As a non-artist... do you have any tips for being a client?

paco

So I'm looking for a company logo and am in the position of being shown lots of designs by different designers. I'm a programmer, not an artist, and trying to figure out why I do or don't like a certain design, or what I think might make it look better, is almost impossible!

I now understand what you artists are on when you talk about submitting something and getting minimal feedback - because I'm finding it really hard to be constructive. It's really just a matter of if you show me two things, I can choose one over the other, so it's a fairly slow iteration of "warmer... warmer.... no cold again... warmer..."

Now I'm stuck trying to decide : am I better off giving some feedback - in which case I might encourage someone down a blind alley? Or just saying "nope, don't like it"? Just giving a number rating?

I figure you guys must have some advice, both being on the side of the artist, and the client. Any tips?

ZacD

Usually an artist will give you something like 8 rough ideas for an early concept, and then ask for feedback, you'd say which ones are your favorites, or what elements you like, and try to get more restrictive on what your needs are. You might also want to show designs you like, and what you'd like it to be similar to. Once both of you feel like you are getting close, you'll get fewer and fewer options and more refined concepts. It's really a collaborative effort. 

kanga

If you play the part of art director you will get a result that will make you happier. Look at logos of companies similar to your own. Pick out the best ones and try and see what elements make them attractive to you. It doesn't matter if the logo is modern or old style, if you are a clothing company a retro look might just better fit what you want to convey for example. I have done loads of logos for restaurants, shops, small manufacturers etc etc. the best logos convey a story about the company, the more the logo communicates the less advertising you need to get the messages across. The old cocacola logo looks like liquid, the new coke logo just looks like text, that sort of thing. I always shrink my designs down to a minimum size and squint at the art work to see how much of the design still communicates. If the logo is accompanied by text the text should be as short as possible, meaning the letters will be larger at a smaller size. Steer away from fussy designs that will loose their structure when small, or printed on a business card.

Hope that helps.
Cheerio

iadagraca

Yeah do what ZacD said, don't be the "just do whatever" guy cause that's just a path to having to redo the whole thing. 

The more specific you can be in direction the better the ideas will be generally, it's that simple, don't be vague. You have a mood, a inspiration to reference, words, or something in your head that tells you what you want in a ball park area. The artist should try to dig that out of your brain and you should help as much as you can.