Jan 05 2010
Back in October, Phyllis Zimbler Miller, an Internet business consultant wrote an article outlining steps for business owners to take when working with a web designer. More specifically, exactly how to "tell them" what to create. I can't completely write off Phyllis' thoughts as some are on the right track. However, much of what she wrote is misleading at best and pigeonholes web designers at worst.
One basic problem is that many website designers are just that - designers. Even if they do the coding besides the design, they are often focused primarily on the design.
There's some truth to this, especially if you consider the conversations many web designers and developers have had over titles. What makes someone a designer versus a developer versus a programmer? It gets hairy. Occupational titles aside though, this is why just looking through a portfolio isn't enough when deciding who to hire. Taking the time to discuss specific projects and processes will really help set the "eye candy" designers from the results-oriented ones. And if you're a designer, simply showing off the pretty stuff you've created just doesn't cut it anymore. Business owners expect results and while the design may have a direct impact on results, your portfolio needs to explain how and what else you provided for a client / project.
Phyllis goes on to say, "The reason this is a problem is because good design is not necessarily good marketing." This isn't entirely true.
A good designer - a really good one - knows and understands that good design isn't just pretty images or decoration or veneer. It's more than cool layouts and Photoshop filters. Good design really is about marketing – that's one of the things that separates it from fine art. If your designer doesn't understand this it's time to hire a marketing agency or a designer that does get it.
If you doubt this, think about the billboards you've seen with beautiful lettering - that you can't read as you drive by.
This example is rather lame. A billboard with "lettering" that can't be read has failed to be good design because it's failed to communicate.
This leads to actually two questions. The first is: How do you learn what an effective marketing website needs? You should read everything you can about website usability issues and marketing-effective websites.
I'm not against clients / business owners learning all they can about usability or online marketing, or even design. In fact, I encourage it. However, the statement Phyllis makes somewhat suggests that once you do know "enough" (whatever that may be), you'll know more than an experienced designer.
While I agree that there are designers that do focus solely on eye candy, many of us do not (we focus on much more than that). "Eye candy" is an important element, especially if you want attention and brand recognition, but a good, experienced web designer will know about usability, site architecture, accessibility, ROI, etc.
The second question is: How do you tell your designer that you are not trying for your website to win a design award - you want it to win the hearts and/or the pocketbooks of your target markets.
If you've done your homework and actually hired a good designer that doesn't care about awards, you won't need to even think about this, let alone ask about it. The designers that create projects with any hope of winning a design award is the wrong designer. They're thinking about their own gain, not yours. Striving for killer design isn't a bad thing at all, but it must come in parallel to the needs of the site's audience.
It's a good idea to be upfront when choosing a web designer. You can ask: "Are you comfortable that I may turn down your design elements in favor of simpler elements that make it easier for people to navigate my site?"
Again, you shouldn't have to ask this question!
Sadly, I do get why this is suggested. There are plenty of designers that think they're design geniuses and that their clients are idiots. Perhaps the better question is whether a designer is comfortable with criticism. A good, professional designer will choose design elements, not for the sake of design or art, but for a good reason that relates to branding, overall visual message, usability, site goals and/or business objectives.
Of course, there are ways and then there are ways of telling a web designer what you would like. In other words, there's no need to say: "I don't like that - it doesn't work well." Instead you can say: "That's a lovely design element although I don't think it will work for my target market. Could we try something a little less flashy?"
Yes, absolutely. But don't be condescending. That's a good way to have a designer lose excitement for your project. Who wants to do work for someone who treats you like an idiot? (Yes, I realize that that happens on both sides of the proverbial line.) Instead, just say that it won't work and explain why. Don't try to turn it into a critique session or compliment sandwich.
Overall, Phyllis makes designers out to be this group of ego-driven, snobby people. While I know this comes based out of fact and the oh-so-great legacy and reputation the ad agencies of the 50s, 60s, 70s and 80s left us, most of us aren't that way at all. The designers that give a crap are out to help their clients. Not doing so would leave many of us without work. Designers are not a business owner's enemy or some obstacle to overcome to get your website done. They are your ally and your guide.