When I was just starting out, I thought clients chose designers by their portfolios. Ten years later, I understand that they choose them by the conversation — and that is the right way to do it.

Here are five questions I recommend asking any designer before you start, whether you need a logo or a website.

“What is unacceptable to you in your work?”
If a designer says, “Everything is fine as long as I get paid,” run. A good specialist knows their boundaries.

“How many projects do you run at the same time?”
If the answer is “fifteen,” you will be number fifteen. If it is “two or three,” you have a chance of getting proper attention.

“What will you do if I do not like the concept?”
The right answer is, “We will discuss what exactly does not work and propose an alternative.” The wrong one is, “Well, you will just have to accept it.”

“Will I be able to change something myself later?”
If it is a website, yes — you should be able to. If it is a logo, at least the color and size should be manageable.

“Why does it cost this much?”
A good designer will explain what the price consists of. A bad one will say, “That is just the price.”