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?
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 design guide for print 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?
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
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.
Yes, David did a wonderful job of defining the roles of the graphic designer didn’t he? 🙂
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.
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!
David – nice post! Which media do you prefer to design for? Print or web? What is your ratio of print to web projects?
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.
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. 🙂
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.
Oh, and Char, I probably design 70% of my projects for print. I skipped that question.
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 🙁
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. 🙂
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”.
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.
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.
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
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?
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.
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. 🙂
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.
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 🙂
Hi Kristarella!
We’ll be here when you’re ready! 🙂
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.
Hi Rhonda,
Only you can say what the work is worth. Only you can decide whether you are getting paid for your value.
Nice article there!
I think you have done a great job of capturing the reality of working as a designer. Thank you for a great article.
Thanks for this informative article, Liz (and David by default). While it is true that senior graphic designers and even freelancers have to fulfill these roles, rookie designers typically don’t.