The “Big 3” Requests in Graphic Design: Are You Designing for a Bigger Picture?

“Can you create a logo for me?” This has been the most requested project I’ve received as a designer. In my early career, I would make the logo and then send the client on their way. But can you guess what would happen in the coming weeks? I’d get an email from the same client asking, “Can you put my logo on a brochure? I tried to make a business card with my new logo but…” And so on. Or, I’d see the client using their logo in the worst possible ways — stretching it, creating inconsistent content with it, using crazy colors and fonts — and it would make my blood boil.

After MANY of these experiences, I decided to take a look at the bigger picture to understand exactly what my client, teammate, or boss really needed. Sometimes a request is simple and only requires one element, but oftentimes the requestor may not know that they really need more. The way to find out if someone needs more is by asking meaningful questions to discover what their bigger goals are. What business message do you have a challenge communicating? Is this for an event? Does this design need to be displayed online and printed? What audience(s) are you communicating this to? What online channels do you use to market and advertise? What overall business goals are you trying to achieve?