What Clients Look for in Graphic Designers

Clients look for certain things in graphic designers, and unless you know what those are you’ll have trouble closing sales. The main objective of any selling you do to prospective clients needs to be to meet their needs. You can persuade them that you are willing and able to help them overcome their problems and accomplish their goals by showing them that you’ve got what they’re looking for.

Membership in Design Associations

Some of your clients won’t care about your memberships, but others will. You have to make a decision as to the type of clients you want to target. If joining certain organizations will make you more marketable to your target audience, then it’s something that you need to take into consideration. For example, a solo entrepreneur may have little interest in what association you’re a member of. That person’s primary concern is likely going to be costs. A large corporate manager may only hire graphic designers who are members of design associations that he finds credible or prestigious.

Expertise in Certain Areas

Graphic designers who hold themselves out as experts in limited areas will appeal to many prospective clients. Some examples of specialties include animators, logo designers and illustrators. A client who wants high quality work will often not gravitate towards a graphic designer who is a generalist. For example, a software development company will try to hire someone with experience and expertise in designing for digital assets. If you need additional training to become an expert, then find the time and earn extra money to do so. Research the Internet for free or low-cost tutorials so that you can teach yourself some of the skills that you’ll need to not only be an expert, but also to gain a competitive advantage.

Price Does Matter

Some clients are not impressed with low priced designers. The opposite is true and can give some prospective clients the wrong idea about the services that you offer. Clients who want great work may be suspicious of a graphic designer who promises to do the work for below market rates. They are looking for a good balance between price and quality, but if you lowball your services, many of them will go to a higher priced competitor. At the same time, you don’t want to price yourself out of the market. Research your competitors and your target market and try to figure out what price will best represent the value that you can deliver.

Communication Makes the Difference

The worst mistake that many graphic designers make is to stop communicating with clients once they’ve been hired.  Clients want you to communicate with them along the way and not just at the beginning or end of the project. Don’t just wait to speak with your clients when problems or questions arise. Notify them of your progress, when you reach specific milestones in the project and after you complete the project. You’ll build a great reputation and attract more clients.

Strengthen these areas and you’ll be in a better position to compete against other graphic designers. If you don’t, then clients will look to others who can give them what they want.