In a nutshell, a graphic designer’s job is to both visually deliver your organizations’ message, and establish its identity. Reaching those goals can be smooth and painless if you know what to expect upfront, and if you understand that it will require working with the designer, as opposed to just letting them loose to create with little input.
The following nine tips should make the entire process a pleasant one, and enable you to make the most of the design project.

1. Steady communication. Communication is key in any relationship, and this is certainly no exception. Please bear in mind, however, that most designers tend to be highly visual people, so communication may need to be thorough. Have patience, and use all of the other tips in this section to facilitate your communication.

2. Clarity. Use of adjectives or jargon, such as saying that you want your logo to look "awesome", doesn’t communicate well into a design. Use terms that are more concrete, and better communicate the use of shapes or color, until you're both sure you understand each other.

3. Gather your resources. Without the right knowledge of the client or project, it’s very hard for us to create the perfect design for you. You know your business far better than we do, so your involvement is the expert resource we need. The more informative your answers are, the better the designs.

4. Sketch, draw, even doodle. If you have an idea that you find difficult to describe, a simple sketch can make all the difference. Even if you can only draw stick figures, sketching is often a more direct means of communication with visual designers. We understand that this is not what you do, and we won't make fun of you! In fact, the added level of communication is invaluable—it bridges the gap between our visual minds and your explanation.

5. Ask away. It will save you from unnecessary frustration. We may also use terms you're not familiar with. And many creative types "jump ahead" unintentionally in their logic; we don't want to leave you behind, and are happy to elaborate. Just call us on it!

6. Remember to give constructive feedback. Specify what you like and don't like about the concepts presented. The more explicit the information you provide, the better the outcome of the project. Keep in mind that the most helpful part about constructive feedback is the element of encouragement.

7. If you plan to bring your friends and clients into the design process to provide input, it's best to let your designer know, and as early as possible. Being ambushed by the client's friends or family at the last stage in the process, or after committing to a direction, is often disheartening to the designer. As artists, we tend to fall in love (a bit!) with our designs.

8. Keep in mind who your target audience really is if you do bring friends and family into the design process. Pardon my brashness, but if you're selling to Asian businessmen, but your caucasian, housewife friend doesn't like your logo, it may not be a problem with the logo. A design often won't be as effective outside of your target market—and that may be where your friend's feedback is coming from.

9. If you start working with your designer, and their process isn't working, then let them know! Many designers would be happy to modify their process to fit your needs. Just be as specific as possible about what's not working—do you need to see color earlier in the process, or see more of the full design—let your designer know that you need additional help, or, if you know what's wrong, how they can help!

You need to have a good working relationship, to understand each other well, and to constantly communicate to make sure the graphics that are produced are perfect for your business. Beginning the process with someone with whom you are comfortable, cooperating throughout the process and communicating effectively will provide the right solution for your professional face to your customers.

About Author Patrick King: Patrick King is President of ImagineDesign, a marketing and design firm based in Fairfax, Virginia. Starting from his first logo design at the age of nine, he holds firmly to the belief that “you never stop learning”.