Choosing a Graphic Designer

Compare with portfolio, proposal, contract and scope of delivery

Compare with portfolio, proposal, contract and scope of delivery

Evaluate the portfolio

Examine similar problem, actual project role and available deliverables. Don't decide based on visual style alone.

Compare like-for-like quotes

Check whether the number of designs, adaptations, evaluation rounds and source files are in the same scope.

Plan collaboration

Determine the approval person, feedback method and delivery dates in writing before you start.

When comparing graphic designers, first describe your need in writing, then evaluate candidates with the same criteria based on their actual roles in similar jobs, scope of the offer and working methods. The lowest price or the flashiest presentation alone does not indicate the right match. I am Selçuk Aker; I have been designing for agencies and independently for over 19 years. On this page, I share the selection mistakes I see from the other side of the table, the bidding designer, and a checklist you can use before meeting with a designer.

Define your need first

A search that begins with “I need a logo” or “We will have a catalog made” ends with a comparison of very different offers. Before talking to designers, gather this information on one page:

• Why is the design made, what should it tell to whom?
• In which media will it be used: print, packaging, web, social media?
• List of deliverables and approximate number of adaptations
• Ready-made contents: logo, text, photo, product information, technical template
• Target date and person who will give final approval
• Your expectation of source file and usage rights

This brief brief allows you to ask each candidate the same question. Only then can the answers to the same question be compared.

Selection criteria: what to look for and in what order?

The order is intentional. Price is last, because comparing two prices that are not equalized in scope means treating different services as the same.

How to read portfolio?

Search for similar problem first

For a coffee packaging project, corporate website images alone do not provide sufficient comparison. Ask to see packages with product variant, surface size and information layout resolved. In the catalogue, look at the inner page system and product tables as well as the cover. Similar industry experience may be useful; however, the real question is how the designer handles a task of similar complexity.

Single image or system?

A single impressive visual does not indicate that a system has been installed. In identity work, look at how the logo behaves in a small size, in a single color, and on different materials. See how the main image was moved to different sizes in the campaign. The interface is not just about the opening screen; Ask if blank screen, error, and loading situations are also intended.

Applied work or presentation image?

Presentation images embedded in ready-made templates show the work well, but do not tell whether the work was actually produced. A printed catalogue, a package on the shelf or a live site indicates that the production phase has also been resolved. Concept works prepared with one's own desire to work are not worthless, but they need to be clearly stated that they are.

Ask who is doing what on the project

The inclusion of a work in a portfolio does not necessarily mean that the entire process was done by a single person. The logo, photo, text, interface and software may be prepared by different teams. Clearly articulating the designer's role makes evaluation easier. If measured results are mentioned, ask what the measurement is based on and what period it covers.

Let me give an example from my own work: I run identity, web, catalogue, packaging and other branding applications for Pedaş. I prepared the Yatcim website completely; I designed the interfaces for ERP Software and Danone. This scope information tells you from what angle you can examine images in my portfolio.

Questions you can ask at the first meeting

The interview is the place to learn what the portfolio does not tell. The following questions reveal whether you understand both the working method and the job:

1. What do you think is the biggest uncertainty in this project?
2. How did you handle a similar job, what decisions did you make yourself?
3. What will I see in the first presentation: how many aspects, which sample applications?
4. How do you define the boundary between revision and new work?
5. Which files and in which formats will you deliver?
6. How are source files and usage rights handled upon delivery?
7. How to update the calendar if content arrives late or scope changes?
8. Is coordination with the printing house, manufacturer or software team included?
9. Who will we talk to, through which channel and how often during the project?
10. How do we work if there is a need for updates after delivery?

It is important that the designer not only answers your questions, but also asks you questions to understand the scope. Someone who quotes without asking any questions may not yet understand your business. You can review graphic design process for preparation.

Compare offers within the same scope

Two proposals with the same title often do not describe the same job. Check these items before comparing:

• How many original designs and how many sizes or product adaptations are there?
• Who will provide the text, photographs and translation?
• At what stages will evaluation and revision be made?
• Are the print file, screen output and editable source file included?
• Are the terms of use of fonts, stock images and other licenses clear?
• How will the calendar be updated if the content arrives late or the scope changes?
• Is post-delivery coordination with the manufacturer or software team included?

An example comparison for a catalog job might look like this:

In this chart, Bid B may appear cheaper. But if you need to purchase the application of the inner pages and the source file separately later, the total cost and time will vary. Missing items may create additional costs or delays at a later stage.

Red flags

One of the following alone may not be enough to eliminate a candidate, but be careful if several of them are combined:

• Giving a price immediately without asking any questions or reading the brief
• Not being able to explain his/her role in the works in the portfolio or explaining each job as if he/she did it alone.
• Promising results that are not determined by design alone, such as increased sales or number of clicks
• Promising unlimited revisions; this usually indicates that the process is not defined
• Being vague when asked about source file, font and image licenses
• Avoiding giving a written list of files to be delivered
• Giving the exact date without associating the calendar with your content and approval dates
• Portfolio images that are too similar to the work of other designers or whose origin is unknown

Brief, contract and revision: what needs to be in writing before you start

Even for a short job, having the following items written in the quote, email or contract will prevent most later disputes:

• Scope: Works to be designed, number of adaptations and what is excluded from the scope
• Delivery files: Print, screen and source file formats
• Usage rights: In which channels and for how long the design will be used, font and stock image licenses
• Revision definition: How many evaluation rounds there are, how the request for new direction will be handled
• Calendar: Interim deliveries and the dates you will approve with the content
• Payment plan: Prepayment, interim payment and payment on delivery steps
• Cancellation and postponement: How the work will be evaluated if the project is stopped
• Approval responsible: The only person who will collect the feedback and make the final decision

Being clear about revision is important for both parties. An edit to a title or a correction to approved content is a revision. Changing the target audience, adding a new product group, or abandoning the approved direction completely are considered additional scope and their impact on the schedule and budget is discussed separately.

Discuss existing work rather than requesting a free sample

Hearing the rationale for decisions through a completed portfolio work can be more revealing than a quick free trial. Free trial jobs are often prepared without a brief, without research and in a hurry; It does not show the actual working style of the designer. If a real trial project is needed, start with a small, paid job with a clear scope; Also determine the right of use and scope of delivery.

Freelance designer or agency?

There are situations where both are strong. The decision depends on the scale of your project and your coordination needs:

It may be practical to work directly with a designer on projects that require a consistent execution of a single visual language and whose capacity is manageable. A team structure may be required in situations where many expertise and deliverables are required at the same time. If you are working with an independent rather than an agency, determine at the outset who will have tasks that require additional expertise.

Pre-election checklist

Check these items for each candidate before making your decision:

• I saw at least one work in the portfolio of similar complexity to me
• I learned the real role of the person in these works
• Asked questions to understand the scope during the interview
• The list of delivery files was given in writing
• Revised and new job separation defined
• Source file and usage rights were discussed
• Calendar planned with my content and approval dates
• Payment plan and cancellation policy are clear
• I compared offers based on the same job listing

I explained in detail which tasks the graphic designer naturally undertakes and which should be discussed separately in the guide to the tasks of the graphic designer.

How do you clarify scope with Selçuk Aker?

You can share your list of needs and existing files from contact form. In the first evaluation, we discuss what deliverables are required and what is expected from me and your team. If you're unsure about the distinction of specialization, graphic designers guide compares brand, publication and digital product roles.

Preparation for the first meeting

Share your requirements and existing content so we can agree on the design scope, responsibilities and deliverables.

• A shared scope of work for comparing quotes
• Similar project type you want to see in the portfolio
• Your budget, schedule and file delivery priorities