How to choose a graphic designer

Aug 1

2 min read

Many people start their search for a graphic designer by asking a few friends, maybe posting on Facebook or going to Google or AI for search. All of these are great starting points; the list below is a soft guideline for additional considerations to keep in mind on your search and some questions you may consider.

1) Start with what you actually need from a graphic designer

Before you contact anyone, get clear on the deliverables, because the “right” designer depends on the work:

Logo / brand identity (logos, colors, typography, brand guidelines)
Marketing graphics (ads, social posts, flyers, event posters)
Web graphics / landing pages
Print design (brochures, menus, signage)

A good designer will ask questions about your audience, where the assets will be used, and your approval process.

2) Use a portfolio filter (don’t just look for “pretty”)

When you review portfolios, check for evidence they can do your type of work:

The portfolio should include examples or at least context (problem → approach → outcome/result).
Look for consistent brand systems (type/color/spacing used across multiple assets), not one-off designs.
If you need print, make sure you see print-ready production examples (not only screen mockups).

3) Match the pricing model to the project

Common approaches:

Fixed price per project (best for a logo, one campaign, defined deliverables)
Hourly / ongoing retainer (better if you’ll keep needing new graphics)

A good provider should be clear about what’s included (and what isn’t) and let you know what types of changes or requests will affect the quote.

4) Ask the “process” questions (this is where quality shows)

Short interview questions that quickly separate pros from amateurs:

“Can you walk me through how you’d approach this project from brief to final files?”
“What will I receive at the end—and in what file formats?” (e.g., vector logo files, web formats, print-ready PDFs)
“How do revisions work?” (number of rounds, timeline impact)
“Who owns the final files/design?” (get clarity in writing)

For branding projects, you will want to know about trademark considerations. You will also need to know whether or not you need to license the typeface (font) used, whether its custom or off the shelf.

5) Confirm communication + turnaround

Pick someone who:

Responds clearly and on time during your first conversations
Can commit to timelines and explains the approval steps
Doesn’t disappear between drafts

There is no standard timeline for turnarounds. If you have a clear deadline, its useful to set that in place and ensure your designer is able to commit to the timeline, what is needed from you and what might hold up the project.

6) What price tells you.

You’ll often find the cheapest option is cheap because it includes less scope (fewer concepts, fewer revisions, fewer file deliverables). Compare the plan side-by-side.

7) What AI cannot do

AI creates graphics; often the output is too detailed, too complex

, or includes elements that make it hard, if not impossible, to vectorize (think gradients). You also will not own or be able to trademark a design created using AI.

If you are looking for an experienced graphic designer for your next logo, branding, or corporate materials, finding a designer who shares your vision and can offer you clarity, ideas, and the right output can be invaluable.