Using Picasso's Paintbrush Doesn't Make You Picasso

With all the amazing things computers, software, and the Internet can do, there's a persistent belief that makes every trained designer cringe: the idea that all you need to be a designer today is a computer (usually a Mac). Yes, artists and designers in general can be highly judgmental and elitist, vocally observing that people are most certainly not equal when it comes to design talent.

The fact is that even within a single design field, no two designers are equal. As hard as I try to create designs that have that counterculture, dark, grunge, gothic look to them ... it doesn't happen. It's not within my realm of creation. Even the most "dark" design I try to illustrate somehow turns out cute and clean. On the other hand, a designer that can crank out delicious images with vintage faded background texts and Victorian style floral borders might have an impossible task ahead of them when asked to design a corporate look.

No, using Picasso's paintbrush doesn't make you Picasso. You can shell out all the cash you want on a Mac, the Adobe Creative Suite, and then spend tons of time and money with books teaching you how to use everything. But it still comes down to this: do you really have any desire to be a designer in the first place, or are you just trying to save some money?

Most people who are not designers or artists aren't for a very simple reason. It's not part of their natural makeup. They're not driven to create. There's absolutely nothing wrong with that - as long as you can take a reasonable step back, focus on where your talents lie (I personally envy all of you who can work with numbers and *ack* accounting like it's second nature) and leave the rest to those who are dedicated to design.

What Designs Require a Designer?

Trained designers range in both the type of work they specialize in, as well as the mediums they excel in. So what things do you really need a designer for, anyway? There are specific elements that go into a good, strong design that must be addressed no matter what medium you're using. It can be for-print work, broadcast pieces, websites and web graphics, business packaging and stationary, and even mobile phone displays.

To decide if your project requires a trained designer, ask yourself these questions:

1. Am I versed in, or at least very aware of, the concept of color psychology and how colors will affect my project?

2. Do I feel comfortable working with concepts like space, balance, action, and interest?

3. Can I leave my ego out of the design process, to focus solely on a design that will best suit my project?

Unless you can answer - honestly and confidently - yes to all three questions, you're going to be on the search for a good designer.

Your Job in the Design Process

Believe it or not, everything already stated taken into consideration, your job in the design process is actually the most important. Though you have admitted that you probably can't (at least cost-effectively) produce a design as professionally as your project deserves, it's your vision that will drive the design.

To make working with your designer a much more pleasant experience, take the time to do your homework and offer your input. In three stages, here is what your job in the design process should involve - any designer not willing to work with you using this process should be passed on for one that will, because they'll be more reputable.

Stage One: Preparation

Before you even contact a designer, sit down and think about what your project must achieve. Ask yourself questions - and jot down notes - about things like what type of audience you're targeting, and the "feel" that you'd like to create based on that audience. What colors do you love, think would be perfect for your project, and which ones should the designer avoid at all costs? Finally, do you have ideas about what the end product should look like? You might not have a perfectly clear picture, but in designing a product label you might know for certain that you want your bottle colors to show through, or that your magazine ad should look like it is an article. This preparation work will allow you to tell the designer exactly what you're looking for and they'll be on steady footing to get started.

Stage Two: Feedback

As your project progresses, the designer you work with should be providing previews of the work they're doing so that you can rest assured they're headed in the right direction. Depending on the medium and complexity of the project, the designer might provide previews in stages or they might create a complete "mock-up" for you to look at.

Your job at this point is to be objective. Compare what you're being shown to what you asked for, and allow room for the designer to have made some changes based on their experience with what will make your project work best. Wiggle room, not a completely different look. Pay special attention to things like the colors used, fonts, wording, individual graphic elements, and the flow of the entire piece.

Then, get back to the designer with realistic feedback. Changing the fonts isn't a major deal, but if your only problem with a complex illustration is that the model's shade of lipstick isn't quite as red as you wanted it to be, realize that this can actually take a lot more work than you'd think to change. If something is close enough to your vision that it actually works, really consider whether it's a big enough deal to change. If in doubt, communicate with your designer. They're going to be more than happy to explain their reasons for choosing a specific color over another, or placing the text in such a way. The reasoning behind their decisions might make a lot of sense once you've heard them out.

Most of all, be very communicative. Be open, honest, and make suggestions during this stage. You're paying to have a great product, but it's a team effort to get there.

Stage Three: Post-Production

Once the project has been designed to your satisfaction, it's time to make sure that both you and the designer are very, very clear on what will be delivered. Yes, this is something that you've already covered when you first started working with the designer, but it never hurts to list your expectations based on what was agreed on and paid for.

When the project and/or product is in your hands (or on your hard drive), take the time to really look it over. Do this right away - don't wait a week or two. The sooner you take a look at everything, the sooner you can contact the designer with any questions you have. Any reputable designer will be happy to offer free support, answering basic questions about how to use what they've delivered, within reason.

Following these three stages will ensure that both you and the designer get the most out of the project, and that your design is just as beautiful to you as any Picasso.