As the director of marketing for our five companies, one would think I had the inside track on great graphic design. I do not, and I rely on talented people like graphic designers. Not only do they understand great tools, such as Photoshop, Illustrator, or InDesign?, but they spend their days immersed in graphic design issues. They understand the nuances and the trends. They remind me that this color text on that background is unreadable and that I've created visual clutter and confusion in my effort to say and show too much. If I ask them to add a "star burst" with a price, they guide me to a more contemporary solution that doesn't reek of 1980's clip art.

Take ownership of your project. The more information you convey to the graphic designer, the more effort you put into prepping the project, the more likely the final result will match your objectives. Take the time to collect examples of ads, websites, and sales flyers that you like. Graphic designers are visual. They'll take those cues and use them to create your design. Too often I hear someone say, "I wanted something original and didn't want to influence the creative process by being too specific or showing them examples." Really? When did vagueness become a muse? Don’t be lazy; laziness is not a brilliant creative design strategy.

Time is money and graphic designers are not mind readers. Most graphic designers work on an hourly rate with incremental time minimums. You are now paying for pondering and investigating and false starts. Each back and forth is getting you closer to your perfect design, but you're paying for the privilege of having a graphic designer at your beck and call.

Forge a relationship. Once you've found a graphic designer (or design firm) that you respect and like, it pays to remain loyal. They'll watch your back with ad agencies and suppliers. They'll guard your branding, even when you want to trample all over it because of a wild idea at 2 AM with a shelf life of 24 hours. You'll develop a communication shorthand, which saves you money and them aggravation. Each project is still your project but getting from point A to Z, your relationship with your designer will generally skip about half the alphabet.

Be open to advice. But trust your instincts. When you find a talented graphic designer, one who is in tune with your vision and your personality, hold on tight and be amazed.

See you on the Trade Show Floor - Jan Koren jkoren@AbsoluteExhibits.com