The Nature of
the Graphic Designer



How to Best Work With
Your Graphic Designer

The Importance of Typography

Ensure Your Photography
Puts Your Business in the Proper Light

Insights About Advertising

Paper Psychology

Graphic Design and Web Sites

The Nature of the Graphic Designer

The majority of the population does not understand what a graphic designer does or what their contribution is to culture and society. Many believe that a designer is an artist that draws pictures or makes t-shirts or calendars. These comments are usually accompanied by a perspective that a graphic designer’s usefulness in the business world is trite and expendable. I am always baffled by those answers, because nothing could be further from the truth.


When I am asked now what I do, I tell people that I help businesses improve the sales of their product or service in the marketplace by enhancing their visual communications to their customers or potential customers. They still don’t get it, so I tell them I do marketing and graphic design, which gets me the reaction described in the first paragraph. But I have taken the questioners perception one step forward.


Have you ever been to a supermarket? Have you ever been to a bookstore? Have you ever been to the mall? Have you ever been to a doctor’s office? Have you ever been to a bank or investment firm? Have you ever visited a web site? Have you ever ... (just fill in the blank). You are starting to get the idea.


Graphic Designers put the face on everything you buy or at minimum the materials that create the interest to buy something in the market place. They help create the face of every business and the perception of that business to the customer.


You have heard of the concept of branding. We are not just branding the company but the customer as well. This is not just a logo but an entire complex of materials that helps create the persona of the company.


Graphic Designers who create excellent and innovative work are a part of shaping the culture in which we live. They are masters of visual and written communications. Their little known skill set includes principles that encompass typography, design, shape, proportion, color, contrast, balance, the ability to introduce the unexpected, a fine eye for photographic quality, composition, software expertise, master psychologists and, if you are fortunate, headline and writing skills.


Today, as compared with designers twenty-five years ago, the designer now controls the entire creative process from inception to completion, with hundreds of details needing to be coordinated and perfected to satisfy a sophisticated marketplace and clientele. One graphic designer can service a multitude of clients with various needs and timelines.


Designers work in small studios to large corporations. Or they can work independently as freelancers from a home office or small office space. An independent designer like myself only gets paid when I am working on projects for my clients. When I empty the trash, go to the doctors or take a vacation no billable work can be done. Thus, every hour worked needs to be billed in order to have the income to be there for the long haul and provide this valuable service to the business world.

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