Choosing a designer isn't about «who has prettier pictures in their feed». It's about who will understand your task and carry it through to a result. Here's a checklist that will save you money and nerves.
1. Look at case studies, not pictures
A beautiful logo in a vacuum means nothing. A good case study shows the task, the thinking and the result. If the designer explains «why this way», not just «how pretty» — that's a strong sign.
2. Check for relevant experience
A poster designer and a packaging designer are different specializations. Look in the portfolio for projects close to your task: a similar niche or at least a similar type of work.
3. Assess consistency of level
One brilliant work can be a fluke. Scroll through the whole portfolio: does the designer hold the bar from project to project? A steady level matters more than a single masterpiece.
A portfolio answers the question «what can this person do». So the work should be visible right away — without extra clicks.
4. Ask the right questions
- How do you usually structure the work?
- How many concepts and edits are included in the price?
- What do I get in the end — which files and formats?
- What timelines are realistic?
- Do you work under a contract?
5. Check what communication feels like
You'll go through several iterations together. If at the messaging stage you're ignored, answered dryly or confusingly — the work will be the same. Comfortable communication is half the success.
6. Clarify contract and payment
A normal setup is a contract and prepayment (usually 50%). It protects both sides. A self-employed designer can issue a receipt and an invoice — for a business that matters.
7. Red flags
No contract, vague deadlines, refusal to show the process, a price «10 times below market», a portfolio of stock images or someone else's work — all reasons to be cautious. Quality design costs money, and that's normal.
Want a designer who ticks every box on the list?
Discuss a project →The main rule: choose not by one pretty picture, but by how the person thinks and works. It's visible already in the first conversation.