You or one of your team members may be able to shoot the images and videos or design simple graphics for your digital signs. However, the larger your sign is, the more functions it can perform, and the higher the frequency of changes in promotions you employ, the more likely it is that you will need to hire a digital sign designer. For example, you may feel confident programming and designing your text-only signs yourself, but you may need to hire a designer for your HD signs. There may be a talented Digital Sign Designer out there with an eye for aesthetics that can really drive your sales. Here are a few tips for finding the right Digital Sign designer.
Not All Graphic Designers Are Digital Sign Designers
If you are planning on hiring your current graphic designer or marketing firm, you may be disappointed to learn that they refer you to someone else—even if they offer other types of design utilized for digital purposes. For example, they may have designed your logo, social media thumbnails, and the graphics and animations for your website, but they don’t offer services for your LED signs. Even if you only want an oversized version of a printed design, they may not be able to help.
For maximum impact, designing for LEDs requires a specialty skill set. The designer you hire must understand the desired viewing range and capabilities of your sign. They must have the ability to design in 2D, 3D, and 4D. Also, to design and leverage motion graphics. Last but not least, the sheer size and scale of your sign requires an advanced understanding of visual engagement.
If your current firm can’t help, they will likely refer you to someone who can. Or you can find a freelancer or firm online.
View Their Portfolio
As with all types of artists, you must ensure you like their style. Some designers have a diverse range, and some have a signature style. So, don’t just hire someone who specializes in digital, but who has a style you enjoy. For example, retro, contemporary, or kid-friendly.
If the digital sign designer you are considering has a website, view their online portfolio. Or ask them to send examples of their work. If they are local, view one of their designs in person.
When viewing their work, go with your gut reaction. Don’t overthink it, as prospects who view your sign won’t be overthinking it, just going with their split-second impression. It may be helpful to have your team help you narrow down your top few designers.
Ensure They Understand Your Brand Identity
Your digital sign designer will likely have you fill out an in-depth brand questionnaire and/or request that you provide your brand identity package. Besides your preferred design aesthetic, this will help them understand who you are, what makes your product or services unique, and who your target demographic is. If you don’t have a formal brand identity package, they will ask you to share your logo, hex color codes, and other targeted information.
They will also request that you provide past or current marketing collateral. For example, if you have a print and online campaign up and running, they will want to view your collateral to curate cohesive multi-channel messaging.
Confirm Their Revision Policy
Many designers will provide you with more than one design to choose from. You may love a design and move forward with it, may want one revised, or may want new options. Just like your online and social media ads, you may even want to perform an A/B split test to determine which approach drives more conversions. For these reasons and more, you must confirm each designer’s revision policy.
Most designers offer a set number of revisions and will charge a flat rate fee for their time, even if you don’t end up going with one of their designs. To ensure that neither your time, or theirs, is wasted, really invest your time in the steps above. The goal is to find a designer whose artistic style matches yours and who understands your brand at a high level.
Request Ongoing Edit Pricing
You may find that you want to reuse one of the ads you love at a later date, but with a few edits. For example, if last year’s seasonal, BOGO, or holiday ads were a big hit you may want to reuse the same ad but with a few minor changes. So, check to see what their pricing is for updating an ad’s text, colors, or other minor design elements.
For example, the same “Spring Fling” ad with different colors. Or the same Christmas ad with this year’s sales items. Or the same BOGO design, featuring a different product.
Other Design Services
While standard graphic designers may not be digital sign designers, many digital sign designers offer a variety of design and branding services. So, even if you have an internal or secondary design team, ensure you know what else you can reach out to your new designer for. At the very least, it’s always good to have someone else to turn to.
This includes understanding if they can curate videos for you. For example, you may want to share a virtual tour of your hotel, real estate, or spa. This means you need HD photos and videos that are edited to perfection and sized for your oversized sign. However, not all designers are skilled at shooting or editing photos and videos. Or if they are, ask if they can also create properly formatted videos that you can post on your website and social media.
In The Market For A New Digital Sign?
Before you hire a digital sign designer, you need an HD sign! Mega LED Technology has you covered. We have custom-built indoor and outdoor LED signs, frames, and mounts for thousands of customers throughout North America. Our signs are built from scratch to ensure full function in all climates. We invite you to reach out today to learn more!
