designs, but you do get to let go of the hours of time you would have spent agonizing over how to use a computer program to make your design work the way you want it to.
Hiring a designer doesn’t mean you don’t have control over your visual identity
Designers need your creative energy and ideas to help them make something great for you. You know your business best and you know what you like and what your customers want. Design is a collaborative process, requiring work from both client and designer to achieve the end goal. Hiring someone with the right skills to help you can actually help take your vision even further than you imagined!
If you’re thinking about tackling that next menu design or business card layout yourself, keep these five reasons in mind before you dive in, and consider hiring a designer instead.