The Tribune

l must admit that it can be tricky to accurately assess a person from a quick study of their resume and a brief interview or two. Candidates are obviously putting their best foot forward, and seasoned professionals have learned how to identify tell-tale signs of their true potential. This is particularly true when it comes to hiring bad graphic designers, making it pretty easy to spot them. Here are a number of signals identified as red flags to avoid.

One-tone portfolio

Hiring decisions seek more than just sheer skill. A one-tone portfolio can be a sign of inexperience, and showcase creative inability. Designers may have similar designs, but they should be used in slightly different variations.

Busy designs

Designers with minimum training can sometimes miss the most basic design elements often taught in an introductory graphic design programme. Multiple fonts that crowd a small advertisement, with numerous Photoshop effects, is taboo. A busy design with pretty much everything on it usually lacks the fundamentals of the 'elimination process'.

Questions

Graphic designers are naturally observant and pay close attention to details. However, one important marker is their ability to ask good questions. In fact, employers should be cautious of potential candidates who have no inquiries. If a designer does not ask questions to understand your values and culture, their efforts may have minimal impact on your business.

Design ideas

Organisations welcome fresh, creative perspectives. If a designer accepts your first idea without question, that is a concern. Design is subjective, and good designers understand that even the most buttoned-up assignments benefit from a little collaboration between designer and client.

A good designer understands when to push back and respectfully say 'no', leading clients from bad ideas to good ones. A client’s initial idea often might not be the best solution. Effective designs must communicate clearly and drive viewers towards an action.

Poor typography

We may have all heard “stay away from fonts like Comic Sans and Papyrus”, but there is more to typography than font choice alone. The general rule of thumb is normally two or three fonts, ensuring that they complement each other. Using four to five fonts that do not highlight a brand’s personality or convey a message is definitely a red flag. Every font has a specific use. Therefore, that expression should step forward.

Colour Palettes

Graphic design relies heavily on colours to evoke emotion. Similar to typography, various colours can conjure different feelings or reactions. As such, colours should complement rather than compete against each other. Conflicting colours that do not complement is a red flag as well.

Unclear design message

One of my biggest pet peeves are designs with a bad eye trail that fail to lead towards important elements, such as a headline or a call to action. If a viewer is confused after looking at a design, or does not understand the message, then that designer has failed. Every design needs to have a clear point.

Aesthetic over client's needs

Bad designers may follow personal trends, or even their heart, as opposed to a client’s directions. It is my firm belief that if a designer can place branding above self, then employers will definitely win in the marketplace. We must put the brand first, as a “cute design” cannot stand alone as a representation of the brand.

Criticism

While we can agree that it is difficult to take criticism, we must agree it comes with the territory. If criticism is not used as a learning tool, then the designer may be incapable of accepting and sharing creative ideas.

As with any career, there is a learning curve when it comes to working as a professional designer, but thankfully there are a host of seasoned professionals out there who have shared many red flags. As you begin laying the foundation for your design career, it can be helpful to know what makes good graphic designers so successful. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre M Bastian is a professionally-trained graphic designer/brand marketing analyst, author and certified life coach with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.