Famous Last Words: How to Hire a Designer
Miserable Portrait of a Classy Lady
Heaven knows what Her Majesty thinks of the 2001 Lucian Freud portrait, now in the collection of the Queen's Gallery. I think Sir Winston's comment on the Sutherland work fits it fine.
Like many designers in the world of books, advertising and the Internet, artists can be mischievous and want to make a statement rather than make the clients happy. Some are just plain lousy.
If you get the unenviable assignment of hiring an artist, start with viewing their own promotional portfolio. Then do the following: 1) scour the Internet for samples of their work; 2) once you've settled on several candidates, do a thorough search for reviews—positive and negative; and, finally, put together a separate portfolio of each artist's work, together with a biography and the reviews.
If a dud gets hired, it won't be your fault.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is "Write Everything Right!" Visit him at dennyhatch.com or contact him at email@example.com.