Why to Work with a Graphic Designer
Developer/graphic designer Kishya Greer shares why it’s a good idea to hire one before building a Squarespace site.
Needing a website means you have a business or service you want to tell the world about. You have to gain leads, get your name out in the world, and/or showcase your work. It’s all very exciting!
But before you build your Squarespace site, there are some things that need to be figured out to ensure your build goes quickly and results in exactly what you want. (I don’t know about you, but I hate surprises when money is involved.)
One way to make sure everything goes smoothly is to work with a graphic designer before your site build to help create or specify the following things:
*Supporting fonts (2-3 max)
*A simple color palette (3-5 colors)
*Images or illustrations
*A logo
(If you don’t have time to create a logo, you should know what font your brand speaks with. A nice, simple typed name on a site is a great interim solution.)
Your Logo
Logo design is a specialty, so be sure to work with a visual brand designer who is great at creating the style of logo you want. Their portfolio should tell you all you need to know. A visual brand designer can also help figure out the things you need prior to your site build (think color palette and other visual elements) while designing or making refinements to your logo. This is no simple task and could take time — so give yourself at least 4-6 weeks to go through this process.
TIP: Come to a designer with a list of other brands you like and try to explain why. It’s a great way to get on the same page visually.
Fonts
The font you choose will be the “voice” your brand speaks in. Think of the popular font “papyrus,” which was used in the movie “Avatar.” Would this font be great for a dentist? Personally, it’s not giving me dentist vibes. The key is to pick a simple font for the body copy; if you want a more decorative font, use it solely in the headlines. The designer should steer you in a way that makes sure things are legible and give the right vibe. The least amount of fonts the better — three is typically the max in any design (though there are exceptions).
Color
The color palette of your site really brings out the emotions and solidifies your tone. Think of the way the Apple site is mostly white and gray with large, colorful product photos — the products are the star. In contrast, Week of the Website’s site is very colorful and inviting, and sets a brand tone as soon as you land on any page. While working on your logo, you will have at least three colors in the logo itself but the designer should help you build a full palette of five colors or more. It might seem like a lot, but this way you have a primary palette and a secondary. (Another way to think of this is putting more emphasis on some colors over others.)
TIP: Seeing colors in use in a design is a great way to see if the palette works for you. Your logo is done, so it should be easy to create a simple mock-up with the color, fonts, and logo all working together.
Images and/or illustrations
While it is completely possible to have an image-free website, it’s rare. Will you want photos or illustrations? If photos are your thing, you can source the photos you want to use and stylize them to fit the tone you are trying to set. For example, add a warm filter or make them all grayscale. There are lots of possibilities! Depending on the web designer, the photos may not work for the space. While purchasing images specifically for the site should wait, nailing down the look should not.
If illustrations are your thing, finding a stock collection for your needs can be more challenging than you think — but it’s for sure possible. Work with a designer to find the right style illustrations for you. Most stock sites will even group several illustrations on one file, saving you money. A designer can remove, move, or add things to the illustrations. They can also use your awesome new color palette to make sure it feels unique to you. Alternatively, you can work with an illustrator to create custom scenes for you (and it’s more affordable than you think). A designer can help round up artists you may like but if you want to do your own research, check out sites like Dribbble and Behance.
Summary
You may not know it, but this is the foundation of visual branding, and by nailing this all down you’re creating brand consistency. The things you create before you start your build are the things that help make a brand successful. You will leave your competition in the dust — and your future self will thank you. Happy creating!
—Kishya Greer, developer/graphic designer
