How to Avoid Graphic Design Analysis Paralysis, Part 1
Have you ever started a project with a graphic designer, then stalled because you’re not sure about the design option(s) you’re evaluating? Here are 10 ways to avoid analysis paralysis:
1. Do your homework.
What’s the objective of the project? Maybe you want sell a product. Maybe you’re trying to effect social change with your message of public safety. Know to whom your message is directed. Learn what motivates this audience to perform the desired action. Decide in what media your project will be used; it could affect the design. Give your graphic designer the benefit of your knowledge — tell him or her what you need and you’ll give yourself the advantage of evaluating appropriate designs.
2. Use objective criteria.
It’s said that people will make emotional decisions, then justify them rationally. You’re going to do it anyway, so make sure your rationalizations are solidly grounded. Articulate why a particular design choice works. It’s not good enough to “like it” or “not like it”. Will it be appealing to the target market? Does it communicate effectively? Does it position your product or service correctly vs. your competitors? These questions will be easier to answer if you know ahead of time (and communicate to the designer) the criteria against which the design(s) will be judged.
3. Limit your options.
Imagine you’re handed a menu in a restaurant that serves meat, shellfish, and vegetarian dinners. Now imagine that you have a severe allergy to shellfish. Since you’ve already eliminated a third of the choices on the menu, you’re the first one at the table to make a selection.
Designers will usually limit your choices to no more than five, sometimes even three options. They’re certainly capable of a wider array of options, but too many choices actually inhibit the decision-making process. If your designer offers too many choices, narrow the field immediately to the best 3–5 candidates, and only select from those.
4. Adhere to a deadline.
Recalling the restaurant analogy, have you noticed that the presence of the waiter/waitress at your table is sometimes all it takes for you to (finally!) choose your meal? Have a deadline, even if it is somewhat arbitrary. It’ll help you focus.
5. Need the project.
Just as sticking to a schedule helps urge you into decision mode, needing a project will do likewise. As long as you perceive that you need the project to be completed, you’re more apt to take action to keep it on track.
to be continued…