What do Graphic Designers really do? Many business leaders I’ve met in my time have limited knowledge in the area of graphic design. Some assume that graphic designers are just there to make a page in a brochure or web site ‘pretty’ or ‘interesting.’
While this is part of what graphic designers do, their main job is to promote communication. Graphic designers are educated in the various forms of software, but they are also could have backgrounds in communication, logic, sociology and even a bit of psychology. It amazed me during my graphic design education that I was studying philosophy and philosophers such as Socrates, Plato and Aristotle as part of my graphic design education.
Art History also plays a large part of a graphic designer’s background. Because of this, they tend to know history better as well. I was once able to save a simple time line in an ad campaign because the execs wanted to use a certain image, and I had to point out to them that they were using a Roman statue, not a Greek statue as they originally intended. Perhaps most customers wouldn’t have noticed this, but it’s one of those details that can make or break an impression on those who may have been interested in investing in the company I mentioned.
A graphic designer’s job is to take a corporate message, slogan, tag line and create an environment which reflects the firm’s ideology, environment, corporate culture and send a message to it’s customers. To do this, the graphic designer employs a wide variety of colors, images, graphics, typefaces, white space to convey the information. A great deal of information and consideration goes into selecting just the right colors, images, and typefaces that will communicate the correct information in a clear, concise manner.
Far too many execs think of brochures and web sites as ancillary items, when they should be utilizing them as important, decisive business tools. Now more than ever, it’s important to employ a graphic designer who goes beyond just being able to manipulate an image in Photoshop.
Best Business Mastery Tip: Do not leave your brochures and web sites up to administrative assistants who have no training in this area. A talented graphic designer on your team can make the difference between having products, brochures and web sites look pretty, or actually communicate to your customers the correct messaging that results in a customers’ understanding, engagement and increased sales.
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