Many of my friends starting businesses have neglected the value of design and the enormous impact a thorough design process can have on their understanding of core customers and core business values.

This is why, of all the questions I could ask AIGA Boston president Suzanne McKenzie, I had to ask how she would describe the value of a designer. She didn’t disappoint and quickly gave us examples of how short term thinking can have long term repercussions.

DesignIsMyThing™: Where are you from and what do you do?

Suzanne McKenzie: I grew up in Hollis Center, Maine, a small town about 30 minutes west of Portland. My parents still live in the house I grew up in, so it’s always nice to go home again. I came to Boston in 1996 for college, following my older sisters who went to Boston University and Emerson College, to the big city. I attended Suffolk University/New England School of Art and Design. After 8 years at Arnold and 2 years at Continuum, I opened my own practice and am Creative Director and Principal of my own firm, Buoy Inc which specializes in projects for the social entrepreneurship and socially conscious categories. I also sit on the AIGA Boston Board as President.

DIMT: What would you say to someone starting a business, needs an identity design (for example) but figures designers are a waste of money? In other words, how would you describe the value of a designer?

SM: It is the responsibility of the designer to demonstrate the value of design to their prospect client. At first glace, it may make sense to a client to farm out their identity to a website giving away $50 logos, but the long term repercussions are great. Is the client going to get a comprehensive evaluation of their business by interacting with a logo farm site? I’ve seen time and time again that when clients cut corners on investing in design up front, they end up spending more money and time with do-overs because they do not invest in design thinking and evaluating their business needs from a 360 degree view. Design and branding is not just a logo anymore, it is the immersion of consumers into a holistic experience.

DIMT: One the other hand, how would you direct someone looking for a graphic designer to ensure they find the perfect match?

SM: A good place to start is to look at a designer’s portfolio and work style — their completed projects, mission statement, and process. Setting up a call or face to face is also very important for both the designer and client. A good cultural fit is just as important as the thinking and portfolio quality to ensure the right collaborative fit.