Very often, it seems like designers speak a different language. They talk about UX, UI, typography, white space, and things that might not mean much to you. As a non-technical founder, working with designers can feel like stepping into unfamiliar territory. You have a vision for your startup, but translating that vision into a polished, user-friendly brand or product requires expertise that you might not have. But here’s the thing: good design isn’t just about aesthetics. It’s about building credibility, attracting customers, and making sure your business stands out.
If you’re serious about growing your startup, investing in professional design is a must. Companies that prioritize design outperform their competitors by 219% over a 10-year period (Design Council). Whether it’s your website, logo, product interface, or marketing materials, every design element contributes to how customers perceive your business. But here’s the challenge: how do you collaborate with designers effectively without being intrusive or overbearing?
In this article, we’ll explore seven practical tips to help you work seamlessly with designers—whether they’re part of your in-house team, an agency, or freelancers.
One of the biggest hurdles in working with designers is communication. You’d realize that you have ideas in your head, but getting them across in a way that makes sense to a designer isn’t always easy. Miscommunication can lead to frustrating revisions, wasted time, and a final product that doesn’t align with your expectations.
To bridge this gap, be as clear and specific as possible about your vision. Instead of saying, "I want it to look modern," provide examples of brands or designs you admire. A great way to do this is by creating a mood board which is a collection of images, colors, fonts, and visual inspirations that reflect the look and feel you’re aiming for. This will give your designer a concrete reference point and reduce guesswork.
Also, remember that good design is more than just looking good—it serves a function. When discussing your project, explain the problem you’re trying to solve, not just the aesthetic you want. For example, if your website is struggling with low engagement, tell your designer that you need a design that encourages visitors to stay longer and interact more. When designers understand the why behind a project, they can come up with better solutions.
As a founder, you are deeply invested in your brand, which means you may have strong opinions about how things should look. That’s completely understandable. However, micromanaging every design decision can backfire. Designers are trained professionals who understand visual hierarchy, user experience, and industry best practices.
If you’ve taken the time to hire a skilled designer or agency, trust them to do their job. Instead of dictating every detail, focus on providing strategic direction—explain your goals, brand personality, and target audience, then let them explore creative solutions.
Research shows that companies where design is deeply embedded in decision-making see better financial performance This is because design isn't just about making things pretty, it directly impacts usability, brand perception, and customer engagement.
Of course, you should give feedback (which we’ll cover in the next section), but try to approach the process with an open mind. Sometimes, what you think you want may not be what’s best for your brand.
Great design doesn’t happen in a vacuum. It’s an iterative process that requires back-and-forth collaboration between you and your designer. The more open and transparent the communication, the smoother the process will be.
Instead of waiting until the final design is complete to give feedback, schedule regular check-ins to review progress and make adjustments along the way. This reduces the risk of major misunderstandings and ensures that the final product aligns with your vision.
A good way to keep communication structured is by using project management tools like Trello, Asana, or Slack. These platforms allow you to track progress, share feedback, and stay on the same page without endless email chains.
Also, encourage your designer to ask questions and challenge assumptions. Sometimes, as founders, we get too close to our own ideas and fail to see alternative perspectives. A good designer will not only execute your requests but also offer insights and suggestions that can improve the final outcome.
You don’t need to become a designer, but having a basic understanding of design principles can make collaboration much easier. When you know fundamental concepts like color theory, typography, and composition, you can provide better feedback and understand why certain design choices are made.
For example, you might prefer a certain font, but if your designer explains that it reduces readability, knowing a bit about typography will help you see their point. Similarly, if you understand the importance of white space, you’ll be less likely to ask for cluttered designs that overwhelm users.
A great starting point is "The Non-Designer’s Design Book" by Robin Williams, which simplifies key design concepts in an easy-to-understand way.
One of the biggest pain points in design collaboration is vague or unhelpful feedback. Saying, “I don’t like it” or “It just doesn’t feel right” doesn’t give your designer much to work with. Instead, provide specific, constructive feedback that explains what’s not working and why.
For example, instead of saying: “The colors look off.” Say: “The current colors feel too muted for our energetic brand. Can we explore brighter options?”
This approach keeps the discussion focused and productive, ensuring that revisions move in the right direction.
Design isn’t a one-and-done task. It’s an iterative process that involves brainstorming, prototyping, testing, and refining. The first draft will rarely be perfect, and that’s completely normal. Expect multiple iterations before arriving at the final design.
Having realistic expectations about timelines and revisions will make the collaboration smoother. Good design takes time, and rushing the process often leads to poor results. Be patient, and remember that each round of feedback brings you closer to a design that truly works.
Before the project even begins, make sure you and your designer are on the same page about goals, timelines, and deliverables. A lack of clarity upfront can lead to frustration later on.
A simple project brief can help set expectations. This should include:
When expectations are clear from the start, the entire process runs more smoothly.
As a non-technical founder, you don’t need to be a design expert, all you need to know is how to collaborate effectively. By communicating your vision clearly, trusting your designer’s expertise, and staying engaged in the process, you can create something truly impactful.
Remember, great design isn’t just a “nice-to-have”—it’s a business strategy that can set you apart, attract more customers, and drive long-term success. Approach the collaboration as a partnership, and you’ll be amazed at what you and your designer can achieve together.
Now, go build something amazing! 🚀
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