Share your vision, not just your PowerPoint

Today, more than ever, we rely on the expertise of graphic designers, content developers, or instructional designers to create and produce our ideas into stimulating, visual materials. So why do you often feel disappointed when the final products don't turn out as envisioned? It's because you're sharing individual pieces of work and not your overall vision.

If you've ever said to yourself:

• I thought it would look different.
• I was hoping they'd use similar colors or the font we used the last time.
• I thought they might be more creative.

It's likely there's a misunderstanding of the bigger picture. All designers train to assimilate the details of a project. Their professional training leads them to ask questions about the task in front of them. If you're thinking the overall business scope should be included as part of this project, sharing this information can assist in helping them to understand your vision. Otherwise, it's almost impossible to recreate it with one stand-alone project. 

One way to share your vision is to provide samples of brand materials you use regularly or examples you've run across that offer an image of what you're hoping to achieve. Remember, designers need to understand the broad view and rely on your input to see where the individual projects or pieces contribute to bigger goals.

So the next time you're feeling discouraged or disappointed in your contract or freelance help, remember these five steps to enjoy the creative process:

1. Share. Your vision, concerns, and expectations include time allotment, costs, types of images, and the review schedule to establish a successful design project.
2. Bring examples. Always keep intellectual property rules in mind; however, it will still be helpful to show and explain what caught your attention, such as colors, layout, messaging, size, etc.
3. Mock-ups. Have a designer sketch out some quick examples. This effort can prove valuable to know how the designer sees things. Or ask to see similar work they have done in the past.
4. Have a plan. So many times, people begin with a single PowerPoint or an ad; this leads to wasted time, money and may lead down the wrong path. Instead, have at least a quarterly plan so materials can be aligned and you gain more value for your efforts.
5. Be realistic. Designers need time, especially when asking for their creative input. Time can also extend when waiting for images or content from you or another source, so talk through a timeline and build in some additional time so the results are quality and meet your expectations.

For a true bonus, create a relationship with your designer and gain a team member who understands how their work helps shape the message of your business. A long-term team member will help define your brand and also be able to carry that forward in future projects. The results can be better products with less explanation, resulting in saved time and money.

So remember, share more than just your PowerPoint; it's time to share the big vision. You should enjoy the creative process and see your brand come to life!