Liz Strauss at Successful Blog

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August 15, 2007

The 5 Hats of Graphic Designers

ME Liz Strauss wrote this at 11:26 am

Guest Writer: David Airey

Before computers entered the mix, the production of print material was firmly in the hands of graphic designers and printers. It took a very clued-in client to have any idea about the print-production process. Therefore, people were mentally prepared to pay substantial amounts for their logo designs, brochures and annual reports.

That was then. Now, however, things are very different.

Ask most people how they would design a logo or prepare a newsletter and they’d automatically point to the computer, placing their faith in software packages to do the job.

So if a novice can work their way around a photo manipulation or page layout program, why do designers still charge large figures for their services?

five-hats-of-graphic-designers

Today’s designer must wear many hats, and I’ll talk about some of them here.

The problem solving hat

Designers are presented with a problem, and it’s their task to find a solution. The problem could be to set a business apart from its competition by using an effective logo design, or to increase product sales with a cleverly designed advertising campaign. Whatever the initial brief, there’s a clearly defined problem and the designer puts on their thinking hat.

The teaching hat

By educating clients, customer-satisfaction is improved and the designer is more likely to be called upon in the future. What might a designer teach? File preparation is an important part of the print production process, and a lot of my time is spent educating clients about file types. You’d be surprised just how many of my clients don’t understand that a thumbnail image off a website can’t be used for a full-size A3 poster. This provides a little more info.

The graphic designer hat

This is actually just one function of a modern-day designer. Ask any self-employed designer just how much time they spend designing and you’ll probably be surprised at the answer. I can’t say for sure how long I spend actually designing, but I think it’s between 25% to 40%.

The salesperson hat

Whether it be attracting new clients or selling an idea, graphic designers need to have enough confidence in their own ability to persuade a client that they’re making the right decision. Every design pitch must be treated like a sale. When meeting people for the first time, I make sure to focus at least my first three questions on topics not related to business. It’s much easier to develop a relationship with a person than it is a business, so don’t be pushy.

The manager hat

Accounting is a vital aspect of my business operations, and I’ve not yet reached the stage where I need to outsource, or take on an extra employee. I process my own tax returns once every year, and calculate my VAT returns every three months. This needs the manager hat, taking a step back from the creative side of work and focusing on the numbers. Time management and project management are also encompassed by this hat.

To summarize

Whilst it’s clear that the role of graphic designers has changed, it still remains an extremely creative industry. Of course, designers aren’t the only ones who must wear different hats in their profession.

What’s your line of work and how many different hats do you wear?

–David Airey

Thanks, David, for this grand explanation of what the folks in your profession do!
Come back again to tell us more, anytime.

–ME “Liz” Strauss





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34 Comments to “The 5 Hats of Graphic Designers”

  1. August 15th, 2007 at 12:23 pm
    Carl Coddington said

    That is an insightful article. I have also found that the role of the graphic designer/web designer has definitely changed.
    But, more people have websites now, which means more people need help installing plugins and manipulating graphics.

    I kind of prefer it this way.

  2. August 15th, 2007 at 12:37 pm
    ME Strauss said

    Yes, David did a wonderful job of defining the roles of the graphic designer didn’t he? :)

  3. August 15th, 2007 at 6:35 pm
    almost vegetarian said

    Freelance writers are in a very similar position. Content has become cheap; and quality has plummeted. The most obvious sign is what is the demise of newspapers and growth of online venues. And while this opens many doors for us, it closes and equal number. Creating problems we won’t really understand until, alas, it is too late.

    Ah well.

  4. August 15th, 2007 at 6:45 pm
    LaurenMarie - Creative Curio said

    Wow, David! Grats on guest posting on this most amazing blog! Have you been reading de Bono’s Six Thinking Hats? I am just starting in on his How to Have Creative Ideas. I thought it would be about design… I was quite wrong, but I’m loving it even more! And thanks for that link to your Design Guide for Print post. I hadn’t read that one yet. Very informative!

  5. August 15th, 2007 at 8:27 pm
    Char said

    David - nice post! Which media do you prefer to design for? Print or web? What is your ratio of print to web projects?

  6. August 15th, 2007 at 8:43 pm
    ME Strauss said

    Hi Almost Vegetarian!
    It’s never too late. Hold tight to your standards. Look at what is happening. People are discovering what good writing is about.

  7. August 15th, 2007 at 8:44 pm
    ME Strauss said

    Hey Lauren Marie!
    David’s post is wonderful, isn’t it? I’m proud that he agreed to be part of this blog here. It’s a great combination. :)

  8. August 16th, 2007 at 2:41 am
    David Airey :: Graphic Designer said

    First off, thanks so much, Liz, for agreeing to let me guest post here on your blog. It’s a great way to push my writing boundaries, networking at the same time. I’m glad that you find the article of interest.

    Carl,

    That’s great that you prefer things they way they are now. I’m enjoying learning more about web projects, and whilst it’s not everyone’s preference, you have to move with the times.

    Almost vegetarian,

    Do you think that whilst the overall quality of writing has plummeted, you’re able to differentiate yourself further by standing out from the majority? There are so many DIY logo design websites sprouting up, selling designs for $100. This can be detrimental, but it’s true that you get what you pay for.

    Lauren,

    Thanks for the congrats, and for commenting! You know, de Bono’s ’six thinking hats’ is a favourite book of mine. I read it about five years ago and should really pick it up again. Will you blog about the book you’re currently reading? I’d love a little snapshot before buying.

    Char,

    If it weren’t for your birthday gift contest, I’d not have had to chance to write for Liz. Thank you.

    Do I prefer to work on print or web projects? Actually, my favourite projects are identity designs, so both. Logos appear across the board, as you well know, and I enjoy the challenge.

  9. August 16th, 2007 at 3:39 am
    David Airey :: Graphic Designer said

    Oh, and Char, I probably design 70% of my projects for print. I skipped that question.

  10. August 16th, 2007 at 3:56 am
    The 5 hats of graphic designers :: David Airey :: Graphic Designer said

    [...] Today’s designer must wear many hats, and I talk about some of them in a guest blog post at Liz Strauss’ Successful Blog. [...]

  11. August 16th, 2007 at 11:10 am
    LaurenMarie - Creative Curio said

    Sure, David! I’d love to write about de Bono’s book, and I think it would be a great feature for my blog. I know Tara has read it and you could ask her opinion too :)

    I agree (and lament) about what you said about the cheapy logo sites that are cropping up. Website template companies are very popular, too. But those are tricky! They create the pages in such a way that you practially have to hire them to tweak it for you too. The code is confusing, something only the author could understand!

    It’s the same with a lot of design (like you said in the article). People think they (or their kids) can do it so easily themselves now that they don’t need a professional designer :(

  12. August 16th, 2007 at 1:47 pm
    ME Strauss said

    I agree Lauren Marie and David,
    Too many folks think they know what design is, but that’s not really a new problem — it’s been around since desktop publishing started. :)

    You don’t know how much I long for the days when only a designer had access to the tools and equipment to do design work. :)

  13. August 16th, 2007 at 6:04 pm
    w said

    Hey Liz - lurking respectfully for some time. Enjoy everything. This post however, struck the raw nerve much like the third molar that needs a root canal getting hit by an ice cube. Just had to say “ouch” and chime in. David is spot on with his comments, and “rules of the road”- a great post - would that he could make it even more detailed and hit more “graphic designers” upside the head with the print production provider’s large stick that we use just for the “unknowing” who somehow manage to print a business card with the title “graphic designer” somewhere on it. The comments that follow (Yes, I know the rules - be nice) only further illustrate the differences between those who know their craft and those who continue to do a disservice to their clients by way of having a Mac in their basement. Of special interest to all should be the comment that David made about designing “70%” for print. HELLO - big clue there. IMHO the clue is Design for print first and foremost - then all other client needs will be easy to handle. Vector based graphics prepared properly will work across all platforms and in all shapes and sizes. Take the easy way and design backwords, and nobody will be happy. Invest and learn the industry standard software: Illustrator, InDesign, Quark, Photoshop,etc. - visit a service provider, digital printer, offset printer, packaging printer, forms printer - learn how to make a PDF properly - learn what it takes to produce what you “design”. A graphic designer who creates from top to bottom with forethought to client and all possible variations of his/her work will generate many more referrals and leads from print providers than a “graphic designer” who designs for the screen only and then departs with check in hand, leaving client and production “holding the proverbial bag of graphical crap”. Those who know love to work with those who know. Those who don’t know are happily and respectfully serviced, charged accordingly, and respected for their ability to scam a client for a lot of money for “design”.

  14. August 16th, 2007 at 7:39 pm
    ME Strauss said

    Hi W!
    Thank you for knowing the “be nice” rule and I do believe you followed it beautifully. :)

    I so agree that Those who know love to work with those who know. Nothing beats learning everything you can about the business that will be your life’s work.

    What you say is true for any profession.

  15. August 16th, 2007 at 8:35 pm
    ED ROACH said

    Ah the good ol’ days when all the colour you had to use was the latest set of Pantone markers (350). You never had to up-grade your Rapid-O-graph pens, just un-clog them. Colour correction was left in the hands of retouchers and talented pre-pressman. The strippers worried about imposition.

    Software was drawing paper and a drafting table your monitor. Clients marvelled at how paste-up boards turned into brochures and A/R’s. It was fun to watch their eyes glaze over explaining how rubylith worked.

    Designers never typed anything - type setters did that! Designers designed.

    Do you remember the waxer? Letraset and hand-lettering. What young designer today actually hand letters unique typography - if it’s not available as a font they don’t use it.

    I love my Mac, (as a matter of fact I’ve got my first one sitting next to me on display - A Macintosh Plus).

    Today we do indeed wear many hats. The hats of artisans from the past pre-press professionals, whom from time to time I would dearly love to give their hat back to.

    The added responsibility or hats of today give us more control thanks to technology, but we lost our mystique. Sometimes I miss the time when all I worried about was design and paste-up and all the technical concerns were in some other professionals hands.

    Terrific topic AGAIN David.

  16. August 17th, 2007 at 2:08 am
    .: Designers who Blog: Design, Illustration, Photography, Web, Advertising, Branding … said

    [...] The 5 Hats of Graphic Designers [...]

  17. August 17th, 2007 at 2:42 am
    cat said

    David,

    I was thinking about your five hats this morning and realised that one skill sits over each. Communication. I guess that’s why I liked to tag myself as a Communication Designer (Visual Communication Designer is a mouthful but apt).

    problem solving - without communication between the client and designer, the solution will be way off the mark

    teaching - again, without the ability to communicate with the client, they will not understand how our industry works, the various angles to get to a solution, and why we choose a particular solution to suit their needs

    graphic designer - design is a communication tool as it communicates to the audience

    salesperson - again, we are communicating

    manager - the mother of all communication roles

  18. August 17th, 2007 at 4:43 am
    David Airey :: Graphic Designer said

    Lauren,

    Looking forward to that Ed de Bono feature.

    W,

    Thanks for your thoughts on the matter, and I’m very glad my article prompted a response. You certainly seem to know what you’re talking about and I fully agree how much more enjoyable it is working with people in the know.

    Ed,

    I’ll not pretend to have the industry knowledge that you do. That only comes with your experience, and I’m but a pup where that’s concerned. What I love most about graphic design, is that no matter how long you’re in it for, you’ve never stopped learning.

    Thanks very much for your compliment.

    Cat,

    I’m 100% in agreement. If I remember correctly, my very first class on graphic design revolved around its definition, and one word prevailed - communication.

    Interesting that you tag yourself as a communication designer. My business card shows graphic designer, and whilst I agree with your title, I keep my card very minimal, and graphic designer tends to need less explanation.

    I know you have a lot of different projects on the go, but what’s on your business card?

  19. August 18th, 2007 at 9:02 am
    Thoughts on Design » Five Hats said

    [...] Airey, guest blogging at Liz Strauss’ blog, writes a fascinating post on The 5 Hats of Graphic Designers. Before computers entered the mix, the production of print material was firmly in the hands of [...]

  20. August 20th, 2007 at 2:02 am
    Freelance Folder » 2007-08-19 - Sunday Links Folder said

    [...] The 5 Hats of Graphic Designers (by David Airey) [...]

  21. September 3rd, 2007 at 8:33 pm
    kristarella said

    I realised some of these things a little while ago and decided it wasn’t a great idea to quit my science degree and try to make a go of it in design… I might eventually if I find get some training or instruction on managing and attracting clients and conveying info to them in a way they’ll understand - being able to get them to tell you what they want and as you say, problem solving.
    Yeh, there’s more to it than meets the eye.

  22. September 3rd, 2007 at 8:58 pm
    ME Strauss said

    Hi Kristerella!
    Welcome!
    There’s more than meets the eye, but if . . . you can hang in the people around here will sure lend a hand. :)

  23. September 4th, 2007 at 2:04 am
    David Airey said

    Kristarella,

    Liz is right, you’ll find a great deal of help from the blog community, and I’m happy to do what I can if it’s of use.

  24. September 4th, 2007 at 8:18 am
    kristarella said

    Thanks guys, that’s really nice :)
    I’m a while away from anything like that yet, but I’ll definitely keep reading and asking questions :)

  25. September 4th, 2007 at 11:13 am
    ME Strauss said

    Hi Kristarella!
    We’ll be here when you’re ready! :)

  26. September 28th, 2007 at 1:13 pm
    The 5 Hats of Graphic Designers, by David Airey » hobgobbler.com said

    [...] The 5 Hats of Graphic Designers [...]

  27. April 9th, 2008 at 6:21 pm
    Spec work in the internet age | David Airey :: Graphic and Logo Designer said

    [...] always be a supply of people willing to work in the hope they’ll get paid. One of the 5 hats of graphic designers is the teaching hat, and it’s up to us, as designers, to educate clients why our services are [...]

  28. April 9th, 2008 at 11:19 pm
    AMYHAYWOOD.com » Blog Archive » Design Contests, BLAH said

    [...] If anything, these articles make the case that designs need to do a better job of teaching others the value of good design–what it is and what it looks like. (See The 5 Hats of Graphic Designers). [...]

  29. April 10th, 2008 at 12:05 am
    Петте шапки на графичния дизайнер said

    [...] Петте шапки на графичния дизайнер Тази микро-статия е съставена от Тодор Христов , публикувана е на 10.04.08 at 05:04 и е записана в категория Маркетинг и брандинг. Post a comment or leave a trackback: Trackback URL. [...]

  30. July 13th, 2008 at 9:13 am
    Rhonda said

    I am so glad I ran across this article.
    Although I design for many clients, I also have another job that is a main priority where I am on the company payroll. I really need to show this to my boss.
    Here are the jobs she has me performing for a mere $18.50 an hour.
    NOTE: The Company that has me on payroll is NOT a graphic design company. They are in the wholesale/retail business.
    I started out & am presently doing Computer maintenance, software troubleshooting, tech support. Now I am also doing website maintenance, monthly website reports, 2 monthly electronic newsletters (1 for retail & 1 for Wholesale), desktop publishing, graphic design & advertising design, including; creating logos & product labels for other company customers, creating packaging for grocery store outlets.

    The company recently made additions to their factory & retail outlet. Which was about $800,000.00
    I have not had a review or raise in 4 years.
    How many hats do you think I wear & how much would all this work be worth to an honest company?
    Please help with any advise. I would like to keep the job, but feel I am being treated unfairly & need to present something to the owner of this company.

  31. July 13th, 2008 at 10:10 am
    ME Liz Strauss said

    Hi Rhonda,
    Only you can say what the work is worth. Only you can decide whether you are getting paid for your value.

  32. August 17th, 2008 at 10:54 pm
    Ram said

    Nice article there!

  33. December 11th, 2008 at 11:56 pm
    Steve Yakoban said

    I think you have done a great job of capturing the reality of working as a designer. Thank you for a great article.

  34. April 17th, 2009 at 7:01 am
    The week in links 17/04/09 - Craig Baldwin's Blog said

    [...] well. First Steps To Graphic Design Pricing (davidairey.com) Another great post from David Airey. The 5 Hats Of Graphic Designers (successful-blog.com) The different hats you have to wear to get the most from your career. [...]

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