Hiring a designer isn’t about picking someone who makes things look pretty. That’s a decorator’s job. A real designer solves problems. A designer figures out how to make your brand memorable, how to connect with your customers, and how to ensure that every touchpoint—website, packaging, social media—tells a story that sticks. If you’re just looking for someone to pick out colors and make things look stylish, you might be missing the point.
Common Misperceptions About Designers
The biggest mistake businesses make is assuming that a designer is an artist-for-hire. They think, “I need my website to look better,” or “I need eye-catching marketing materials,” and they go shopping for someone with a nice-looking portfolio. But branding isn’t just aesthetics. It’s strategy. It’s knowing how to create something that commands attention and keeps people engaged.
A great designer is a problem-solver first and foremost. They analyze your audience, understand your industry, and figure out how to position your brand in a way that’s both unique and effective. They don’t just make things pretty—they make things work.
First Step: Make Sure You Actually Need a Designer
Before you start your search, ask yourself: What problem am I trying to solve? Do I need a brand identity overhaul? A website that converts better? A marketing presence that doesn’t look like it was cobbled together with outdated templates?
Once you’re sure you need a designer, it’s time to look in the right places.
The Best Ways to Hire a Designer
- Referrals Are Gold
The best designers are often booked solid. They don’t need to advertise because they get work through word-of-mouth. Ask business owners you respect who they hired for branding or design work. If they’re happy, that’s a great lead. - Real Sample Work Is Better Than a Portfolio
Portfolios can be misleading. A designer’s best work might be years old, or they might have had a talented art director guiding their every move. The real test? Get sample work specific to your project.
Evaluating Portfolios the Right Way
A portfolio can tell you a lot, but only if you know what to look for.
- Is it fresh or outdated? If the portfolio site looks like it was built in 2010 and hasn’t been touched since, that’s a red flag. A good designer stays updated.
- What platform is it on? If the site is built on something like Squarespace or a powerful portfolio platform like Try ME, that’s a good sign. If it’s a clunky, broken mess, that’s not just bad branding—it’s a sign they don’t care about their own work.
- Do they have real case studies with testimonials? A portfolio full of random graphics or marketing mockups means nothing. Look for actual client work with results.
Red Flags to Watch For
- They can’t explain their work. If a designer can’t walk you through their choices—why they used a particular font, why they chose that color scheme—they might just be guessing. Good designers make intentional choices.
- They don’t ask you any questions. A designer who jumps straight into work without learning about your brand isn’t designing. They’re decorating.
The Bottom Line
If you want branding that stands out, you need a designer who does more than make things pretty. You need a problem-solver. The best way to find one? Go where the best designers are
, get real sample work, and make sure they stay current. Because great branding isn’t about looking good—it’s about making an impact.
