"When reviewing designers, it's easy to fall in love with a polished portfolio or an aesthetic that feels trendy. But while style is important, it's not what determines success. Great design isn't just about looking good; it's about solving problems. If your designer doesn't understand your brand's goals, audience, and business objectives, even the most beautiful work can miss the mark. A minimalist website, for instance, might look elegant but fail to convert visitors if it ignores the user journey or core messaging."
"Many freelancers and agencies promote themselves as "full-service" - offering everything from branding and web design to motion graphics, UX, and copywriting. While versatility can be valuable, spreading across too many disciplines often sacrifices depth. Design is vast, and each specialty demands specific expertise. Expecting one person to master all areas of design is like expecting one chef to handle every cuisine flawlessly. You might get something passable, but rarely exceptional."
Many design projects fail not because of poor craft but because of hiring mistakes that occur early. Prioritizing aesthetic style over strategic thinking leads to work that looks good but fails to achieve business goals, audience engagement, or conversions. Strong designers show research, audience insight, and measurable objectives. Relying on so-called "full-service" generalists risks shallow results because each design specialty requires deep, specific expertise. Define required skills clearly, seek candidates who demonstrate strategy and measurable outcomes, and use appropriate hiring platforms to match the right specialists to the project needs.
Read at London Business News | Londonlovesbusiness.com
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