So, you think you’re a graphic designer?
Posted on 31. Aug, 2006 by Ken Davidson in Comment
According to Wikipedia, graphic design is…
“…a form of visual communication. It is a process by which visual information is given form and structure, so as to communicate a message. This is often done through the arrangement of typography and graphical elements and can take many forms, from printed documents to 3D design. A graphic designer can incorporate the use of photography, illustration, iconography, and branding, but is not limited to these devices.”
If you understand that, and understand terms like ‘typography’ and ‘iconography’ then you’re at least half-way there. It’s not arrogant or conceited to say that I fall into this category. The remaining challenge is to put this understanding into practice. What does this mean for the commercial graphic designer?
Surely the definition of competency in this field is whether or not the designer has succeeded in helping the client’s commercial objectives? If the answer is yes, then it’s fine and dandy then to ask if the work ‘looks nice’ or ‘is interesting’.
We may all be ejected from university, art college or design school with the hairy-fairy notion that somehow we’re free creative spirits: but that error is soon dispelled by the need to get up to speed with the commercial world. It’s a struggle to maintain a fresh perspective when the whole buying community says that “good enough is okay, just get it done, and cheaply”!!
I think this why graphic design tends to be considered of low commercial merit. Increasing numbers of clients are taking an in-house stance, and attempting to produce their own designs -at the expense of their own legitimate tasks, and often at the expense of their project’s outcomes. As a breed we graphic designers need to do several things in order to protect our industry and to encourage the use of our services…
Be as diligent as possible when executing work. Practise discipline at all levels, from ensuring consistent logical alignment of graphic elements, to returning ‘phone calls in good time.
Question the brief as given. Don’t simply perform a set a tasks as laid out by the client. Rearrange any brief using your experience to ensure the client’s goals are achieved. First of all, ask “what is the ultimate goal?”, and then work backward.
Don’t be afraid of suggesting change to the client, regardless of their (and your) interpersonal skills. The client may hold the incorrect view that graphic designers are drones who make pretty pictures. We are not! And we damage our profession by allowing our clients to think this. We are professional consultants, with views at least as pertinent as anyone else involved in the project. At the very least we can view the project from the outside far more readily than the client – especially if you can empathise with your client’s customers!
This may seem a lot of work for what may be a low-value project. However, it costs nothing to keep thinking while doing the simpler jobs, and you will always discover some way to suggest improvement. Subsequently, whether your suggestions are adopted or not, you will be adding value to the work. Any client who does not recognise this may well be a lost cause! ;)
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