More than just a pretty face
Graphic Design is probably one of the most misunderstood professions on the planet. Once, after introducing myself as a graphic designer the other person exclaimed, “Oh! You make things pretty!” Now I introduce myself as a pirate at networking events because it’s accurate and everyone knows what a pirate does.
While some people think that graphic designers simply make things pretty, there’s more to it. While aesthetics are an important part of the process, the point of graphic design is communication. Art evokes an emotional response. Graphic design communicates a message.
Every book, logo, website, sign, postcard and social media graphic is communicating something. And graphic design facilitates the message by providing a smooth path — similar to how a highway facilitates the movement of cars from one place to another in a smooth and efficient way.
You may think this definition of graphic design is too pragmatic or simple but I’ve met many young designers who are overly focused on making something look cool or adding unnecessary decoration to a piece of design. In terms of communication vs. aesthetics, I think most people (if they’re honest) would rather be heard and understood than admired for their looks.
The message is completely lost in the one-sheet on the far left, but arranging the same information into a better design communicates the message clearly.
Form Follows Function
Effective communication is key in any marketing campaign and I’m a big fan of the “form follows function” design philosophy. The message is the function and graphic design provides the form. If the message is provocative (like a protest poster), good design will communicate that effectively. If the message is more pragmatic (like IKEA furniture instructions), good design will make the process clear.
There’s also a science component to graphic design. The fact that blues and greens are more visually calming than red is based on color psychology. Placing objects near each other on a page will lead a viewer to understand those objects are related to one another or part of a group — a key component in user experience (UX). In typographic hierarchy, larger text sizes get more attention and imply importance which aids in scanning a page of information. A trained and experienced graphic designer understands all of this and uses it to produce effective design.
An Investment, Not an Expense
Talented designers, like talented musicians, make the execution of their craft look easy. And that can sometimes work against them when it comes to convincing others about the value of good design. This is why many of my portfolio entries include a challenge/solution/result explanation in addition to all of the pretty images.
Good design is an investment in your business, not an expense. The ability to communicate your marketing message clearly and effectively through good design will distinguish you from your competition and provide a return to your business.
So the next time you’re putting together a catalog, developing a website, or need a logo designed, instead of reaching for the Canva app consider hiring a professional graphic designer.
