You know you need a new brand/ad campaign/website, so you hire a professional to help you. They present two or three concepts for you to choose from, but you can’t really tell the difference. How do you know which is best? How do you know any of them are really good (other than they’re better than what you had)?

You don’t need to be a marketing expert or a designer to appreciate good work, but you do need to feel confident in what you’re creating. Continue reading →